Soane Materials’ Latest Hire Helps Fuel the Sustainable Cleaning Revolution
Amid a growing global demand for eco-friendly cleaning solutions, Soane Materials has announced an important addition to its leadership team: Elizabeth “Liz” Huth-Helriegel as the company’s Business Development Director for Consumer Cleaning Products. Liz brings nearly two decades of experience in the personal care and cleaning industries—expertise that will be vital as Soane Materials expands its portfolio of plant-based, biodegradable alternatives to petrochemicals and plastics.
The market for green cleaning products is booming. According to recent industry analyses, the global market for environmentally responsible cleaning products is projected to grow at a compound annual growth rate of about 8–10% through 2030, reaching over $10 billion in market value. This surge is largely driven by increasing consumer awareness of sustainable living, as well as by corporate commitments to reduce plastic waste and carbon footprints.
Soane Materials, a regenerative materials innovation and IP licensing company, is at the forefront of this transformation—using plant-based chemistry to develop high-performance products that compete with or outperform traditional petrochemical-based solutions. By hiring Liz, they’re sending a strong signal that the company intends to scale its sustainable offerings even faster.
“Liz’s expertise and deep market knowledge will be invaluable as we continue to expand our presence in the cleaning products industry,” said Leo Kasehagen, President and COO of Soane Materials. “Her ability to drive innovation, cultivate key partnerships, and lead strategic initiatives aligns perfectly with our mission to rapidly bring cutting-edge, sustainable solutions to market.”
Liz’s career has involved stints at global ingredient solution giants such as Clariant, Univar Solutions, Stepan, Nouryon, and most recently Brenntag—where she drove multi-million-dollar growth through supply chain optimization, targeted marketing, and international collaborations. Her track record includes championing digital transformation projects that streamlined communications among suppliers, boosting overall business efficiencies.
With a Master of Professional Studies in Product Management from Maryland Institute College of Art and a Bachelor of Science in Chemistry from Montclair State University, Liz has the technical grounding to shepherd Soane Materials’ product pipeline from concept to commercialization. Beyond her credentials, she brings a dynamic, hands-on leadership style that will be instrumental in forging new partnerships and expanding product visibility.
One of Liz’s key near-term priorities is launching Soane’s new high-performance, plastic-free laundry detergent sheet. This product aligns with consumer shifts: recent data show a 30% increase in demand for plastic-free and zero-waste household products over the past two years. In addition to the laundry solution, Liz will focus on scaling other cleaning product technologies in Soane’s pipeline, including flushable wet wipes—another category facing consumer scrutiny over plastic components and harmful chemical residues.
“I joined Soane Materials because of their commitment to innovation and sustainability, which will position them as a disruptor in the market,” said Liz Huth-Helriegel. “Their strong customer focus gave me confidence in their ability to develop and deliver solutions that truly align with market needs now and in the future.”
Miami’s Eco-Innovation Hub
Miami is emerging as a hotbed for environmentally conscious startups and manufacturing solutions, making Soane Materials a local standout. Liz’s addition to the leadership team underscores the region’s growing reputation for green innovation—something that benefits both local jobs and the global environment.Away from the office, Liz is a devoted mother to her 8-year-old daughter, Stella, and enjoys pushing her limits through CrossFit competitions and Spartan races. Her passion for endurance and resilience mirrors Soane Materials’ own commitment to forging a sustainable path forward.
As the green cleaning sector continues on a high-growth trajectory, industry watchers will be looking to Soane Materials—and leaders like Liz—to spearhead the next wave of eco-conscious, consumer-friendly solutions. With demand for sustainable, plant-based cleaning products on the rise, Soane Materials is well positioned to shape the future of household care.
