We believe that a cleaner world is built on cleaning products without the unnecessary use of chemicals. Products that both clean properly and are kind to people and the environment. This is achieved using biotechnology, making Pure Effect an effective and gentle alternative to traditional cleaning products.

Natural vs. chemical

Many people talk about reducing the amount of chemicals in their daily lives and choosing more natural products. But what exactly is chemistry? The answer is that everything is chemistry - in the sense of different compounds of matter. To sort out our choices, sometimes synthetic chemicals are described as bad and plant chemicals as natural and good. But this is an oversimplification because even the vegetable ones are often highly processed substances. It's not always easy to get it right, but we want to tell you how we think about the composition of our products.

Why do we clean?

One important reason for cleaning is to get rid of bad bacteria so that we can be healthy and feel good. By using biotechnology and adding good bacteria that we need and feel good about, the harmful bacteria have less room to operate.

Product content

Pure Effects products consist mostly of water, bacterial culture and fermentation extracts. The latter is the base of the cleansing products - a kind of biomass created by yeast bacteria. Fermentation extracts contain different enzymes selected according to the cleaning task they are to be used for, e.g. grease, urine or odour removal.

Bacterial culture

The micro-organisms in Pure Effects products belong to class 1, i.e. bacteria that are completely harmless to humans, animals and nature. The one of greatest interest in our products is Bacillus Subtilis (B.subtilis) - nature's own cleaner - and is already around us in everyday life. The classification of microorganisms is divided into protection classes 1, 2, 3 and 4, with the microorganisms that can cause problems for humans and the environment being found in classes 2, 3 and 4. Pure Effects products are based exclusively 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

For a cleaning product to dissolve grease and clean properly, a small amount of chemical substances is also needed. For example, a small amount of preservatives to ensure that the products have a reasonable shelf life (two years) and do not start to mould and go to waste. A small amount of surfactant is needed to lift the dirt from the surface and allow microorganisms to access it from all sides and break it down. They are also needed to keep the ingredients mixed and not layered in the bottle. It's our choice to make it easy and interesting for more people to live more sustainably and healthily.

Carefully selected ingredients

The ingredients in the products we use are carefully selected. We only choose substances that are well-proven to avoid surprises about their effects. What the substances are and how much we use are listed on each ingredient label. The base product All Clean has extremely small amounts of chemical substances already in the concentrate. Then the concentrate is diluted with water (dosage 1:250) which gives a maximum value of 0.075% chemical substances when diluted. This is an extremely small amount of chemical substances, which makes a big difference to the cleaning results and in turn makes it easy for many people to choose a more sustainable and eco-friendly option.

Research for the future

We want to take the utmost care of the environment, while maintaining the effectiveness of products for truly great cleaning. That's why research by our partners who manufacture the products is ongoing. During 2014-2016, we participated in the I-Tex research project, funded by Vinnova and led by RISE, with the aim of reducing healthcare-associated infections. We are also part of the start-up of another research project aimed at reducing the spread of infection and antibiotic resistance.