Fragrance-free and free from synthetic colours and preservatives
Gentle on sensitive skin, including for people with allergies, asthma, neurodermatitis, babies, and children; reliable cleaning performance without added fragrance
Formulas made from mineral or plant-based ingredients
Environmentally friendly due to reduced fillers, lower dosage, less packaging, and lower transport/storage impact
Dermatologically tested products
Gentle on sensitive skin for items that come into contact with skin
Vegan and free from animal ingredients
Environmentally friendly with reduced impact
Free from microplastics, parabens, silicones, and genetic engineering
Environmentally friendly due to reduced fillers and lower environmental impact
Uses soap nut saponin in some products
Natural washing ingredient with natural softening effect that helps laundry feel less scratchy and easier to iron
Ingredients are fully declared, including INCI labeling
Transparency for users seeking natural, eco-friendly products
Effective at low temperatures (from 20°C in some products)
Reliable cleaning performance with lower energy use