Forever & Ever Premium Laundry Powder
Non-toxic & hypoallergenic, plant-based, pH-balanced, biodegradable, phosphate-free. Made in Canada.
Safe for wool, silk, cashmere and swimwear.
No residue or scum - no softener necessary.
Hand wash & HE safe.
Be kind to your clothes, your nose, your skin & the planet. True clean laundry means the clothes you love last longer, naturally. Our plant-powered wash rinses clean, removing fragrance & softeners other detergents leave behind.
Formulated for everyday use, it is perfect for all your clothing & linens.
The soft scent leaves your clothes smelling fresh, not fragranced.
Sodium Citrate (natural water softener), Tetra- sodium iminodisuccinate (water conditioner), Nonionic and Anionic surfactants (plant derived cleansers), Sodium Bicarbonate (baking soda), Perfume (blend of essential oils - Soft Scent only).
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.
Front load washers
Regular-sized load: 2 capfuls
Large load: 3 capfuls
Top load washers
Regular-sized load: 3 capfuls
Large load: 4 capfuls
Hand washing
Use half a capful. Soak for up to 5 minutes, then rinse well.
Our Story
My mom was a successful retail entrepreneur who owned a small chain of lingerie stores, and she knew how much I wanted to build something of my own. She saw a need for a gentle wash that could properly care for delicate, Lycra-based garments—and encouraged me to create it.
That idea became my first company, starting from my Montreal apartment during my final year of university. Before long, I was driving around Toronto with the Yellow Pages, selling laundry detergent out of the trunk of my car to any business willing to give me a chance.
My mom believed in me before Forever & Ever even existed. 30 years later, we’re still here.
| Forever & Ever | Other detergents |
|---|---|
| Natural, gentle essential oils | Synthetic fragrance blends |
| No zeolites, 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 be too harsh for delicate fibres |
| Works in HE + standard machines | Compatibility varies |
| Preserves softness and fabric feel | Can leave fabrics feeling stiff or coated |
