I didn't mean to reinvent laundry.
It started with a rash. Red, itchy patches on my arms and chest that wouldn't settle down no matter what I did. I thought it was stress. I thought it was the weather. I thought it was a hundred things before I thought about the clothes I was wearing.
And then one day I clicked. I'd just pulled a fresh t-shirt out of the wash. Same shirt, same drawer — same reaction.
It wasn't me — it was what I'd been washing my clothes in.
So I went down the rabbit hole and flipped over the bottle of detergent I'd been using my whole life. Optical brighteners. Phthalates buried in "fragrance." Chlorine bleach. 1,4-Dioxane. Formaldehyde preservatives. A dozen ingredients I couldn't pronounce — most of them sitting on every piece of clothing my family wore, every day.
My dad Tim had been running a small eco cleaning brand from our home in Northern Ireland since 2019 — the TruWash you might already know. I told him what I'd found. We decided there and then: we'd build a better one.
Two years of research. Dozens of formulas. A lot of late nights and ruined t-shirts. And then, finally — BioPure. No optical brighteners. No undisclosed phthalates. No chlorine. No formaldehyde.2 Plant-derived, pre-dosed, dermatologically tested3, and honestly? Better at cleaning than the one that gave me the rash.4
My skin cleared up within two weeks of switching.4 My mum switched. My sister switched. Over 100,000 families have switched since.5 And we're still just a family doing the best we can to make a difference.
If you're here, something made you click too. Maybe a rash. Maybe a little one with eczema. Maybe a nagging feeling about what you've been pouring into the drum every week. Whatever it was — I'm glad you found us.
