Belgian laundry strips: which brands are truly local?
Laundry strips have become hugely popular in Belgium over the past few years. More and more brands now present themselves as local or Belgian, but what does that actually mean? In this article you’ll find out which Belgian laundry strips are truly local, where laundry strips usually come from, and where POWR fits into that picture.
What makes a laundry strip brand Belgian?
There is a difference between a brand that was founded in Belgium and a brand that also actually has its laundry strips produced here or in Europe. A head office, customer service or marketing team in Belgium says nothing in itself about where the product is made. That distinction is exactly where “Belgian” as a marketing claim often gets stuck.
Some brands also use Belgian raw materials, such as probiotics from the Ardennes, without the entire production taking place here. That doesn’t make their product any less authentic, but it is somewhat different from fully locally produced. Both angles are legitimate, as long as a brand is honest about it.
For you as a consumer, that distinction matters. A brand can be completely honest about its Belgian roots and still have its production done elsewhere, without that immediately being a problem. It only becomes tricky when a brand gives the impression that the product itself is made here, when that is not the case.
Where are laundry strips usually produced?
Good to know
White label production means that a brand buys its laundry strips in bulk from an external manufacturer, often in Asia, and then sells them under its own name. The formula and production line are then not unique to that brand.
The vast majority of laundry strips on the market are produced this way, including by brands that present themselves as local or European. Independent enquiries with manufacturers and journalistic research confirm that picture time and again. European production is still more the exception than the rule.
Transport plays a role in that consideration. A container sailing from Asia to Europe covers thousands of kilometres, even if that happens by boat rather than by plane. For anyone who mainly looks at the CO₂ footprint of transport, the production location is therefore certainly relevant.
That says nothing in itself about the quality of the end product. A laundry strip from Asia can clean just as well as a laundry strip from Europe. It is relevant, however, for those who choose consciously based on origin, transport CO₂ or working conditions.
Well-known brands that present themselves as Belgian
A number of brands explicitly position themselves as local in Belgium. Below is a neutral overview of what that positioning usually involves, without any ranking or judgement on who does it “best”.
- Brauzz and POWR are Belgian brands: both belong to parent company Planet B, a Belgian B Corp headquartered in Ghent. Brauzz was founded in Belgium and has since merged with Klaaar into POWR.
- Brands with Ardennes probiotics, found at several Belgian web shops, mainly emphasise the Belgian origin of their raw materials, regardless of where the laundry strip itself is produced.
- Other players mainly communicate about their Belgian story or head office, without concrete claims about the production location itself.
Why origin shouldn’t be the only criterion
Origin is only one piece of the puzzle. At least as important for a well-considered choice:
- Composition: which active ingredients are in the strip, and are they well substantiated?
- Packaging: is the packaging actually biodegradable or recyclable, or only the outside of it?
- Price per wash: how does the cost compare with classic detergent?
- Effectiveness: does the strip actually get your clothes clean, at the temperature you need?
There is also a broader discussion about whether laundry strips wash as well as classic detergent. Independent tests sometimes contradict each other on this point, and the outcome depends heavily on the specific brand and the formula used. A strip that doesn’t clean well is ultimately not more sustainable, regardless of where it comes from.
What POWR stands for
Both Brauzz and POWR are Belgian brands, thanks to parent company Planet B. POWR is the brand of Planet B, a Belgian B Corp headquartered in Ghent, created from the merger of Brauzz and Klaaar.
POWR laundry strips are produced in Europe. They are based on powerful enzyme formulas that break down grease, proteins and starch, and are suitable for all temperatures between 15°C and 95°C, including hand washing.
The packaging is fully recyclable and free of harmful substances: no heavy bottle, but a compact little envelope that fits in any drawer. No jug, no fuss.
POWR is part of Planet B, which is also behind the skincare brand WONDR. As a certified B Corp, Planet B commits to measurable social and environmental standards, not just marketing language.
