We believe in using the least amount of chemicals to do the job properly. We believe in knowing what's in your products. In fact, we encourage it.
They say it’s the inside that counts, and when it comes to Dirt, we’re not holding back.
Take a closer look at our ingredients list – what’s included, what’s not and what they do. The more you know, the better choices you’ll make.
Natural and Plant-Based
All our products contain active cleaning ingredients that are plant-derived or organic.
Surfactants
Super powerful plant-based agents that’ll lift the daily grime off your clothes. Naturally derived rather than petroleum-derived and present in all of our products
Enzymes
Renewable proteins that target and remove the toughest stains. Organic ingredients that are lab-grown but identical to enzymes found in nature. Present in all of our products except our stain remover.
Fragrances
From natural origins and containing essential oils. From ‘natural origins’ means that the base oil is natural, but has undergone a procedure in a lab to make the scent – most of the time, this is a more sustainable process. Present in all of our products. To read more, check out our blog here.
Natural (oxygen) Bleach
A sodium per-carbonate base which works by releasing oxygen when exposed to water. Present in our Stain Range.
Synthetic
In some of our products, we’ve had to lean on synthetic ingredients to balance the formula or increase the cleaning prowess.
Anti-redeposition
Present in our Wool Wash, this chemical prevents dyes that have come loose in the wash process from depositing onto other parts of fabric. Necessary for hand-dyed fabric with patterns, as you’re at high risk of colour run.
Antimicrobials
Present in our Advanced Wash, antimicrobials stop malodour by preventing bacterial growth that causes odour. It’s included at an extremely low dosage and still biodegradable, but not as readily as our Original and Wool Wash.
Preservatives
It’s impossible to make an ultra-concentrated detergent product without the use of preservatives – their job is to stop the formula from reacting or oxidising.
In our products, the dosage is so low (less than 0.015%) that it’s biodegradable and not harmful to sensitive wastewater treatment systems.
Never, Ever
In all of our products, we’ve made the decision to eliminate things that are nasty and not necessary for the creation of a great cleaning product.
Synthetic Scents and Phthalates
Petrochemical-derived ingredients that are used in a huge range of consumer products that can irritate the eyes, skin and lungs, and disrupt hormones. We use scents that are either essential oil or of natural origin. You can read more about each here.
Synthetic Dyes
Artificial or synthetic dyes are also petroleum-based. While this doesn't necessarily make them 'nasty' it makes them not awesome. We avoid them as they’re unnecessary.
Optical Brighteners
Optical whiteners and brighteners take a long time to break down and cause long-term effects on the aquatic environment.
Parabens
One of the more popular preservatives, parabens are helpful in reducing bacteria and mould growth. Without a preservative, products will have a reduced shelf life – as little as a couple of days. Known to affect the natural hormone production system, this is on our no-go list.
Phosphates
Made from phosphorus which is an important part of any ecosystem – it stimulates growth of algae and other food. It's not harmful to animals or humans in naturally occurring levels, however, if we included it in our detergent, it would negatively alter the marine system.
Want to know exactly what's in our products?
Powerful enough to cut through the toughest odours and stains, but safe and gentle enough for everyone in the family, and. Our formulas are pure, powerful and biodegradable. We’re grey water and septic safe and we never test on animals.
Natural origin scent with essential oils. Leading notes: fig tree leaves, bergamot, amber and lemon.
A gentle, high-performing surfactant made entirely from plant sugars, strong cleaning power without the harsh strip.
The fatty part of coconut oil, becomes real soap once mixed with an alkali, cleaning power straight from a plant.
Breaks down protein such as blood, milk and grass.
Breaks down starch stains.
Breaks down mannan gum and thickening agents.
Breaks down fruit and pectin stains.
A weak organic acid that balances pH and clears limescale, a mineral-buildup job done without anything synthetic.
Keeps the whole formula at the pH cleaning needs, more soluble than soda ash so it works harder in liquid.
Builds the suds that carry dirt away, derived from coconut and palm so it stays gentle on skin and fabric.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
A strong mineral base that cuts through grease and turns fatty acids into soap, used in just the amount needed to do the job.
Keeps enzymes folded correctly so they don't break down before they reach the wash.
Keeps mould, yeast and bacteria out of the bottle, added at the lowest amount that still protects the formula.
A broad-spectrum antimicrobial that keeps hygiene up and odour down over time, used at the smallest dose that still does the job.
100% natural essential oil blend. Leading notes: geranium, patchouli and lavender.
Nature identical scent with essential oils. Leading notes: bergamot, petitgrain and clove, made to last longer on fabric.
Live, beneficial bacteria that keep working long after you've sprayed, feeding on odour and residue instead of masking it.
Blends fragrance oil evenly through water-based sprays, no harsh mixing agents needed.
Keeps mould, yeast and bacteria out of the bottle, added at the lowest amount that still protects the formula.
Nature identical scent with essential oils. Leading notes: basil, tea tree, orange and lemongrass, built to hold through a stain-fighting soak.
A solvent made from fermented sugars, dissolves oils, sanitises and speeds up drying, a synthetic solvent's job done the plant-based way.
A weak organic acid that balances pH and clears limescale, a mineral-buildup job done without anything synthetic.
A powerful oxidiser that bleaches stains and kills germs, then breaks straight down into water and oxygen, nothing left behind.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
100% natural essential oil blend of orange and clove.
A weak organic acid that balances pH and clears limescale, a mineral-buildup job done without anything synthetic.
Cuts through grease and mineral film inside the machine.
Lifts dissolved residue out of the drum, effective without being harsh on rubber seals.
Natural origin scent with essential oils. Leading note: sandalwood, backed by cedarwood, galbanum and patchouli.
A corn-derived biopolymer that clears the way for the rest of the formula to work at full strength, no synthetic chelant needed.
Breaks down starch stains.
Keeps fibres healthy and stops dirt redepositing, for brighter, whiter results.
Breaks down mannan gum and thickening agents.
Breaks down protein such as blood, milk and grass.
Keeps the whole formula at the pH cleaning needs, more soluble than soda ash so it works harder in liquid.
A mild alkali that neutralises odours and buffers pH, gentle enough to double as a light abrasive.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
Keeps mould, yeast and bacteria out of the bottle, added at the lowest amount that still protects the formula.
100% natural essential oil blend. Leading notes: basil, eucalyptus, lavender and orange.
Very mild and made from coconut oil and fruit sugars, real cleaning power that's kind to sensitive skin.
The fatty part of coconut oil, becomes real soap once mixed with an alkali, cleaning power straight from a plant.
Breaks down protein such as blood, milk and grass.
Breaks down starch stains.
Breaks down mannan gum and thickening agents.
Breaks down fruit and pectin stains.
A weak organic acid that balances pH and clears limescale, a mineral-buildup job done without anything synthetic.
Keeps the whole formula at the pH cleaning needs, more soluble than soda ash so it works harder in liquid.
Builds the suds that carry dirt away, derived from coconut and palm so it stays gentle on skin and fabric.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
Keeps enzymes stable on the shelf so they arrive at full strength in your wash.
A strong mineral base that cuts through grease and turns fatty acids into soap, used in just the amount needed to do the job.
Keeps enzymes folded correctly so they don't break down before they reach the wash.
Keeps mould, yeast and bacteria out of the bottle, added at the lowest amount that still protects the formula.
100% natural essential oil blend of eucalyptus and lemongrass.
A palm oil derived surfactant with real cleaning power.
Breaks down protein such as blood, milk and grass.
Breaks down starch stains.
Breaks down mannan gum and thickening agents.
A mild alkali that neutralises odours and buffers pH, gentle enough to double as a light abrasive.
A strong alkali that cuts grease and softens water by pulling the minerals straight out of it.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
Releases oxygen the moment it hits water, powerful enough to lift set-in stains, gentle enough to stay colour-safe.
Gives oxygen bleach the kick it needs to keep working in water under 40 degrees, no hot wash required.
100% natural essential oil blend. Leading notes: bergamot, clove and lemon.
A gentle, high-performing surfactant made entirely from plant sugars, strong cleaning power without the harsh strip.
The fatty part of coconut oil, becomes real soap once mixed with an alkali, cleaning power straight from a plant.
Breaks down starch stains.
A weak organic acid that balances pH and clears limescale, a mineral-buildup job done without anything synthetic.
Builds the suds that carry dirt away, derived from coconut and palm so it stays gentle on skin and fabric.
Our hardest-working surfactant, lifts dirt and oil straight off the fibre. Plant-derived tail, synthetic head, still gentle enough for everyday wear.
A strong mineral base that cuts through grease and turns fatty acids into soap, used in just the amount needed to do the job.
Grabs loose dye in the wash water so it never gets the chance to land on your other clothes.
Keeps mould, yeast and bacteria out of the bottle, added at the lowest amount that still protects the formula.
What the labels mean
Ingredients used just as nature made them, with no chemical processing involved. Plant oils, minerals and other raw materials in their purest form.
Ingredients that start from a plant or mineral source, then go through some processing to get the job done properly. Still rooted in nature, just given a helping hand.
Ingredients made in a lab rather than sourced from nature. We use these sparingly, and only when nothing natural performs as well.
