Fashion

Rachel Scott, Ralph Lauren Win CFDA Designer of the Year Awards

Business

Hugo Boss Reports Ongoing Sales Drop in Q3

Business

Zalando Continues AI-Powered Bet as B2B Services Fuel Q3 Growth

Shop
Home

This Luxury Laundry Detergent Wants to Take the Place of Your Beloved Perfume

The Laundress has a proposition to make: Ditch your eau de parfum in favor of a laundry product that infuses clothes with fine fragrance for up to seven days.

By Stacia Datskovska Plus Icon

Stacia Datskovska

Senior Commerce Writer for WWD

Recent Articles by Stacia Datskovska

View All

October 23, 2025, 10:42am

Add us as a Google Preferred Source

the laundress laundry detergent bottle floating in the air next to a sculptural floral arrangement

Courtesy The Laundress

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

Shop The Laundress’ New Luxury Laundry Detergents

View more +

Innovation has been the modus operandi of the perfume industry as of late, what with Dolce & Gabbana’s first-ever fragrance for dogs; the Instagram-viral perfume brand Ffern pioneering a production model that launches bespoke perfumes only four times a year and only for those whose names are on its ledger; as well as similar developments that inspire both curiosity and a mad rush to acquire such creations.

Mergers and Acquisitions

Style Capital Takes Control of Alessandro Dell'Acqua's No. 21

Marketing and Promotion

Communication Firm FSB Group Opens Dubai Outpost

Fabric care company The Laundress, though, is approaching things in an even more unique way. Its premise is simple: Traditional perfume should be completely optional if your laundry detergent can take its place (and do a better job at elevating your mood through aromatic concoctions). The eco-conscious laundry brand was founded all the way back in 2004 by two fashion executives, at which point its mission was to provide customers with dry-cleaning alternatives in the form of products that ”treat your clothes like heirlooms” with “fabric-loving ingredients.”

Now, The Laundress is putting how your clothes smell first: transforming dirty laundry into pieces you can both wear and treat as a stand-in for that bottle of Gucci Flora Gorgeous Gardenia you have on hand at all times. The brand just cut the ribbon on its Indulgent Collection, which includes three laundry detergents-cum-fine fragrances that operate on the basis of BioRadiance enzyme technology — which not only infuses fabrics with a potent scent that lasts up to a week but also boosts their tensile strength and ensures they’re spared from dullness.

The Laundress’ latest laundry detergent releases want to dethrone your favorite perfume. Courtsy The Laundress

Flora Luna (which our editors already tested and can only describe as “stepping into a lush garden at midnight, where each flower bud is wrapped in mist”) is a detergent made for all those who prefer scents that are powered by florals without venturing into saccharine territory. “Not polite, not powdered; Flora Luna is a floral with teeth,” the company says on the product’s landing page, which tracks well with its blend of jasmine, vetiver, gardenia, centifolia rose, and more. Because each part of the Indulgent Collection is meant to generate a distinctive mood, what you’ll be getting here is sensuality and daringness (think sneaking out from your window to have a moonlight tryst with your lover, à la Romeo and Juliet).

The Laundress Flora Luna Laundry Detergent

$26

Buy Now at the laundress

Price upon publish date of this article: $26

Soft Focus, on the other hand, is more grounded and enigmatic. Its fusion of sandalwood, cardamom, ambrette seed, and other notes is ideal for days when you feel the need for a stabilizing force. And while it is hard to believe a laundry detergent, out of all things, can affect moods to such an extent, countless studies have proven that our olfactory receptors send signals generated by every inhalation of a particular scent directly to the amygdala, which is the emotional center of the brain.

Meet Soft Focus: here to make you feel centered and at ease with its combination of sandalwood, cardamom, orris (the fragrant root of the iris plant), and more. Courtesy The Laundress

The Laundress Soft Focus Laundry Detergent

$26

Buy Now at the laundress

Price upon publish date of this article: $26

And in case the impending gloom of winter is making you crave a reset of sorts, replete with newfound energy and vibrancy, look no further than The Laundress’ new Fresh Take detergent. Its purpose is already in the name: to not only help your white t-shirts and button-ups feel fresher but extend the same effect to their wearer. You’ll be surprised by the luminosity of ingredients like bergamot, turmeric, and peppercorn that come with this offering, whose sharpness is cut through by the sweetness of fig and the citrusy woodiness of petitgrain.

Need an uplifting force in your life? The Laundress’ Fresh Take Laundry Detergent promises to invigorate your spirits for as long as it clings to your clothes. The Laundress

The Laundress Fresh Take Laundry Detergent

$26

Buy Now at the laundress

Price upon publish date of this article: $26

All three of the selections in The Laundress’ Indulgent Collection are good for approximately 15 medium loads and come meticulously wrapped (it’s fine time for something as integral in our lives as laundry detergent to acquire the status of a gift). Don’t want to go overboard with your pour, no matter how tempted you are to do so? Don’t forget to add The Laundress’ handy laundry measuring cup to cart.

Gone are the days of laundry detergent fragrances that go by names like “Super Fresh Blast” or, worse, the cryptic “Original.” You deserve to feel pampered at every point of your day, separating lights from darks included.

Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

The Laundress Indulgent Collection Trio Set

$78

Buy full size at the laundress

$27

Buy discovery size at the laundress

Price upon publish date of this article: $27, $78

Why Trust WWD

Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections. Learn more about us here.

Meet the Author

Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on new releases in the universes of home and fashion.

WWD Recommends

Rachel Scott for Diotima Wins the CFDA American Womenswear Designer of the Year; Ralph Lauren Takes Home the American Menswear Designer of the Year
- Designer and Luxury
- By
  
  Lisa Lockwood

Most Popular

WWD

Get all the top news stories and alerts straight to your inbox.

Enter your Email

By providing your information, you agree to our Terms of Use and our Privacy Policy. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply.

This Luxury Laundry Detergent Wants to Take the Place of Your Beloved Perfume

Recent Articles by Stacia Datskovska

Shop The Laundress’ New Luxury Laundry Detergents

The Laundress Flora Luna Laundry Detergent

The Laundress Soft Focus Laundry Detergent

The Laundress Fresh Take Laundry Detergent

The Laundress Indulgent Collection Trio Set

Related Articles

The Laundress Flora Luna Laundry Detergent

The Laundress Soft Focus Laundry Detergent

The Laundress Fresh Take Laundry Detergent

The Laundress Indulgent Collection Trio Set

Why Trust WWD

Meet the Author

Tags

WWD Recommends

Ferran Torres Talks World Cup and That Hat

Most Popular