Product content
Hang, spray, repeat - a life hack for anyone who wears clothes. But what do Pure Effects products actually contain, and what makes them different from other cleaning products?
Pure Effects products are primarily made up of water and our bacterial culture, along with a small amount of preservatives and surfactants. Some of them also include a fermentation extract – a type of biomass created with the help of fermenting bacteria. The fermentation extract contains various enzymes selected based on the type of cleaning they are intended for, such as grease, urine, or odor removal.
The bacterial culture is what sets Pure Effects products apart from traditional cleaning agents. Bacillus subtilis effectively breaks down organic residues over time and keeps away other bacteria that can produce odors or, in the worst case, be pathogenic. B. subtilis is a rod-shaped, spore-forming bacterium commonly found in soil and water. Therefore, the bacterium is already present around us in daily life and is also widely used in biotechnological applications in various fields, particularly in cleaning and odor control – it can also be found in probiotic supplements. For further reading on B. subtilis in its role as an exceptional factory, see the articles Bacillus subtilis: from soil bacterium to super-secreting cell factory and Bacillus subtilis: a universal cell factory for industry, agriculture, biomaterials and medicine.
The microorganisms in Pure Effects products belong to Class 1, which is the lowest protection class for biological agents, and are considered completely harmless to humans, animals, and nature.
Traditional chemical substances
The ingredients we use in the products are carefully selected. We only choose substances that are well-proven to avoid surprises regarding their effects. The substances and the quantities in which they occur are listed on each ingredient label.
We use chemical substances very sparingly, but they are present, primarily to make the product easy and pleasant to use. For example, the base product All Clean contains extremely small amounts of traditional chemical substances even in the concentrate. The concentrate is then diluted with water (the dosage is 1:250), resulting in a maximum value of 0.075% chemicals when ready to use.
However, this makes a difference both for the cleaning effect and the product's user-friendliness, which in turn increases the likelihood that more people will want to switch from their traditional cleaning products in favor of a more environmentally friendly method.
Preservatives give the product a reasonable lifespan, so it doesn’t mold or go to waste.
Surfactants lift the grease and dirt from the surface and increase bioavailability, so the bacteria can access it from all sides as they break down and consume the organic material. Surfactants also ensure that the contents in the bottle remain mixed, in a homogeneous solution, without separating.
We also use synthetic, IFRA approved fragrance that provides a subtle scent for the experience, but avoid essential oils out of consideration for allergies.
Biology vs. Chemistry
When we clean with biologically produced substances and live bacterial cultures, we reduce the use of chemicals in everyday life. The biochemical substances (enzymes) produced by living cells are inherently sustainably produced and biologically biodegradable. In addition, these substances are highly specialized; focused on breaking down a specific substance into its components — without energy input and at low temperatures.
In practice, the biotechnological method means that beneficial bacteria "eat" unwanted substances, i.e., by consuming them in their metabolic process. But it also means that they actively combat the growth of unwanted microorganisms, using the natural weapons they have developed over millions of years of evolution.
Research for the future
We want to consider the environment as much as possible while maintaining the effectiveness of the products for state-of-the-art cleaning with biotechnology. Therefore, research continues with our partners who manufacture the products.
From 2014-2016, we participated in the research project I-Tex, funded by Vinnova and led by RISE, with the goal of reducing healthcare-associated infections in hospitals. In 2024, we also started a project with Wargön Innovation that accelerates the transition to a circular society.
Our mission to reduce global washing is based on changes in behavior, attitudes, and mindset — around our clothes, cleanliness, and the benefits of bacteria and biotechnology.
Feel free to take a closer look at our FAQ with common questions and answers!
If you come across unfamiliar words, feel free to check our Glossary for explanations. You'll also find more resources like podcasts and articles under "INSPIRATION." We regularly update the site with new information and links for those who want to dive deeper. Let us know if you can't find what you're looking for, and we'll connect you to someone who can answer your questions.
Glossary
✓BIOTECHNOLOGY
Biotechnology involves using microorganisms to produce substances we need (such as medicines and environmentally friendly alternatives to chemicals) and to break down substances we want to remove; everything from grease and dirt to oil spills, wastewater, and toxic substances in soil and water.
✓BIOTECHNOLOGICAL CLEANING
The biological cleaning method differs radically from the chemical one. With the help of chemical cleaning agents, we can eliminate all life forms – friends and foes. This creates a temporary biological vacuum, where bacteria quickly re-establish themselves.
Cleaning with bacteria, Pure Effect's method, means that a selected and beneficial bacterial flora replaces that which arose randomly. Pure Effect's bacteria then effectively compete out the unwanted ones, which prolongs the effect of the biological cleaning.
✓ENZYMES
Enzymes are highly specialized substances produced by all living things. They are absolutely essential for specific biochemical reactions to take place at low temperatures, without the addition of energy, for example, inside the body. In laundry and cleaning products, enzymes specialized in breaking down fats, proteins, carbohydrates, and other organic waste are used.
✓FERMENTATION EXTRACT
A fermentation extract contains enzymes and forms the base of our cleaning products. The fermentation extract consists of fermenting bacteria and the enzymes they produce. The enzymes are specifically selected for our various products and their areas of application.
✓ENZYMATIC HYDROLYSIS
Enzymatic hydrolysis is a process where specialized enzymes break down larger molecules into their constituent parts using water molecules. Our bacteria cleave fat molecules (triglycerides) into glycerol and free fatty acids, making them easily soluble and simpler for our beneficial bacteria to break down and consume.
✓PROBIOTIC
Probiotic bacteria are living bacteria with beneficial effects – not least in our bodies. Among other things, their activity inhibits the growth of disease-causing bacteria.
✓MICROBIOME
The term "microbiome" is used to define and describe a specific microbial ecosystem – that is, an ecosystem consisting of microorganisms. These miniature ecosystems, however, operate under the same laws as all other ecosystems on Earth. Organisms compete for resources, cooperate in networks, or wage war against each other – and those most successfully adapting to the surrounding environment will survive, reproduce, and dominate.
✓BACTERIA
Bacteria are microorganisms, meaning single-celled life forms. Our relationship with them is complicated, as we know that some of them cause diseases. But we also know that bacteria are essential for life both in nature and in the body. For humans, they can be both friends and foes. Our "friends" can be induced to perform a variety of useful services – what we call biotechnology. At Pure Effect, we use the ability of beneficial bacteria to break down dirt and remove odors, as well as their ability to outcompete or combat undesirable bacteria.
All life on Earth can be divided into three large, overarching categories (domains), based on genetic data. These domains consist of Bacteria, Archaea, and Eukaryota. Bacteria consequently have an entire domain to themselves – a vast kingdom containing infinite variation and diversity. All bacteria, however, share certain common characteristics; among other things, they lack a cell nucleus. https://artfakta.se/taxa/5000052/information
The domain Archaea also contains only single-celled organisms. They lack a cell nucleus, but are not related to bacteria. Link: https://artfakta.se/taxa/5000082/information
The domain Eukaryota is characterized by a cell nucleus, but also largely consists of microorganisms. However, this kingdom also includes the exception: multicellular life forms; the visible "Life on Earth" – including ourselves. https://www.genteknik.se/ordlista/eukaryot/
✓MICROORGANISMS (microbes)
Microorganisms are very small, single-celled life forms that cannot be seen with the naked eye. "Microorganisms" or "microbes" is a collective term for bacteria, yeasts, microalgae, plankton, and molds, among others. These invisible life forms exist in all environments on Earth and play an important role in all ecosystems. They are the original force that drives the cycles of nature, and a large number of species (mainly bacteria) are essential for our own bodies.