Woolite's Slogans & Taglines

Woolite is a brand of laundry detergent owned by British multinational Reckitt, born from a mission to protect delicate fabrics. First introduced in 1951 in the United States, it was created to provide a safe cleaning solution for wool and silk that prevented shrinking, stretching, or fading. The company acquired the Woolite brand in 1990 when it bought Boyle-Midway from American Home Products, integrating it into one of the world's largest household care portfolios. Over seven decades, the brand has evolved from a single gentle formula into a comprehensive range spanning Woolite Gentle Cycle for delicate fabrics, Woolite Darks for colour protection, Woolite Everyday for all-purpose use, and Woolite Baby for sensitive skin. Its philosophy centres on the belief that effective cleaning need not compromise fabric integrity. Today, with both liquid and single-dose formats, Woolite remains a symbol of trusted fabric care and the enduring conviction that cherished clothes deserve gentle, lasting protection.