Months after the premium laundry care brand announced product recalls, The Laundress on Wednesday relaunched with a new collection.
The brand posted on Instagram last week that it would release a new collection of products on June 12. The brand’s website shows various laundry cleaning products including a detergent and stain remover available for purchase. Several product descriptions note that they have a “new formula made with bio-based ingredients” and include links to safety data sheets.
“We are humbled and grateful for your support as we work to ensure our new fabric care formulas meet the highest safety and quality standards, in the same fresh scents you know and love,” The Laundress said in its Instagram post.
The Laundress has worked to improve its safety standards, which include new testing procedures that the company said exceed U.S. industry standards, according to a statement from CEO Clemens Herrmann.
“Our team worked around the clock to make this relaunch a reality,” Herrmann said. “We were very intentional about which products should be part of our initial relaunch, reformulating a core collection that embodies the fabric care expertise that makes The Laundress truly unique. Focusing on a small assortment of our best-selling products allowed us to incorporate customer feedback and meticulously ensure product quality every step of the way on an accelerated timeline.”
The Laundress began releasing safety notices in November about certain products potentially containing elevated bacteria and urged customers to stop using them. In December, the brand issued a voluntary recall of several products including most of its fabric conditioners due to the presence of bacteria.
The Laundress in April issued an additional recall of its fabric conditioners across the U.S. and Canada due to the presence of the carcinogen ethylene oxide. The recall impacted 800,000 units, of which 730,000 had been recalled for a separate reason in December. The brand offered customers the option to receive refunds for impacted products.
Founded in 2004 by Gwen Whiting and Lindsey Boyd, the premium laundry brand was acquired by Unilever in 2019 for an undisclosed amount. Unilever’s 2022 annual report showed a product recall and market withdrawal by The Laundress caused the company an €89 million (about $96.9 million) loss.
Editor's Note: This story has been updated to include comments from Clemens Herrmann.
