Ingredients

Ingredients that care for your health, your home… and the planet

At Pure, every single ingredient is handpicked by our in-house lab team, in close collaboration with experts in green chemistry. Why? Because for us, ingredient safety is non-negotiable. We believe performance should never come at the expense of your health or the environment. That’s why we prioritize natural, plant- or mineral-based ingredients from North American suppliers who meet our high standards for quality and sustainability.

We often say that transparency is in our DNA—and just like our bottles, our ingredient lists are crystal clear. Unlike many household product brands, we proudly display all our ingredients on our labels using the INCI (International Nomenclature of Cosmetic Ingredients) system. On our website, we go even further by explaining them in everyday language, so you know exactly what you’re bringing into your home.

Our commitment doesn’t stop there. Every formula is reviewed and validated by an independent consulting firm in chemistry, and certified by the Ordre des chimistes du Québec. This isn’t just a stamp—it’s a sign of scientific rigor and responsibility.

Let’s be real: in Canada and the U.S., companies aren’t even required to disclose what’s in their cleaning products if the ingredients aren’t officially deemed “dangerous.” There’s no standardized way to name or list them. That lack of regulation creates confusion—and often, mistrust. At Pure, we’ve chosen the opposite path: radical honesty.

Our products contain no phosphates, no chlorine, and no toxic acids. That makes them ideal for septic systems and for people living near water. By eliminating phosphates, we help prevent the spread of blue-green algae, which is harmful not just to aquatic ecosystems, but to the health of our lakes, rivers, and everything living in them.

In short, choosing Pure means choosing ingredients you can trust, science you can rely on, and a cleaner future for your home and the world around you.