Procter & Gamble’s once popular ultra-soft Downy brand is facing a stiff reality: millennials don’t use fabric softener. As a result, sales of Downy's liquid softener have fallen 26% between 2007 and ...

CINCINNATI, August 11, 2025--(BUSINESS WIRE)--Downy ®, a trusted leader in laundry, announces the launch of Downy Gentle Soft + Fresh, a new fabric softener designed for consumers who want softness ...

"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." In the Good Housekeeping Home Care & Cleaning Lab, we're laundry experts, testing both the appliances and ...

Downy Rinse & Refresh launched in major stores like Walmart and Target at the end of September, and the brand calls it its “biggest innovation in over 30 years.” It’s a deep-cleaning fabric rinse that ...

Thanks to Ultra Downy's dye- and perfume-free formula, those with sensitive skin can still get the softening and fabric protection benefits of a liquid softener without the fear of irritation or ...

Downy leaves clothes feeling so soft you would rather rip them on than off CINCINNATI--(BUSINESS WIRE)--During last night’s Victoria’s Secret Fashion Show, one of the sexiest events of the year, Downy ...