We’ve upgraded everything. Our skincare. Our supplements. Our gut health routines. Our nutrition. Our water filters. Our SPF. Our sleep hygiene. We optimise everything that touches our bodies, except the one thing that touches all of it every hour of every day. Yes, we’re talking about our fabrics - clothes, towels, bedding, you name it.
Here’s the uncomfortable truth.
Most detergents still use the same chemical base they used in the 1970s. The bright-blue liquids, the heavy fillers, the harsh surfactants, the synthetic perfumes that cling to fabric, the residue that stays in your clothes long after the wash. Not because the formula is the safest or the cleanest or the most effective, but because it’s cheap to manufacture and no one questioned it for 50 years.
The truth is that the world has moved forward. Detergent hasn’t. In the last decade alone, we’ve seen enormous advancements in skincare chemistry, sensitive-skin formulations, microbiome-safe cleansing, wellness science and ingredient transparency. Consumers have become smarter, more label-aware and more empowered. We read ingredients, we understand irritants, we know how our skin works. Yet we still wash our clothes - the fabrics that touch our entire body - with a formula built before modern skincare or wellness standards even existed.
Your detergent shouldn’t be a habit. It should be a choice. If you’re upgrading your SPF, vitamins, collagen, magnesium, supplements, skincare actives, household toxins and air quality, it makes sense to upgrade your detergent too. What sits on your fabrics all day can undo everything you do for your skin. Why risk it?
Meet the detergent that actually evolved.
Created by chemists. Tested with dermatologists. Formulated with premium, skincare-grade ingredients. No fillers, no dyes, no harsh irritants. Just clean, modern, evidence-backed laundry care. Gentle on skin and highly effective on stains.
