we started with pure, soft water.
our goal was to create a powerful cleaning solution that's non-toxic, biodegradable, dye-free and residue-free. that journey started with the main ingredient.
then, we eliminated the residue.
cationic (positively charged ions) and anionic (negatively charged ions) inherently leave behind residues which cause rapid re-soiling. this endless cycle causes you to use more product and clean more frequently.
lastly, we added nothing.
the marketing guru's all told us we had to have a signature smell and a designated color for each product use; window blue, wood brown, lemon yellow. instead, we created something that follows our company belief of Relentlessly Pursuing Clean.
see it, believe it.
Karen Wilberson | Studio 99 Ballet
When I was referred to this product, I didn't have high hopes due to the amount of "specialty" chemicals we already use. I can say with confidence, I'm saving time and money by eliminating the need to change bottles for each surface.
Todd Morrison | A-List Managment
I'm sincerely blown away! I've been using another big name brand to fulfill my businesses cleaning solutions, and even though it's an eco-friendly alternative, I'm still saving money and eliminating confusing cleaning products.
Sharon Brown | Homemaker
Simple is always better. I'm a mother of three, a pet lover, and married to a mechanic... I have my work cut out for me when it comes to cleaning. theory.® makes life easier for me. I love that it's very faintly fragranced and residue-free.