So, Melissa (yes, the Melissa from Melissa’s Wardrobe ) has just unveiled her latest project: LeLuxe detergent.
From what I gather, this isn’t just any supermarket aisle detergent—it’s positioned as luxury laundry care. Think: chic packaging, fragrance profiles that sound more like niche perfumes than washing powders, and an emphasis on making laundry feel indulgent rather than a chore. Melissa mentioned she wanted something that aligns with the same standard of “quiet luxury” she shows in her wardrobe styling.
Some highlights:
Packaging: Minimalist and sleek. Honestly, you’d want this sitting out in your utility room.
Fragrance blends: Notes like sandalwood, white musk, and bergamot. Basically, your clothes smelling like they’ve been washed in The Ritz.
Target audience: Those of us who treat clothing like investments (silks, linens, wool), but still want that fresh and luxe vibe even for everyday laundry.
I can already imagine the debates starting:
Is luxury detergent really necessary, or is this just another case of lifestyle branding gone too far?
On the other hand, people spend £££ on candles and room sprays… so why not on the clothes you actually wear every day?
Personally, I think it’s clever. Melissa’s brand has always been about elevating the everyday—why shouldn’t laundry be part of that?
💬 What do you all think? Would you splurge on luxury detergent, or stick with your Persil/Tide/Method and call it a day?
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