Some businesses are born from market research. Mine started during lockdown, in the middle of a personal crisis and a very ordinary load of laundry.
At the time, I had just resigned from my job in insurance sales. I had completely lost the sense of purpose in what I was doing, and suddenly, like many people during that strange period, I found myself questioning everything: my career, my values, the kind of life I wanted to build.
While trying to figure out what came next professionally, I spent more time at home with my children: my six-month-old son and my two-and-a-half-year-old daughter.
And one day, almost by accident, I picked up my laundry detergent bottle and started reading the ingredient list.
Honestly… horror.
The more I researched those ingredients, the more shocked I became by how toxic some of them were. These products are marketed as completely normal, yet many contain harsh chemicals, synthetic fragrances, and ingredients linked to irritation, hormonal imbalance, and environmental pollution.
What disturbed me most was this simple realization: laundry detergent touches our skin every single day through the invisible residues left on our clothes, bedsheets, towels, and baby pajamas. Many of these residues contain endocrine disruptors, chemicals that interfere with your body’s hormonal system in ways most people never think about.
As a mom, I want to give the best to my children, and for me that starts with reducing as much as possible their exposure to all kinds of harmful chemicals that could affect their health, now or later in life. It can be something immediate like skin irritation, or more serious long-term issues such as fertility problems years down the line.
I want to fully embrace my role as a mother and do everything I can to help them grow up healthy and stay healthy for as long as possible. And I truly believe this starts from baby age, with the small choices we make every single day, and never really stops after that.
I immediately started looking for a natural laundry detergent alternative in the UAE, but I couldn’t find anything that truly aligned with what I wanted: something effective, simple, transparent, eco-friendly, and genuinely safe for families.
So I asked myself another question:
How did our grandmothers do laundry before all these complicated chemical formulas existed?
That question changed everything.
I started experimenting in my kitchen using authentic Marseille soap, adjusting recipes little by little with baking soda and soda crystals until, after months of testing, I created a formula that worked beautifully.
Three ingredients. That’s it. No synthetic fragrance, no optical brighteners, no unnecessary additives. Just a powder that cleans effectively and rinses clean. That formula became our Laundry Powder, and it is still the exact same recipe we use today.
From the beginning, I made the choice to be completely transparent about the ingredients and recipe, because people deserve to know exactly what they bring into their homes. Every ingredient is listed, every function is explained. There is nothing hidden.
At that moment, I realized I couldn’t possibly be the only mother worrying about this.
Surely other parents were also questioning what they were washing their children’s clothes with. Surely other families were searching for a non-toxic laundry detergent that didn’t force them to choose between effectiveness and health.
That’s when I decided to launch the product.
Why the Name “Because You Care”?
Choosing the name took time.
I kept coming back to the real reason behind everything I was creating: Because I Care.
And naturally, it evolved into Because You Care, almost like the answer to a customer silently asking:
“Why should I choose this product instead of another?”
Because you care. About your health. About your family. About the environment. About the products you use every day.
From One Formula to a Full Laundry Routine
What started as homemade laundry detergent in my kitchen during lockdown has grown into a full range of conscious household products, all designed around the same principles: transparency, simplicity, and genuine care.
Beyond the Laundry Powder, we developed:
- Laundry Mist made with lavender, rosemary, and peppermint essential oils, to refresh fabrics naturally.
- We created Marseille Soap Flakes for families who want to make their own cleaning products at home.
- And we built a subscription option for households that simply never want to run out of what works.
Every product follows the same rule: you should be able to read the full ingredient list and understand every single line.
Today, Because You Care is built for people who want to protect all three: their wellbeing, their loved ones, and the planet, without compromising on simplicity or effectiveness.
And honestly, the mission still feels just as personal today as it did back then.
Explore what we make, visit our Shop
