All Laundry
All Laundry is a Henkel-owned U.S. consumer packaged goods brand that markets hypoallergenic laundry detergents, single-dose pacs, fabric softeners, and dryer sheets through major retailers, targeting consumers with sensitive skin, eczema, and allergies.
- Company typePrivate
- Founded-
- HeadquartersMiami, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What All Laundry does
All Laundry is a Henkel Corporation-owned consumer packaged goods brand that develops and markets laundry and home care products in the United States, with a strategic focus on consumers with sensitive skin, eczema, allergies, and related skin conditions. The brand's portfolio includes the flagship all® free clear line (100% free of dyes and fragrances), all® sensitive fresh™ (hypoallergenic scented variants), all® fresh clean (OXI-based odor and stain-fighting formulas), and complementary products including fabric softener and dryer sheets. Products are offered in three formats — liquid, concentrated, and single-dose MIGHTY PACS® — and are built on proprietary hypoallergenic formulations, including a biodegradable water-soluble pac film and an allergen removal technology claimed to eliminate 99% of common everyday and seasonal allergens (pet dander, dust mite matter, pollen).
The brand generates revenue through traditional CPG distribution: products are sold through grocery stores, mass merchants, drug stores, and online retail platforms, with pricing determined by retail partners rather than direct brand-side control. All Laundry operates a direct-to-consumer marketing motion anchored in educational content (sensitive-skin science, laundry tips), social media presence on Instagram and TikTok, and a content partnership with WebMD. The brand distinguishes itself through multiple third-party certifications — National Eczema Association Seal of Acceptance (the first laundry detergent to receive it), National Psoriasis Foundation Seal of Recognition, U.S. EPA Safer Choice Certification, and the Good Housekeeping Seal — and through expert endorsements including Chief Dermatology Advisor Dr. Lindsey Zubritsky and athlete partner Alex Morgan. Operating as a product line within Henkel Corporation's North American consumer goods portfolio, the brand has no separately disclosed revenue, independent funding, or standalone ownership structure.
All Laundry firmographics
Firmographics- Name
- All Laundry
- Legal name
- Henkel Corporation
- Website
- https://all-laundry.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- All Laundry is a Henkel-owned U.S. consumer packaged goods brand that markets hypoallergenic laundry detergents, single-dose pacs, fabric softeners, and dryer sheets through major retailers, targeting consumers with sensitive skin, eczema, and allergies.
- Ownership category
- akta.pro rank
All Laundry industry classification
Industry- Product category
- Laundry Care Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)
- akta.pro secondary industries
- Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG), Scent & Freshness Additives (Scent Boosters, In-Wash Fragrance) (CRAJAAAI)
Keywords
Where All Laundry is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Markets served
All Laundry business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Packaged Goods - Laundry Detergents: All® brand laundry products are sold through major retail channels including grocery stores, mass retailers, and online platforms. Products include liquid detergents, concentrated detergents, single-dose pacs, fabric softeners, and dryer sheets in various formulations targeting sensitive skin, baby, odor relief, and stain removal needs.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
All Laundry product offering
Product offeringCore offering
All Laundry (all®) is a consumer packaged goods brand that manufactures and sells laundry care products including liquid detergents, concentrated detergents, single-dose MIGHTY PACS®, fabric softeners, and dryer sheets. The portfolio is anchored by the all® free clear line, formulated to be 100% free of dyes and perfumes for consumers with sensitive skin, eczema, or allergies, with complementary sub-brands such as all® sensitive fresh™ (light hypoallergenic scent) and all® fresh clean OXI PLUS (odor and stain fighting).
Product overview
All Laundry is a Henkel-owned brand of laundry care products focused on sensitive skin solutions. The product portfolio includes multiple product lines: all® free clear (fragrance-free, dye-free, hypoallergenic formulas for sensitive skin), all® sensitive fresh™ (hypoallergenic scented options), and all® fresh clean (odor-fighting and stain-fighting formulas). Products are available in three formats: liquid laundry detergents, concentrated liquid detergents, and single-dose MIGHTY PACS® pacs. Complementary products include fabric softener and dryer sheets. The brand positions itself as the #1 dermatologist, allergist, and pediatrician-recommended detergent for sensitive skin.
Differentiator
Problem solved
Functional benefit
Brands
- all® free clear: The flagship sensitive skin laundry detergent line, 100% free of dyes and perfumes, recommended by dermatologists, allergists, and pediatricians.
- all® sensitive fresh™
- MIGHTY PACS®
- all® fresh clean
Products and services
- all® free clear Liquid Laundry Detergent (The Original)
Quantifiable outcome
- Removes 99% of top everyday and seasonal allergens (dog and cat dander, dust mite matter, ragweed pollen, grass/tree pollen)
- +3 more outcomes
Companies that use All Laundry
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
All Laundry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
All Laundry partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
All Laundry competitors and assessment
Company assessmentDirect peers
- Tide (Free & Gentle) — Procter & Gamble: P&G's flagship mass-market sensitive-skin detergent. Directly competes with all® free clear for the same free-and-clear, dermatologist-recommended shelf position across grocery, mass, and online channels in North America.
- Dreft — Procter & Gamble: P&G's #1 pediatrician-recommended baby detergent. Overlaps directly with all® Baby for parents of infants and young children seeking gentle laundry care.
- Persil ProClean — Henkel: Henkel's other major North American laundry detergent brand and corporate sibling. Competes head-to-head with all® on retail shelf and in pacs/liquid formats while sharing Henkel's distribution infrastructure.
- Seventh Generation — Unilever: Plant-based, EPA Safer Choice-certified laundry detergent line owned by Unilever. Direct competitor in the eco-conscious and sensitive-skin shopper segment all® targets.
- Method Laundry — Ecover (People Against Dirty): Design-forward, plant-based laundry detergent and pac products. Directly overlaps with all® Eco Clean and free-clear lines on eco-conscious and sensitive-skin positioning.
- Mrs. Meyer's Clean Day — SC Johnson: SC Johnson's plant-derived laundry detergent line positioned around gentle, garden-inspired scents. Competes with all® sensitive fresh for the same eco-conscious and family shopper.
- The Honest Company Laundry: Honest's plant-based laundry detergent line. Directly competes with all® free clear and Eco Clean for the clean-ingredient, sensitive-skin shopper across mass and DTC channels.
Emerging players
- Dropps: DTC native single-dose laundry and dishwasher detergent pod brand. Competes head-to-head with all® MIGHTY PACS, particularly in eco-conscious and subscription shoppers.
- ECOS Laundry Detergent: Plant-based, EPA Safer Choice-certified laundry detergents sold in mass channels and online. Comparable brand positioning to all® Eco Clean with strong sustainability credentials.
Others
- all® Stainlifters — Henkel corporate sibling: Internal note: all®'s own OXI/stain-fighting lineup. Listed here to underscore that all® competes intra-portfolio with Henkel's other laundry assets, including Persil and Purex, for the same retailer shelf-space allocation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
All Laundry social profiles
Digital presenceAll Laundry compliance and trust
Trust signalCompliance4 records
All Laundry financial estimates
Financial estimateRevenue estimate
Valuation estimate
All Laundry leadership team
Management profileNumber of profiles
Profiles1 record
All Laundry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
All Laundry M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about All Laundry
What does All Laundry do?
All Laundry (all®) is a consumer packaged goods brand that manufactures and sells laundry care products including liquid detergents, concentrated detergents, single-dose MIGHTY PACS®, fabric softeners, and dryer sheets. The portfolio is anchored by the all® free clear line, formulated to be 100% free of dyes and perfumes for consumers with sensitive skin, eczema, or allergies, with complementary sub-brands such as all® sensitive fresh™ (light hypoallergenic scent) and all® fresh clean OXI PLUS (odor and stain fighting).
Is All Laundry a public or private company?
All Laundry is a private company. It is classified as corporate owned and is currently operating.
When was All Laundry founded?
All Laundry was founded in -1. It employs 51 to 100 people.
Where is All Laundry based?
All Laundry is headquartered in Miami, United States, in the North America region.
How does All Laundry make money?
One revenue line is on record: consumer Packaged Goods - Laundry Detergents.
Who are All Laundry's main competitors?
Direct peers on record are Tide (Free & Gentle) — Procter & Gamble, Dreft — Procter & Gamble, Persil ProClean — Henkel, Seventh Generation — Unilever, Method Laundry — Ecover (People Against Dirty), Mrs. Meyer's Clean Day — SC Johnson and The Honest Company Laundry. Emerging players are Dropps and ECOS Laundry Detergent. all® Stainlifters — Henkel corporate sibling is listed as an others.
Does All Laundry have an API?
No public API is recorded for All Laundry.
What industry is All Laundry in?
All Laundry's product category is Laundry Care Products. Its primary akta.pro industry code is CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets), with a secondary code of CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers). Its NAICS code is 3256 and its SIC code is 2840.