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Introduces Concentrated Liquid Formulas and nature-inspired fragrances to elevate the laundry experience.
April 8, 2026
By: Lianna Albrizio
Associate Editor
After over 100 years in the business of freshness, laundry brand Purex is elevating the cleaning experience by folding in concentrated liquid formulas and nature-inspired fragrances into its portfolio. The reimagination includes brighter, fresher packaging and more concentrated cleaning power load after load. “Purex laundry detergent has been trusted in households for generations,” said Julia Galotto, vice president of marketing at Henkel. “This relaunch modernizes the brand while staying ...
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