Fragrance’s Fresh Frontier: How Laundry & Home Care Got Glow‑Up Treatment

In 2025, consumers want more than clean, they crave emotion, memory, and indulgence in every chore. That’s why brands are elevating everyday cleaning into sensorial rituals, marrying luxury fragrance with powerful performance. From celebrity led lines to biotech enhanced scent tech, here’s why laundry and home care are smelling better than ever.

Courteney Cox’s brand Homecourt launches laundry collection

Actress Courteney Cox’s brand Homecourt recently launched a Laundry Collection – a laundry concentrate, linen spray and fragrance oil with wool dryer balls in three of her core scents: Steeped Rose, Neroli Leaf and “Cece” (which is a signature scent).

Laundry goes ultra luxe with the P&G Unlimited Collection

Unstopables announced the launch of the Unlimited Collection, a new line of in-wash laundry scent boosters inspired by the craftsmanship of prestige perfumes. With scent boosters growing twice as fast as fabric softeners (£1.6 billion in 2023, projected £2.5 billion by 2028), Unstopables is leaning into long-lasting aromas designed to luxe up everyday laundry.

The collection debuts with three elevated fragrances that evoke indulgence and sophistication, while fitting easily into the laundry routine. Crafted to stand apart from typical fresh scents, each delivers a statement-making experience. Now available at Walmart, the Unlimited Collection features three fragrances:

• Unstopables Unlimited N.09: A crisp, aromatic blend that invigorates the senses, transporting to the heart of an evergreen forest. Eucalyptus, pine, and cedarwood intertwine to create a woody, minty essence that’s both refreshing and grounding. Confident, with depth and fresh clarity, leaving an unforgettable trail of natural allure.
• Unstopables Unlimited N.26: A floral woody fragrance that envelops laundry in an embrace of timeless elegance. Delicate rose, sweet honey, and earthy oakmoss combine to create a warm, inviting, and utterly captivating scent. Romantic and modern, it offers unexpected warmth that lingers.
• Unstopables Unlimited N.37: A luscious delight, this fruity creamy fragrance offers a vibrant aroma. Bright bergamot, powdery orris, and rich vetiver intertwine to deliver a luxurious, subtly sweet, and endlessly intriguing scent experience. Luminous and smooth, with a refined sensuality.

Probiotic Clean Meets Scent: Cif Infinite Clean

Unilever-owned Cif now offers Infinite Clean, a probiotic spray for hard and soft surfaces launching in the UK. Beyond extended cleaning action that continues for days, it arrives in three fresh fragrances (Lime & Lemongrass, Lavender & Eucalyptus, and Sensitive Lotus & Mineral Salt) priced at £4, and backed by influencer-led campaigns. This marks an intersection of hygienic efficacy and sensory experience – people want surfaces to feel clean, and smell clean, too.

Snif brings a new type of ‘fresh’ scent to laundry day

Snif’s Midnight Grind laundry detergent offers a unique coffee-inspired scent, reminiscent of an espresso martini, blended with notes of vanilla, chocolate, and citrus. It’s designed to leave clothes smelling rich and smooth, like a freshly brewed coffee drink. Available as a laundry detergent and liquid scent booster.

Bold & Lasting: Gain Tango Scent Boosters

US brand Gain launched Tango Scent Boosters, dual-bead scent capsules designed to scent clothes for up to 12 weeks. Available in Piña + Plumeria and Strawberry + Shea, these elegant combos mix floral and fruity accords. The boosters also employ perfume-capsule tech that releases scent over time through movement – putting Gain at the forefront of long-lasting laundry fragrance.

Laundry sauce crafts summer laundry with a sultry peach scent

Laundry Sauce wanted to craft a fragrance that captured the essence of the desert at dusk – when the heat softens and the air hums, as spiced winds whisper through sun-drenched canyons.

That vision led to the limited edition Mojave Peach: the brands juiciest fragrance yet.

“A hypnotic blend of ripe peach and warm desert air, with notes of ripe peach, spicy cinnamon, creamy ylang ylang, star anise, Mojave peach, geranium, labdanum, sweet vanilla and soft sandalwood, your laundry will carry this sultry, succulent scent from sunrise to sunset”.

“There’s a long tradition in perfumery of using peach as a very luxurious ingredient,” explains Sabine de Tscharner (principal perfumer at Laundry Sauce). “It started a hundred years ago with Guerlain’s Mitsouko.” Peach brings a rare mix of sensuality, softness, and brightness that plays well with other notes. We decided it was time to bring that timeless allure into the laundry room, with an unexpected, desert-inspired twist. Sabine fused the juiciness of peach with the heat of the Mojave desert to craft a laundry fragrance that’s sultry, provocative, and subtly sweet. “I was inspired by the texture of the peach: the pulp, the nectar, the fuzzy skin,” says Sabine. “I wanted to bring that sensorial experience to the fragrance because it makes your clothes feel soft, comfortable, and enveloping.”  “Peach fragrances tend to veer into candy territory, but that was never the goal here,” Sabine explains. “I wanted to create something more sophisticated – a peach fragrance that feels elegant, grounded by dry woods and spices that add warmth and depth.”

Premium UK Niche: The Lab Co.’s Fabric & Room Fragrances

London’s indie brand The Lab Co. is rolling out three new launches in 2025: Fabric & Room Spray, All-Purpose Cleaner, and Washing Up Liquid. Each item is infused with bespoke “Refreshing, Relaxing, Energising, Soothing” fragrances made with essential oils, packaged in 30 % recycled bottles, and built around clean-ingredient formulas. It’s direct-to-consumer luxury that elevates mundane tasks with olfactory delight.

Elevated Laundry from Tallow & Ash

This brand has been a huge disruptor on the UK laundry scene. Created by UK-based PhD chemists and master perfumers, their biodegradable, vegan laundry shampoos and conditioners are free from dyes and harsh chemicals, making them ideal for sensitive skin and environmentally conscious consumers.

Their core fragrance line includes well-loved perfumes such as Oud, Celestial, Date Night, Aurora, Bahama Vibes, Odyssey, and Duvet Day – each designed to scent your clothes like luxury designer perfume. In late 2024 they rolled out Spooky Szn, a limited‑edition Halloween scent inspired by pumpkin spice, with top notes of orange and almond milk, mid notes of  pumpkin, cinnamon and chai latte, and base notes of vanilla and sandalwood.

In 2025 they introduced Summer Fling, with notes of mango, lychee, orange, osmanthus, orchid, coconut milk, caramel, vanilla wood and musk. “Inspired by the carefree, sunkissed days of a summer in Europe. With juicy notes of mango and oranges, and a base note of warming vanilla, let every wash load whisk you away to the Mediterranean coast!”.

The brand has also just dropped a new edition; Little Miracles – scented with newborn skin, baby powder and freshly washed blankets. Consumers are also voting on 2 new limited editions; Golden Oud –  Saffron, Leather and Oud or Santal – with notes of  Sandalwood, Spiced Leather & Iris – and the winner will join the brands core collection.

Lenor Essenze d’Italia

Lenor has released the Essenze d’Italia collection inspired by the floral notes of six iconic Italian locations: Capri, Portofino, Siracusa, Amalfi, Florence and Polignano.

Six scents that capture the soul of the most evocative places in the country, transforming the simple act of washing clothes into an unprecedented sensory experience; an ode to beauty, elegance and Italian identity.

Lenor Polignano: fresh notes inspired by white lilac and calendula, for an enveloping and refreshing sensation.

Lenor Firenze: an intense and sweet fragrance for a sensory journey that combines innovation and tradition, transforming every garment into a wearable experience. With Iris & Wisteria.

Lenor Amalfi: A fragrance with fresh and citrus notes. Lemon and lily of the valley evoke the smells and flavors of Amalfi. 

Lenor Siracusa: a citrus, floral and sweet fragrance capable of transforming the simple act of washing clothes into an unprecedented sensorial experience! With orange & orange blossom.

Lenor Portofino: From the combination of freesias and neroli comes an intense, fresh, sweet but also bitter fragrance, which smells of summer and evokes an iconic place like Portofino.

Lenor Capri: Floral notes, gardenias and hyacinths with an inebriating scent are enclosed in the new Capri variant, for a freshness so enveloping that you can always carry it with you.

Why This Matters: The Scented Shift

Lifestyle Elevation: Laundry and surface care have moved from chores to wellness rituals. Instagram‐ready packaging and sensory storytelling are driving this.

Tech Meets Aroma: Perfume tech is entering home care. Comfort’s CrystalFresh, Gain’s long-release capsules, and AI-assisted fragrance design show that precision science is boosting fragrance performance 

Eco-Conscious Scent: Sustainability is non‑negotiable: biodegradable formulas, fewer ingredients, recycled packaging. Brands are proving you can smell luxury and tread lightly.

Consumer Desire: A growing consumer demand for scent-forward chores is fuelling growth.

Bottom Line

Fragrance isn’t an afterthought, it’s now central to laundry and home care. Whether it’s celebrity led ‘luxurification’, biotech enhanced release systems, or sustainable botanical blends, brands are recognising that scent is a mood, a memory, and a sensory reward.

What’s next? Expect greater personalisation, multi-functional all‑in‑one products, and even more collaboration lines. The glow‑up continues, and it smells amazing.