In my Pure Effect life, I’m not the least bit interested in fancy cleaning products. Sure, it’s fun that our products look stylish and visually appealing. That’s a nice bonus. But honestly, the thought of someone buying our products just because they look good? That makes me cringe.
When it comes to Pure Effect, the only thing I care about is function - for every user, for the planet, and for everything in between.
Our little All Clean bottle, with just 30 ml of concentrate, may look sleek, but it’s so much more than that. It’s IMPACT:
- It challenges the dominant business models built on mass production and high-volume sales.
- It addresses the problem of overdosing.
- It eliminates unnecessary chemical products.
- It introduces friendly bacteria into people’s daily lives - bacteria that, under the right conditions, grow and colonize surfaces, leaving no room for harmful bacteria.
There’s so much to talk about here, and we love having those conversations with everyone we meet. Back in 2018, we were nominated for the Swedish Design Award, and I like to think it wasn’t just about the aesthetics - but rather about the real impact we can make through innovation and packaging design.
Here are some more thoughts on All Clean’s IMPACT:
The Issue of Overdosing
Overdosing is a big problem. Whether it’s a serious issue or not is up for debate, but at its core, overdosing is an inefficient use of resources. We consume more than we actually need.
The raw materials used in cleaning chemicals need to be produced, which takes resources - land, water, fertilizers, and sometimes pesticides. Overdosing means we’re wasting all those resources unnecessarily.
The Example of Palm Oil
Palm oil is a common raw material for producing surfactants (the cleaning agents in many products). While palm oil itself isn’t harmful, its production is resource-intensive. It requires land, water, fertilizers, and pesticides to ward off pests and diseases.
When we overdose products containing surfactants made from palm oil, we waste more land, water, and other resources than necessary. Overconsumption drives the need for more land to be cultivated, more water to be used, more fertilizers to be applied, and so on.
Eliminating Unnecessary Chemical Products
Another part of the overdosing problem is the sheer number of different cleaning products people think they need for different surfaces - glass, stainless steel, wood, stone, plastic, laminate - and for different rooms like kitchens, bathrooms, and living rooms.
Sure, having specialized products makes sense in some cases, but for most of us, and for the planet, it’s overkill.
Our little All Clean bottle with a pipette works on ALL surfaces that can handle a bit of water, and it’s perfect for use in ALL rooms. (It won’t remove limescale since it’s pH-neutral - for that, you’ll want to use Clean Bath. And for heavier grease, Clean Floor works wonders. But let’s say 90% of your everyday cleaning can be done with All Clean, and you can support it with our other products when needed.)
Business Models That Drive Overconsumption
Liquid cleaning products are designed to be most effective at a specific dosage. For All Clean, the optimal ratio is 1:200, which equals two pipettes in a 300 ml spray bottle. You could use three pipettes if you wanted to - but it won’t get things any cleaner. The product won’t perform better. It’s just a waste of resources, both for the planet and for your wallet.
Why We Love the Pipette System
Our little bottle, the pipette, and the clear instructions make it easy for users to get the dosing right. Of course, things can still go wrong - as with any instructions that need to be interpreted. But we’ve really tried to make it foolproof. And if you ever need help, we’re here to guide you, troubleshoot, and find a solution.
That’s why I love All Clean. Thank you for loving it too. If you want to try it out or stock up, you’ll find All Clean in our webshop.
Warm regards,
Joachim Åhlander, Pure Effect
