The Laundress Hits Target Shelves

The Laundress, the brand known for holding in fine fragrance into fabric care, has landed at Target.

The Laundress collection will be available at 600 Target stores nationwide and on Target.com starting this month, with expansion into 1,000 Target stores planned for March 2027.

The partnership establishes Target as The Laundress’ first national omnichannel retail partner and marks the largest retail expansion in the brand’s history, according to officials. Through the expansion, the brand says it aims to meet growing consumer demand for prestige fabric care and continue its ambition to transform laundry into a luxurious self-care ritual that helps extend the lifespan of cherished garments.

“The Laundress was built on the belief that the clothes and fabrics you love deserve the same considered choice you bring to the rest of your life, turning a weekly task into a self-care ritual our customer looks forward to,” said Kathleen O’Brien, general manager, Unilever Home Care North America. “Launching at Target is a significant milestone in our growth, and an opportunity to make prestige fabric care something everyone can experience. Target gives us the reach to meet millions of new consumers where they are, while offering our loyal community a new way to make it part of everyday life. We are grateful for Target’s belief in our vision and thrilled to partner with them to bring the future of fabric care to homes across the country.”

Enhanced Formulas

The Laundress at Target collection has been reimagined for the retailer with enhanced formulas, refreshed packaging and expanded formats. The assortment includes 15 product SKUs, including laundry detergent, fabric softener, fabric perfume, stain treatment, travel size, accessories, and gift sets. The launch also debuts Cloud, an exclusive new fragrance designed to evoke the soft and cozy comfort of freshly laundered linens. Cloud is available only at Target.

Target Assortment

Alongside Cloud, the Target assortment features three additional fragrances: Classic, the brand’s signature clean and airy fragrance for everyday fabrics; Dream, a rich, tranquil fragrance created for bedding, sheets, and sleepwear; and Marine, a fresh, citrus forward fragrance in a detergent specifically formulated to target odor and perspiration stains in activewear and performance fabrics.

The Laundress fragrances are developed with world-renowned perfumers and created specifically for fabric to deliver a lasting and evolving scent experience through the wash and dry cycle. The Laundress at Target formulas are powered by an advanced enzyme technology that effectively targets dirt, grease, stains, and everyday fabric buildup, while caring for your most loved clothing and textiles. Made with USDA Certified Biobased ingredients, The Laundress says it delivers “high-performance care” without compromising on fragrance or efficacy.