- In May 2024, Comfort introduced a new botanical-inspired collection of fabric conditioners, featuring natural-scented fragrances aimed at consumers seeking a fresh and nature-derived laundry experience. This product line is expected to strengthen Comfort’s position in the premium fragrance segment
- In February 2024, LION CORPORATION rolled out the "SOFLAN Premium Deodorizer," a fabric softener formulated with powerful antibacterial agents to inhibit bacterial growth and odors before garments are fully dry. This innovation reflects the rising demand for hygienic and functional fabric care solutions in the Asia-Pacific market
- In August 2023, Colgate-Palmolive launched Soupline Hearts Concentrates, a concentrated line of fabric conditioners that provide the same softness and fragrance as regular variants while using significantly less plastic. This initiative reinforces the brand’s commitment to sustainability and environmental responsibility
- In September 2022, Lenor, under Procter & Gamble, unveiled three new "Outdoorable" fabric conditioners featuring Solar Dry technology. This launch was part of Lenor’s innovation drive to broaden the consumer base and enhance freshness during line-drying. The move demonstrates Lenor's investment in performance-based innovation
- In August 2021, Unilever launched Comfort’s Ultimate Care fabric conditioners, formulated to extend the life of garments while reducing environmental impact. This step aligns with the brand’s long-term goal of sustainable fabric care and garment longevity
