There are few things better than getting into really good hotel sheets.
They’re freshly washed. The room smells incredible. Someone else has already done the laundry. And for a few minutes, getting into bed somehow feels like an occasion.
We kept thinking: why shouldn’t home feel like that, too?
That was the idea behind our first Laundry Detergent.
We took Retreat — our fresh, refined scent inspired by tea leaves, citrus, and luxury hotel beds — and brought it into one of the most ordinary routines in your home.
Because laundry may always be a chore. But clean-sheet night? That can absolutely feel like a reward.
You helped bring this one to life.
Before making Laundry Detergent part of the Sincerely lineup, we tested it with our Quarterly Box community.
We hoped you would like it. We weren’t quite prepared for how much you would like it.
It cleans. 98% of testers said it cleaned as well as or better than their usual detergent — and that's testers coming from Tide, from Molly's Suds, from Zum, from Clean People. Thirty percent said it cleaned better. It went up against marathon training clothes, campfire smoke, a toddler and a blanket, and one very memorable load of baseball pants.
It's gentle. Testers with eczema, fragrance allergies, and scent-triggered headaches reported no reactions.
“My son struggles with scents and different detergents — gets rashes. He had no side effects.”
But the comments told us even more than the numbers did.
You talked about smelling your clothes throughout the day. About your laundry room suddenly becoming one of the best-smelling rooms in the house. About washing sheets and blankets just because you wanted them to smell like Retreat. And more than one of you essentially told us the impossible had happened:
We made you want to do laundry.
You don’t need a thick detergent to get clean laundry.
Our detergent is thin, compared to the jug you have now.
That's on purpose, and here's the honest reason: thick detergent is thick because of what's added to it. Fillers, thickening agents, and stabilizers give conventional detergent that syrupy body — and none of them clean anything. They're texture. We left them out, so what's in the bottle is the part that actually works.
94% of our testers said the consistency didn't bother them at all, and a good number decided they preferred it — less residue on clothes, less buildup in the machine, and it actually rinses out of the measuring cap.
A little goes a long way. Two ounces does a standard load.
Scents and Sizes
Retreat
Our most-requested scent, now for your linens.
If you know Retreat from the candle, the hand soap, or the diffuser oil, you know what's coming. It's the one people describe as smelling like somewhere they went on purpose — clean, warm, quietly expensive.
On laundry, it's exactly that. Our testers rated the scent 4.7 out of 5, and 78% of them gave it a perfect score. More than half of everyone who wrote to us brought up the scent without being asked.
“Loving this product. Love the scent. Haven’t had scented laundry in years so nice to have the subtle fragrance”
Unscented
For sensitive skin, delicate loads, and building your own.
Same formula, same cleaning power, no fragrance at all. This is the one for anyone who wants their detergent to do one job and stay out of the way. It's also the base for something we think you're going to like.
Make it yours: the dryer ball ritual
Here's a thing our testers figured out on their own, and it's good enough that we're making it official.
Add a few drops of a Sincerely Concentrated Diffuser Oil to a set of wool dryer balls, toss them in with your load, and you get a customized scent experience coming of the dryer with your laundry. It's the last step, so it's the one you actually smell when you fold.
Pair it with Unscented detergent and you control the whole thing — which scent, how much, load by load.
32 oz — about 16 loads. The right size if you're starting with linens, testing it out, or keeping something special on the shelf for the loads that deserve it. Only in Retreat.
64 oz — about 32 loads. For everyday, for big households, for the people who already know. Comes in Retreat and Unscented.
Turn-down service. In the comfort of your house.
Wash the sheets. Light your favorite candle. Take the long shower. Put on the good pajamas. Then get into bed and pretend, for just a second, that someone else did all the laundry.
Sincerely Laundry Detergent is finally here.
Welcome home.