I bought the J. R. Watkins Concentrated Dish Soap (lemon scent) a few weeks back, and as silly as I feel saying this about a dish soap, I absolutely love it. It works really well, produces a nice amount of suds, and smells incredible. The scent sealed the deal for me -- I've bought a few products (natural and conventional) with overpowering and/or unpleasant fragrances, but this dish soap has a fresh, subtle scent that reminds me of, well, a margarita (which makes the chore of doing dishes just a little less onerous). Since it's concentrated, a bottle lasts a long time, which also takes some of the sting out of the price ($5.99 at Target).
The company's products are eco-friendly as well. I'm always wary when a label describes the product as "natural," since that term has no definitive or regulatory meaning, but their products are plant-based, non-toxic, bio-degradable, dye free, and phosphate free. For a complete list of what their home care products are free of, see the list on their website.
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