About Pure Effect

Pure Effect is a Swedish brand that was launched in 2015. It was the first Nordic brand in the market to offer biotechnological garment care and cleaning products that are ethically produced and build on a sustainable society where we can live well on shared resources. 

The brand was founded on a genuine concern for the future, its unsustainability and the difficulty to live a conscious lifestyle. Pure Effect believes in sustainable innovations that enable and promote a life that can live in balance with the ecosystem and each other. Pure Effect’s products are based on an active bacterial culture that cleans deep beneath the surface. It is biotech garment care and cleaning products for the home that is tough on odors, grease, and dirt while being kind to people and the planet.

Pure Effect and its approach to cleaning and garment care stems from a multitude of gaps that they saw in the market. However, the most eminent was the difficulty to find ethically produced products that cherish our future. That is why Pure Effect offers biotechnological garment care and cleaning products.

The comarché framework

Product lifecycle

Brand sustainability

Pure Effect’s cleaning products are based on microorganisms, nature’s own cleaner. They are a vital contributor in maintaining a good ecobalance in the world. The active bacterial culture cleans deep into the pores of materials and in crevices that are otherwise difficult to access because the organisms are naturally a biodegradent. Instead of encapsulating dirt with chemicals and rinsing it down the drain with greywater which traditional cleaners do, the microorganisms “eat up” and dissolve the dirt so that it can disappear in the scrub water without harming the environment. Biotechnology also removes bad odors by going directly to the source of the problem and tackle the dirt and odor-producing bacteria. Many odor removers on the market simply mask the bad smell with perfume, but Pure Effect establishes a good flora of bacteria that tackles the source of the problem and breaks down odor.

All of Pure Effect’s products and its biotechnology reduces the amount of chemicals in our daily lives and in our homes. The products are highly concentrated so that they can last a long time and many are also multipurpose. Switching from chemical to biotech means having fewer chemicals at home, while you are protecting the ocean, air, plants, animals and yourself at the same time. 

Pure Effect’s products are sustainable and climate-smart. Chemically produced cleaning products are, for example, often based on the availability of oil, a finite resource. Pure Effect’s products are based instead on biotechnology, with the main raw material, microorganisms, produced through fermentation. Pure Effect create new resources of already existing resources. The high concentration of Pure Effect products is also a climate-smart alternative since it prevents the transportation of high amounts of water. Biotechnology also ensures that the products are gentle on your skin and the materials they are used on. No extreme pH values are requied and biotechnology is an appreciated and mild alternative to chemical products. 

Pure Effect also ensures that the production of the cardboard packaging they use comes from a FSC certified partner that can verify that the wood has been produced in a responsible way. The brand also avoids using bubble wrap and unnecessary tissue filling which supports the company’s less waste strategy.  

Brand Ethos

Through innovation, Pure effects has come up with a whole new solution for home cleaning products and garment care. Combining biotechnology and microorganisms, all products use beneficial bacteria to clean all surfaces and our clothes in dept. Thus, we avoid all the harmful chemicals and toxins which are often added to detergents - how cool is that? 

The Comarché Notes

At The Comarché, we believe innovation is a keyword moving forward and solving some of the biggest challenges ahead of us... And Pure Effects are absolutely blowing our minds. Through innovation, Pure Effects has turned traditional home cleaning and garment care upside down and with their products, it is now possible to clean your clothes without even washing it. Oh, and did we mention that all products are as kind to you as they are to our planet? 

Sustainable highlights on brand level

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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