Most people of the developed world have become aware of the need to protect the environment. Many people now base their everyday decisions and choices on eco-friendliness and a conscious reduction of their ‘ecological footprint’.

After analyzing the existing market for cleaning products, I discovered that very different products are marketed under the ‘ecolabel’. Because the concept is popular, some manufacturers deliberately use labels such as ‘natural’, ‘nature-friendly’, ‘green’, etc., while the product may contain toxic substances.

So, what can be labelled ‘green’? The generally used definition is ‘products and services that have a smaller negative impact on the environment and human health compared to conventional products and services in achieving the same results.’

Therefore, an effective cleaning product is ‘green’ if it does not harm the health or the environment. This categorisation also considers the production process and packaging. Components of green detergents are usually derived from plants.

A product that is labelled ‘natural’ should be based on a natural raw material. Still, many manufacturers use the term as fit for them for marketing purposes, as there are no relevant standards and regulations in Europe. This type of ‘natural’ product, for example, containing large quantities of herbal essential oils, can be directly harmful to health.

Scientists have worked in different countries for 20–30 years to create new raw materials that are ‘green’ and produced at an affordable price. At present, availability is still very limited and there are very few producers.

In the last few years, we have worked closely together with several different European producers of truly natural raw materials, and we have succeeded in bringing the first products based on such raw materials into the Estonian market. We are glad to introduce you to the new generation of ecological cleaning products and to be the pathfinder of the so-called ‘green’ chemistry principles in the Baltics and Scandinavia.

Our mission

… is to share with our customers the knowledge and skills that will enable them to make truly nature- and environmentally friendly decisions on cleaning agents and cleaning techniques.

We want to be a reliable and helpful partner for our customers, providing them with the best selection of innovative and ecological cleaning products of the new generation, as well as the know-how that comes with it.

Our vision

… be the first choice for everyone who have recognised the principles of sustainable development – using new products, techniques, and services to meet their needs, while ensuring the same opportunities for future generations.