Our mark of excellence – guiding you to your preferred laundry products

The Pure power mark of excellence helps you find superior laundry products that are approved and tested to meet high global standards for product safety and cleaning performance.

The Pure power mark means a product is mild, yet powerful and kind to the environment. It promises a little peace of mind in a complex world.

The Pure power promise

Novozymes grants the mark of excellence to detergents that live up to some of the strictest quality criteria in the world. These laundry products undergo a thorough application process and ongoing sampling. You can expect the following from products which carry the Pure Power mark of excellence:


  • Ingredient reassurance
    Ingredient safety and formulation evaluated according to state-of-the-art European standards. Free of optical brighteners and substances of concern (EU REACH)
  • Designed with delicate skin in mind
    The use of ingredients that could cause skin irritation is restricted
  • Naturally derived, biodegradable ingredients
    Renewable, plant-based and biodegradable ingredients are favored


  • Noticeably high wash performance
    Performance is tested and validated at recommended dosage shown on the bottle. Products carrying the mark will be among the best performing products in the market
  • Effective levels of enzymes included
    Superior cleaning, stain removal and fabric care delivered using enzymes – nature’s own catalysts

that you can trust

  • Product transparency
    Key ingredient list available online
  • Responsible packaging
    Products must be concentrated to save on packaging. Plastic bottles made without PVC
  • High-quality, safe production
    ISO 9001:2015 and ISO 14001:2015 certified
  • Good business practices
    Producers are certified for Corporate Social Responsibility or have signed up to The 10 Principles of the United Nations’ Global Compact, meeting fundamental responsibilities in the areas of human rights, labor, environment and anti-corruption

Read more about Novozymes.