Laundry care is no longer a one-note category. Prestige and affordable brands alike are enhancing their fabric care offerings by including high-quality fragrances. In fact, there has been a 29% growth in laundry launches with fantasy fragrances over the past five years, according to Innova Market Insights1. Further, Innova’s research shows that there has been a 16% increase in laundry launches with microcapsules, which can help maintain fragrance claims2.
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Laundry care is no longer a one-note category. Prestige and affordable brands alike are enhancing their fabric care offerings by including high-quality fragrances. In fact, there has been a 29% growth in laundry launches with fantasy fragrances over the past five years, according to Innova Market Insights1. Further, Innova’s research shows that there has been a 16% increase in laundry launches with microcapsules, which can help maintain fragrance claims2.
Laundry Sauce, launched in 2022, combines its high-performance fabric care formulas with high-end fragrances from top perfumers. With scents such as Australian Sandalwood, French Saffron and Mojave peach, the brand aims to elevate the laundry care experience and give consumers a high-performing, good-smelling load of laundry. Further, the brand uses green chemistry principles to minimize hazardous substances in its products and reduce environmental impact.
Robert Cardiff, co-founder and chief operating officer of Laundry Sauce, spoke with Perfumer & Flavorist+ about the role fragrance plays in fabric care and the ways he predicts this category will continue to evolve.
What role does fragrance play in laundry care?
Fragrance is a deeply personal experience, from your perfume to the hand soap you choose for your home. Everyone has to do laundry, so we wanted to make a collection of scents that transform a mundane moment into a ritual, with premium scents that stay with you all day. We took inspiration from Steve Jobs, who believed that the blend of technology and art is crucial for innovation and creating products that truly resonated with people. By infusing our collection with sophisticated scents, it creates the opportunity to express yourself through something as simple as the laundry detergent you use, and enhances everyday moments into something personal and memorable.
What are the current trends in fragrance within the laundry product market?
In the same way that that niche fragrance is trending in perfume, consumers are looking for more unique, intentional fragrances for their laundry. Fine fragrance has worked its way into almost all home categories, so people don’t just want higher-end options, they expect them, and will seek them out. That’s why we partner with the world’s top perfumers to create a collection of signature scents that are unlike anything on the market.
How have consumer preferences for scent profiles in laundry products changed recently? Are people leaning towards stronger or more subtle fragrances?
Consumers want bold, sophisticated scents that last. If people are investing in a detergent with high-end fragrance, it’s not enough for it to smell good in the pod or in the bottle. They want a scent that’s bold but not overpowering, that’s perfectly balanced and lasts long after laundry day.
Because of this, we’re seeing the rise of scent boosters to give laundry an extra burst of fragrance to every wash, so customers really feel (and smell) like they’re getting their money’s worth. Scent Boosters also provide the element of customization that people are hungry for. One person in the household might want a touch of scent while the other might want a bolder projection. With a scent booster, you can control just how much fragrance you get.
Are you noticing any specific seasonal or cultural influences in fragrance preferences?
We do tend to see purchasing patterns follow seasonality seen in fragrance: warm, woody, spicy scents in the winter and bright, juicy scents in the summer. But, since fragrance is so personal, we have many customers who stick to their signature scent year round.
What’s the connection between emotional well-being and the fragrances used in laundry products?
Fragrance in any product can enhance your day and make every moment more enjoyable. When you infuse your clothing with fine fragrance from a detergent, it is a continuous, unexpected burst of joy that won’t wear down and fade away. Perfume or body care can fade throughout the day, but a fabric-designed fragrance infused into your clothing will last until your next laundry day.
How important are clean, sustainable, and natural ingredients when it comes to fragrances in laundry products?
All of these factors are important when crafting products, which is why all of our fragrances are masterfully blended with essential oils and responsibly sourced ingredients, and our products are eco-conscious and thoughtfully made. When it comes to fragrance and sustainability, there are some notes that are too rare and endangered to be naturally sourced, which is why we use a blend of naturals and safe synthetics to bring you the most high-quality fragrance blend that is as good for the earth as it is for your nose.
Are there any advancements in fragrance technology that contribute to making laundry products more eco-friendly?
The most notable recent innovation in laundry fragrance technology is micro-capsules with biodegradable walls. Previously, capsules were made with plastic, which is not very sustainable. Now, the industry has innovated biodegradable capsules that don’t shed microplastics into the water. They perform a bit differently than traditional capsules, but consumers seem to like them just as much.
We at Laundry Sauce have not started using any sort of encapsulation in our formula yet, though we are always innovating to provide the best experience we can.
Laundry Sauce launched its Mojave Peach scent in summer 2025. Courtesy of Laundry Sauce
Are there any niche or surprising scent profiles that have gained traction in recent years?
It’s all about personal taste. While our classic profiles like Australian Sandalwood and Italian Bergamot are fan favorites, we see some consumers who are always eager to try our newest fragrance, like our latest scent Mojave Peach, or our other limited-edition scents, Oregon Mint and Spanish Leather. Even French Saffron remains popular, in line with the saffron trend in fragrance. You can’t predict what people will respond to, but these have shown us that the risk is always worth the reward when it comes to unique scents.
How do you ensure balance between long-lasting fragrance and skin-friendliness in your products?
Everyone’s skin responds to fragrance differently. Fragrance in itself is an irritant, it’s just a matter of sensitivity and how reactive one’s skin is. That said, our fragrance blends are extremely gentle. We have customers with extremely sensitive skin that tell us that Laundry Sauce is the only scented product that doesn’t irritate them. As the experts in laundry and the leaders in fine fragrance, we are working on a new innovation, specifically formulated to bring our signature fragrance to those with sensitive skin. Keep your eyes out this fall…
Looking ahead, what do you see as the biggest opportunities and challenges for fragrance innovation in laundry products?
We look at every challenge as an opportunity to innovate and create the most premium, high-performance products on the market. We are always exploring new products and formulas that elevate your laundry day, not only with incredible scents, but effective performance and care that keeps our community coming back. We have many different products in the works that are unlike anything available today, both in the laundry room and outside of it, so you can look, feel, and smell your best.
Do you have a favorite fragrance in your product range? If so, what makes it special to you?
Choosing a favorite is almost impossible. My personal favorite, at the moment, is Mojave Peach. It's the perfect blend of sweet, juicy, and spicy that I (and many others) can't get enough of. We called it the scent of the summer, but its balance of warmth and sweetness makes it an unexpected go-to for the colder months as well.
Oregon Mint is also a favorite because it has an upscale laundry freshness that I really love. The fragrance smells clean without anything technical or harsh, and the scent has strong staying power with a beautiful, fresh, clean finish.
References
- Top Household Trends 2025, Innova Market Insights, https://www.innovamarketinsights.com/trends/top-household-trends-2025/
- Global Home Care Fragrance Trends, Innova Market Insights, https://www.personalcareinsights.com/news/global-home-care-fragrance-trends.html
