Vitamin E and Keratin…in Laundry Detergent

Henkel’s All laundry detergent brand has two new formulations, including an option that boasts ingredients one typically finds in a skin care serum.
 
Made with vitamin E and keratin, All Free Clear Clean & Care smooths fibers to promote fiber elasticity. It is designed to help protect colors in clothes. It is also free of dyes and perfumes.
 
“We are also seeing that consumers today are seeking the added benefit of fabric conditioning from their wash loads,” said Chris McClement, vice president, laundry marketing and cross brand strategy at Henkel. “New 'all free clear Clean & Care, with keratin and vitamin E, promotes fabric elasticity to help clothes keep their shape.”
 
The brand is also offering All Free Clear Pure, a bio-based detergent which contains 99% USDA certified biobased content. It uses multi-enzyme formula to clean, is biodegradable and 00% free of perfumes and dyes.
 
“We have seen consumers continuing to want to be environmentally conscious in their daily routines, but concerns on cleaning efficacy and often the high-price per wash load have prevented many from bringing this desire to their washloads,” said  McClement. “New 'all free clear pure overcomes these obstacles by delivering the trusted cleaning performance of 'all with a 99% bio-based detergent which has earned the U.S. EPA's Safer Choice label.”
 
All free clear pure, available in sizes 36oz, 75oz, 88oz & 141oz, is stocked at Amazon, Target, Kroger, Publix, Albertsons, Walgreens, Food Lion, Hannaford and Giant & Giant Foods.  All free clear clean & care (36oz and 88oz packages) are avaulable at Walmart, Kroger and Hannaford.

In addition to these new formulations from Henkel, formulary chemists continue to look for the most effective way to create liquid laundry detergents.