When I first read the label on the detergent bottle, I was surprised at how little detergent I actually needed to use compared to the cup provided. I'm sure that is their plan though - to have you feel like you need to use more than is needed.
I took a picture of two measuring cups for laundry detergent. The clear cup on the right is the one I have been using the last few years. I have marked in red three different levels. The bottom level, level 1, is where you are to fill for medium-normal loads of laundry. It isn't even half way up. Level 2 is for large loads, and level 3 is for heavily soiled loads. There isn't even a level marked for small loads. I started using level 1 with this measuring cup, but noticed that when I started my next load, there were suds that appeared before I even added the soap. So I ended up filling the detergent under the first red mark, and my clothes always came out clean and smelling fresh - even with large loads and cloth diapers.
Last month I went to the store to buy detergent since I was out, and I found out that the size of bottle that I normally buy was no longer to be found. It was replaced by a smaller bottle that cost the same. I was a little upset at first at the inflation on laundry detergent, but I found out after reading the bottle that it was concentrated even more. The green cap is from this new bottle. I marked in black the new level 1, which is again not even half way up. I also marked on the old clear cup (in black) where this level comes to. As you can see, it is quite a bit less - which is to be expected since it is concentrated. But unless I was aware of the change, I would be filling that green cup way too high if I had in mind I needed to use the same amount of detergent as before.
So next time you go to do laundry, take a peek at how much detergent is recommended. (Dishwasher detergent does the same thing.) You may find it helpful to just draw a line on your measuring cup so you can easily see when you have enough. I know without my line, I mindlessly fill my cup too high!
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This soap was recommended in the comments of this post. For those who are interested in a more natural laundry detergent but aren't completely sold on making their own, this soap looks like an economical product with great reviews. I think I just might have to give it a try myself!