Fabric softeners have become an essential product for many households, ensuring clothes come out of the wash feeling soft and smelling fresh. With so many options available in the market, choosing the right brand can be a daunting task. Popular brands such as Downy, Snuggle, and Gain have consistently been praised for their effectiveness, scent variety, and overall value. To help you make an informed decision, we present a detailed list of the best fabric softener brands below.
Illustration of fabric softener
Best brands of fabric softener in 2025
Downy
Downy, a leading brand in the fabric softener market, is renowned for its high-quality products that enhance the comfort and feel of clothes. As part of Procter & Gamble, Downy offers products like Downy Ultimate Soft and Ultra Downy, which provide long-lasting freshness, softness, and protection against stretching, fading, and fuzz. Downy's products are compatible with all top- and front-loading HE machines and are widely used in both residential and commercial sectors. The brand's popularity contributes significantly to the global fabric softener market, which is projected to grow at a CAGR of 3.4% from 2024 to 2030, with the conventional segment holding the largest market revenue share.
Snuggle
Snuggle, a renowned brand in the fabric softener market, has been enhancing laundry experiences for over 30 years since its introduction in 1983. Owned by Henkel North American Consumer Goods, Snuggle offers a range of products including liquid softeners, dryer sheets, and in-wash scent boosters, known for delivering snuggly softness and long-lasting freshness. The brand's iconic Snuggle Bear, created by Jim Henson's Creature Shop, has been a beloved mascot since 1986. Snuggle products are widely used in the United States, Canada, and South Korea, and the brand has seen significant market growth, contributing to the fabric softener sheet market valued at USD 19.5 billion in 2022, projected to grow at a 4.4% CAGR until 2032.
Gain
Gain is a leading brand in the fabric softener market, renowned for its high-quality products that enhance both the texture and fragrance of textiles. The brand offers a variety of fresh-smelling laundry detergents, fabric softeners, and dryer sheets, with liquid fabric softeners being a significantly preferred product, holding around 57.20% of the global market share in 2024. Gain's products are appreciated for their convenience, long-lasting fragrances, and effectiveness in reducing static. The global fabric softener market, which includes brands like Gain, is projected to grow at a CAGR of 5.20% from 2024 to 2034, reaching a valuation of USD 38,725.30 million by 2034. Gain's commitment to innovation and consumer satisfaction has solidified its position as a top choice for fabric care. For more information about Gain's innovative fabric care solutions, visit their website.
Bounce
Bounce, a prominent brand in the fabric softener market, is known for its high-quality products that enhance the texture and fragrance of textiles. As part of the broader fabric softener market, which was valued at USD 22.6 billion in 2023 and is expected to reach USD 36.7 billion by 2033 with a CAGR of 5.1%, Bounce contributes significantly to the residential segment, which dominates with 65% of the market share. Concentrated formulations, which Bounce often offers, hold approximately 55% of the market share due to their eco-friendly and cost-effective benefits. Bounce's products are widely used in households, reflecting the brand's strong presence in the global market. The brand's commitment to innovation and consumer preferences has made it a favorite among users.
Lenor
Lenor, a prominent brand under Henkel AG & Co. KGaA, is renowned for its high-quality fabric softeners that enhance the softness and fragrance of laundry. The global fabric conditioner market, which includes Lenor products, is expected to grow at a CAGR of almost 4.43% until 2027, driven by the rising demand for concentrated and eco-friendly fabric conditioners. Lenor's innovative products, such as those utilizing Solar Dry technology, are gaining popularity for their effectiveness and environmental friendliness. The brand's presence is strong in various regions, with Asia-Pacific being a high-growth market and North America holding the largest market share. Lenor's commitment to innovation and consumer preferences continues to drive its market success.
Comfort
Comfort, a prominent brand under Unilever, is renowned for its high-quality fabric softeners and conditioners, enhancing the comfort and longevity of clothes. With its Pro-Fibre(tm) technology, Comfort Ultimate Care maintains colour vibrancy, prevents fabric shrinkage, and protects prints even after multiple washes. This technology has been instrumental in making Comfort a preferred choice, especially in regions like the Asia Pacific, where it contributes to the market's significant growth. The global fabric softener and conditioner market, in which Comfort is a key player, is projected to grow at a CAGR of 3.4% from 2024 to 2030, with liquid fabric softeners, like those offered by Comfort, holding a dominant market share of around 55.5% in 2023.
Woolite
Woolite is a renowned brand known for its gentle and effective fabric care products, particularly suited for delicate and sensitive fabrics. It is dermatologically tested and ensures that clothes do not suffer from shape loss, fiber damage, or fading, even after multiple washes. Woolite's formulations are free from harsh ingredients like bleach, phosphates, and enzymes, making them safe for a wide range of fabrics including wool, silk, and synthetic materials. However, it is advised to avoid using Woolite for technical fabrics like those used in athletic wear due to its potential to reduce wicking properties. Despite this, Woolite remains a popular choice for many consumers seeking to protect and maintain the quality of their garments. For more details, visit their Woolite Delicates webpage.
Seventh Generation
Seventh Generation is a leading brand in the fabric softener market, known for its eco-friendly and hypoallergenic products. Their Fabric Softener Sheets are USDA Certified Biobased Products, with the Free & Clear version being 97% biobased, ensuring a renewable and sustainable laundry experience. These sheets are dermatologist tested and fragrance-free, making them ideal for sensitive skin. Additionally, Seventh Generation's Liquid Fabric Softener is also plant-based, certified as an 84% biobased product, and free from dyes and fragrances. This commitment to sustainability and consumer health has made Seventh Generation a preferred choice for many consumers.
Method
Method, a renowned brand in the cleaning and personal care industry, is notable for its innovative and eco-friendly fabric softeners. Known for their effective and gentle formulations, Method's fabric softeners are popular among consumers seeking sustainable and high-quality laundry products. In the broader fabric softener market, which was valued at $22.6 billion in 2023 and is expected to grow at a CAGR of 5.1% until 2033, Method's products stand out for their botanical-inspired fragrances and eco-friendly packaging. Discover more about their eco-friendly fabric softeners on their official website.
The Laundress
The Laundress is renowned for its high-quality fabric softeners and detergents, offering a luxury laundry experience with its plant-based, gentle, and effective products. The brand's Signature Detergent and Fabric Conditioner are particularly praised for their classic, clean scent and ability to soften fabrics while reducing static cling. These products are highly concentrated, with recommendations to use 1 oz for medium loads and 2 oz for large loads, ensuring longevity and efficiency. The Laundress products are also suitable for sensitive skin, as they do not cause allergic reactions in most users. In the broader market context, liquid fabric softeners like those from The Laundress dominate with a 55.5% market revenue share due to their convenience and effectiveness.
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