To give you a feel for just how mainstream this green brand is, we met people from established natural brands at Kitchen, a conference for sustainable brands, who had never even heard of them. It's a design brand, not a green brand. But now that they're established - and the whole world is "going green" – what is helping fuel their growth and maintain loyalty is the fact that their products are non-toxic. It's important to note that it's still not what they're leading with.

Kind of like when you sneak vegetables in chocolate cake.

According to Schuler, Method believes that green "shouldn't be something you stress out about, but should be easy and something you adopt over time." Their focus is pretty darn simple: good for the planet, good for people and good for the surface.

And I'll be damned. They actually listen to their customers. Through product safaris, pop-up stores and a rich advocacy program they learn from their customers what their needs are. It's what fueled development of its new toilet bowl cleaner and new baby and kid body wash and shampoo.

Method may stand for "People against dirty," but they could write a book on going green.

- Jen Maxwell-Muir