List of product brands > Household daily use > Laundry cleaning > Fabric softener > Fabric softener brand rankings Updated: 2025-02-21

2025 Softener Brand Ranking

【2025 Softener Brand Ranking】Relying on the big data of the whole network, softener brands selected according to brand awareness, brand strength, word-of-mouth evaluation and sales popularity of softeners (in no particular order): Comfort Jinfang, Miele, KAO Kao, Frosch, Purex, ECOSTORE, bio-D, B&B Boryeong, The Laundress, FAIRY, If you are looking for what brand of softener is good? This softener brand ranking list is for your reference only.

TOP.1

Comfort gold spun United Kingdom

Recommended products: Jinfang Clothing Care Fresh and Supple Fragrance, Jinfang Clothing Care Agent Lavender Fragrance, Jinfang Clothing Care Agent Fragrance Essential Oil Series Jinfang has dominated the Chinese market with a market share of 70% for 18 consecutive years, and once became synonymous with softeners. It has successively won the gold medal of fast-moving consumer goods, the gold medal of the decade best-selling product and other honors, and enjoys a high brand recognition in China. In fact, the gold spinning belonging to Unilever was launched in the United Kingdom as early as 1969, and held a leading position in 15 countries with a market share of 24%, and was praised by Queen Elizabeth II in 2016 and obtained a British royal mandate with a high gold content. Jinfang, which specializes in the subdivision of fabric softeners, upgraded its products from fabric softeners to clothing care agents in 2003, with a wider and more comprehensive range of effects. The sweet and fresh smell is one of the hallmarks of the classic gold spinning, which is mainly aimed at the Chinese eating habit of stir-frying with heavy oil. Fabrics such as bedding and pajamas can be scented with lavender to help you relax and sleep. Silk Protein Essence...

1

Score

85

popularity

9641
TOP.2

Miele Germany

Recommended item: Miele fabric softener The Miele brand was jointly founded by the German Miele and Zankann families, with a production history of more than 100 years, and its kitchen appliances are luxury in Europe and the United States, and have won many awards such as IF, Red Dot, Focus Open, and Universal Design. Since the manufacture of the first barrel washing machine in 1900, it has become a number of world firsts: the first electric washing machine, the first electric vacuum cleaner, the first electric dishwasher, etc., countless honors have made Miele a well-deserved leading brand in the home appliance industry, German Chancellor Angela Merkel, Jobs, Wang Leehom have praised Miele. Miele has always been rated as the most trustworthy brand by Reader's Digest, with first-class after-sales and service quality. As the world's only provider of overall fabric care solutions, the quality of the laundry cleaning products produced by Miele is extremely high, and the professional system solutions and personalized services are much higher than the level of similar products, so the price is also more expensive, and the price of 1.5L fabric softener is 118 yuan. Low viscosity and light taste are the biggest characteristics of Miele softeners, which are easy to bleaching without residue, effectively reducing the number of fibers between fibers.

2

Score

84

popularity

13055
TOP.3

KAO Kao Japan

Recommended items: Kao FLAIR Fabric Softener, Kao Fine Fragrance Fabric Softener Kao, who made a name for himself with diapers, is not limited to this. Kao is one of the world's top 500 companies, one of Japan's largest consumer goods manufacturers, and one of the high-quality cleaning brands in the Chinese market. In 2015, Kao's consumer goods sales in China had increased to 50 billion yen, and it has a high market share in the three segments of diapers, laundry detergent and sanitary napkins. Kao Sappers became famous for inviting the famous movie star Satomi Ishihara to endorse her, and in 2016, she won the first place in the softener category at the COSME Awards. One of the most attractive features of the Kao FLAIR series is the fragrance of the five different fruity and floral scents. Young girls can choose the colorful four seasons fruit fragrance, green apple and pear hang the top notes, the sweetness of the peach follows, and the fresh finale of citrus comes lively, soft and cute; Mature royal sisters can choose a white smile fragrance, lily of the valley is soft and quiet, with lime, lemon, cinnamon and nutmeg and other spices, combined into a low-key and gentle holding...

3

Score

83

popularity

17660
TOP.4

Frosch Germany

The household cleaner brand of the German WERNERMERTZ (Vernemetz) Group has occupied the first position in sales in the German market for many years, won the Consumer Trusted Brand Award for 15 consecutive years, and is also the only detergent brand to win the Environmental Sustainability Award. After the events of the Black Triangle in Europe in 1986, Frosch became the first non-phosphorus detergent on the market, became a European eco-environmental model brand, and was awarded the EMAS III. (Eco-Management and Audit Scheme) certification, followed by Produkt Des Jahres Brand of the Year in 2013. Frosch fabric softener performs excellently, with 5-15% plant-based cationic active ingredients to minimise irritation, free of phosphates, formaldehyde, dyes, optical brighteners and preservatives, making it safe to use on sensitive skin; It is not sticky when washing, high water solubility, easy to bleach, easy to clean, and no residue can be done once in 1 time; After washing, the fabric is smooth, breathable, soft, not easy to turn yellow and hard, effectively reducing the generation of static electricity; The pomegranate and cotton aromas are mild and pleasant, and the sleeves are full of fragrance. It is worth noting that the Frosch bottle mouth is not plastic, and you must pay attention to screening when buying, so as not to buy...

4

Score

82

popularity

13894
TOP.5

Purex Prex United States

Recommended product: Purex Solid Fabric Softener (Crystal Sand) It once won the title of the best laundry detergent, belonged to the American company Dial, and was later acquired by Henkel in Germany. Founded in 1922, Purex is now a household name in the United States and is DFE certified. Nominated for the 2011 Edison Award, Purex Solid Softener is 87% natural and is suitable for all washing machines and fabrics, including delicate silk, wool and down jackets, with excellent antibacterial, anti-allergenic and anti-static properties. Purex Solid Softener is in the form of sand grains, so you don't need to put it in a special compartment when you use it, you just need to add it with laundry detergent, and it will be better softened with clothes for a longer time. Purex fragrance is light, but very long-lasting, there are five types of fragrance to choose from: mountain spring, clear spring, mother and baby, lavender, and tropical, please avoid using it with a strong fragrance of laundry detergent, otherwise it is easy to produce strange mixed fragrances. 680g is priced at 138 yuan, the lowest engraved...

5

Score

81

popularity

13059
TOP.6

ECOSTORE New Zealand

Recommended item: Ecostore fabric softener is known as a cleaning brand with a sunny smell. Ecostore, which was born in 1993, is very young, but it has made many practical measures in environmental protection, and has been unanimously praised by the media and environmental protection organizations from all walks of life. The carbon-reduced packaging made from sugarcane crops has won the New Zealand Green Ribbon Award, the Sustainable Enterprise of the Year Award, as well as the ISO14001 Environmental Management System Certification, GHG Zero Carbon Emission International Certification, and New Zealand Environmental Diamond Certification for many years. The products are sold in New Zealand, Japan and Australia, and Jay Chou and his wife are also using Ecostore products. Ecostore fabric softener does not contain propylene glycol, synthetic fuels and synthetic fragrances, making it less irritating to the skin. It straightens the fabric fibers, prevents entanglement and stretching between the fibers, and reduces static electricity. The fabric is soft and smooth, restores elasticity and fluffiness to the garment, and makes it less prone to wrinkles and pilling. Ecostore's scents are blended with thyme, citrus extract, South African rue and eucalyptus globulus leaves, reminiscent of a citrus orchard with a natural and fresh scent. At present, Ecostore has opened Tmall and Jingdong flagship stores for purchase, 500ML fixed...

6

Score

79

popularity

8873
TOP.7

bio-D United Kingdom

Recommended items: Bio-D Natural Anti-Allergy Detangling Serum (fragrance-free), Bio-D Eco-Friendly Concentrated Clothing Detangling Liquid Recommended as the best purchase product by the British Ethical Consumer Organization, it has won the MADE FOR MUMS Silver Award and Your Healthy Living Magazine Annual Award for two consecutive years. Bio-D is an independent British family business, focusing on the production of hypoallergenic, environmentally friendly detergents, the products are mainly plant-based, without any taste, is currently a rare unscented softener without phosphate and mineral (non-petrochemical) ingredients, the product has passed the British allergy friendly product certification, but also free of preservatives, enzymes and synthetic fragrances. Bio-D has the advantage of effectively protecting the fabric fibers, and the unscented formula is free of fragrances and essential oils, which is safe and has very low allergenicity, making it ideal for users with sensitive skin and infants and young children. After washing, the fabric is soft and moist, but compared with other fabric softeners, some Bio-D products are not concentrated, and the consumption is large, and 1L capacity can be bought for 41 yuan. ...

7

Score

78

popularity

13058
TOP.8

B&B Boryeong Korea

Recommended items: Boryeong Infant Clothing Bottled Fabric Softener, Boryeong BB Pureganic Organic Environmentally Friendly Infant Special Fabric Softener BB is a hygienic cleaning brand under South Korea's Boryeong Group, which started as a pharmacy in 1957 and established Boryeong Midion in 1979 to become a leading brand in Korea's childcare industry. Boryeong BB laundry soap is the favorite of mothers, not only occupied the top spot in the sales list of Taobao baby products for three consecutive years from 2013 to 2015, but also was selected as the most popular Korean maternal and infant product by Alibaba with the same series of detergents, and won the most popular product award in Korea in 2012, 2013 and 2016. BB cleaning products have always been known for their safety and gentleness, with high product standards, strict scrutiny, and no preservatives, fluorescents and tar pigments, and have a good reputation in the Chinese and Korean markets. The BB fiber softener contains plant-based cations, plus pine buds and wood yarn extract, the antibacterial effect is remarkable, the clothing fiber is not easy to entangle, deformed, very suitable for frequent washing of diapers for care, thereby prolonging the life of the fabric, making the diaper softer, and making the baby's butt more comfortable...

8

Score

75

popularity

20130
TOP.9

The Laundress United States

Recommended items: The Laundress Baby Clothes Softener, The Laundress Clothes Classic Softener This is a fragrance company that makes laundry detergent, and it is also a brand of detergents used in CHANEL's ready-to-wear garments, which was founded in New York in 2004 by two professional women. The brand's outstanding feature is the combination of ecology and fashionable cleanliness, and it has a high reputation among young women. Its products have a simple and fashionable appearance, and are positioned in the urban women and high-end markets. The Laundress has only two types of fabric softeners, which are less options than laundry detergents. The classic model is characterized by a rich citrus fragrance, supplemented by musk, ylang and sandalwood, revealing a leisurely elegance in the warmth; For baby clothes, the rich vanilla scent is complemented by musk, bergamot and lavender, which smells warm and thick, helping your baby sleep well. The Laundress is suitable for wool, cotton, linen, cotton blends and synthetic fibres, but not silk, wool and flame-resistant fabrics. Free from phosphates, phthalates, volatile organic compounds and dyes, it's also friendly to sensitive skin. Softness and smoothness are the best qualities of The Laun...

9

Score

73

popularity

6972
TOP.10

FAIRY United Kingdom

Recommended item: Fairy Softener Owned by Procter & Gamble, it is one of the most influential and most used cleaning brands in the UK, and it is also the brand with the best reputation among British consumers. Its dish soap sales ranked first steadily, and two product lines (Fairy Original and Fairy Lemon) won the UK Consumer Superbrands award. In addition, Fairy is also one of the few washing brands in the UK that is allowed to use the baby logo on product packaging, and the non-BIO formula does not contain biological enzymes, reduces irritation and allergenicity, and is more gentle and safe, which is very suitable for washing infant clothes and adult intimate clothing; The fabric softener is soft and fragrant, the static electricity is significantly reduced, and the performance is not outstanding, but it is not lost. It is a pity that the domestic purchase channels are limited, and the purchase price of 1.9L is about 200 yuan, which is not cost-effective. ...

10

Score

70

popularity

17209

Brand Included Brand Claim

List of related product brands

Top fabric softener brands

1 20130
B&B Boryeong

Recommended products: Boryeong baby clothing bottled fabric softener, Boryeong BB Pureganic organic environmental protection baby softener BB is a sanitary care brand under the South Korean Boryeong Group, which started as a pharmacy in 1957 and established Boryeong Midion in 1979 to become a Korean childcare
2 17660
KAO Kao

Recommended items: Kao FLAIR Fabric Softener, Kao Fine Fragrance Fabric Softener Kao, who made a name for himself with diapers, is not limited to this. Kao is one of the world's top 500 companies, one of Japan's largest consumer goods manufacturers, and is currently the highest in the Chinese market
3 17209
FAIRY

Recommended item: Fairy Softener Owned by Procter & Gamble, it is one of the most influential and most used cleaning brands in the UK, and it is also the brand with the best reputation among British consumers. Its detergent sales rank first, and its two major product lines (Fairy Original and
4 13894
Frosch

The household cleaner brand of the German WERNERMERTZ (Vernemetz) Group has occupied the first position in sales in the German market for many years, won the Consumer Trusted Brand Award for 15 consecutive years, and is also the only detergent brand to win the Environmental Sustainability Award. 1986 European Black Three
5 13059
Purex Prex

Recommended product: Purex Solid Fabric Softener (Crystal Sand) It once won the title of the best laundry detergent, belonged to the American company Dial, and was later acquired by Henkel in Germany. Founded in 1922, Purex is now a household name in the United States and is a U.S. Environmental Protection Agency
6 13058
bio-D

Recommended items: Bio-D Natural Anti-Allergy Detangling Serum (fragrance-free), Bio-D Eco-Friendly Concentrated Clothing Detangling Liquid Recommended as the best purchase product by the British Ethical Consumer Organization, it has won the MADE FOR MUMS Silver Award and Your Healthy Living Magazine Annual Award for two consecutive years.
7 13055
Miele

Recommended item: Miele fabric softener The Miele brand was jointly founded by the German Miele and Zankann families, with a production history of more than 100 years, and its kitchen appliances are luxury in Europe and the United States, and have won many awards such as IF, Red Dot, Focus Open, and Universal Design.
8 9641
Comfort gold spun

Recommended products: Jinfang Clothing Care Fresh and Supple Fragrance, Jinfang Clothing Care Agent Lavender Fragrance, Jinfang Clothing Care Agent Fragrance Essential Oil Series Jinfang has dominated the Chinese market with a market share of 70% for 18 consecutive years, and once became synonymous with softeners. Its succession has been fast
9 8873
ECOSTORE

Recommended item: Ecostore fabric softener is known as a cleaning brand with a sunny smell. Ecostore, which was born in 1993, is very young, but it has made many practical measures in environmental protection, and has been unanimously praised by the media and environmental protection organizations from all walks of life. minus made from sugarcane crops
10 6972
The Laundress

Recommended items: The Laundress Baby Clothes Softener, The Laundress Clothes Classic Softener This is a fragrance company that makes laundry detergent, and it is also a brand of detergents used in CHANEL's ready-to-wear garments, which was founded in New York in 2004 by two professional women. The product

2025 Softener Brand Ranking

Comfort gold spun United Kingdom

Miele Germany

KAO Kao Japan

Frosch Germany

Purex Prex United States

ECOSTORE New Zealand

bio-D United Kingdom

B&B Boryeong Korea

The Laundress United States

FAIRY United Kingdom

List of related product brands

Top fabric softener brands

B&B Boryeong

KAO Kao

FAIRY

Frosch

Purex Prex

bio-D

Miele

Comfort gold spun

ECOSTORE

The Laundress

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