Kindness and Sustainability

Distinctive was born from a need to create a laundry product that was not only gentle on fabrics, but also super kind to skin.

Back in the late 90’s families with skin allergies had to run a second wash programme without detergent, after the initial wash programme. Thus doubling up on water and energy usage for every single wash load.

It was whilst founder Louise was working on a laundry brand that she discovered the problem for allergies was specifically in relation to the chemicals used as preservatives in both fabric softeners and liquid detergents. Methylisothiazolinone allergy is more commonly known about today.  It results in very dry and cracked skin, with sufferers unable to do common tasks like washing up without wearing gloves.


Our baby was wet wrapped daily and lived in suits with home sewn mitts, suffering raw scratched and bleeding skin, regularly having to be bathed in cool water at night. Anyone who has lived with the nightmare of eczema knows how much trouble skin can be.

So on a mission to find a good detergent led us to Distinctive.  

It was also during working on mainstream laundry brand that we discovered countless blog posts from men who wanted more masculine scented detergents. So we set about finding the very best fragrances more akin to wearing an expensive perfume or cologne. 

We still work with UK scientists today and manufacture all our products in the UK. Our formulation has now been in use for well over a decade without one single skin issue being caused by our product or fragrances of which we are extremely proud and our own daughter can enjoy fragranced products on her clothing just not applied directly to her skin. 

We are regularly asked by customers who suffer eczema or psoriasis in Adult life why they can tolerate our fragrances, when they can’t tolerate normal fragrance sprays, deodorants or liquid detergents/pressed powder sheets and the simple reply is avoid liquid products as they contain preservatives.

Want amazing cologne and perfumed smelling clothing? - Its just super safe compared to applying scent to skin.

“Your dirty laundry is our little secret” because washing with Distinctive means you don’t need to compromise on wash quality. We should never know what was on the fabric before it was washed says Louise! And all our surfactants are fully biodegradable too.

Want one product for all your laundry needs?

With Distinctive washing powder you can throw in a load, add a scoop of powder, switch the machine on and go. You don’t buy or add anything extra to the wash and definitely never ever add fabric softener!

Distinctive washing powder requires less water and heating on a wash load to achieve brilliant wash results Distinctive is the brand to go to for the best fragrances and wash results. As a powder, we don’t need preservatives, and can blend designer fragrance with our formula.

As a brand we launched the first masculine detergent, Christmas 2012, ‘The worlds first washing powder for men.’ But we quickly realised that women, as well as men, wanted to buy our products because of our fragrance and wash results.


What all Distinctive customers have in common, is a love of having perfect laundry, and smelling amazing.

Distinctive washing powder doesn’t contain bleaching agents, or optical brighteners, the blue UV dyes that make whites appear whiter, but cause fading on darker fabrics, resulting in the artificial ageing of clothes.

Instead we use a fully built, enzyme formula, which gives deep down cleaning and superior rinsing, resulting in a far superior wash to a non-bio product. It is designed to achieve optimum wash results at environmentally low temperatures of 30 and 40 degrees. It will literally soak your garments clean.

You will find a few other upmarket laundry brands. I doubt you will find others with scents as good as Distinctive. We were awarded Premium Detergent brand of the year in 2020 for Fragrance and previously benchmarked as the brand to beat on fragrance.

You can choose:-

Our seductive masculine fragrance. This combines the opulence of amber with the calming notes of sandalwood. A tried and tested combination which has been known for centuries as the ultimate blend for seduction.

Our newest masculine energising scent comprising top notes of citrus, bergamot and crisp green apples, plus ozonic cyclamen on a white musk and dry amber base

Or choose our relaxing fragrance designed for a good nights sleep. Enjoy white bright floral, green stem leaf notes, violet leaves, moss, musk and five essential oils.

Go shopping now and have Distinctive fragranced laundry in your home.

Our ‘magic ingredient’ acts like a sticky bud, anchoring fragrance molecules to your clothes. Your clothes will smell distinctive when they leave the washing machine. Body-heat or the heat from the sun activates Distinctive, the hotter you get, the better you smell.

Our base fragrances don’t hit you from a distance – it’s all about being up close and personal.

100% colour fade & designer label-safe

You are not going to get a build up of optical brighteners on those expensive designer jeans, shirts or t-shirts. Our solution for a bright white load is to add a scoop of a brightening agent once in a while. Helping to make fabrics last longer and caring for them is what we do.

Wash at 30/40

30/40 degrees, is the optimum temperature for the Protease enzyme to do its job, giving you a deep down clean with superior rinsing.

Why be ordinary when you can be Distinctive?

Distinctive washing powder is biodegradable and phosphate free!