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Downy

Downy History

In our world, fabric is always its softest, freshest, and most protected

Downy History

In our world, fabric is always its softest, freshest, and most protected

Okay, we might be partial to the brand, but it’s hard for us to imagine that there’s anyone out there who hasn’t come across Downy at some point. Certainly a family member has hugged you in their Downy-soft shirt, or a friend tossed you a Downy-fresh towel to dry your hands.


For more than half a century, Downy has brought softness, freshness and other fabric enhancements to countless loads of laundry. Because we all want our clothes to feel and smell good all day long, and for the style to wear out before the fabric does. And just as importantly, there’s a confidence that comes with being comfortable in our clothes.


This is why Downy keeps working to enhance the world’s fabrics by bringing out their freshest, fluffiest, smoothest, scenty-est best. And why Downy products are now found in more than 50 countries. But we wouldn’t be here without the “how” part of the story, which has seen our dedication to fabric care lead to innovation after innovation.

1961

Developed to counteract the harsh and stiff feeling of fabrics that detergents left behind, Downy launches its liquid fabric softener with twice the concentration of the competition. Downy's superior ability to soften, smooth out wrinkles and whiten whites secured its position as a market leader in the US Fabric Enhancers category.

1987

Downy dryer sheets move the brand beyond the washer, where they provide softness and static-cling reduction.

2011

Downy launches Unstopables In-Wash Scent Boosters, and the powerful black bottle revolutionizes the laundry room with a luxurious, long-lasting fragrance.

2012

Downy Infusions brings sophisticated, scent-experiential moments to the laundry by infusing fabrics with touch-activated fragrances.

2012

Introduced as “deodorant for clothes,” Downy Fresh Protect Odor Shield goes beyond masking odors by infusing fabrics with motion-activated fresheners.

2015

Downy's renowned softening formula proves to be equally effective at protecting fabrics from the damage of regular washing and drying (stretching, fading, fuzz), prompting the new positioning of Downy as a fabric conditioner.