Softly Pure Soap Laundry Flakes

Softly is a well-established Australian laundry brand, specifically known for its gentle formulations designed for delicate fabrics and sensitive skin. The brand specializes in wool washes and soap flakes, filling a niche in the household cleaning market for non-biological and biodegradable washing solutions. Pictured here are the Pure Soap Laundry Flakes, which are marketed as being naturally formulated and gentle on both clothes and skin.

The brand has a long history in the Australian market, having been part of several major FMCG portfolios. While it was previously a staple in the Cussons or Pears family, it is currently part of the Pental limited group. The product highlights its local heritage with prominent 'Australian Made and Owned' logos on the packaging, emphasizing that manufacturing remains within Australia. Pental, the ultimate owner, operates significant manufacturing facilities in Shepparton, Victoria, ensuring the brand maintains its local production status.