Snuggle fabric softener

Snuggle is a well-known brand of fabric softener and dryer sheets, famously represented by the 'Snuggle Bear' mascot created in the early 1980s. The brand was originally developed by Unilever in the United States to compete in the growing home care market, focusing on scent and fabric softness.

Over the decades, the ownership of the brand has shifted due to corporate restructuring. In 2008, Unilever sold its North American laundry business to Vestar Capital Partners, which formed The Sun Products Corporation. Later, in 2016, Henkel, a German multinational chemical and consumer goods company, acquired Sun Products, bringing Snuggle under its extensive portfolio of laundry and home care brands.

Today, Snuggle products are manufactured in multiple locations across North America and other regions to serve local markets. While the brand is most prominent in the United States and Canada, its parent company, Henkel, manages its global distribution and product innovation from its headquarters in Düsseldorf.