06 Oct 2026
- 40% of Brits have paid more for cleaning products claiming to be “chemical-free”.¹
- A genuinely chemical-free cleaning product is scientifically impossible.
- Water, oxygen and plant-derived ingredients are all chemicals.
- The word “chemical” doesn’t mean dangerous.
- Specific, measurable claims tell you far more than “chemical-free”.
Chemical-free sounds very safe.
So safe, that 40% of Brits told us they’ve paid more for cleaning products carrying the claim.¹
BUT… a chemical-free cleaning product is impossible.
Why can’t cleaning products be chemical-free?
Because everything is made from chemicals.
Water is H₂O. Oxygen is O₂. Vinegar, lemon juice, essential oils and ingredients that come from plants are all made from chemicals too. So are you.
As Professor Mark Lorch, biochemist and Professor of Science Communication at the University of Hull, puts it: “Everything is a chemical.”
Remove every chemical from a bottle and you have a vacuum in a bottle.
When did “chemical” become a bad word?
Chemical is often used to mean something harsh or potentially dangerous when scientifically, it doesn't mean this at all.
“Chemical-free” is a clever marketing phrase because it makes us split ingredients into two groups: Natural and nice. Chemical and nasty.
But just because a substance is natural doesn't make it safe. Arsenic is natural, and so is poison ivy. And being made synthetically doesn't automatically make something harmful.
At the end of the day, the word chemical tells you nothing about whether something is safe.
Chemical-free isn’t the same as free from.
It is true that a cleaning product can of course be free from a particular ingredient and that sort of claim should be checked and confirmed.
“Chemical-free” is different though, because it states there are no chemicals at all.
And that simply isn't possible.
So what should you look for instead?
If a cleaning claim sounds impressive, check if the brand tells you what sits behind it.
If the claim says… | Ask instead… |
Chemical-free | Which ingredients are used and why |
Better | Better than what? |
Less | How much less and compared with what? |
Tested | How, by whom? And what were the results? |
Lower impact | Which impact? And how was it measured? |
Why does smol say “less chemicals”?
We don't claim our cleaning products contain no chemicals. That’s impossible.
Instead, we measure the amount of chemical matter in a recommended dose using chemical dry matter testing.
That means taking a recommended dose, removing the water and fragrance, and measuring what remains so products can be compared dose for dose.
Across 11 core smol products, representing more than 95% of our revenue, smol uses 34% less chemicals on average than selected leading brands.²
Of course, using less only makes sense if the product still works brilliantly.
So cleaning performance comes first. Then we look at how to achieve it without using more than necessary.
The problem with paying more for “chemical-free”
Of course it’s natural to care about what's inside the products you use at home.
But nobody should have to pay more because something impossible looks good on a label.
So next time you see “chemical-free”, ask questions. What’s in the product? Why is it there? What does the evidence say?
Good cleaning claims should help you understand more, not scare you into paying more.
FAQs about chemical-free cleaning.
¹ Consumer research commissioned by smol through Censuswide among a nationally representative sample of 2,000 UK adults in August 2026. Censuswide is a member of the Market Research Society.
² 34% average reduction in chemical dry matter across 11 core smol products, accounting for more than 95% of revenue, compared with selected leading-brand products. See smol.com/our-claims for methodology, comparators and supporting evidence.
Catherine Green, Cleaning Expert
Catherine has been on a mission to revolutionise the way we tackle chores since the dawn of smol and is an advocate for making more sustainable living accessible to all, with a strong focus in cleaning that’s heavy on dirt, lighter on the planet and gentle on the skin. Catherine has tested hundreds of hacks to make tackling chores easier, safer, and better for the planet and our homes.
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