define CLEAN

Neil Shih, founder of define CLEAN (定義潔淨), turned pandemic challenges into an innovative eco-friendly cleaning brand.

During the 2020 COVID-19 crisis, while unemployed, he observed changing cleaning habits and struggled with storing bulky liquid detergents. Inspired by effervescent vitamin C tablets that dissolve in water, Shih envisioned compact, waterless cleaning tablets—natural, concentrated alternatives that reduce plastic waste and carbon emissions.His entrepreneurial journey began with hands-on research. For six months, he personally visited diverse Hong Kong neighborhoods, including Ma Wan, Tung Chung, Tsuen Wan, Central, and Sham Shui Po, to understand community needs and shopping inconveniences like limited storage. Despite early setbacks—no sales at markets and consignment rejections—he persisted in innovative promotion.Teaming up with a high school classmate and a U.S.-based chemistry PhD, Shih developed prototypes using natural ingredients like sorbitol to replace traditional glycerol. After 8 failed startup competitions, he won the HKSDG Hub Climate Action Award in April 2021, and securing over HK$3 million in funding afterwards. This launched define CLEAN as a Hong Kong Science and Technology Parks (HKSTP)  incubatee and social enterprise.Products launched in April 2022: solid cleaners concentrated 50 times, saving storage space and cutting transportation emissions by 98%. The brand established 10 retail points, supplied institutions like Hong Kong Polytechnic University and the Hong Kong Youth Association, and partnered with Kerry Properties for custom gifts. Impacts include reducing over 30,000 plastic items, 25,000 km of fuel-equivalent emissions, and 3.5 tons of ocean pollutants.

As a SIE Fund-supported social enterprise, define CLEAN employs low-income women affected by the pandemic for testing, packaging, and sales, providing skills training. Shih has led free STEAM workshops in areas like Sham Shui Po and Po Lam, educating over 500 youths and children. At public events, the team taught over 300 citizens to make eco-cleaners. Collaborations with Greeners Action, Green Earth, Fair Lady, and The Loops promote upcycling and green markets.Shih extends his influence through over 10 Greater Bay Area and Belt and Road exchanges, representing HKSTP, PolyU, and youth associations in mainland China and Taipei. From unemployment to green innovator, Shih disrupts a century-old industry toward carbon neutrality, empowering youth and communities for a sustainable future.