OUR PACKAGING
We don't ship air
We chose pouches over bottles, using 70% less plastic.
THE REALITY
The EU's plastic packaging recycling rate sits around 41%. In the Netherlands — one of Europe's best recyclers — it's about 45%. And those numbers count everything that's collected, not everything that's actually turned into something new. Most "recyclable" detergent bottles aren't recycled. They're burned for energy, shipped overseas, or landfilled.
OUR CHOICE
Our 750 ml pouch is multi-layered with a kraft paper outer. We chose it over a rigid plastic bottle because it uses ~70% less plastic per ml of detergent shipped and weighs ~6× less, which cuts freight emissions across the journey to your door. The trade-off: the AL barrier assures stability of the detergent and softener but isn't recyclable yet. Once we reach more scale, we aim to have fully biodegradable mono-material alternatives for V2. Custom packaging requires high minimum order quantities, this is nearly impossible to launch with. It's a moving target.
THE LAYERS
Matte PET · Kraft paper · Aluminium barrier · Nylon · Polyethylene
The aluminium barrier keeps the detergent stable and protects the fragrance — without preservatives.