The company that makes both the liquid and power soaps is BnN (Brook and Nora). I've had very good luck with the liquid. I have soft water & it takes a very small amount. My clothes are soft without using a fabric softener. Whites are bright and stay that way. Towels are super absorbent. Cost is about the same as tide. There is no soap residue. If you want lots of suds to make you feel like it's cleaning, this isn't for you.