Seriously, this stuff works just as well as Tide does. My entire family's clothes are JUST as clean, but I also know they're safer to have around my infant and for the environment. I was lucky enough to get a free sample from the Generation Good forum, but I had been buying this and using it for a while before hand, as well! It does have a few things like SLS to make it sudsy and help a smaller amount go farther, but it's important to note that this is a NATURAL detergent, not an ORGANIC one. Being a detergent, it's going to have basic cleaning agents in it, but it is still one that is free of dyes and perfumes, so there's less chemicals to irritate yours or your family's skin. The only thing is that it is a bit pricier, but nine times out of ten, you can get coupons, the cartwheel app for Target will have a discount available, if you get this from Target you can use the REDcard discount, AND you can get rebates back for this from Ibotta almost year round, so it comes out to about the same price in the long run, but it's SO much better for everyone!