Downy History: In our world, fabric is always its softest, freshest, and most protected

Okay, we might be partial to the brand, but it's hard for us to imagine that there's anyone out there who hasn't come across Downy at some point. Certainly a family member has hugged you in their Downy-soft shirt, or a friend tossed you a Downy-fresh towel to dry your hands.

For more than half a century, Downy has brought softness, freshness and other fabric enhancements to countless loads of laundry. Because we all want our clothes to feel and smell good all day long, and for the style to wear out before the fabric does. And just as importantly, there's a confidence that comes with being comfortable in our clothes.

This is why Downy keeps working to enhance the world's fabrics by bringing out their freshest, fluffiest, smoothest, scenty-est best. And why Downy products are now found in more than 50 countries. But we wouldn't be here without the "how" part of the story, which has seen our dedication to fabric care lead to innovation after innovation.

Our History


Ultra Downy introduces a liquid fabric softener that is twice as concentrated as the competition, resulting in greatly improved performance.


Downy dryer sheets move the brand beyond the washer, where they provide softness and static-cling reduction.


Downy launches Unstopables In-Wash Scent Boosters, and the powerful black bottle revolutionizes the laundry room with a luxurious, long-lasting fragrance.

Downy Infusions


Downy Infusions brings sophisticated, scent-experiential moments to the laundry by infusing fabrics with touch-activated fragrances.


Introduced as "deodorant for clothes," Downy Fresh Protect Odor Shield goes beyond masking odors by infusing fabrics with motion-activated fresheners.


Downy's renowned softening formula proves to be equally effective at protecting fabrics from the damage of regular washing and drying (stretching, fading, fuzz), prompting the new positioning of Downy as a fabric conditioner.

Downy Fabric Conditioner In Action

Protect your clothes from the damage of washing

Are your clothes stretching, fading or pilling with each wash? Protect your clothes from the damage of the wash with Downy Fabric conditioner.

Son vs. Sweater

This mom and son learn how Downy Fabric conditioner helps protect favorite clothes against laundry fails, even when one of them IS a laundry fail (spoiler alert: don’t read the title).