​We don't claim 100% natural laundry formulas. This is mainly due to the ingredients available at the moment and product safety.

For example, our active cleaning agents come from natural sources, but during production it may be required that they are mixed with a processing aid, which may not be natural. So there may be trace elements left behind. This is the case with all ingredients of this kind, in just about every product on the market.

Also, sometimes we use nature identical ingredients, these are ingredients that have the exact same chemical structure as their natural counterparts, but it is more sustainable to product them in a lab, usually through a reaction process. There are also situations where an ingredient is derived from a natural source but though processing to create a usable cleaning ingredient, it is not different to what is found in nature.

As our formulas use so many naturally derived ingredients, they are susceptible to spoiling, so we need to use preservatives with a very broad spectrum of activity. There isn't a naturally derived option for this, so we use a safe synthetic version.

As a certified B Corp business, we take our impact on the environment super seriously and do a lot to reduce it.

Most of our products are liquid based, this means we are limited to the materials we can use to package them. We make our bottles with recycled and recyclable plastic, because we believe this is the most all rounded eco friendly option, let me explain.

PET is the most recyclable plastic there is. We even use recycled plastic to make our bottles, so every bottle has already looped through the recycling system at least once. We’re often asked why don’t we use glass or aluminium? And the answer is that for a product like this, glass is very un eco friendly when you look at its carbon footprint in detail - which we have.

For example glass is very heavy in comparison to PET plastic. This means the carbon emissions during transport are vastly higher than a plastic equivalent. Glass also uses a lot more energy to produce and to melt down for recycling. They also break easily causing lots of waste. Glass is great as a refill option but it’s not great in a supply chain eco wise. In fact, if we switch for glass or aluminium, we would use 2.2x The energy, 3.6x The material and 2.7x Co2 emissions.

Also, our plastic bottles aren’t like other plastic bottles. They’re recycled and we reduced their plastic weight by almost 50% compared to competing laundry brands. This saves about 1.5kg per 12 bottles - which I think is quite surprising. Our bottles are so thin, that they are lighter than some pouches of similar volume (pouches are not recyclable).

We offer refills in our top products.

Please have a look of this blog article we wrote all about this - some people are quite surprised with the data in there.

Rest assured, this means a lot to us and we’re always trying to improve on this!

Our powerful plant-based cleaners are naturally derived ingredients. We derive some of our cleaners from the humble chicory root + soy beans.

They tend to be more sustainable and eco friendly while still being super effective at removing stains. Bet you weren't expecting that.

Eco-friendly is our first, middle and last name. We consider the ethical and environmental impact at every stage of developing a new product. All our vegan-friendly formulas use plant-based cleaners and biodegradable