The Story
Behind
Knowledge Passed. Purpose Carried.
Looking Back. Thinking Forward.
Before long ingredient lists and added extras, households relied on materials such as soap and mineral salts, together with washing methods passed down through generations.
Zoum (meaning a load of laundry in Arabic slang) began by looking at that knowledge wealth, understanding what did the work, why it worked, and how those principles can better the way we formulate cleaning products today.
I always wondered why the products we clean with should be any different.
Built Around What Cleaning Needs
Every ingredient has a role. Every formula starts with the job it needs to do.
This continuously guides how we formulate Zoum. We started with what the product needs to accomplish, then choose ingredients for the work they perform, from lifting dirt and oils to tackling stains, working effectively in water and rinsing clean.
It isn't about using less for the sake of less.
It's about knowing what belongs in the formula, and why it's there.
What “Clean” Means To Zoum
Cleaning Should Remove What Doesn't Belong, and Then Step Aside.
To us, clean isn't something that needs to announce itself.
It isn't a scent that tells you the room has been cleaned, a brightness that needs to remain, or something added simply to make clean more noticeable.
Clean is the result of the work being done well.
Nothing competing with what belongs there. Nothing asking for attention once the job is done.
This sits at the heart of Zoum: