Forever & Ever Premium Laundry Liquid
Non-toxic & sensitive-skin, plant-based, biodegradable, phosphate-free. Made in Canada.
Safe for wool, silk, cashmere and swimwear.
No residue or scum - no softener necessary.
Works in HE and standard machines.
The same cleaning strength as our Powder in a concentrated liquid. New compact bottle with a removable seal for leak-free shipping.
True Clean Laundry means leaving nothing behind. Our signature liquid detergent rinses clean and leaves no residue that other detergents leave behind. So the clothes you love last longer, naturally.
Formulated for everyday use, it is perfect for all your clothes & linens. Safe for natural fibers including silk, wool and cotton.
Our Soft Scent leaves clothes smelling Fresh, not Fragranced.
Our Fragrance Free option is truly scent-free: Zero fragrance, zero maskers
Proudly Made in Canada.
Nonionic and Anionic surfactants (plant derived surfactants), glycerin (plant derived fabric conditioner), Sodium Citrate (natural water softener), Amylase (natural stain remover), fragrance (blend of essential oils).
Contains plant derived biodegradable ingredients and is formulated without phosphates, phthalates and parabens.
Mainstream laundry brands use micro-encapsulated fragrance that clings to fabric fibers, leaving behind chemical residue that also stick to skin, linens, sofas and anything else they touch.
We offer an alternative: Our washes are formulated to rinse clean and remove residue that other detergents leave behind.
It's your choice.
Our powders and liquids are formulated to perform equally well.
Liquids are easy to dose with the measuring cup and dissolve easily into your wash.
Front load washers
Small load: fill to line 1 (20 ml)
Large load: fill to line 2 (35 ml)
Top load washers
Small load: fill to line 2 (35 ml)
Large load: fill to line 1 + 2 (55 ml)
Our Story
My mom was a successful entrepreneur who owned a small chain of lingerie stores. Growing up under her influence, I knew I wanted to build my own business one day. She suggested the need for a gentle wash to care for the elasticity in bras she sold.
That idea became my first company, starting from my Montreal apartment during my final year of university. After graduating, I drove around Toronto with the Yellow Pages, trying to convince fashion retailers to sell laundry detergent with their clothing.
My mom believed in me before Forever & Ever even existed. 41 years later, we’re still here.
| Forever & Ever | Other detergents |
|---|---|
| Soft scents that won't cling to clothes or your skin | Encapsulated fragrance and softener that stick to clothes (and you) |
| No phosphates, phthalates or parabens | Can contain harsh additives |
| Hypoallergenic - rinses clean with no residue | Can leave detergent scum behind |
| Safe for silk, wool & cotton | May contain enzymes that break down natural fibres |
| Formulated for both HE + standard machines | Compatibility varies |
| Preserves elasticity, softness and fit | Residues left on fabric attract dirt and can breakdown elasticity |
