MOA, which stands for ‘Made of Ashes’, is a young company committed to creating environmentally-friendly cleaning products for laundry. Their innovation? Turning wood ash into a natural and effective detergent.
Elise Lanoue, the brand’s founder, is a fervent protector of the environment. Having grown up in the countryside, she has always felt a deep connection with nature. Keen to reduce her ecological impact, she decided to make the most of an often neglected resource: wood ash. And so MOA was born!
Why use wood ash for washing?
In Switzerland, around 75,000 tonnes of ash end up in landfill sites every year, despite the fact that this waste is rich in useful natural properties. Ash contains a key element: potash. This compound is renowned for its cleaning, degreasing and deodorising properties, making it ideal for use as a laundry cleaner.
The idea of using potash in household products is not new. For centuries, potash has been used to make soaps and cleaning products. MOA takes up this traditional method, mixing potash from wood ash with water to produce a natural, effective cleaning solution.
Glass bottles: a sustainable and elegant choice
For its discovery package, MOA has opted for glass bottles. This material offers a number of ecological advantages: it contains no plastic, is entirely recyclable and can be reused ad infinitum. The choice of glass is in perfect harmony with the values of the brand, which advocates a sustainable lifestyle that respects the environment.
A sober, eco-responsible design
The design of MOA bottles is both sober and effective, in keeping with the brand’s identity. To take this ecological approach a step further, MOA has chosen to work with Univerre, on the local side, to minimise the environmental impact of transport and support local production.
With its ash-based laundry cleaning products, MOA is taking an innovative and responsible ecological approach. Thanks to its circular approach, the brand is helping to give wood ash a second life, while offering effective, natural cleaning solutions.
