Honestly, this brand started because of a pretty specific annoyance. The founder's one of those people who notices the second a tap starts looking chalky or the grout goes a bit cloudy, bothers him more than it probably should. And every time he went looking for something to actually deal with it, he kept running into the same two options. Either it worked, but you didn't really want it near your kitchen counter or your kids. Or it was marketed as safe and gentle, and it barely touched the buildup.
That gap is basically the whole reason Markoff exists. Not some big mission statement, just, why is this still a choose-one thing.
So the formula got built and actually tested against water here. Bore water, tank water, whatever's coming out of a normal tap in Karachi or Lahore — not something made for softer water somewhere else and hoped to hold up here. It's plant-derived, biodegradable, safe enough that you're not overthinking it while your kids are around.
That's really it. Something that actually gets the limescale off, without making you feel weird about using it every week.