8 reasons to choose biotechnology

8 reasons to choose biotechnology

Today, "clean" means more than just getting rid of dirt. More and more people are choosing environmentally friendly cleaning products, whether they remove dirt and grease or not, to use fewer traditional chemicals. Now there is the next generation of cleaning, based on biotechnology, which cleans deeply in the smallest pores of the materials. Grease, dirt and odor-producing bacteria are broken down with the help of microorganisms. Under the headlines we tell more!


Microorganisms and bacteria are nice little helpers for us humans, the fact is that they are vital for us to feel good. A common misconception is that we should get rid of all bacteria - some products are even marketed as antibacterial, which means that they have been treated with substances that are supposed to kill or neutralize living organisms. Please read more from the  Swedish Chemicals Agency  about the problems with antibacterial agents.

Valuable microorganisms

Our human body consists of about 1.5 kilos of bacteria and other microorganisms, including our intestinal system and on our skin, in an invisible with very valuable eco-balance.

They are everywhere around us in our everyday lives and we benefit from them in, for example, water purification, drug production and in a regular breakfast plate with yoghurt. The good bacteria are important to protect because a diverse and good bacterial flora helps us keep bad bacteria away. By avoiding chemicals and disinfectants that fight the microorganisms, and instead choose a cleaning that is based on good bacteria, we choose to respect and cooperate with nature's ecosystems. Read more about microorganisms and  the bacterial culture in Pure Effects products .

"Science is increasingly fascinated by the secret world of microorganisms. We humans carry a fantastic ecosystem that ensures that we live and feel good. About two kilograms of our body weight consists of bacteria and other microorganisms, invisible to the naked eye. But in our modern lifestyle we have declared war on bacteria with, for example, hand alcohol. What do we do with the human ecosystem then and what happens to our health? There is talk of a medical revolution and that it is the microorganisms that will save us. Gastric ulcer bacteria can strengthen the immune system, parasites can help upset stomachs and myco-bacteria affect depression. ”-  From the World of Science, SVT February 2015. 


The heart of Pure Effects concept All Clean (30 ml) is highly concentrated - the small bottle is enough for 6 months of all-purpose cleaning, based on you mixing for a new one every two weeks. Mixing is as easy as mixing juice, just be careful not to overdose. 30 ml of concentrate gives just over 20 spray bottles of all-purpose cleaning, which replaces the cocktail of all other cleaning products in the cleaning cabinet.

Our specially developed floor product Clean Floor is also highly concentrated and dosed 1: 200. This means that 300 ml is enough for 12 buckets (5 liters each) mixed with Clean Floor. If you mop the floor every two weeks, this corresponds to about six months of cleaning the floors. 


We are proud that Pure Effects products are so gentle and user-friendly, with great consideration for people and the environment. With biotechnology, no extreme pH values ​​are required to clean really, which means that the products are gentle on both the skin and the materials they are used on.

The products are much appreciated by people who are hypersensitive to chemicals, they are a gentle alternative for people with allergic disorders. Pure Effects products do not contain any known allergens and we always use allergy-friendly ingredients when developing new products. However, there is no guarantee that the products (as well as other products with perfume and / or surfactants) do not cause irritation or allergic reactions in hypersensitive persons.

Cleaning with biotechnology has been used for over 20 years in professional cleaning and is a popular alternative for both odor- and chemical-sensitive people. The weak perfume of All Clean means that it does not smell perfumed after you have cleaned - it just smells clean and freshly breathed.
"I started looking for more natural cleansers when my staff got allergic problems. The first thing that happened was that it was clean where we clean. And after two weeks, the staff's problems disappeared."  Danielas Städ- & Hemservice 


A bottle for all surfaces

All Clean is the heart of our cleaning concept. The unique formula is based on an active bacterial culture that effectively breaks down greasy dirt and odor deep in the pores of the materials. A small bottle of All Clean replaces both toilet cleaning, window cleaning and traditional all-cleaning products. It is used for all surfaces that can withstand water - toilets, windows, mirrors, stainless steel, ceramics, kitchen counters, stain removal on textiles and more. Extra effective on sanitary surfaces, as it counteracts urine odor. Mix into a bottle and have on hand on the sink. A remedy for the whole home simplifies both everyday and general cleaning. For extra tough challenges, such as lime that requires an acidic pH, All Clean can be supplemented with special products from Pure Effect, such as Clean Bath - ready-mixed for direct use. And with our Nordic Ecolabelled cleaning cloths, cleaning is even easier. The microfiber is hygienic and efficient in itself, which means that even less cleaning agent is needed. Remember to wash them at a low temperature - all to save energy and the environment, of course.

Clean as usual

Spray on All Clean and wipe the surface. For tougher stains, let the formula work for a few minutes. Feel free to wipe glass and mirrors with a dry cleaning cloth to avoid water streaks. Happy Cleaning!


Pure Effect leaves an active bacterial culture that continues to clean even after you stop cleaning. The microorganisms continue to break down dirt and odor-producing bacteria. How long they work depends on the surface - the more porous and dirty it is, the longer the bioactivity. The dirtier and more difficult a surface is to clean, the longer the residual activity. Your home will effectively stay clean longer simply.
Because Pure Effect works in depth in joints, floor cracks and pores of materials, the purity lasts longer. The controlled bacterial flora can be compared to a fully booked restaurant where all tables are occupied - where we work with a good bacterial culture, bad and odor-producing bacteria have a hard time taking up space, which keeps the surface clean longer. That's pure logic. 


With Pure Effect All Clean, you do most of the cleaning with one and the same bottle. Even windows and mirrors. It replaces the cocktail of chemical cleaning products you may have in the cleaning cabinet today. A smart choice in every way.

Clean, or dirty?

A new chemical is produced every three seconds. In 10 years, the use of chemicals has more than doubled and about most of them there is virtually no knowledge. We know very little about how different substances interact and affect us (the so-called  cocktail effect ) , but the research points to worrying health effects. Through the use of many traditional cleaning products, many chemicals are sprayed straight into our everyday lives. We scrub, mop and spray with chemical substances, and spread particles from the agents around us. Children are most sensitive to the exposure of chemicals, as they grow and develop. They like to play on the floor, put things in their mouths and eat and drink more than adults in relation to their body weight. Switching to biotechnology is an alternative that greatly reduces the use of chemicals in our everyday lives. It spares the sea, air, plants, animals - and you and your family of course. So choose an environmentally friendly cleaning product instead of ten others. Happy Cleaning!
Eight quick tips for minor chemicals
  • Eat organic to avoid pesticides, for example.
  • Vacuum, dry and ventilate. The dust collects harmful chemicals that fall from the things in our homes.
  • Shop organically and eco-labeled - especially food, cleaning, skin care and clothing. The skin is our largest organ, 60% of what we get on the skin goes straight into the body.
  • Thin among the plastic. Do not heat plastic food. Avoid plastic toys older than 2006 and soft and luminous plastic.
  • Dare to ask in the store what the goods contain when you shop.
  • Phase out gradually. Take the opportunity to make a better choice the next time you shop.
  • Buy less rubbish and think used. Fewer chemicals above the threshold.
  • Think of the 80/20 rule - focus on the 20% that gives 80% effect in your home.
Source: Swedish Society for Nature Conservation 


Get rid of the cause of the problem

Smell is basically about two things - dirt and bacteria. With Pure Effect, you get rid of both the dirt and the odor-producing bacteria. Many deodorants on the market mask the bad odor with perfume. With biotechnology, you instead get rid of what is the cause of the problem. Pure Effect All Clean is especially effective against sanitary odors, for example in the toilet. This property is very helpful both for everyday cleaning and for odor problems after pee accidents from children or pets. By using Pure Effect, a good bacterial flora is established that breaks down urine and faeces, while keeping away other odor-producing bacteria. Pure Effect All Clean is used on all surfaces of the toilet - when cleaning the floor, as a replacement for other toilet cleaning in the toilet, on the mirrors and spray a little extra on the floor around the toilet to counteract odors.


Nature's own cleanser

Pure Effects cleaning products are based on biotechnology and nature's own microorganisms. They are responsible for the biological degradation in nature, which makes them uniquely tough on grease, odor and dirt, and at the same time kind to people and the environment. The active bacterial culture cleans deeply in the pores of the materials and in cracks where it is otherwise difficult to access. With Pure Effect, you get rid of both the dirt and the odor-producing bacteria. Odor problems are taken care of at the source instead of masking the odor with perfume. The technology has been used in professional cleaning for 20 years and with Pure Effect you can now really clean even at home.

Hydrolysis dissolves the fat

The dirt in our homes consists largely of grease. The microorganisms "cut" the fat molecule (triglycerol) into a glycerol and three free fatty acids, which means that the fat becomes water-soluble and disappears with the scrubbing water. This process is called hydrolysis and is the key to why biotechnology really cleanses. Traditional cleaning agents instead encapsulate the grease with chemicals, which are then dried and moped around before it possibly goes out into the drain with the rinsing water. These agents also do not access the depths of the materials' pores as biotechnology does, nor do they continue to act on the surface when we have finished cleaning