Although we loathe laundry we certainly love our fashion and style. 2020 however, was the year that made everyone more conscious and in many ways intentional. Consumers spent time purging, reflecting, saving and learning. With this came:  

  • A huge influx of dontations to thrift stores
  • Google searches surged for how to sew
  • Online tutorials on how to redefine yourself and focus on what really matters
  • TikTok life hacks about everything under the sun
  • Netflix binges of documentaries like The True Cost & Minimalism which highlight the overconsumption relationship we have with clothing and what the consequences of “Fast Fashion” are. 
  • The hatred of skinny jeans and the re-discovery of the 90’s 
  • And lots of shopping, but maybe not in the way you think. Enter Poshmark, Offer-Up, ThredUp and the list goes on. 

Let’s dig into why all this matters when it comes to Laundry:

Young shoppers are adopting secondhand fashion faster than any other age group.

The kind of instant gratification represented by so much of fast fashion increasingly seems simply wasteful. Understanding what you have that has lasted (and why it has lasted) will help you make better decisions later.” New York Times 

The need to make masks at the beginning of the pandemic has spawned new found interests and with that the ability to look at fashion differently. What once was trash is now an opportunity to apply new talents and give old garments new life, a little mend here, a little patch there, a full transformation from a dress to a romper, or BYO (Be your own) Tailor with completely bespoke designs.  And with that you can bet no one is going to show up to dinner wearing the same dress bought off the rack at the mall.

Another shift in consumers relationship with clothing became about supporting local, and nothing is more local than your neighborhood thrift shop or flea market. The deals, the finds, the experience! 

What does all this mean?

Laundry still remains uncool, but your moms jeans hopefully stood the test of time because they are worth money online.  Detergants are going to need be formulated to take extra care of the well worn styles that we all thought were tucked away in our memories. 

Educating customers on an ingredient such as Cellulase, benefits both the consumers and formulators as it highlights the color preservation and pilling prevention that goes beyond standard detergents claims. Delivering a premium detergent to keep vintage looking newer longer equals a higher resale value. Besides who doesnt like to say, “This old thing?”

Start Here:

BioTouch FCL275  – Cellulase

Naturally derived enzyme added to liquid detergent formulations that is effective in lower temperatures to aid in color retention, and reduce pilling well worn fabric even in high friction areas. 

Rewoquat WE45Ethanol and Ethanaminium 

Cold processable softener with a sustainability profile. Fabrics treated show a significantly reduced drying time compared to untreated fabrics.

Sokalan HP20 – Polyethyleneimine, alkoxylated

An easy to formulate with polymer to optimize high-concentration formulations for cost/performance benefits and include improved efficacy and stain-fighting claims to prevent soil deposition. Readily formulated, even as a drop-in additive!

Tinopal CBS-XDistyryl Biphenyl Derivative 

A fluorescent whitening agent that has good solubility and achieves high level of whiteness and brightness from cold to medium washing temperature, even by short washing time.


100% natural origin nonionic surfactant that unlike synthetic alternatives is produced without petrochemicals and uses renewable carbon throughout ingredient development. Saving up to 30% in non-renewable carbon resources and up to 20% in carbon dioxide emissions, and allows for U.S. Environmental Protection Agency (EPA) Safer Choice and U.S. Department of Agriculture-certified with a 99% bio-based clean designation.

Rhodapex ESB70NATSodium Lauryl Ether Sulphate 

100% plant-based surfactant with a production process designed to take benefit from sugar cane wastes to generate energy, creating for 100% renewable carbon (RCI) and 30% reduction of Green House Gas emissions. Upcycling for the Win!

Glucopon 420UP Caprylyl/Myristyl Glucoside

Keep clothes looking fresh, with interfacial tension reductions properties for increased soil removal. This ingredient is comprised of glucose derived from corn, and fatty alcohols from coconut and palm kernel oils, due to its natural chemistry, this product is very mild and readily biodegradable.

Trilon M Liquid Trisodium salt of Methylglycinediacetic acid (MGDA-Na3) 

A chelating agent that delivers a non-toxic, environmentally friendly alternative to phosphates and other strong chelates. Extremely efficient in combating hard water deposits to prevent dingy whites and build-up that causes stains.

Dequest FS1502Acetic acid, 2,2′-oxybis-, sodium salt (1:2) 

Polymer based high performance material that shows superior anti re-deposition efficacy with resulting benefit on whiteness maintenance of cumulative washes.

Dequest PB11625D Sodium carboxymethyl inulin

Highly effective “threshold” scale inhibitor for various mineral scale deposits such as barium sulphate, calcium carbonate and calcium sulphate that prevents greying of linens and does not affect enzymes like other chelants!