Written by Tenley Haraldson. Reviewed by Cleaning Expert Sean Busch.


With annual sales of more than $100 billion worldwide, the liquid detergents industry is a massive business. But a handful of major laundry detergent manufacturers control the market with advertising tricks, watered down formulas, and unnecessary plastic usage. 

Puracy laundry products are different: We know that consumers and the environment would benefit from more concentrated formulas and more eco-friendly packaging. 

Why Are Laundry Detergent Bottles So Massive?  

liquid laundry detergent waste

Walk down the detergent aisle and you’ll quickly see oversized square and rectangular shapes that maximize prime real estate and bold colors pull focus. In other words, bottles are optimized to take up the largest amount of shelf space.

But check the detergent active ingredients list: It doesn’t really reflect what’s inside. 

Laundry Detergent Active Ingredients: More Than Meets the Eye

laundry detergent active ingredients

It’s safe to assume that “water” is the main ingredient in your laundry detergent. 

With the help of our PhD chemistry team, we analyzed the top competitors in the liquid laundry detergent market. What we found is that most conventional, non-concentrated laundry detergents contain less than 10% active ingredients (the rest is mostly water).

By contrast, Puracy 10X Natural Laundry Detergent – the most concentrated formula sold in the United States – contains nearly 85% active ingredients.

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Why Do So Many Major Laundry Detergent Manufacturers Sell Diluted Products? 

major laundry detergent manufacturers

By adding water, competitors are able to increase the size of their packaging, giving their bottles a greater presence on store shelves. From the perspective of the average customer, these larger bottles appear to offer consumers “more for their money.” However, this couldn’t be further from the truth.

Each 24-ounce bottle of Puracy Natural Laundry Detergent cleans 96 loads of laundry. Most of our competitors also sell bottles that are capable of cleaning 96 loads – but they come in 150-ounce bottles.

Most Laundry Detergents Encourage Waste 

These industry-standard containers waste an excessive amount of plastic, water, and energy. Add in the carbon footprint that increases from shipping large jugs of (mostly) water across the country.

Next, check your enormous laundry detergent cap: That "fill" line is about ⅓ from the bottom – and is also pretty hard-to-read. It's not a coincidence: This is a great way to encourage customers to use more product than necessary.

Extra Detergent Won't Get Your Clothes Cleaner

Consumers often end up using too much detergent, leading to wasted product and a higher cost per load. But if you add too much detergent, you also run the risk of leaving residue on your garments. This can be exceptionally uncomfortable, especially for people with skin sensitivities.

Long-term exposure to certain detergent chemicals can cause allergic reactions, especially skin and eye irritation. Worse yet, 1,4 dioxane has been deemed a “potential carcinogen” by the FDA (yet you can still find it in many major laundry detergent brands). 

Detergent Pods Started with Good Intentions...

A huge breakthrough in the laundry industry was laundry detergent “pods.” Boasting a 90%+ active ingredient makeup, the concentrated product works extremely well while limiting packaging waste.

...but Increased Use Leads to Increased Risk 

The initial idea was great, but manufacturers started encouraging overuse: A single detergent pod used to be enough, but customers are encouraged to use two (or even three) per laundry load. 

Intense concentrations in conventional detergent pods mean that chemical residue doesn’t always fully wash out. Since surfactants and perfumes are typically considered “trade secrets”, consumers don’t always know what they’re being exposed to. 

Puracy Believes in Superior Product Performance

Puracy laundry

As one of our first products, this 10x concentrated laundry detergent is effective and has evolved over the past seven years, from increased plant-based enzyme concentration and improved rinsing agents that respond to any water hardness level.

Media outlets and laundry experts across the country have praised our 99.96% Natural Laundry Detergent for how well it works – especially when correctly paired with our Natural Stain Remover. It’s also received over 2,000 five-star reviews on Amazon.

We Don't Use Watered Down Formulas

Unlike major laundry detergent manufacturers that are upwards of 90% water, Puracy Natural Laundry Detergent is composed of 85% active ingredients. In fact,Puracy is one of the only liquid laundry detergents that doesn’t list “water” as its first ingredient.

We're Actively Takes Steps to Conserve Resources

active ingredients of laundry detergent

Each 16oz container of Puracy Laundry Detergent washes 64 full loads of laundry – and the pump measures an exact dose so you don't waste product. While many detergent manufacturers use HDPE (a more rigid type of plastic that takes longer to break down in landfills), Puracy uses clear PETE because it's the most easily recyclable plastic.

Thanks to popular demand from eco-conscious customers, we introduced a laundry detergent pouch refill that encourages reusing your bottle and pump. These pouches save over 90% in plastic, water, and energy compared to regular bottles. 

Since we launched our first refill pouch just a few years ago, we’ve already saved more than 200 tons of plastic waste from entering the environment. These are exceptional choices for people looking to reduce plastic use at home.

We Only Use Safe, Effective, Plant-Based Ingredients 

We've worked with physicians, dermatologists and PhD chemists to ensure that all of Puracy’s ingredients are safe for your entire family. They’re biodegradable, cruelty-free, and our “free and clear” detergent is gentle on even the most sensitive skin. No dyes, no fragrances, just hard-working, plant-based enzymes and a 99.6% natural formula. 

We’re honored that our concept, vision, and transparency have resonated with our customers. And we're incredibly proud of how our Natural Laundry Detergent formula rivals those of major laundry detergent manufacturers.