Forever New

Forever New began in 1975 in a family kitchen, sparked by a simple realization: delicate fabrics like lingerie needed a gentler kind of clean. Most detergents at the time were too harsh—damaging fine garments, leaving behind residue, and shortening their lifespan. Our founder created a fabric wash that was different: clean-rinsing, gentle, and designed to preserve both the beauty and integrity of delicate items. The original powder formula, handmade with care, quickly gained a loyal following for its exceptional performance and thoughtful ingredients. What started as a kitchen creation was soon being sold in department stores across North America. Customers loved how it extended the life of their lingerie, silks, and specialty garments—without irritating sensitive skin or harming fabrics. Forever New became a trusted name, recommended by boutiques and retailers who recognized its quality and purpose-built design. As word spread, demand grew, and the brand expanded into international markets, becoming a global favorite for specialty fabric care. Today, our range has grown to include more modern solutions—but our commitment remains the same. Whether it's our new everyday wash, activewear wash, or baby-safe formulas, every product is made to do one thing exceptionally well—and to never leave behind residue. We don't believe in one-size-fits-all care. Each formula is crafted with intention, using clean, biodegradable ingredients that are free from dyes, phosphates, and other harsh additives. Still family owned and operated, Forever New is proudly made in the USA and guided by the same values we started with quality, integrity, and care without compromise. We continue to earn trust through transparency, gentle performance, and products that help extend the life of the things people love most. From a single wash for lingerie to a global brand, Forever New's story is one of purpose, passion, and products that truly care—for people, for fabrics, and for the planet.