Purely Toilet Cleaner
The cleaner your bathroom deserves.
And the one our oceans need you to use.
01 — THE PRODUCT STORY
A cleaner built differently.
Walk into any supermarket in India and you’ll find a shelf full of toilet cleaners. They all make the same promise — kills bacteria, removes stains, leaves a fresh scent. And most of them deliver on it.
But there’s a part of the story they don’t show you on the label. What happens to those chemicals after you flush?
Purely was built knowing all of that. Every ingredient was chosen not just for cleaning power — but for what it does (or doesn’t do) once it leaves your bathroom.
The result is a toilet cleaner that works.
And one you can actually feel good about using.
02 — WHAT PROBLEMS IT SOLVES
Two problems. One product.
Problem 1: Your bathroom needs cleaning.
That’s the obvious one. Toilet bowls accumulate bacteria, limescale, stains, and odour.
A cleaner that doesn’t perform isn’t a solution — it’s just a compromise.
Purely handles this the way any effective toilet cleaner should. It works under the rim, breaks down stains, targets bacteria, and leaves a clean, fresh finish. No scrubbing for hours. No re-cleaning the next day.
The performance is there. Full stop.
Problem 2: Conventional cleaners are damaging our water systems.
This one gets less attention — but it matters just as much.
The chemicals in most bathroom cleaners harm marine life and disrupt ecosystems.
Purely was formulated to break this cycle. The ingredients are chosen to minimise harmful impact on aquatic life.
BATHROOM
DRAIN
WATER SYSTEM
RIVER
OCEAN
Purely is designed to break this cycle.
03 — WHO IT'S FOR
Purely is for people
who want both.
Purely Is For People Who Want Both.
You want a clean bathroom — that’s not negotiable
You also think about where things end up, what you buy, and what it does to the world around you
Environmentally conscious households looking for a real alternative to conventional cleaners
Families who care about what their family is exposed to — and what they’re washing back into the environment
People in coastal cities who understand that what goes down the drain doesn’t disappear — it comes back
Anyone who’s been waiting for a product that actually delivers on its cleaning ability and their promise
04 — KEY BENEFITS
What you get with Purely.
Effective cleaning — no compromise.
Cuts through limescale, tackles bacteria, eliminates odour and leaves a clean, fresh finish.
Safer for your
household.
Avoids harsh chemicals and strong fumes. Safer for you and your family.
A formulation that respects the environment.
Every ingredient is chosen with marine ecosystems in mind to minimise harmful impact.
Simple to use — no learning curve.
Works just like any toilet cleaner. No new habits, no complicated steps.
Daily choice. Real impact.
One bottle may feel small, but together we can make a big difference for our oceans.
04 — KEY BENEFITS
What you get with Purely.
Effective cleaning — no compromise.
Cuts through limescale, tackles bacteria, eliminates odour and leaves a clean, fresh finish.
A formulation that respects the environment.
Every ingredient is chosen with marine ecosystems in mind to minimise harmful impact.
Safer for your household.
Avoids harsh chemicals and strong fumes. Safer for you and your family.
Simple to use — no learning curve.
Works just like any toilet cleaner. No new habits, no complicated steps.
Daily choice. Real impact.
One bottle may feel small, but together we can make a big difference for our oceans.
05 —HOW TO USE
How to use Purely Toilet Cleaner.
Apply
Apply Purely directly under the rim and inside the bowl.
Wait
Leave it to work for 5–10 minutes.
Scrub
Scrub gently with toilet brush to loosen any residue.
Flush
Flush thoroughly to rinse the bowl clean.
06 —INGREDIENTS
What's inside Purely.
Citric Acid
Natural mineral and soap scum buster
Lactic Acid
Gentle cleaning power, derived from natural fermentation
Sodium Laureth Sulfate
Plant-derived cleaning agent that lifts grease and grime
Sodium Benzoate
Naturally occurring preservative that keeps the formula fresh
Potassium Sorbate
Food-safe preservative, widely used and well-tested
Lemongrass Extract
Natural fragrance and a light antibacterial boost
Water
Purified base for every formula
No chlorine bleach, No ammonia, No phosphates — Just what’s needed
to get your bathroom clean, and nothing your drain (or the ocean) has to fight against.
Make a better choice today.
Get in touch with our team or
order directly on WhatsApp.
07 —BRAND BELIEF
Why we built Purely.
The cleaning industry is massive. And for the most part, it operates on a simple assumption — that what happens inside your home is what matters. Clean surfaces. No bacteria. Fresh smell. Job done.
We disagree with that assumption. What happens outside your home matters too. The drain in your bathroom connects to a water system. That water system connects to a river. That river connects to the ocean. And that ocean is not separate from us — it’s 71% of the planet we live on.
Purely started with a question: what would a cleaning product look like if you designed it with the whole picture in mind?