Sustainability

At Pure Effect, we are convinced that it is through research, innovation, and – above all – biotechnology that the green societal transition will become possible. Biotechnology has unique advantages that make these solutions significantly more sustainable than both traditional chemistry based on fossil fuels and plant-based alternatives.

The explanation lies in every stage of the lifecycle of biotechnical products; in production, during use, and in degradation.

Bacteria are highly efficient biochemical factories with the ability to produce a wide range of substances, materials, and compounds, such as enzymes, biofuels, biochemicals, pharmaceuticals, animal feed, biological pesticides, and bioplastics. Bacterial cells can be engineered to produce exactly what humans need. The result is highly specialized biochemical tools that far surpass our own synthetic chemicals. The long list of both existing and potential applications is impossible to fully comprehend: The possibilities are endless.

Biomanufacturing is inherently much more environmentally friendly and energy-efficient than existing industrial processes, as it occurs in living cells. For the same reason, the products are biologically degradable. Additionally, bacteria can be cultivated using what we consider waste – from sources such as agriculture or the pulp industry – without occupying arable land or consuming clean water for irrigation.


Pure Effect's biotechnology: a step towards our vision

We use biomanufacturing in the production of our sprays and other cleaning products. This allows us to significantly reduce our environmental impact at every step.

The products are also specifically developed to reduce both the need for and consumption of cleaning products in general. The spray replaces excessive machine washing, and the small bottle of All Clean replaces the multitude of bottles and containers that typically accumulate under the sink. The design, with an accompanying dosing pipette, is specifically created to address the issue of overdosing. The highly concentrated formula is also mixed with tap water in the spray bottle to avoid unnecessary water transportation.

But our products also aim to inspire change – and ultimately facilitate the transition to a more sustainable life. There are alternatives to mindlessly washing, wearing out your clothes in the washing machine, and constantly buying new ones! Biotechnology is therefore part of a larger context – an enabler that contributes to the whole. In this holistic view, not only clever scientific solutions are included – but also attitudes and behavioral patterns, consumption habits, laundry habits, and, not least, the enormous and growing environmental impact of the clothing and fashion industry.

This broad, interdisciplinary field is a strong focus of research aimed at changing how we produce, use, and recycle clothing and textiles on a societal level.



Benefits of Pure Effect's spray and cleaning products:

• Longer lifespan of clothes: By washing less, you can use your clothes longer, reducing the need to buy new ones. Treating clothes with Pure Effect between washes reduces wear and tear, preserving color and fit.
• Caring for the existing: We focus on taking care of the clothes you already have, instead of constantly buying new ones.
• Less textile waste: By extending the lifespan of clothes, we reduce the amount of textile waste that ends up in landfills.
• Sustainable consumption: We counter the throwaway mentality and encourage a more sustainable lifestyle.
• Chemicals: By reducing washing, we can use clothes longer. The production of each new garment often requires large amounts of chemicals. By phasing out harsh chemicals in cleaning, we protect both the environment and health.
• CO2 emissions: Less washing and – most importantly – fewer new purchases reduce global carbon dioxide emissions.
• Water consumption: The production of each new garment often requires large amounts of water.

Environmental labeling

Our products do not currently have an environmental label, and there are several reasons for this. Firstly, environmental labeling is relatively expensive for us as a small company, which has led us to deprioritize this goal. Additionally, we have chosen the preservative Bronopol, which is not yet approved by the Nordic Swan Ecolabel. Bronopol is the preservative that works best with the microbial life in our formulations. Only a fraction of Bronopol is needed to stabilize the formula, and minimizing traditional chemicals is an important priority for us.

We have maintained a close dialogue with the Nordic Swan Ecolabel since 2015 regarding the significant planetary and human benefits of biotechnology. In 2019, the criteria for the environmental labeling of professional biotechnological cleaning products were finally introduced. We are pleased if we, in any way, have contributed to the understanding of the need for these criteria and the broader interest in biotechnology as a sustainable technology. This remains an ongoing effort.

How Pure Effect works as a company for increased sustainability (2015-2025)

• PET plastic bottles made from recycled plastic – with a 70% lower carbon footprint than virgin plastic made from oil and gas.
• Highly concentrated products when possible, to reduce water transportation and unnecessary carbon emissions. Together, we can reduce unnecessary water transportation and its environmental impact.
• Strategy for fewer products that solve multiple everyday problems. We resist the temptation to offer a wider product range than necessary. All Clean can be used on all surfaces in the home and replaces the many chemical cleaning agents typically found in the cleaning cupboard.
• FSC-certified cardboard packaging from our partner Avisera, meaning they can verify that the packaging is produced in a responsible manner.
• IFRA-certified synthetic perfumes, based on research showing an increased risk of allergies with fragrance ingredients derived from essential oils. IFRA, or the International Fragrance Association, promotes the safe use of fragrances. IFRA's standards are a set of rules and regulations for the use of fragrances.
• Vegan and cruelty-free products.
• Strategy for less waste, i.e., no use of bubble wrap and unnecessary packaging materials around products. Customized packaging to avoid excessively large shipments.
• Collaboration with Just Arrived 2015 to help newly arrived refugees and asylum seekers in Sweden enter the job market.
• The jute bag we developed for the first launch of the All Clean starter kit in 2015 was produced by a Fairtrade-certified company (WFTO https://www.wfto.com/) that employs about 5,000 people in Bangladesh, one of the world’s poorest countries. The production helps provide rural women in Bangladesh with an extra income, respect, and an independent life.
• A first draft of a code of conduct (Code of Conduct) for Pure Effect will be ready by 2025, as a way to ensure that our suppliers operate according to internationally recognized standards for human rights and the environment. The aim is to achieve greater transparency and improve social and environmental conditions in collaboration with our suppliers. By asking about these conditions, we are taking a stand.


Our Continuous Work

Sustainability is about working together to create a resilient and lasting society. It’s about continuous improvements—stacking many sustainable solutions on top of each other. It’s about how we can live our lives without doing so at the expense of each other or our shared planetary resources.

We are by no means perfect, but we are committed to constant progress, ensuring that Pure Effect’s products are as socially and environmentally sustainable as possible. We stay transparent and challenge ourselves to go further, step by step. Every small improvement matters—just like a fraction of a second for a sprinter.

So, skip a wash today. We want to make it easier for everyone to do laundry less often—just hang up your clothes and spray them instead. Even if you’re not ready to take drastic steps like totally quitting flying or giving up meat, you can at least go home and spray your jeans.

It's a lifehack with biotech.



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