Purex Crystals

This article contains promotional content. Please help improve it by removing promotional language and inappropriate external links, and by adding encyclopedic text written from a neutral point of view. (May 2018) (Learn how and when to remove this message)

Purex Crystals are a crystal-form in-wash "fragrance booster" (and formerly a crystal-form in-wash fabric softener) manufactured by Henkel and marketed in the United States and Canada.

Introduced in 2011,^[1][2] the Purex Crystals product was the first crystal-form fabric softener sold in the United States.^[3] According to an article in Good Housekeeping, the Purex Crystals fabric softener could safely be used on active wear and children's polyester sleepwear without harming flame resistance properties.^[4] In January 2013, the company launched a version made specifically for babies.^[5]

As of February 2022, the Purex website refers to Purex Crystals brand products as "fragrance boosters" rather than fabric softeners, as they did previously.^[6]

The company also uses "Purex With Crystals" as a branding label for liquid and powdered laundry detergent.^[7][8]

Zooka Creative, the marketing team behind the launch of the Purex Crystals fabric softener product, won a Gold Effie Award from Effie Worldwide in 2012.^[9][10]

• Purex (laundry detergent)