1. The business primarily operates in the United States, with a main focus on providing non-toxic, eco-friendly, family-safe cleaning products, including laundry, bathroom, kitchen, and household space cleaners. 2. Within Health / Medical, it is a vertical brand, with competitors including other eco-friendly cleaning brands such as Seventh Generation and Method. 3. The brand terms used on the official website are "Truly Free Home" or "Truly Free".