Yes, it is. It is my first experience with an HE washer. It uses a surprisingly small amount of water and just sort of flips the cloths around in a manner you'd think isn't cleaning them well. But the concept is that the water then has a MUCH higher concentration of cleaner in it. The cloths seem to come out clean after all, and it is so gentle that in the dryer there is WAY less lint in the trap and the cloths are noticeably softer. So far so good, had mine for a couple of months now.