News Release

Dreft® Unveils New Dreft purtouch™ - a 65% Plant-Based Hypoallergenic Baby Detergent

Iconic Baby Laundry Detergent Brand Provides Parents With A New Gentle and Effective Option Made From Naturally-Derived Ingredients

Thursday, May 18, 2017 9:00 am EDT



Public Company Information:


Dreft unveils new Dreft purtouch- a 65% plant-based hypoallergenic baby detergent #purtouchWash

CINCINNATI--(BUSINESS WIRE)--Dreft®, the No. 1 pediatrician-recommended baby detergent, has announced its newest product offering, Dreft purtouch™, a 65% plant-based baby detergent that is hypoallergenic and made with naturally-derived ingredients. Dreft purtouch has a formula that is free of dyes, chlorine, phosphates, ethanolamine and optical brighteners and is made with 100% renewable wind power electricity at a zero manufacturing waste to landfill site.

The introduction of Dreft purtouch comes at a time when new and expectant parents are making careful choices when it comes to preparing for baby. In fact, a recent survey1 conducted by Dreft found over half of parents-to-be stated that they began reading labels on products more closely and purchasing more natural food and drinks after discovering that they were expecting a little one. The same study found that 70% of those surveyed were planning to remove potentially harmful objects or products from their home upon their baby’s arrival.

“Whether in their nurseries, their bathrooms or even their laundry room, moms and dads are looking for gentle alternatives for their bundles of joy,” said Mike Frey, Dreft Brand Manager. “As a trusted brand by families for more than 80 years, we’re excited to add Dreft purtouch to our product line-up to provide those parents who are seeking natural-based products with another baby detergent option. We’re proud to provide them with a gentle 65% plant-based baby detergent that uses renewable materials without sacrificing an effective clean. It’s the next step in our mission to design the best possible detergent for baby while thinking of their future world.”

Until now, many people found they were giving up cleaning results when using a naturally-derived baby detergent. Dreft purtouch is different as it delivers the effective clean which makes Dreft the #1 pediatrician recommended baby detergent, while offering a 65% naturally-derived formula. This is important as irritating dirt, excess dyes and processing chemicals can linger on fabrics, making pre-washing an important step in helping to protect baby’s skin. In fact, 9 out of 10 dermatologists surveyed say that it is important to wash little one’s clothes with a gentle detergent before first wear2.

“As both a pediatric dermatologist, and a mother of five children, I know how important it is to help shield a baby’s skin from irritants by pre-washing their items,” said Dr. Jody Levine, Director of Dermatology at Plastic Surgery and Dermatology of NYC, a leading medical practice in New York City. “When you think about all of the impurities that can remain on little one’s clothing – including dirt and irritating chemicals - it becomes critical that parents choose a detergent that cleans their baby’s fabrics effectively, yet gently, and I love that Dreft purtouch delivers on those needs.”

As little ones grow, develop and explore their world, it’s also essential that parents seek out a detergent that can tackle the messes that come with babyhood. With a formula that helps remove 99% of baby stains, moms and dads can turn to Dreft purtouch to help gently clean their baby’s fabrics – for the first wash and every wash after that.

Dreft purtouch features a light touch of the brand’s iconic baby fresh scent and is available in 40 ounce and 75 ounce bottles. The product can be found in the laundry or baby-care sections of most one-stop retailers, online retailers, as well as many baby specialty stores. Pricing is at the sole discretion of the retailer. For more information on Dreft purtouch and the brand’s other product offerings, please visit

To follow the conversation online, please use #purtouchWash, or follow Dreft on their social media channels:

About Dreft®

As the baby laundry detergent brand most recommended by pediatricians, Dreft is specially formulated to be gentle on baby’s skin and tough on stains. Parents have relied on Dreft for over 80 years to help bring cuddle time to a whole new level of warm and fuzzy. In addition to new Dreft purtouch, Dreft also has a product for every stage of babyhood, each specially formulated with growing little ones in mind. From pregnancy through toddlerhood and beyond, Dreft’s family of products has you covered every step of the way on the big, messy, amazing, beautiful journey ahead. Dreft is available at retailers nationwide, in-store and online. For more information and the latest news, please visit

About Procter & Gamble (P&G)

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.


1 The Dreft Survey was conducted by Wakefield Research ( among 1,000 nationally representative U.S. adults ages 18+, between April 19 and May 1, 2017, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population 18 and older.

2 P&G data on file


Procter & Gamble Fabric Care
Tracey Long, 513-983-9629
Citizen Relations (for Dreft)
Annie Russell, 949-809-6776


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Dreft® Unveils New Dreft purtouch™ - A 65% Plant-Based Hypoallergenic Baby Detergent (Photo: Business Wire)
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Dreft® Unveils New Dreft purtouch™ - A 65% Plant-Based Hypoallergenic Baby Detergent (Photo: Business Wire)
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