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Are own brand powders and liquids as good quality as leading brands such as Persil or is it all about marketing?

Can anyone tell me if liquid detergents contain fillers because if you pour a bit of liquid into a jar full of water and it stir it the water goes cloudy. Does this mean the liquid detergent contains fillers? I have not yet come across a truly free rinsing washing detergent available in the UK...

Can anyone inform me if optical brighteners cause coloured clothing to fade? I usually use Persil 'Small and Mighty' colour liquid but can't stand the smell whereas the non bio liquid smells soapy and pleasant. The non bio has brightening agents but wondered if this would be ok. Liquids should...