Women have trusted Woolite for over 65 years because Woolite has been about one thing: protecting clothes women love so she can keep feeling and looking amazing in them everyday!
The history of Woolite
Woolite is a laundry detergent with a sophisticated heritage. Woolite dates back to 1951 with the introduction of the first gentle handwash detergent, specially formulated to protect wool, silks, nylons and other delicate fabrics from shrinking, stretching, and fading.
In the late 1990s, Woolite sought to extend the same optimal protection and care to all garments and not just fine washables, which inspired the launch of the Woolite Everyday. The Woolite Everyday formula focuses on giving all the clothes you love the right balance of cleaning and caring in the wash cycle, while preventing stretching, shrinking or fading.
In 2002, at the height of the denim and skinny jeans trends, Woolite launched Woolite Darks. This special formula cleans and helps maintain the intensity of dark clothes, denim and other fabrics for over 30 washes. Woolite knows dark clothes are more than just a staple, they are apart of your personal style- whether it’s your little black dress, dark t-shirts, black pants, or jeans. They are flattering pieces that make you feel you, and you don’t want them to fade! Acknowledging the love you have for all your dark clothes, Woolite wanted to ensure that their product line featured a detergent that specifically targeted and cared for the dark clothes you love – and Woolite Darks was the perfect addition to keep dark clothes looking vibrant for over 30 washes!
Then in 2014, built off the efficacy of the original Everyday formula, Woolite Everyday with Fiber-Flex™ technology was born. We all have those clothes from those bright pink skinny jeans to that tight bandage dress that hugs us in all the right places. We all love how these clothes make us feel and we want their color and most importantly the way they fit to last season after season! Leveraging, Woolite’s 65 years of expertise in protecting the clothes you love, this new detergent not only cleans and protects the clothes you love from color fading, but maintains the flexibility of clothing fibers so in the wash cycle, leaving clothes feeling and fitting like new for over 30 washes!
In 2021, Woolite launched Damage Defense and Darks Defense with unique formulas built to protect your ever-evolving wardrobe. As clothing continues to change, the way you care for your clothes should change too. That’s why Woolite has reformulated with care ingredients for all different clothing types, so you can protect the clothes you love, wear after wear.
Woolite is continuing to find innovative ways to protect and care for all garments. Woolite is constantly assessing the marketplace and noting different patterns and trends, while staying true to our brand promise of helping to protect the clothes you love. Woolite’s Dedication to delivering a quality product and keeping the love for your clothes is the reason why Woolite has been around for over 65 years and counting!