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Proven to clean better than the leading detergent.
Without detergent.* *or compromises
COCONUT SOAP FLAKES
Break down dirt, stains, stinks and microbes. Naturally.
NATURAL SALTS
Like baking soda and table salt help gunk rinse away and soften fabrics.
NATURAL SCENTS AND ESSENTIAL OILS
Smell fresh.
DETERGENTS
All detergents are made with hidden petroleum. Even the plant-based ones. Not great for you or the planet.
SYNTHETICS
Softeners, brighteners, dyes, preservatives and other unnecessary toxifiers
HEAVY PETROLEUM PERFUMES
Smell.
SO WHY DETERGENT?
In WW2, all kinds of byproducts from the petroleum industry were discovered as cheap manufacturing ingredients. They replaced soap with detergent and essential oils with “fragrance.” Add in the pumped up dyes and plastic of the Chemical Age and soon, that’s what is considered “clean."
Are you getting what you think you’re paying for?
Get our label-readers guide to the specific ingredients & hidden impacts in the laundry aisle.
BIODEGRADABLE
HYPOALLERGENIC
NO HIDDEN
PETROLEUM
NO DYES
NO BRIGHTENERS
SAFER CHOICE
Certified
The world’s original cleaner is still superior at cleaning everything from wool to workout gear.
Versatile
High performance in all machines
and at all temps.
Gentle
Use with delicates and
handwashables.
Clean
Simple ingredients, no synthetics,
no petroleum
Make The Switch
For most of us powder is different. But this different is good: for our clothes, landfills, water, wildlife. Rinse water goes back into our water system, so cleaner is better.
Shop Soap
Here’s what we live and work by:
We can no longer choose between performance and the planet.
We need both.
Household cleaning is as unregulated as the beauty biz. Companies do not have to test or list their ingredients. We list every ingredient.
Made in an American
soap factory est 1943 Soap Est 2000 BC
Give or take several hundred years.
Label Reader's Guide
Follow these steps to avoid greenwashing and make sure you're getting what you think you're paying for when it comes to natural laundry and cleaning products.
1. BE A DETERGENT DETECTIVE
When you see a detergent on an ingredient label, that's a red flag that the product contains or was made with petroleum. Whenever you see words like...
- SULFATES - Like Sodium Laurel Sulfate (SLS), Sodium Coco Sulfate, or Sodium Laureth Sulfate
- ETHOXYLATES - Like Laureth-6, Laureth-7, Lauryl Ethoxylate, Alcohol Ethoxylate
- BETAINES - Cocoamidopropyl Betaine
- OXIDES - Lauramine Oxide, Cocamidopropylamine Oxide
...think "Petroleum!" and consider making another choice, like natural soap!
2. KNOW THERE ARE NO EXCEPTIONS
Every detergent above—even the plant-based or plant-derived ones—is made with one or more of these petroleum-derived petrochemicals:
METHANOL, ETHYLENE, TOLUENE, PROPYLENE, PROPANOL
3. SWAP FOR SOAP
Unlike detergents, soap is truly clean and works just as well without the environmental tradeoffs.
You can spot a soap-based product by watching for:
- coconut oil and olive oil
- sodium chloride and sodium hydroxide (used to make solid soap)
- potassium chloride and potassium hydroxide (used to make liquid soap).
Be on the hunt for symbols that reflect your values—but be wary of ones that only tell part of the story like Bio-Based and Bio-Preferred. Brands can qualify for these "certifications" by having some but not all of their ingredients in line with what’s promised.