Givaudan explores the future of the scented laundry experience across generations, leveraging its deep expertise in consumers’ insights

Givaudan, the global leader in fragrance and beauty, unveils ’Haus of Suds‘, a pioneering vision for the evolution of scented laundry experience across generations. Driven by innovation and guided by consumer insights, Givaudan reimagines the act of washing as a multisensory and cultural experience that connects generations through emotion, memory, and scent.

”We first introduced this concept at ACI (American Cleaning Institute) earlier this year, and it truly captures how laundry is evolving beyond a simple function. It’s a reflection of how we express care, identity, and creativity. In line with Givaudan’s consumer products strategy, we’re exploring the future of laundry by uniting fragrance innovation with deep consumer insight, creating experiences that connect emotionally and adapt to people’s ever changing expectations.”

Felix Mayr-Harting, Global Head of Consumer Products, Fragrance & Beauty

Haus of Suds invites a generational exploration of laundry, revealing how different age groups interpret cleanliness, care, and fragrance in their daily routines:

Gen Z – The Vibe Load
Laundry becomes self-expression. This generation layers bold fragrances, experiments with playful formats, and treats every load as a chance to refresh their personal style.

Millennials – The Conscious Load
Laundry is part of a mindful routine. They seek high-performing solutions that balance fragrance, wellbeing, and responsibility - delivering care for both fabrics and the home.

Gen X – The Performance Load
Efficiency meets reliability. This generation values powerful cleaning, smart formats, and fresh fragrances that keep up with busy households and active lifestyles.

Silvers – The Legacy Load
Laundry is a ritual rooted in trust. Familiar fragrances, proven performance, and reassuring freshness signal that the job has been done right.

”Through the immersive ’Haus of Suds‘ platform, we invite our customers to co‑create the future of fragranced laundry care. It is no longer just a chore, it’s a story passed down, reimagined, and made personal. Our modern scent collection draws inspiration from how we wash, wear, and live – influenced by the habits, values, and rituals of four generations. Each fragrance embodies a distinct rhythm, from expressive and experimental to mindful, efficient, or rooted in tradition.”

John Trombley, Regional Head of Consumer Products North America, Fragrance & Beauty 

With this new approach ’Haus of Suds‘, Givaudan Fragrance & Beauty continues to lead this transformation across product categories, blending technology and creativity to make everyday care more human, emotionally resonant, and connected to what truly matters.

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances and develop beauty and wellbeing solutions that make people look and feel good. In 2025, Givaudan employed 17,580 people worldwide and achieved CHF 7.5 billion in sales with a free cash flow of 14.1%. With a heritage that stretches back over 250 years, we are committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at www.givaudan.com.

About Givaudan Fragrance & Beauty
Givaudan Fragrance & Beauty crafts inspired fragrances to perfume lives and memories, and develop innovative beauty and wellbeing solutions that make people look and feel good all over the world. Nature is both our responsibility and our most precious muse. We are just as committed to sustainability as we are to creating innovative products that satisfy consumer needs and anticipate their desires. With a collaborative approach that favours co-creation, we have built a diverse portfolio across personal care, fabric care, hygiene, home care, fine fragrances, and beauty, reflecting our multidisciplinary expertise. This is Givaudan. Human by nature. Learn more at www.givaudan.com/fragrance-beauty.

For further information please contact 
Pauline Martin, Fragrance & Beauty Communications
E pauline.martin.pm1@givaudan.com