Not all ingredients and use cases are the same

There are strong ideas around what is “Good” or “Bad”, much of which cannot be deemed from an ingredient or material name, as not all ingredients are made the same and chemical names are often general terms. This polarization also doesn't often account for use-case.

This has been a very irritating part of my 20+ years in the business—what is on the “good list” or the “badlist” for skincare and cosmetics is not particularly relevant for a detergent or home cleaner. I would not wash my face with the same product I use to clean my floor! Laundry detergent is not a topical product, nor a direct contact one either—when used in a wash cycle it passes between 15-45 gallons of water depending on your machine.

"My mission has always been to educate, help, and empower people, not only with the literal solutions and know-how, but the reality of these terms and details."

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It's All In The Water

The other very deep and geeky science data point I will also call out here is our water systems. One of the first lessons my PHD scientist advisor, Dr. Kay Obendorf, taught me was that some of the banned or problematic chemicals were not “bad” on their own, it was that our local municipal water systems were old and insufficient to manage our waste processes. This was the case of the awful algae bloom problems in the Chesapeake Bay area that lead to the phosphate bans. Kay was quick to teach that phosphate itself was not an “evil” chemical, but to understand the full picture objectively. 

Our overburdened, inadequate, and outdated waste system causes other issues and was also the catalyst of the regulation surrounding the 1 ppm limit in NY for 1,4-Dioxane in household cleaning and personal care (topical cleansing) products. This ingredient listed “on the bad list” as a carcinogen was put there not because of the product use safety concerns, but because there was too much 1,4-Dioxane in the waste system that our local water systems couldn't manage (in CA and NY.). So while people are concerned about carcinogens—cosmetics (topical skin and beauty products) are allowed 10x more (10 ppm) than the 1 ppm allowed in laundry care.

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A Look Back

20 years ago it was revolutionary that I:

  • Used plant based surfactants, instead of petroleum derived (the most common soap base)
  • Used plant based (canola oil) softener, instead of tallow (animal fat)
  • Used loads of and at high % of effective biologically derived cleaning enzymes, instead of none or few (they were expensive)
  • Made concentrated formulas removing water filler (aka 80% of traditional grocery detergent brands)
  • Used no dyes or artificial colors—my soap wasn’t blue!
  • Used clear bottles— yes, you could see what was inside!
  • 100% recycled #1 PET plastic bottles vs. the HDPE hard to recycle jugs commonly used back then.
  • Made color and fabric safe bleach alternative, instead of the standard chlorine bleach 
  • Reimagined laundry with fine fragrance, instead of the standard low quality and generic scents
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Looking Forward

Today, Laundry and Home Care products remain largely unregulated. Many of these claims are either no longer advisable or require specific testing, defined terminology, and precise language and qualifiers to support them. Notably, these restrictions have emerged not through formal regulatory action but via legal challenges and class action litigation.

As a result, much of the current guidance on what can or should be said or claimed in product marketing stems from the outcomes of lawsuits or threats of lawsuits–not from ingredient regulations, safety standards, or other formal rulemaking processes.

This creates a landscape where many brands continue to make claims and marketing statements that are not adequately supported. Without proper substantiation, brands making claims and commentary, that in fact are not warranted, leave themselves vulnerable to class action lawsuits (a.k.a - ambulance chasers). Several high-profile cases involving major consumer goods companies have demonstrated the significant legal and financial risks associated with unsubstantiated or misleading product claims, serving as cautionary examples for the industry.

Let's Break It Down

Here are the terms commonly used to describe many products currently on the market, and what they really mean.