Clean with biotech

Unlike many other sprays, which typically contain perfume, surfactants or perhaps alcohol, Pure Effect derives its power from bacteria and the technology behind it – biotechnology. The bacteria biologically break down the source of odor and outcompete other odor-producing bacteria. This biological cleaning method is based on solutions developed in living cells over millions of years of evolution. As a result, bacteria use highly efficient biochemical tools in their metabolism and are specialists at breaking down what we perceive as dirt.



What is biotechnology?

Biotechnology means using microorganisms (such as bacteria, mold, or other tiny life forms) to create something beneficial for humans. In fact, we’ve been doing this for thousands of years—long before we even knew microorganisms existed. What we have always been able to observe, however, are their processes and the way they transform our surroundings. Dough rises. Cheese ripens. Milk turns into yogurt. Liquids containing plants orfruit are transformed into wine or beer.

By observing nature, we’ve learned throughout history to harness its invisible and mysterious power. But we’ve also been forced to develop strategies to limit the spread of microorganisms—how to preserve food, prevent decay, and, in modern times, stop the spread of disease. Microorganisms are both helpful and harmful, allies and enemies.

Modern biotechnology uses allied microorganisms in a highly intentional way. We’ve discovered that they have an unparalleled ability to break down and produce substances. Today, biotechnology is used to solve societal challenges and significantly improve our lives—with microorganisms producing medicine, generating biogas, and breaking down environmental toxins.

Pure Effect applies biotechnology in the areas of cleaning, garment care, and odor removal. This means we use carefully selected, effective, and allied bacteria to combat dirt, grease, and unwanted odors.


What is biotechnological cleaning?

Pure Effect’s products contain live bacterial cultures, carefully selected for their ability to effectively break down organic matter through a biological process that does not release unpleasant odors. These bacteria secrete large amounts of enzymes—naturally produced, biological chemicals—that break apart organic residues such as fats, proteins, starches, and other common sources of bad smells. By decomposing the dirt, the bacteria can then consume the high-energy materials it contains. This results in deep, thorough cleaning, and odor problems can be eliminated at the source.

What’s more, the bacteria continue working after you’ve finished cleaning.Because they are living organisms, active as long as nutrients are available, their cleaning effect is extended over time. The presence of these beneficial, well-studied bacteria means the surface remains occupied, preventing odor-producing—and potentially harmful—bacteria from regaining a foothold. In other words, it stays clean for longer.

In fact, we already rely on the natural decomposition processes of bacteria for cleaning—such as in the treatment tanks of water purification plants, where they help transform wastewater into drinking water. By mimicking this large-scale method and applying it in our homes, we contribute to an upstream cleaning effect—instead of increasing the burden on wastewater treatment facilities by flushing additional chemicals downstream.

We use Bacillus subtilis and Lactobacillus spp. These well-researched bacteria are more than just allies; they are domesticated—microscopic, useful workhorses in the service of humanity, whose highly beneficial properties are already being utilized in a variety of ways across different fields.

All microorganisms used in Pure Effect’s cleaning products are documented as safe for humans, animals, and nature. They naturally occur in our environment and do not cause diseases. They belong to the lowest risk class for biological agents (class 1 of 4), the same as the probiotic bacterium Lactobacillus acidophilus.


Rethinking bacteria

Microorganisms are everywhere, all the time, covering every surface on Earth with a living biofilm. This includes the human body—both inside and out. We need bacteria to stay healthy and for our immune system to function properly. The bacteria that live in symbiosis with us defend us against harmful pathogens, help digest food, and produce essential vitamins.

However, the traditional view of bacteria has been based on the idea that they cause disease and therefore must be eradicated in all contexts. Today, we know that the vast majority of bacteria are harmless. Many are not only beneficial but absolutely essential for life. As our understanding of their importance grows, so too must our perspective on them. What truly matters is the type of bacteria we surround ourselves with. Allied bacteria are an asset, and their presence in our lives is both necessary and health-promoting.

"Since the turn of the millennium, our view of bacteria has undergone a radical transformation: they are no longer enemies, but indispensable."
— Ed Yong, I Contain Multitudes: The Microbes Within Us and a Grander View of Life (2016)

Biotechnological cleaning means replacing a random collection of microorganisms with a well-known, active, and beneficial bacterial culture. In doing so, we can reduce our exposure to the chemicals found in traditional cleaning agents and lessen our environmental impact—while still maintaining a clean and healthy home environment.



…for a better and healthier world

We live in a world dominated by microorganisms and their constant work of breaking down and circulating all matter on Earth. Their invisible power is both fascinating and extraordinary—but also incredibly useful.


"Bacteria and other microorganisms carry out all real cleaning on this planet, and we are entirely dependent on them. That’s why we’ve developed cleaning products based on an understanding of our microbial world. For a simple and sustainable lifestyle."
— Linda Rosendahl Nordin, co-founder of Pure Effect


By harnessing the ability of microorganisms to create biology-based solutions, we can replace outdated, environmentally harmful technologies and phase out chemicals. Biotechnological methods are already being used successfully in areas such as wastewater treatment, waste management, and drinking water purification.

Biotechnology may very well be a prerequisite for a sustainable society—thanks to its exceptional efficiency and minimal environmental footprint. Microorganisms can be cultivated in tanks, and their productive work carried out in bioreactors. This also eliminates the need for arable land (often used for plant-based chemical production) and reduces energy, water, and raw material consumption to a minimum.

Bacteria and other microorganisms—like mold, yeast, and algae—are also the foundation of strong ecosystems. Understanding how everything is connected is becoming increasingly vital—we’re all connected!—for the future of humanity and the planet.




If you come across words that are new to you and would like them explained, feel free to visit our Glossary. Under INSPIRATION, you’ll find more to listen to and read—podcasts and articles. We continuously update the site with more information and links for those who want to dive deeper, and you're always welcome to reach out to us via email, phone, or our social media channels.