Our vision, mission & business idea

(This page is under construction – feel free to read more and check back at the end of February when we hope to be finished.)

Pure Effect introduces powerful cleaning with bacteria – for a simple and sustainable lifestyle. This innovation paves the way for a cleaner world in many ways, but our most important contribution to a sustainable society lies in biotechnology, bacteria, and reducing global laundry.

Less washing, more care for the clothes we own

We are working to reduce global laundry by 30%, as shrinkage, loss of shape, and fading are key reasons why many people discard and replace their clothes today. The fashion and textile industry has a significant environmental impact and must transition to a circular economy.

Over the past 20 years, emissions from textiles’ life cycles have increased significantly. The textile industry is responsible for about 10% of global CO₂ emissions, with a large portion linked to both the production and maintenance of clothing. Washing also contributes to microplastic pollution, with an estimated 35% of microplastics in our oceans coming from laundry.

Sustainability means considering circularity and the life cycle of the things we use. We focus on less washing—so clothes and textiles last longer. This is our mission, deeply embedded in the development of Pure Effect’s product range, concepts, and our efforts to inspire you toward a simpler, more sustainable lifestyle. Listen to the Swedish Radio P1 episode on our unsustainable laundry habits.. 



Spreading biotechnology – a sustainable technology

Sustainability ultimately comes down to the use of land and water—our shared resources. We cannot conduct business at the expense of people or the planet. Biotechnology is a truly resource-efficient technology, based on renewable raw materials and with a significantly lower climate impact compared to traditional cleaning methods.

"Products made using industrial biotechnology are typically produced from renewable raw materials, meaning we do not need to rely on crude oil and other fossil fuels. Additionally, due to the nature of the production process, these products are biodegradable and can return to nature after use, enabling sustainable production. They are often manufactured with lower energy consumption compared to traditional chemical production, leading to reduced greenhouse gas emissions and a smaller climate footprint. This approach helps protect natural resources, as most raw materials can be converted into valuable products rather than waste and hazardous byproducts. A sustainable path to a greener future."
— Greenchem at Lund University/MISTRA

In 2024, the EU announced a decision to strengthen biotechnology and biomanufacturing within the region, stating:

"The Commission believes that biotechnology and biomanufacturing can be part of the solution to many societal and environmental challenges. Biotechnology and biomanufacturing are key enablers of the bioeconomy—and vice versa."

Understanding Our Microbial Universe

We are striving to reduce global laundry through biotechnology, making bacteria more accessible and an integrated part of everyday life—simply because they are essential for life and a thriving planet. This requires challenging outdated perceptions of bacteria and shifting the common view of microorganisms as purely harmful.

From a One Health perspective, we work to increase awareness of the vital role microorganisms play in human health and our shared ecosystem—a holistic and coordinated approach that aims to sustainably balance and optimize the health of humans, animals, and ecosystems. We need biological and microbial diversity, not monocultures.

We highlight an ongoing paradigm shift, where attitudes toward bacteria are evolving. We are learning how to welcome beneficial bacteria into our daily lives—as a protective shield against harmful, pathogenic microorganisms. It’s a logical and necessary shift.

Together, we continue to explore the invisible microbial world we live in and the crucial role existing and future microbiological solutions play in addressing global challenges such as water scarcity, hunger, climate change, and antibiotic resistance.



Eco-Certification

Our products do not currently carry an eco-certification, and there are several reasons for this. Firstly, eco-certification is relatively expensive for a small company like ours, which has led us to prioritize other sustainability efforts over obtaining a certification.

Additionally, we have chosen Bronopol as our preservative, which is not yet approved under the Nordic Swan Ecolabel. However, Bronopol is the most compatible preservative with the microbial life in our formulations. We balance the amount to the absolute minimum, which aligns with our goal of minimizing traditional chemicals in our products.

Since 2015, we have maintained a close dialogue with the Nordic Swan Ecolabel regarding the significant environmental and human benefits of biotechnology. In 2019, the criteria for eco-labeling professional biotechnological cleaning products were finally introduced. We are proud if we have contributed in any way to increasing awareness of the need for such criteria and to the growing recognition of biotechnology as a sustainable technology.

This remains an ongoing effort.



Our ongoing work

Sustainability is about collectively creating a sustainable and resilient society. 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 improvements to ensure that Pure Effect’s products are as socially and environmentally sustainable as we possibly can make them. And we are transparent, challenging ourselves to continuously reach further. Every small improvement is as valuable as a fraction of a second for a sprinter.

So skip a wash today. We want to make it easier for anyone who wants to reduce washing, hang up their clothes, and spray them instead. Even if you don’t completely want to stop flying or eating meat—at least you can go home and spray your pants.

It’s a life hack with biotech.


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.