HOW CLEANING BECAME OVERCOMPLICATED

Household cleaning was not always this fragmented.

Traditional systems relied on a small number of multi-purpose materials — soap, alkali, and simple mineral ingredients — each used where it performed best.

With the rise of synthetic detergents, cleaning products became easier to manufacture, stabilise and market.

At the same time, they became more specialised:

• A separate product for each surface
  
• A separate product for each task
  
• Often with overlapping function
  

The result is not better cleaning — but more products doing similar jobs.

Traditional cleaning works differently.

Fewer products. Broader use. Clear function.

HOW CLEANING ACTUALLY WORKS

All household cleaning is built on a small number of mechanisms:

• Soap lifts grease and allows it to rinse away
  
• Alkali breaks down fats and heavy soiling
  
• Acid dissolves limescale and mineral deposits
  
• Oxygen lifts stains through oxidation
  
• Absorbents draw out oils without water
  

Modern products combine these into general-purpose formulas.

Using them directly is more precise, more effective, and often requires less product.

FROM PRODUCT-LED TO FUNCTION-LED CLEANING

Most cleaning cupboards are built product by product:

• Kitchen spray
• Bathroom cleaner
• Floor cleaner
• Degreaser
• Limescale remover
  

Each added separately, often with overlapping function. Instead of buying by surface, we advocate to clean by function.

• One soap-based cleaner covers most daily cleaning
  
• One acid handles limescale and mineral deposits
  
• One alkali tackles heavy grease and build-up
  
• Oxygen supports stain removal where needed
  

The result is a smaller number of products used more effectively with less duplication, and more consistent results.