Laundry shouldn’t end with an ironing board. And it definitely shouldn’t force you to choose between softness and a smooth, wearable finish.
That’s why we’re introducing Amarella Fabric Softener Concentrate (1L) a new-generation softener designed to soften and smooth out fabrics while supporting a “no ironing needed” effect when laundry is spun and hung correctly.
Two-in-one thinking: Softener + crease = smoothing finish
Most softeners focus on feel. A crease releaser focuses on appearance. We built a formula that brings these two worlds closer together:
- Softens & smooths out for a comfortable, premium handle
- No ironing needed effect because the finish matters as much as the softness
- Antiallergenic formula for a gentler laundry routine
- Subtle & delicate scent base designed to pair beautifully with our Laundry Perfumes (no “fragrance clash”)
*The no-iron claim applies when you maintain suitable spinning conditions and hang garments appropriately after washing.
Why a concentrate and why now
It sounds like what people want is simple: fewer steps, predictable results, and less time spent “finishing” laundry. Concentration helps because you get performance with a smaller dose and a bottle that goes further.
Amarella Fabric Softener Concentrate delivers up to 67 washes per 1L bottle
How to use (and get the best “liquid iron” result)
Add to your washing machine’s fabric softener compartment and dose depending on your preferred effect:
- 10–40 ml per 4–5 kg load (levels are marked inside the cap)
To maximise the crease-smoothing finish:
- use an appropriate spin cycle,
- remove laundry promptly,
- hang items straight and smooth them by hand
Built to fit the Amarella Laundry Care Program
This launch completes the logic of our three-step routine:
- Laundry Washing Gel — the clean foundation
- Fabric Softener — softness + smoothing + easier care
- Laundry Perfume — the long-lasting signature fragrance
Because the softener’s fragrance is intentionally subtle, you stay in control: choose your perfume version, and the whole line works together.
Ready to simplify your routine?
If you could remove one step from laundry for good, what would it be — ironing, or having to “fix” creases after drying?
