A journey of innovation towards a cleaner, better future.
For more than 5,000 years, humanity has been perfecting the art of cleaning.
From natural ingredients to advanced technology, each step has brought us closer to a simpler, more efficient and sustainable clean.
The first recipe similar to snap was created by mixing animal fat, wood ash and water. Ash contains potash, with reacts with fat to make soap.
The Egyptians used mixtures of vegetable oils and alkaline salts for cleaning, personal hygiene and skin care.
Romains professionalized laundry in establishments called fullonicae.
They used water, clay, ashes and even fermented urine (ammonia) to remove grease.
Soap was made using animal fat or vegetable oils and ashes. Famous soaps were born: Castile Soap, Marseille Soap and Aleppo Soap.
Large factories emerged and soap production scaled up. But soap had a big problem: it doesn’t work well in hard water.
In Germany, the first synthetic surfactants derived from petroleum were developed as an alternative to natural facts and oils.
The first modern synthetic detergent was launched in Germany. It worked in cold water, in hard water and produced lots oof foam.
After World War II, detergent became part of everyday life.
Brands like Tide, Surf and Persil changed the way the world does laundry.
Detergents envolved with enzymes, oxygen bleaches, fragrances, optical brighteners and anti-resoling agents. Higher performance, but also greater environmental impact.
Liquid detergents became popular for their convenience and quick dissolving. But they contain mostly water (50-80%) and require large plastic bottles.
Pods offered concentrated formulas and easy dosing. More convenience, but also more plastic and safety concerns.
A new way to clean: ultra-thin, water-soluble sheets that contain powerful cleaning ingredients. Less weight, less volume, less waste.
We continue this journey with a new generation of laundry care.
Simple, effective and kind to the planet.
powerful clean
in hot or cold water
Advanced formula that deep cleans and cares for your fabrics.
LESS IS MORE
No phosphates, no parabens, no microplastics. Just what you need.
KIND TO THE PLANET
Biodegradable ingredients and compostable packaging.
DESIGN TO SIMPLIFY
Light, compact and easy to store. More space for what matters.