Urban Lifestyle Drives Trend for Practical Detergents
Changes in the lifestyle of urban communities in major cities are beginning to alter how households manage daily needs, including laundry activities. Increasing mobility is driving people to seek cleaning solutions that are more practical, efficient, and time-saving.
Amidst these changes, a misconception persists that abundant foam is the primary indicator of maximum cleanliness. In reality, washing effectiveness is determined more by the active cleaning ingredients than by the amount of foam produced. Excessive foam can actually cause other issues, such as prolonging the rinsing process, increasing water usage, and leaving chemical residues that may affect fabric quality or washing machine performance in the long term.
This misconception regarding foam as a benchmark for cleanliness is sparking new innovations in the household products industry. One such innovation is being led by PT Sen Karya Cemerlang through its local brand, Clogent, which has introduced laundry pods—single-use detergent capsules—as a more practical alternative for urban dwellers. The company, which has been operating in West Jakarta since 2025, develops products focused on efficiency for daily household activities. Laundry pods are designed with a measured dosing system for single use, helping users control detergent consumption.
Unlike conventional liquid or powder detergents that require manual measuring, laundry pods consist of capsules containing concentrated detergent wrapped in a thin polymer layer that dissolves automatically upon contact with water. This system is claimed to help minimise the wastage of chemicals. The product’s formulation is also designed to remain effective at removing stains without producing excessive foam, an approach deemed more suitable for urban residents who prioritise time efficiency in domestic tasks.
Jeremy Muliawan Mario, owner of Clogent, stated that product development is based on the changing activity patterns of modern society, which requires practical solutions for household cleanliness. “Home cleanliness is not just a routine, but a part of daily comfort. Therefore, Clogent continues to focus on providing practical solutions that are relevant to the modern lifestyle,” he said, as quoted from a press release received on Monday (18/5).
According to Jeremy, the company is also continuing to innovate in terms of product design and formulation to ensure safety and suitability for contemporary family needs. The company noted that the trend towards practical cleaning products is showing positive development. Based on internal evaluations across various marketplace platforms, Clogent’s laundry pods have received a positive response from consumers prioritising ease of use. Feedback from consumers serves as the basis for the company’s continuous product refinement. In addition to laundry products, the company is also developing other cleaning product lines to meet broader household needs, ranging from shoe care to specific areas within the home.