BECO LAUNCHES #WARONWHATSHIDDEN CAMPAIGN

Sustainable home-care brand BECO has unveiled its #WarOnWhatsHidden campaign to spotlight the chemicals in everyday cleaning products. Anchored by two films, the initiative urges consumers to question what enters their homes in the name of cleaning, highlighting ingredient transparency and independent testing of detergents such as Surf Excel Matic Liquid.

Sustainable home-care brand BECO has taken a bold step in its mission to make household cleaning safer and more transparent with the launch of its latest campaign, #WarOnWhatsHidden. Designed to raise awareness about the ingredients found in everyday cleaning products, the initiative seeks to spark a wider conversation about what consumers are really bringing into their homes when they purchase detergents, dishwashing liquids and other essentials.  

Anchored by two films, the campaign highlights the chemicals commonly used in cleaning products and calls for greater disclosure in the category. By prompting consumers to ask, “What are we bringing into our homes in the name of cleaning?”, BECO hopes to encourage more informed choices and push the industry towards openness in ingredient labelling.  

The first film features two schoolboys discussing the cleanliness of their uniforms and the detergents they use. It draws attention to Benzisothiazolinone (BIT) and Linear Alkylbenzene Sulfonate (LAS), two chemicals identified through independent, NABL-accredited third-party laboratory testing in Surf Excel Matic Liquid (Top Load). The testing recorded 277 mg/kg of BIT and LAS levels upwards of 10%.  

Scientific and regulatory material has long noted that BIT can cause skin irritation and allergic reactions in susceptible individuals, while LAS is associated with skin and eye irritation. By placing these findings at the centre of its campaign, BECO is not only raising consumer awareness but also challenging the broader home-care industry to rethink its approach to transparency.  

The films are intended to resonate with households that increasingly scrutinise product labels, reflecting a growing demand for clarity in the ingredients used in everyday items. For BECO, the campaign is both a call to action and a statement of intent: to lead the charge in making home-care safer, more sustainable and more honest.  

By shining a spotlight on what is often hidden behind technical jargon or incomplete labelling, BECO’s #WarOnWhatsHidden campaign positions the brand as a challenger in a market dominated by established players. It underscores the importance of ingredient disclosure, not just as a marketing tool but as a responsibility to consumers who deserve to know what they are using in their homes.  

In doing so, BECO is tapping into a broader cultural shift where transparency and sustainability are becoming non-negotiable values. The campaign is a reminder that cleaning should not come at the cost of health, and that informed choices begin with knowing what lies beneath the surface of everyday products.