Our Story
Forever New is better for you, better for your clothes, and better for our world.
Long before it was hip to be natural, our family-owned business started with humble beginnings from a small kitchen in Bloomington, Minnesota. We believed there must be a more thoughtful way to clean, brighten and effectively take on laundry.
Since then and still today, our business growth is driven by providing products that truly work to clean and preserve the clothes you love while helping to support a healthy planet for future generations.
Since 1975, our safe, simple, and effective cleaning products have been trusted by thousands to clean the most delicate fabrics with ingredients that are free and clear of dyes, phosphates, and other harmful chemicals. With this simple yet ambitious philosophy, we have remained a local community steward and enthusiastic global citizen ever since.
Today, Forever New premium laundry care products are distributed worldwide and recognized by many as the #1 provider of fine fabric care.
Rated 4.8/5 - Families love Forever New.
Trust
We know you put your trust in Forever New with your favorite garments and your skin and we don’t take it lightly. We seek to earn and keep that trust forever with quality ingredients, honest information, and excellent customer service.
Family
Founded in a Minnesota kitchen in 1975, our family business has expanded to serve families across the Midwest, the US and beyond. Our product line is its own "family" — as is the Forever New team! We believe the success of a family-owned business is defined by its integrity. As C.S. Lewis once said, “Integrity is doing the right thing, even when no one is watching.” We’ve been practicing this integrity for the past 50 years and its created a wonderful “family focused” brand.
Purity
Our products use only the finest ingredients to help customers live the clean lifestyle they desire. Our desire to produce only the finest of formulations strongly supports our commitment to purity by helping keep garments, people, and the environment safe.
Why Forever New?
Forever New is better for you, better for your clothes, and better for our world.
Since 1975, our safe, simple, and effective cleaning products have been trusted to clean the most delicate fabrics while remaining free and clear of dyes, phosphates, and other harmful ingredients.
Let’s take it back to 1973…
…When the first version of Forever New was invented in a small kitchen in Bloomington, Minnesota. Our founder believed there was a more thoughtful way to clean, brighten, and extend the life of any fabric with safe, biodegradable ingredients.
That homemade blend was so effective at removing difficult stains that it became a registered trademark, Forever New International, by 1975.
The family-owned business moved to South Dakota in 1989 and has remained a staple in the Sioux Falls community — and laundry rooms everywhere — ever since.
Fast-forward to today…
…And Forever New is now the #1 provider of fine fabric care wash for families around the world. Our product lines can be found in department stores and independent shops across the United States, Europe, and Asia.
Originally one simple soap for fine garments, Forever New has expanded to a full line of trusted products for fabrics of all kinds. In all products, we maintain the highest standards of pure, safe, and biodegradable materials that our company was founded upon.
From delicates to athleisure to home medical to everything in between, our products are perfect for every load of laundry your basket can hold!
Families love Forever New
"Best stain remover"
I have tried most of the major stain removal products. Yours is the best — gentle and it works, beautifully.
"Most trusted wash"
I’ve used this fabric wash for about 12 years now. I don’t trust my delicates to anything else. Oh — and it rinses out easily, too!
"Saved my garments"
I thought I ruined a very expensive garment. But I found Forever New and followed your advice… Not only did the stain come out, the whole garment looks as fresh and new as when I bought it. Thank you!
“Impressive!”
I thought, "Okay, I love the Forever New wash; I'll try this." I didn't expect the amazing results from Stain Remedy that I've gotten in spades!!! Give it a go.
"Best stain remover"
"Most trusted wash"
"Saved my garments"
“Impressive!”
Find out why thousand of families love Forever New
Rated 4.8/5 - Families love Forever New.
Love your laundry.
Forever New is family founded, family owned, and family focused since 1975.
