It's a good day...

When I can wake up feeling satisfied that I'm "giving back" and affecting my fellow beings and our environment. It started with a vision to create a detergent that would be powerful, and yet maintain a gentle footprint on our sadly, ever eroding planet. I believe we would all like to minimize waste, increase productivity and save time while yet appealing to our senses and sensibilities. 


I remember, as a young person noticing the concern over cleaners for babies, skin irritation, stain removal, and although not necessarily unpleasant, the smell of laundry day. For years, we've created a family friendly, effective product that is infused with essential oils that will take laundry day to a new level. Imagine finishing your laundry with a smile on your face, breathing in the relaxing aroma of lavender. Kind of sounds like a "Calgon" moment for laundry.

The footprint and easy use for the packaging is the perfect ending to this production. It pleases me to think that I've provided the planet with an efficient, sensory pleasing product that will make a necessary chore feel better. Doing something satisfying that is safe for you, your family and the planet can be the beginning of your personal journey to enlightenment through laundry.....

Also, keep in mind we are enlightening someone’s life who has disability by utilizing their skills to produce this phenomenal product.

Q&A With Patricia Boswell for


By Phill Hall

When you are doing laundry, have you ever considered what ingredients are used in your detergent? Back in 1992, Patricia Boswell gave that question a great deal of thought, which resulted in the creation of Safonique.

Available in both powder and liquid versions, Safonique is a non-toxic and hypoallergenic product that does not contain phosphate, chlorine, petroleum-based ingredients or dyes. This all-natural, eco-friendly product was the first to introduce pure aromatherapy to laundry detergent via the use of natural essential oils.

Originally sold in natural product retail stores, Safonique is now available from major retail networks including Wal-Mart. The product won the Food Marketing Institute’s prestigious International Health and Beauty Award for New Products in 2004, while Boswell was cited among the top entrepreneurs by The Wall Street Journal’s Small Business section. Boswell spoke with us about her work in bringing Safonique to the world.


Q: What was the inspiration behind Safonique, and was the first time that you created a product for retail distribution?

Patricia Boswell: The inspiration for Safonique came about because of my background as a health professional and my decade of manufacturing experience.

Q: How long did it take you to come up with the right formula for Safonique? And what were some of the ingredients that did not make the cut?

Patricia Boswell: The original formula was a powder in a 32-ounce reusable bucket, which took one year to create, and then there were several months of testing. The second formula for the 100-ounce product took two years, plus testing for numerous months. The 50-ounce pouch took one-and-a-half years to create, and the testing took approximate additional eight months. The ingredients were always plant base from the beginning.

Q: Your product is sold in major retail channels, including Wal-Mart. How did you arrange to get such a wide distribution for your product line?

Patricia Boswell: My distribution became reality because several key points: Hard work, networking, trade shows and senior management. But for all of that work. I was prepared at all times and really understood the business model of each supply chain I wanted to work with.

Q: What does the future hold for you and your product line?

Patricia Boswell: The future is very bright. We are expanding as a national brand and we have kept true to our brand and customers. The brand is without negativity and we keep improving our business model to keep the brand and the customer first while keeping a triple bottom line.


By Dana Vento

Three kids can create a lot of laundry in a house and I am forever just ‘tossing a load in’, but there are sometimes it just seems as if I am drowning in a sea of laundry.  Did you ever walk into your laundry room and really enjoy the smell that wafts through the air and into your olfactory? A very natural smell is lavender.  I have lavender plants in my gardens and simply love the scent they offer as it is natural and lightly fragrant without being over-powering.  Searching for a laundry detergent that is pretty natural is not an easy task, and I do this because I have kids with allergies, skin sensivitives and I need their clothes to be clean while not aggraviting skin conditions.  Does this combination of clean, fresh smelling and hypoallergenic exist?  In fact the combination of pure essential oils and hypoallergenic does exist in a revolution of laudnry detergent, sure to give you one of the best in clean and best in green!  Let’s lavishly live life out loud with a harmonious formula that offers both green compliance as well as being hypoallergenic.


What if I told you I know of an effective, eco-friendly formula for laundry that is phosphate free, biodegrabable, septic system safe, free of synthetic dyes and perfumes, fragranced with pure essential oils, and is not tested on animals.  Now let’s really push the envelope and learn that the packaging on the laundry detergent I have found is sustainable up to 78%, is that almost too good to be true?  Safonique is the brand that will stand up to your demands of high performance while naturally cleaning your clothing! Safonique Laundry Detergent uses natural borax to clean and it does so better than many products on the market.



My first test run of this product was on a load of whites.  I have to tell you I was skeptical.  I watched the water filter out of the laundry, I smelled a heavenly scent(which normally means nothing is clean, just scented) and then I tool the clothes out.  Clean and ready for the dryer is what I found.  I used cold water, I used hot water, and then I did the dreaded…. I had a load of hockey clothes. If you know anything about sports, intensify the smell about 100x and you have hockey funk.  This is water, dried up on clothing that kids and adult spit on, so you know that the smell is horrid and the clothing just smells like body odor in the worst possible way.  I generally have to clip my nose when I clean my sons clothing and imagine a locker room of this stench.  Well, today I took that clothing, and was in our mudroom.  I prepped the washer, placing the Safonique in the washer and then placed the clothes in.  First, probably the best thing I ever did was prep the washer, as the smell of lavender wavered through the air, making it breathable.  Second, I put the clothing in and when it came out I gave it the sniff test, and guess what, all was clean, no more spit or body odor smell, that funk was all gone.


One last quick note on Safonique:  The detergent comes in a flexible pouch, which reduces secondary packaging, but it makes really easy to work with and leaves nothing behind.  You simply use 2 oz per load (squeeze the pouch for 2 seconds) or use double the amount for heavily soiled loads.  The spout is resealable and you will LOVE the scent. This truly packs industrial-strength cleaning power to knock out the toughest stains, odors, and ground-in dirt. Because it’s hypoallergenic, Safonique won’t cause allergic reactions or irritate sensitive skin like many popular brand name detergents often do, making it everyday perfect. 

Lavishly live laundry out loud with a great scented detergent that won’t cause allergic reaction but will bust up and dissolved odors, ground in dirt and stains!