We believe in being open and honest in what we say.
We follow ASA and CAP guidelines, which means we:
are always honest and transparent
present information clearly
back up claims with data
work with external agencies and certifications
Where possible, we support our claims with independent testing. For example, our concentrated formulas contain significantly less chemical matter per wash than many leading brands, based on independent chemical dry matter testing.
For more detailed information on our specific claims, please see our claims page.