Laundry Reimagined: The Story Behind Laundry Talk

The Aisle Test

If you’ve ever stood in a laundry aisle, you’ve probably done the same thing everyone else does, pop the lid and sniff. That moment is everything and we built Laundry Talk around it. Because scent isn’t just a feature. It’s the deciding factor. It’s emotional. It’s nostalgic. It lingers.

We wanted to create a product that wins at that first whiff and still holds up when the wash is done.

We don’t think about laundry much. It’s just… there. In the background. A task to do between living. But somewhere between rinse cycles and broken pegs, we stopped asking if it could feel different.

Every other part of home life has evolved.

We light candles to shift the mood.
We grind beans for the right kind of coffee.
We choose soaps that match our skin type, colours that match our walls, playlists that match our mornings.

But laundry?
Still sitting in the back corner with loud plastic, forgettable scents, and branding that hasn’t moved since 2004.

Overwhelmed by Choice, Underwhelmed by Scent

There were shelves full of detergent, loud packaging, bold promises, but not a single product that felt aligned with the home we were building.

Every scent started to blur together.
Different names, different bottles, but somehow they all gave off that same overly floral, chemically-clean smell. The kind that clings to your clothes but never feels intentional.

Then there were the luxury options from perfume houses, stunning branding, hefty price tags, and barely enough cleaning power to justify the hype.

That was the moment we asked ourselves:
Why has this space been left behind, while the rest of our home gets so much love?

Welcome to Laundry Talk

We’re reimagining laundry from the ground up, where scent meets soul, and function meets feeling. And we’re so excited to bring you along for the journey.

Sign up for updates, sneak peeks and early access to our first drop or follow along @laundrytalk_au.