It sounds like you’re tired of explaining the same thing to suppliers over and over:
“We need real scent for our customers…
but dermatologists, parents and allergy-prone users can’t live with the usual formulas.”
If that’s what your meetings have been like, you’re not imagining it.
Until recently, the European market gave you a tough choice.
Take a look at the typical in-wash scent booster on the EU market:
Liquid laundry perfumes are not very different. Even brands that are dermatologically tested and positioned as “safe and vegan”, like Puella, still rely on full-strength perfumery. Their own documentation confirms cosmetic-style dermatological tests, but not the removal of EU-listed fragrance allergens.
So if you’re asking yourself:
“How am I supposed to choose between a scent my customers love
and a formula my allergists can sign off on?”
…you’re asking the right question.
ELiX approached the problem from the other side.
For more than 25 years, the company has been compounding fragrances and finishing air-care formulas in Wrocław, supplying retailers and private-label clients across Europe.Handel.gov.pl
With Amarella Hypoallergenic, the brief was deliberately uncomfortable:
“What would it take to build a complete laundry scent system
that contains none of the 26 EU fragrance allergens -
and still performs like a premium scent booster?”
After years of laboratory work, independent dermatological trials and consumer testing, ELiX launched Amarella Hypoallergenic:
That combination – system + allergen-free + external trials – is still extremely rare on the European market.
EU regulations identify 26 fragrance substances that most commonly trigger contact allergy; if you use them above a small threshold, you must name them on pack.
Amarella Hypoallergenic takes the harder route:
Compare that with most in-wash boosters and many perfume oils, where the INCI list typically includes several of those 26 allergens and a mandatory “may produce an allergic reaction” warning.
If you’ve ever heard customers say “fresh laundry makes me itch”, you know exactly why this matters.
Classic boosters often rely on plastic microcapsules to “lock” perfume onto fabrics for weeks. Those capsules don’t simply disappear; regulators are moving against this technology across categories.
Amarella Hypoallergenic deliberately avoids that route:
Competitors like Puella also highlight “no microplastics” and a clean toxicology profile, which is a genuine step forward.
Amarella goes one step further by combining that with fragrance-allergen-free perfumery and an integrated product system.
Most brands offer one “sensitive” product as a compromise: a milder softener, a neutral washing gel, maybe a lighter scent.
Amarella Hypoallergenic is structured as a complete, externally tested system:
On top of that, ELiX has introduced Fragrance-Free Crease Releaser options for households where any scent can trigger symptoms.
If you’re thinking, “That sounds like something only a laundry specialist would bother to build,”
…that’s exactly the point.
It would be easy to dismiss the whole category as “all the same”. The reality is more nuanced.
Amarella Hypoallergenic sits in a different box:
A co-ordinated, dermatologically tested system
that removes the 26 EU fragrance allergens entirely,
stays microplastic-free and still behaves like a modern scent booster.
For a buyer, formulator or private-label manager, that’s not just a new SKU.
It’s a new risk profile.
If you manage a laundry category today, you’re probably hearing three things at once:
Most suppliers will quietly ask you to compromise on at least one of those.
ELiX built Amarella Hypoallergenic specifically so you don’t have to.
If your internal voice is saying,
“That’s right… this is exactly the kind of story we’ve been missing in laundry,”
that’s the reaction ELiX was aiming for.
Most retailers treat allergy-prone users as a small, difficult niche.
But when you add up:
…you’re suddenly talking about a strategic segment, not a footnote.
Amarella Hypoallergenic was designed so that:
If you’re looking at your current in-wash boosters and thinking:
“We can’t keep selling the same formulas
and pretend nothing has changed.”
…then the next move is simple.
ELiX is a European manufacturer focused on fragrance, air-care and laundry only – not a general detergent conglomerate. Amarella Hypoallergenic is the result of that focus.
If you’d like to explore:
get in touch with the ELiX team.
Because once you’ve seen what a truly hypoallergenic, independently tested laundry system can do for your category…
…going back to “may produce an allergic reaction” won’t feel like an option anymore.

