Liquitint SureChoice - A Safer Choice Colorant

Safety and decreased environmental impact are often priorities for businesses and end-users alike. Milliken’s Liquitint™ SureChoice, one of the latest innovations from Milliken & Company’s chemical business aims to address these priorities. This portfolio of vibrant, high-quality colorants is not only designed to deliver superior performance but also listed in the CleanGredients database and qualify for use in U.S. Environmental Protection Agency (EPA) Safer Choice-Certified products.

Liquitint™ SureChoice Colorants for use in Safer Choice Products

Milliken’s Liquitint SureChoice collection are true-liquid, non-staining colorants, qualified for use in Safer Choice-certified products. The colorant portfolio offers a wide range of color options to meet aesthetic preferences without compromising performance or safety. 

These colorants are already found in the CleanGradients database, which serves as the source of EPA pre-approved chemical ingredients and is used primarily to formulate residential, institutional, industrial, and janitorial cleaning products.

Liquitint SureChoice works with both liquid and solid formulations, making it suitable for a diverse range of applications, from household cleaners to winter weather protection on roads. For example, our colorants helped the Delaware Department of Transportation (DelDOT) keep roads safer when cold, snowy weather hit. DelDOT used a blue colorant in its salt formula, which lowers the freezing point of water and helps prevent ice from forming. Thanks to the blue tint, drivers were able to see which roads were safe to travel on. See Liquitint in action.

What does the Safer Choice label mean?

The Safer Choice label helps consumers, businesses, and purchasers find products that perform and contain ingredients that are safer for human health and the environment. Safer Choice is a EPA Pollution Prevention (P2) program, which includes practices that reduce, eliminate, or prevent pollution at its source, such as using safer product ingredients.

Products with the Safer Choice label have passed the EPA's stringent criteria for people and the environment. The labeled products help cause less ecosystem damage, less food chain contamination, and reduce impacts on water treatment facilities.

Using pre-approved ingredients reduces the timeline and costs of approving final products for the Safer Choice Label. Since Liquitint SureChoice colorants are pre-approved for EPA Safer Choice-Certified products, manufacturers that use them can directly submit a partnership application to Safer Choice. This streamlines the procedure and reduces approval costs, a win-win situation for everyone involved.

Check out our website for more information about Liquitint SureChoice. Have specific questions regarding use or certification? Get in touch.