Laundry is not known for being the domain of excitement and inspiration. Lugging around a jumbo-sized bottle of detergent (either to one’s own machine or, for most New Yorkers, the local laundromat), throwing handfuls of dirty clothing down a barrel, hastily folding piles of garments—doesn’t exactly invoke self-care and sophistication.The likes of Tide and Gain (both under the Procter & Gamble umbrella) have ruled supreme in the world of laundry. In 2024, Tide’s sales reached $2.88 billion. In 2025, the global laundry care market had a revenue of $110.02 billion, with the US having the highest revenue share of the market, with $16 billion. In the next five years, the market is expected to witness a CAGR of 4.7%.As an antidote to the less sexy shopping experience of a local drugstore, in January 2024, Maison Francis Kurkdjian introduced $55 laundry detergent and $120 linen mist for lovers of its Aqua Universalis scent. What was once a single blip on the radar is now picking up full steam, thanks to the creative minds at Snif, Homecourt, DedCool, and Laundry Sauce. Price points range from $12 for 40 dryer sheets at DedCool to $69 for Laundry Sauce’s 69 laundry pods, making it a more premium spend, although some would argue you can’t put a price on elevating the mundane into a sensory moment. Budget-conscious consumers may stick to mass brand prices, but for fragrance lovers, it can be a worthy investment.The Unsung Hero of Brand GrowthSarah Jahnke, CEO and co-founder of Homecourt, sees the boom of the prestige fragrance market driving growth in the laundry market. “Fragrance is a very important part of the laundry experience.