Kasey Norton shared their story and experiences with us recently and you can find our conversation below.
Kasey, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do you think is misunderstood about your business?
One of the biggest misconceptions or misunderstandings about Hyve (and really, about the non-toxic cleaning industry as a whole) is that “natural” or “green” automatically means “less effective.” The truth is, our probiotic-powered formulas work smarter, not harsher. They continue cleaning long after you’ve wiped the surface, breaking down grime at a microscopic level and creating a truly healthy environment for your home and family.
Another challenge is cutting through the noise. The cleaning industry is flooded with misinformation, greenwashing, and huge marketing budgets that make it hard for smaller, genuinely transparent brands like ours to stand out. Many consumers don’t realize how many “eco-friendly” labels are backed by toxic ingredients or misleading claims.
We’re not here to compete with the noise, we’re here to educate and empower families to make choices that actually support their health and the planet!
At Hyve, we’re a small business with a big mission: to redefine what clean really means. Clean shouldn’t come with a warning label, and it shouldn’t end when the surface looks shiny. Our products work with nature, not against it and we believe once people understand that, they’ll never go back to “traditional” cleaners again.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Kasey, righthand woman to Hyve’s founder, Shreya Patel. Together (yep, just the two of us!) are sharing and spreading the word about Hyve – a probiotic-powered, non-toxic household cleaner designed to work with nature, not against it. Our mission is simple: to redefine what “clean” really means.
Shreya started Hyve because she was tired of harsh chemical smells, misleading “green” labels, and products that claimed to be safe but still came with warning symbols.
Hyve is different. Instead of killing everything on a surface, our cleaners harness the power of probiotics, also known as good bacteria that continue cleaning long after you’ve wiped. It’s a living, active clean that helps restore balance in your home rather than disrupting it.
We’re a small brand with a big purpose. In an industry dominated by massive corporations and marketing spin, we focus on transparency, science, and sustainability. Every ingredient in Hyve serves a purpose, and every product is made to protect both your family and the planet.
Right now, we’re working to spread awareness about what true non-toxic cleaning looks like, beyond the buzzwords, and to build a community of families who care about wellness, the environment, and the spaces they call home. Education is our main focus. You don’t have to buy Hyve, but you do need to know there are better and accessible options for your family.
Amazing, so let’s take a moment to go back in time. Who saw you clearly before you could see yourself?
Without a doubt, my mom. She’s always been my biggest cheerleader and advocate. She’s the person who believed in me long before I believed in myself. She’s incredibly creative and has this way of seeing potential in people and ideas that others might overlook.
From the time I was little, she encouraged me to “use my power for good” and reminded me that I was capable of more than I realized. Whenever I start to doubt myself or the path I’m on, I can still hear her voice reminding me to trust my instincts and keep going. Her belief in me has shaped so much of who I am today and how I approach building Hyve….with heart, creativity, purpose, and a deep sense of possibility.
If you could say one kind thing to your younger self, what would it be?
I would tell her to believe it when others (my mom especially) says you’re capable of more than you think. All those times you doubted yourself or second-guessed your path…you were already becoming who you were meant to be. Trust your instincts, even when the road feels uncertain, and don’t let fear make your world smaller. You don’t have to have it all figured out, just keep showing up with heart, curiosity, and courage. The pieces will fall into place.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a belief or project you’re committed to, no matter how long it takes?
Hyve, without question. We’re deeply committed to changing the way people think about “clean.” For too long, we’ve been told that killing 99.9% of everything is the only way to protect our families, but that mindset has done more harm than good. It’s stripped away the balance that nature intended and left us surrounded by harsh chemicals that don’t support our health.
At Hyve, we believe real clean is about harmony, not destruction. We’re passionate about educating families and helping them unlearn what we’ve all been conditioned to believe. That means showing people that non-toxic, probiotic-powered cleaning isn’t just possible, it’s better.
It’s not the easy route, and it’s not the fastest, but it’s the one that matters. We’ll keep doing this work, no matter how long it takes, because we believe a healthier home starts with understanding what’s really in the products we use every day.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. When do you feel most at peace?
I feel most at peace when I’m surrounded by my family, especially near the water (Pensacola, FL to be exact). There’s something about watching the waves or sitting on a dock that instantly reminds me to slow down and just be. First and foremost, I’m a wife and a mom, and that role brings me the kind of joy and fulfillment nothing else can. In those quiet moments, when I can hear my kids laughing or feel the calm of the water nearby, I’m reminded that I’m exactly where I’m meant to be.
Contact Info:
- Website: https://hyveclean.com
- Instagram: @hyveclean
