Tide HE Vivid White + Bright™ is safe for all washable fabrics since it doesn't contain any chlorine bleach. It provides powerful cleaning, whitening and brightening and is safe for all washable fabrics, including colors.

The active enzymes break down stains in every wash making it safe and effective at whitening and brightening all your clothes.

Chlorine bleach can fade colors, but since Tide HE Vivid White + Bright does not contain chlorine bleach, it is safe for all your machine-washable clothes. In addition, Tide HE Vivid White + Bright contains an ingredient that neutralizes the chlorine in your water so it won’t cause your colored garments to fade, so you can use it for all your loads. The result is you get white whites and bright brights wash after wash.

HE detergents create few suds and disperse quickly to help get the best cleaning performance with only 20% to 66% of the amount of water used in traditional machines.*

HE detergents were actually developed by home appliance engineers and detergent scientists resulting in an effective cleaning system. Traditional detergents are formulated to get great cleaning power with high water washes; they aren't created to work well in low water.

* Source: American Cleaning Institute, http://www.cleaninginstitute.org/assets/1/Page/HE.pdf.

Yes, the product is designed for an HE machine.

Using traditional detergent in an HE washing machine can cause excess suds. Excess suds could lead to washer problems, and just using a smaller dose of regular detergent won’t solve the problem.

According to the American Cleaning Institute (ACI), HE detergents are the "only choice" for HE washers. Using less regular detergent than recommended for the load size (in an effort to control suds) may mean reduced cleaning.

Liquid Tide HE Vivid White + Bright™ and your HE washer work hand-in-hand to get you the results you expect. Using the wrong formula of detergent in your high efficiency washer means you may not get the cleaning results you've come to expect from Tide.

Using regular detergents can create too many suds, which can interfere with the washer's tumbling action by "cushioning" the laundry, and reducing soil and stain removal. These excess suds can also lead to residue buildup, because they are not as easily rinsed away.  Over time, they could lead to machine malfunctions, according to the ACI.

* Source: American Cleaning Institute, http://www.cleaninginstitute.org/assets/1/Page/HE.pdf.