Our Story

Sustainability and corporate social responsibility (CSR) is a crucial part of Henkel's DNA.
Henkel, the parent company of the Purex® brand, has been dedicated to sustainable
and responsible business practices for over 130 years and was recently selected by global mutual fund Portfolio 21 as one of the Top 10 Green Companies in 2010. It's this extensive knowledge
and heritage that was utilized to develop the #1 natural detergent*.

What Purex® Natural Elements® Brand Stands For

  • Washing Machine

    Efficacy

    Every product that the Purex brand puts in the market is rigorously tested and has to adhere to strict standards. Natural Elements® laundry detergent is no exception to this. Our natural laundry detergents have powerful plant- based cleaners that deliver the same cleaning benefits as our regular Purex detergents. The Purex Natural Elements brand delivers uncompromising cleaning power!

  • Natural Icon

    Fragrance

    Using natural fragrance extracts, we created best in class scents in our detergents and fabric softeners. Our fragrances leave you with the fresh aroma of clean clothes. From the light scent of lilies to the uplifting essence of citrus, there is a scent for everyone.

  • Water drop

    Safety

    Purex Natural Elements formulas are hypoallergenic and free of dyes. They are the first 2x concentrated laundry product to receive recognition from the US EPA's Designed for the Environment (Dfe) program. The Dfe Safer Recognition Program makes safer products easier to identify. The program evaluates all ingredients in a product, and ensures that each is safer for people and the environment.

  • Earth in the shape of a heart

    Environment

    Purex Natural Elements detergent is 95% natural and is made with plant-based surfactants. The detergent and fabric softener formulas are biodegradable**. The bottles are made from 25% or more post- consumer recycled plastic. From our annual donation to Earth Day Network to our continued partnership with RecycleBank, we are continually striving to do our part for the environment.

* Based on IRI Unit Sales of Natural Detergents 52 wks ending Dec 27, 2009
** Biodegradable in 28 days (OECD 301D)