Meet Dr Anna Slastanova; in-house chemist at Purdy & Figg and the mastermind behind Counter Clean: 

Let's clear something up: just because a product is naturally derived doesn't mean it's any less effective than a synthetic one. Look at health and wellness: most of us reach for chamomile tea before we reach for a sleeping pill. So why do we trust natural ingredients with our health, but doubt them when it comes to cleaning?

Natural vs. Synthetic: Same Chemistry, Different Source

Almost every cleaning product works through one of four mechanisms:

• Surfactants (like soap): break down grease and grime so it lifts right off

• Acids (like vinegar): dissolve mineral buildup, such as hard water stains, into something you can simply wipe away

• Alkalis (like bleach): cut through fats, oils, and grease

• Solvents (like alcohol): break up stains and lift grimy residue

Here's the key insight: when you compare a natural ingredient to its synthetic counterpart, the chemistry doing the work is identical. Citric acid (natural) and sulfuric acid (synthetic) dissolve mineral deposits the same way. Castile soap and sodium lauryl sulfate (SLS) are both surfactants doing the same job.

Why Natural Formulas Need a Little More Finesse

Natural ingredients are typically chosen because they're gentler on our bodies and the planet, and more sustainably sourced. But "gentler" means we have to work harder to get the same results. Formulators do this by pairing ingredients that work in synergy, or simply using more of them: for instance, it takes roughly 50 times more citric acid than sulfuric acid to hit the same acidity level.

Natural Doesn't Automatically Mean Safe

Here's something that surprises people: natural doesn't equal harmless, and synthetic doesn't equal dangerous. Citric acid and sulfuric acid are both corrosive to skin at high enough concentrations. Plenty of synthetic ingredients are perfectly safe to use, we avoid them mainly because they're made from petrochemicals or other unsustainable sources, not because they're unsafe. That's why ingredient selection has to be intentional, not just a "natural = good" checkbox.

It's Not Just What You Use, It's How You Use It

Effectiveness, sustainability, and safety all come down to habits just as much as formulas. At Purdy & Figg, we're big believers in cleaning "little and often": it keeps your home consistently clean without needing to lean on harsh ingredients to tackle buildup, or overusing products (like antibacterial sprays) when they're not actually needed. More on that myth next time!