We believe that a cleaner world is based on cleaning products without unnecessary use of chemicals – that are both tough on dirt yet at the same time are kind to people and the environment. This is possible with the help of biotechnology, and it makes Pure Effect a mild yet effective alternative to traditional cleaning products.

Natural vs. Chemistry

Many people talk about reducing the amount of chemicals in everyday life and choosing natural products. But what is chemistry? The answer is that everything is chemistry — in the sense of different compositions of matter. To sort our choices, sometimes synthetic chemicals are described as bad and plant-based as natural and good. But it is a simplification because even plant-based chemicals are often very processed substances. It is not always easy to do the right thing, but we want to tell you the reasoning behind the composition of our products.

Why do we clean?

An important reason for cleaning is to remove bad bacteria in order for us to be healthy and feel good. By using biotechnology to supply the good bacteria that we need and help us feel good, we give harmful bacteria less room to operate.

The products’ content

Pure Effect’s products consist  mainly of water, bacterial culture and fermentation extract. The latter is the basis of the cleaning products — a kind of biomass that is created with the help of yeast bacteria. Fermentation extract contains various enzymes selected depending on for which type of cleaning they will be used, for example, fat, urine or odour removal.


Bacterial culture

The microorganisms in Pure Effect’s products are Class 1, that is, bacteria that are harmless to humans, animals and nature. That which is of the greatest interest in our products is Bacillus Subtilis (B. subtilis) — nature’s cleanser — and are already around us in everyday life. The classification of microorganisms is divided into protection classes 1, 2, 3 and 4, where the microorganisms that can cause harm to people and the environment are in Class 2, 3 and 4. Pure Effect’s products are based solely on microorganisms in protection class 1, which means that they are absolutely harmless to humans and animals. (Source: NIH – National Institute for Health)

Chemical substances

If a cleaning product is to dissolve fat and clean properly, it also needs a small amount of chemical substances. For example, a small portion of preservatives so that the products have a reasonable shelf life (two years) and do not get mouldy and go to waste. It needs a bit of surfactants in order for dirt to be lifted from the surface and allow the microorganisms access from all sides to split apart and break down dirt. It also needs ingredients which are mixed and do not form layers in the bottle. It is our choice to make it easy and interesting for everyone to live more sustainably and ecosmart.


Carefully selected substances

The contents we use in our the products are carefully chosen. We select only substances that are proven to avoid surprises regarding their effects. We list every substance and the amount we use on every bottle. All Clean our base product, has extremely small amounts of chemicals already in the concentrate. Since the concentrate will be diluted with water (dosage 1: 250), it gives a maximum value of 0.075% chemical substances once it is diluted.

It is a tiny amount of chemical substances, which makes a big difference for the cleaning result and that, in turn, makes it easy for many to opt for a more sustainable and ecosmart option.

Research for the future

We want to take the utmost consideration of the environment, while maintaining the effectiveness of these products to guarantee thorough cleaning. That’s why we continue researching with our partners who manufacture the products to develop. During 2019-2021 Pure Effect is part of a research project financed by Vinnova and led by RISE, aiming to reduce anti-microbial resistance.