Everything that touches you family's skin, named on one label you can actually finish reading.
Why We Built Avelune
We didn't set out to make a detergent. We set out to find one, and couldn't.
Every "natural" sheet we tried either didn't clean properly, hid a synthetic fragrance behind an unregulated word like "gentle," or turned out to be conventional detergent with quieter packaging.
So we started reading ingredient panels more closely. We learned that "fragrance" is one word standing in for as many as a hundred chemicals a brand is never required to name. We learned optical brighteners are designed to stay on fabric, not rinse out which means they're touching skin long after the wash is done. We learned "hypoallergenic" isn't a regulated claim; anyone can print it.
So we made one rule for Avelune: publish everything. Every ingredient is listed on this page, with what it does and why it's there. Everything we chose to leave out is named too and we'll tell you why.
If it isn't on the list, it isn't in the box. — The Avelune Team