Woolite Keratin Therapy Mix Colors laundry detergent

Woolite is a globally recognized brand of laundry detergent specifically formulated for delicate fabrics. Originally developed in the United States by Morris Hirsh in 1951, it was created as a gentle soap that would not shrink or damage wool garments.

The brand has undergone several changes in ownership throughout its history. Originally a product of the Boyle-Midway company, it was later acquired by Reckitt (formerly Reckitt Benckiser). Today, Woolite is manufactured in multiple countries across Europe, North America, and Asia to serve various regional markets. The 'Keratin Therapy' line is a modern innovation designed to protect fabric fibers from damage during the wash cycle.

As of 2026 and beyond, Woolite remains a core brand within the portfolio of Reckitt, a British multinational consumer goods company. Reckitt continues to manage the brand's global distribution and research and development from its headquarters in Slough, United Kingdom.