The Story Behind Laundique

Laundique began with sportswear. My husband and I were always looking for better ways to care for sportswear and keep it genuinely fresh, rather than simply covering unwanted odours with fragrance. That search became the starting point for something bigger: combining thoughtful formulation with fragrance to create a different kind of laundry experience.

Today, Laundique brings those two worlds together. Our laundry perfumes are crafted in Italy using concentrated perfume oils, and each formula contains chlorhexidine as part of its composition. Amplify Sport takes that focus further with our Advanced Anti Odor Molecule Technology, created specifically for activewear and unwanted odours.

But the story behind Laundique is also deeply personal. I grew up in a home where scent and the way we cared for our laundry mattered. I still remember the smell of my mother’s freshly washed clothes, her perfume and the warm, comforting feeling that came with them. Certain scents can instantly take me back to my childhood.

That appreciation for scent, clean laundry and the feeling of care surrounding it became part of the culture I grew up with, and something I wanted to carry forward in my own way. One of the fragrances in the collection, Cashmere, is a tribute to my mother. Soft, warm and deeply familiar, it carries that feeling of comfort and recognition, a scent that one day might become part of someone else’s memories too.

To me, laundry is part of everyday life. The clothes we wear, the way they feel and the scent they carry become part of our routines, our homes and ultimately our memories. Laundique was created with that in mind, bringing together performance and fragrance, science and emotion, the practical and the personal.

It redefines the art of laundry through balance, intention and care.

With care,

Soumaya
Founder of Laundique