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Sensitive skin consumers who purchase free detergents want more scent in their laundry routines, according to P&G research.
September 1, 2026
By: Lianna Albrizio
For the first time in more than 30 years, P&G has expanded the Tide Free & Gentle portfolio.
New Fresh & Gentle with Coastal Oasis Scent marks the first dermatologist-tested scented product addition to the line up intentionally created for consumers who no longer want to choose between gentleness, scent and cleaning performance.
“It’s been a year of great innovation for Tide. Tide evo challenged what laundry detergent can look like. Now, we are rethinking what gentle laundry can smell like,” said Kimberly Romine, fabric care scientist at Procter & Gamble. “We spent months speaking directly with sensitive skin consumers about the role fragrance plays in their laundry experience and what they would need to feel confident choosing a scented detergent. The result is a light, relaxing scent that stays true to the superior cleaning performance people trust from Tide Free & Gentle.”
Gentle on both skin and fabric, Tide Fresh & Gentle was crafted for the growing consumer interest in safer, scented products. According to the brand, research shows that more than 80% of sensitive skin consumers who purchase free detergents want more scent in their laundry routines, with fragrance serving as a signal of clean laundry and an enjoyable part of their laundry routine.
To meet this need, Tide developed Tide Fresh & Gentle with Coastal Oasis Scent, combining extensive research and engagement with real consumers to build the ideal fragrance profile. The result was a laundry experience that official say “provides a no-compromise clean that transports consumers to a moment of relaxation and peace.”
Fragrance notes include light fruit and floral scents including pear, linen, amber, peach, jasmine and lily. Like the original Tide Free & Gentle, Tide Fresh & Gentle maintains its upgraded “Free You Can See” translucent formula, a clearer liquid formulation comprised of refined, purified raw materials designed to help achieve whiter whites, brighter colors and enhanced cleaning power, according to the brand. An advanced polymer helps release soil from synthetic fabrics.
Tide Fresh & Gentle with Coastal Oasis Scent will be available online this month through Walmart and Target as a liquid detergent retailing for $4.99.
A second Tide Fresh & Gentle product, Tide Fresh & Gentle with White Lavender Scent, is also available now, exclusively at Target.
Both products will continue rolling out to Target retail locations nationwide throughout early September, in addition to Publix, HEB and CVS for Tide Fresh & Gentle with Coastal Oasis Scent only.
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