LaverVert is an organic detergent whose ingredients are 100% natural, with a circular cleaning agent. It is produced with wood ash recycled from industrial pellet stoves, reviving a traditional practice of using wood ash for its ability to bind with fats in creating an all-natural soap.

Its list of ingredients is straightforward:

• water added to soluble potash (84%), obtained from ash following a percolation, maceration and filtration process;
• percarbonate (3%), to neutralise the colour of the wood lignin and thus prevent the greying of laundry;
• alcohol (2%), to stabilise the formula;
• organic sunflower oil (8%), to make the saponification reaction more effective;
• vegetable glycerine (2%), to improve the texture of the detergent;
• essential oils (1%), to add perfume to the detergent.