Both garment care and home cleaning should be no exception when thinking about sustainability. This is why we are super excited to introduce Swedish brand Pure Effect; a true winner when it comes to innovating the way we clean our houses and garments. By working with biotechnology, they improve both quality and ease while also decreasing its impact on the environment. A very interesting story that begs for conversation. We sat down with founders Lina Segerdahl and Linda Nordin to talk about Pure Effect and why it is unique.
Could you explain what aspects are unsustainable in both garment care and home cleaning? What should we be critical about?
We need to start using renewable resources if possible, instead of mining land for finite fossil resources (oil and carbon) to create the chemicals that enable our modern lifestyle. Sustainability is all about how we use our shared resources to live strong, healthy lives. When it comes to garment care and home cleaning, it is all about choosing well and care for the materials.
How is Pure Effect doing this? Why biotechnology?
Pure Effect is all about less washing and less cleaning to make the materials you love last longer. We introduce biotechnology (active bacteria) solutions to make your daily, modern life easier. We should work together with good bacteria, instead of trying to fight them. Not only by eating them as probiotics, but with a probiotic lifestyle where you also add good bacteria on all the surfaces around you. Research is showing that we can change the bacterial culture on a surface by using biotech cleaning. The ‘good guys’ keeps the ‘bad guys’ away.
Biotechnology has been used for the past 20 years within professional cleaning – because it removes odor like chemistry can’t, cleans deep in the materials and makes cleaning easier the next time around. An extra climate benefit is that you add tap water to the concentrate at home and therefor reduce unnecessary water transportations.