Fragrance as the Heart of Wilton

At Wilton, fragrance isn’t an afterthought — it’s the core of our brand. Our laundry liquids are designed not just to clean, but to transform laundry into a sensory experience, with scents that last beyond the wash.

Working with Perfumers

Our signature scents are crafted in collaboration with expert perfumers:

• Each fragrance starts with an inspiration or story — a mood, a season, or a place

• Perfumers blend top, heart, and base notes to create depth and longevity

• Every scent is designed to perform in fabric care, so it survives the wash and releases gently over time. 

How Laundry Fragrances are Built

Laundry fragrances are formulated with a pyramid structure:

• Top notes – First impressions: fresh citrus, herbs, or bright florals

• Heart notes – The character: rose, jasmine, lavender, or spices

• Base notes – The lasting memory: sandalwood, cedarwood, musk, amber

This structure ensures the fragrance unfolds from wash to wear.

Testing for Longevity

Unlike perfume, laundry fragrance must endure washing, rinsing, and drying. We test each fragrance for:

• Stability in water and detergent

• Release over time (from bottle to machine to wardrobe)

• Compatibility with fabrics like cotton, wool, and synthetics

Our Signature Scents

From Santal with warm sandalwood and spice, to Jasmine inspired by summer evenings in English gardens, each fragrance is designed to evoke emotion and elevate everyday laundry.

The Takeaway

The fragrance in Wilton laundry liquids is carefully designed to be lasting, memorable, and uplifting. It’s this attention to scent that sets Wilton apart.

Experience Wilton’s signature scents in every wash. Explore the range [here →]