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.
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