When Dirt launched in 2017, we were one of the first laundry companies to utilise a unique blend of enzyme biology in our laundry detergent formula. Adding such enzymatic powerhouses to Dirt made for better stain removal. They naturally help break down complex molecules, like those found in annoying food stains.
As we grow, we work hard to stay at the forefront of this amazing organic technology. We develop new products that take the rubbish out of doing laundry, and we update our existing products to take advantage of the latest innovations.
Four years since originally formulating Dirt, it’s still a best in class product. But a lot has changed in enzyme technology over the last four year, so Dirt does too. We worked with top scientists in Japan, Denmark and Australia, to see just how we could improve Dirt, yet again.
We’ve made a bright, fresh tweak to our dependable laundry staple that we adore.
The formula update includes a new enzyme blend; the latest and greatest clean-green technology available.
Verified in the lab, Dirt performs as well as our original, with increased performance when it comes to removing enzymatic stains like tomato, banana and strawberry.
Your laundry detergent is now equipped with better slow drying technology. This means that your clothes won’t develop a musty smell as quickly if they’re accidentally put away with any damp residue.
The laundry detergent scent also smells slightly fresher, and your clean clothes will look a little brighter.
But all this fabulousness doesn’t come for free. Our formula update has made our detergent more expensive to produce. And when you have a concentrated formula that costs 3-6 times the average, it’s not common to go ahead with an update like this and not pass a cost increase onto our customers. But then again, it’s not common for laundry companies to create products that are a better choice, that disclose their ingredients and that completely reimagine packaging to eliminate single-use plastic from your laundry...
We have been testing the formula for the better part of 6 months, and we’re obsessed. When you next buy laundry detergent, we'd be keen as beans to know if you enjoy it as much as we do.
Testing new formulas is top secret, serious business.
We haven't compromised any of our product values with this change. The formula is still 100% biodegradable, made with entirely plant-based and organic active cleaning ingredients.