Clariant launches Genapol™ Pure Power: a solution setting new standards for combined dish and machine care

• Genapol Pure Power is a superior rinse surfactant for premium automatic dishwashing detergents
• Unique surfactant significantly reduces fatty residue build-up on dishwasher filters, for long-lasting clean dishwashers
• Genapol Pure Power delivers well-established, superior drying and shine performance on dishes
• Designed for advanced overall performance in short and eco cycles

MUTTENZ, October 7, 2026 - Clariant, a sustainability-focused specialty chemicals company, will unveil Genapol Pure Power, an innovative multifunctional rinse surfactant, that combines superior drying and shine performance with advanced machine cleanliness and filter protection, at the SEPAWA Congress 2026 in Berlin, Europe’s biggest trade fair for the detergent, cosmetics and perfumery industries.

Developed for modern automatic dishwashing formulations, Genapol Pure Power addresses the interaction between modern consumer desires and evolving household routines – finding time for what truly matters, using resource-efficient machine programs to protect the climate, and still achieving perfect dishware results every time.

Today's consumers face a growing dilemma: while sustainability awareness is driving the adoption of eco programs, these cycles require long cycle times to compensate for lower temperatures - time that busy consumers are increasingly unwilling to wait. As a result, many consumers are turning to short, low-temperature programs like the glass program. Additionally, modern dishwashers have cut average water per cycle by more than half over the past two decades, adding additional pressure on the cleaning job.

This shift reduces the time, heat, and water available to break down food residues and wash them away, significantly narrowing the cleaning margin. As a result, fatty residues can accumulate inside dishwashers and filters, placing growing demands on dishwashing detergents, and surfactants in particular.

Genapol Pure Power helps close this performance gap by significantly reducing fatty residue build-up in the dishwasher, delivering the advanced cleaning capability that consumers expect from premium automatic dishwashing products. This multifunctional profile makes Clariant’s new surfactant the ideal choice for modern automatic dishwashing detergents.

“Automatic dishwashing habits are changing. Consumers want to save resources and time with efficient programs, but they still expect spotless dishes and a clean machine that doesn’t need their attention,” said Dr. Christine Oberbillig, Clariant’s Global Marketing manager for Home Care and Sustainability. “With Genapol Pure Power, Clariant is giving formulators a single, multifunctional ingredient for maximized formulation efficiency by combining all benefits in one innovative solution. Our new surfactant can facilitate the switch to short and eco programs by improving consumer acceptance of those programs. Additionally, it can enable a reduced use of machine maintenance products. Both is supporting the transition to resource-friendly dishwashing routines that consumers desire.”

In comparison to established best-in-class rinse surfactants Genapol Pure Power offers superior filter protection. Fatty residues that accumulate inside dishwashers can affect machine efficiency, create visible consumer dissatisfaction and increase the need for additional maintenance products or cleaning cycles. Clariant testing found that Genapol Pure Power reduces dishwasher filter weight by up to 70% compared to an established benchmark surfactant, while outstanding shine and drying performance is proven in challenging short and eco programs.

Genapol Pure Power will be available from October 2026 and will be presented at SEPAWA Congress 2026, taking place from 14-16 October 2026 in Berlin.

Genapol™ IS A TRADEMARK OF CLARIANT.