The History of Woolite

Season after season, for over 70 years Woolite® has been the way to show your clothes a one-of-a-kind love.

History of Woolite


Woolite® is a laundry detergent with a sophisticated heritage. Woolite® dates back to 1951 with the introduction of the first gentle hand-wash detergent, specially formulated to protect wool, silks, nylons, and other delicate fabrics from fading, pilling, and stretching.

woolite 1951


In the late 1990s, Woolite® sought to extend the same optimal protection and care to all garments as they had been giving to fine washables, which inspired the launch of 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 and not causing fading, pilling, or stretching.

woolite 1990


In 2002, at the height of the denim and skinny jeans trends, Woolite® launches Woolite Darks. This special formula cleans and helps maintain the intensity of dark clothes, denim, and other fabrics, for up to 20 washes. Woolite® knows dark clothes are more than just a staple, they are a part 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.

woolite 2002


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.

woolite 2014


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 a Care Protein for all different clothing types, so you can gently clean and protect the clothes you love, wear after wear.

woolite 2021