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You might not love laundry and cleaning—totally okay! But we’re all about simple, effective, and stylish cleaning for your clothes and gear, with a twist. Pure Effect is all about biotech, using bacteria to clean and keep working for hours after you’re done. It’s a lifetime lifehack.

What we call ´microbial cleaning´ means harnessing the power of good bacteria to break down dirt and odors biologically. We’re using nature’s own cleaners—microorganisms—through biotech. These little guys handle the natural breakdown by producing enzymes and other substances that decompose organic material (aka ‘dirt’). It’s a resource-smart and totally logical solution. That’s why we’re introducing cleaning products based on our understanding of these microorganisms and their breakdown processes.

Skip the unnecessary washing and use bacteria to tackle odors and grime on your clothes and tough-to-clean items. Go no-wash. Hang, mist, repeat!