For 35 years, If You Care has been rethinking the everyday essentials we use in our homes. It began with a simple coffee filter—one made without unnecessary bleaching and designed with greater care for both people and the planet. From that first product, we set out to prove that thoughtful choices don’t have to mean compromising on performance.

Introduced in 1990, our unbleached coffee filters were the first and only of their kind in North America at the time. They were soon followed by unbleached baking paper and baking cups, establishing a legacy of creating innovative alternatives to conventional kitchen essentials. In 2004, we launched the first aluminum foil made from 100% recycled aluminum, and from 2009 onward, continued expanding our range with thoughtfully designed products such as unbleached greaseproof paper sandwich and snack bags, natural sponge cloths, and reusable paper towels made from cellulose.

Today, that same belief guides everything we make. We carefully consider our materials, how our products are made, and what happens to them after use—creating dependable kitchen and household products that work beautifully while leaving less behind.

Our range has grown, but our purpose remains rooted in where we started: making small, everyday choices matter.