Dutch company launches Europe’s first PVA-free laundry sheet amid microplastics debate

Dutch household products company Mother’s Earth has launched what it says is Europe’s first laundry sheet made without polyvinyl alcohol (PVA), a water-soluble synthetic polymer found in virtually all laundry strips on the market. The new product comes amid growing consumer scrutiny of ingredients in cleaning products following television reports and regulatory action in the Netherlands.

The PVA-free variant will be sold alongside the company’s existing PVA-based laundry sheets, which remain in the product range. Both products deliver the same cleaning performance, according to the company.

PVA is used as a carrier material in laundry sheets — the thin film that holds concentrated detergent. During washing, PVA dissolves completely in water and is subsequently broken down by microorganisms. It is also used in eye drops, medication coatings, and contact lens solution.

The debate around PVA intensified in the Netherlands after the consumer television program Keuringsdienst van Waarde raised questions about PVA content in laundry strips. The Dutch Advertising Code Committee subsequently ruled that laundry sheet brands cannot use the claim “plastic-free” due to the presence of PVA, which is technically a synthetic polymer.

However, the European Chemicals Agency (ECHA) does not classify PVA as a microplastic, as it is water-soluble and biodegradable. Microplastics are defined as solid, insoluble plastic particles smaller than five millimeters that persist in the environment.

Mother’s Earth says its PVA has been independently tested by TÜV, a German testing laboratory, and found to be 90 percent biodegradable within 28 days according to the internationally recognized OECD 301B method. The company has published its test results and full ingredient lists online — a practice it says is unique in the industry.

The company also proactively changed its marketing language from “plastic-free” to “free of plastic packaging waste,” referring specifically to its cardboard packaging rather than the product itself.

“Consumers are right to ask critical questions,” said co-founder Floris. “We believe in giving people an honest choice. Our PVA sheets are safe and tested. The PVA-free option is for those who prefer a formulation entirely without synthetic polymers.”

The new PVA-free laundry sheet uses an alternative carrier material that contains no synthetic polymers. Mother’s Earth says the product achieves the same cleaning results as its PVA-based variant. The company positions the launch as an innovation step rather than a replacement, emphasizing that consumers can choose based on scent preferences, ingredient priorities, and personal values.

In addition to the PVA distinction, the company’s laundry sheets do not contain polyacrylates (classified as microplastics), phosphates, optical brighteners, unnecessary colorants, or bleach. The sheets are packaged in cardboard envelopes rather than plastic bottles.

The Dutch laundry sheet market has been growing rapidly. Unilever brand Robijn entered the category in 2023 with its own laundry wipes, signaling mainstream acceptance. An EU Ecolabel category specifically for laundry sheets is expected to be introduced in 2026.

Mother’s Earth says it has over 100,000 customers across multiple countries and offers a 30-day trial period for new customers.