About Us
It Started With a Scent We Couldn’t Forget
Love for Laundry started in Italy.
During one of our family holidays, we noticed something we had never experienced before. Walking through a small Italian town, there was this beautiful fresh fragrance in the air. Clean, warm and luxurious, but completely different from ordinary fabric softener.
Eventually, we realised it was coming from freshly washed laundry drying outside in the Italian sunshine.
We had to know what it was.
That discovery introduced us to Italian laundry perfume: highly concentrated fragrance created especially for fabrics. We bought our first bottles, took them home and very quickly realised that ordinary laundry would never feel quite the same again.
The difference was not just how good the laundry smelled straight from the washing machine. It was how the fragrance stayed with the fabrics.
Fresh bedding when you made the bed days later. Towels when you opened the cupboard. Clothes that released their fragrance again as you wore them.
That is where Love for Laundry began.
From Italy to the UK
We discovered that the fragrances were created in Italy by a specialist manufacturer with years of experience in developing premium home and laundry fragrances.
The products were already being enjoyed by thousands of customers across Europe, but were still relatively unknown in the UK.
We saw an opportunity to change that.
Love for Laundry became the exclusive UK distributor, with one simple mission: to introduce British households to a completely different way of making their laundry smell incredible.
Today, our relationship with Italy goes much further than simply bringing these fragrances to the UK. We now work closely together in Italy to develop and create new fragrances, combining experience, creativity and a shared passion for scent to bring our customers new fragrance experiences to discover.
Our collection continues to grow, from beautifully clean and fresh scents such as Cotton Flower and Soft Laundry to richer, more luxurious perfumes designed to make your laundry truly memorable.
More Than Just a Nice Smell
Laundry perfume is not a detergent and it isn’t fabric softener.
It is a concentrated fragrance that you simply add to the fabric softener compartment of your washing machine alongside your normal detergent.
Thanks to micro-encapsulation technology, tiny fragrance capsules remain within the fibres of the fabric. Movement and friction can release the fragrance again and again, helping your laundry stay beautifully scented long after washing.
That is why customers often tell us that they notice the fragrance again when they open their wardrobe, make their bed or put on a favourite jumper.
And that is exactly what made us fall in love with it too.
Creating Scent Memories
For us, fragrance has always been about more than simply smelling nice.
Certain scents instantly take you back to a place, a person or a moment in your life.
Fresh bedding at home.
Your children's clothes.
A favourite holiday.
That unmistakable smell when you walk through your own front door.
We want Love for Laundry to become part of those everyday memories.
Because laundry is something we all have to do.
We just think it deserves to smell extraordinary.
Jeroen & Lenneke
Love for Laundry
