Questions & Answers – about microbial cleaning

All Clean vs other



There are always questions, and no one is stupid. Here we try to provide the answers. Why is microbial cleaning better than anything else? And how does it really work? We’ve listed the answers to some of the most commonly asked questions. And you probably have more – give us a call us on +46 8-677 74 00, or write to us at, Instagram or Facebook.



How can something that’s bacterial be clean?
Bacteria is not the same as dirt. What we often refer to as dirt is food for bacteria. Bacteria “eat” dirt. A common misconception and thought mistake many of us often make is to think of bacteria as dirt. This is completely wrong. Bacteria are a living organisms, with a purpose and function that is of essential importance to us: we cannot function without bacteria.


Why should we use Clothing & Shoe mist?
Because you’re doing yourself, your clothes and the environment a big favour.
Pure Effects mists remove bad smells, without traditional laundry. It saves hard-to-wash materials and equipment such as helmets, protection, shoes, etc. Refreshing instead of washing in a laundry machine is smart and resource-efficient – less wear and tear, garments last longer, less water and chemical use. And you can devote your time to something other than laundry.


There are other laundry and fabric sprays, why should I use Pure Effects?
Most other sprays contain only perfumed water. They don’t remove odour, they just perfume it temporarily. With the bacteria in Pure Effect, you get rid of the source of the odour, the organic dirt. By continuously spraying your clothes, shoes, etc. with Pure Effect mist, you’ll keep bad smells at bay for real. Besides, it’s good to surround yourself with beneficial bacteria, rather than living too sterile. Please read more about it in the reference list here at the end of the post.


What garments does the mist work on?
Any garment that can withstand water, which is the vast majority. The mists are pH neutral and also work for delicate fabrics such as silk, wool, cashmere, sequins, fur , feathers etc. However, leather and suede, for example, can be stained by water. Try it on an uncovered surface. However, the lining is often made of textiles and it is the inside that often needs to be misted to freshen it up. No worries then!


How does the misting work, does it remove both odours and stains?
Pure Effect mists mainly remove odours. Even stains can disappear immediately, over time or if you spray them several times, but this is not the primary function. Odour removal is a two-step process:
1. direct action – a protein that breaks down odour molecules. It happens directly when you spray.
2. long-acting – the micro-organism Bacillus Subtilis, one of the most common soil bacteria, effectively breaks down organic matter without releasing odorous substances. Read more


Why should I use All Clean, why do you think it is better than Ajax, Chlorine and soap for example?
There are a lot of reasons why All Clean is better than traditional chemical and disinfectant products.

All Clean effectively removes greasy dirt (fatty acids/triglycerols) which is a key cause of surfaces (stove/floor/table/chair, etc) being perceived as dirty. Grease is ‘ugly’ because it causes a stain, it is disgusting to touch, it smells foul and it acts as a mortar for other molecules/particles. These particles stick to the grease and make the surface even dirtier.

Traditional chemical cleaning products are designed to dissolve grease and usually do a good job of it. But the function of these chemical cleaning products is one-dimensional in that they just move the dirt away, down the drain. Once down the drain, the chemical’s influence on the grease will wear off, again creating the problem of clogged drains/smelly floor drains.

All Clean’s function is not based on moving grease from a surface and down the drain. All Clean’s function is based on cutting up the grease and making it into a molecule that is easy for bacteria to ‘eat’ (break down) on the spot. All Clean also contains bacteria that are effective grease eaters, bringing the biological treatment steps of the water treatment plant directly to bear on the ‘dirt’ in your home.

As for chlorine, it’s a big ‘NO NO’. Chlorine bleaches and kills bacteria. Bleaching is hard on materials and the disinfecting function is neither desirable nor sustainable: chlorine is bad for you as a living organism, it is bad for the biological treatment processes of water treatment plants and thus bad for the ‘environment’.

Soap is an ancient product made from fat and a high pH chemical (common is potassium lye). The first soap factory in Sweden was established in 1823. Much has happened on the cleaning front since then and things have undoubtedly improved. Soap is a greasy basic cleaning product, it has a high pH which means that greasy dirt is soaked away. In the past, soap was used because there was simply nothing else available. Soap was used to dissolve greasy dirt and at the same time re-stain the material, floor or carpet. In carpets, soap was used to fill textile pores with grease to prevent them from absorbing more dirt, but a good result requires that you are prepared to put in a lot of time and effort. The grease in the soap has to be worked into the material. If this doesn’t happen, all that will happen is that you will have a greasy surface that smells of ‘soap’ and will attract other dirt.

All Clean’s cleaning function is based on cutting the greasy dirt. The decomposed greasy dirt can then be easily sucked up into a cleaning cloth and if you give the bacteria in All Clean some time, they will “eat up” the greasy dirt that you failed to suck up in the cleaning cloth. This means there is less food for odour-causing bacteria and the surface will be clean and odour-free.


Can you use All Clean everywhere and as much as you want?
All Clean can be used anywhere, on any surface that is okay with water. Even on textiles for stain removal of most types of organic stains, i.e. non-synthetic stains. All Clean replaces virtually all your previous cleaning products (toilet cleaner, window cleaner, kitchen cleaner, etc.). For a camper van, cottage or boat it is absolutely sufficient. Then you may need to supplement with an acidic product (Clean Bath) to get rid of limescale residue in e.g. bathrooms around taps, in joints etc, and Clean Floor for easier mixing in buckets.

Please listen to our podcast Our bacterial lives – Pure Effect Conversations.
Or in Swedish – listen to our minute-long podcasts here.


References for those who want to know more:

Human health is in the hands of bacteria TIME Magazine.

“Spotlight on our friends the bacteria” Karolinska Institutet.

“You should appreciate germs” Bill Gates.

Bacteria can tell the time Science Daily.

Study on disinfectants and cleaning – increased risk  for infections Reuters.

“I Contain Multitudes – the microbes within us and a grander view on life” föreläsning av Ed Yong. 

How microbes shape our world | TED Talks

Research on Biotechnology, University of Lund
”Biotechnology is a versatile toolbox of increasing importance in a time when our planet is facing climate change and a growing population. Fundamental knowledge about the tools that nature is providing us with, such as microorganisms and their enzymes, combined with modern tools of computation, molecular engineering and process development will play a vital role for the transition to a more sustainable society.”

Alternative Design Podcast: “Give the buildings yoghurt” with Professor and Microbiologist Jack Gilbert and Biomaterial Designer Rosie Broadhead, discussing the fascinating world of microbiomes in the built environment, and how design can provide health and wellness benefits by leaning into good bacteria.

Museum of Microbes MicropiaAmsterdam