Dreft Simplifies Laundry Care with New Packaging, Renamed Detergents for Every Family Stage

CINCINNATI--(BUSINESS WIRE)--Apr 21, 2026--

Dreft, the top pediatrician-recommended baby detergent brand, today announced a comprehensive packaging redesign, product name simplification, and product upgrade to enhance the laundry experience for parents nationwide. The refresh introduces clearer labeling with Dreft Baby, Dreft Toddler and Dreft Family liquid detergents, making it easier for caregivers to select the ideal formula for their child's developmental stage. Product names are simplified to Dreft Baby, Dreft Toddler, and Dreft Family for intuitive selection.

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What’s New

In today's fast-paced world, parents are constantly seeking ways to simplify daily routines without compromising on quality or safety. Laundry, especially with infants and active children, presents unique challenges, often involving stubborn stains and the need for gentle ingredients. The market demands solutions that are both effective and easy to navigate. Dreft's updated packaging and product nomenclature directly address this need, removing guesswork from the detergent aisle. By aligning product names with distinct life stages—from newborn sensitivity to full family laundry —Dreft empowers parents to quickly identify and trust the appropriate laundry solution, allowing them to focus more on family moments rather than laundry complexities.

“Parents have enough to think about in their day-to-day lives and choosing the right detergent should not be one of them,” said Jasmine Watters, Dreft Brand Director. “This update is all about simplifying that decision, with clearer product names and a fresh look, while continuing to deliver the gentle, effective clean families have trusted from Dreft for generations.”

Introducing the Refreshed Dreft Liquid Detergent Lineup

The refreshed Dreft portfolio is available at your local retailer and online.

Frequently Asked Questions

Q: What is new to Dreft?

A: Dreft refreshed its packaging to better reflect the needs of growing families, providing a simpler shopping and product identification experience. Parents shared that previous designs made it difficult to quickly understand which product aligned with their child’s life stage. The updated packaging introduces clearer stage-based names including Baby, Toddler, and Family, along with simplified visuals that make it easier for parents to navigate the lineup and choose with confidence.

Q: What is different about the new packaging?

A: The redesign features clearer product naming, stronger communication around the types of stains each formula targets, and updated graphics that modernize the Dreft look. The new layout also improves in-store shelf navigation, making it easier for shoppers to distinguish Baby, Toddler, and Family products at a glance.

Q: Did the ingredients change?

A: Only Dreft Baby received a formula upgrade, with increased enzyme levels designed to more effectively tackle common baby stains like spit-up and blowouts. Dreft Toddler and Dreft Family formulas remain the same as previous versions, while Club sizes of Toddler feature the upgraded formula. All Dreft products continue to be dermatologist-tested and gentle on sensitive skin.

Q: Are Dreft detergents still safe for sensitive skin?

A: Yes. All Dreft detergents continue to be dermatologist-tested and gentle on delicate and sensitive skin. Dreft is the #1 pediatrician-recommended baby detergent brand with formulas that are tough on stains, safe on fabrics, and gentle on skin, making it a convenient laundry option for the entire family!

Q: Is the scent changing?

A: No. Dreft Baby and Dreft Toddler continue to feature Dreft’s ‘baby fresh’ signature scent, while Dreft Family remains fragrance-free.

Q: What’s new in the Dreft Baby formula?

A: Dreft Baby’s upgrade is designed to more effectively fight spit-up and blowout stains, two of the most common laundry challenges parents face during the baby stage.

Q: What makes Dreft Toddler different from other Toddler detergents?

A: Dreft Toddler is designed to fight 100% of top children’s stains, including food, dirt, and grass. It also helps remove odors while remaining gentle on sensitive skin.

Q: What makes Dreft Family different from other family detergents?

A: Dreft Family, formerly Free and Gentle, is fragrance-free, dye-free, and dermatologist-tested. It is designed to tackle everyday family stains while remaining gentle on sensitive skin.

Q: When will consumers see the new packaging?

A: The refresh debuts on shelves in April 2026.

Q: Where can I purchase Dreft?

A: Available nationally, visit www.dreft.com for more information

About

About Dreft Detergent: Dreft helps parents care for their little ones with a formula that is powerful enough to fight stains but gentle enough for even babies’ delicate skin, so they can stress less about the mess and focus on everyday joy. All Dreft detergent products are dermatologist-tested and gentle on sensitive skin. About Procter & Gamble: 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 https://www.pg.com for the latest news and information about P&G and its brands.

Introducing Dreft’s Refreshed Liquid Detergent Lineup

LONDON (AP) — Apple's next CEO John Ternus is a company veteran who rose through the iPhone maker's hardware engineering ranks but until now has maintained a low profile.

Ternus will take over as chief executive in September for Tim Cook, who turned Apple into a $4 trillion, tech colossus during his 15-year reign after the death of co-founder Steve Jobs.

Ternus, 50, has spent almost his entire career with Apple. He joined the company 25 years ago and has spent the past five years overseeing the engineering that underlies the iPhone, iPad and Mac.

It's made him a prime contender to succeed Cook who on Monday, when Apple announced the change in leadership, hailed Ternus as “without question the right person to lead Apple into the future.”

Ternus worked on some of Apple's signature products under Cook, including the Apple Watch, AirPods and Apple Vision Pro. He was also involved in the MacBook Neo, "arguably one of the most disruptive products” that Apple has released in a while, said Ben Wood, chief analyst at CCS Insight.

“This mentorship will undoubtedly ensure a smooth transition, and initially, I expect very few changes to the company’s strategy,” Wood said.

The appointment appeared to be carefully timed, following Apple's 50th anniversary celebrations and ahead of its annual WWDC developers conference in June.

The change also arrives at a pivotal time for the Cupertino, California, company. While Cook led Apple through an iPhone-fueled era of prosperity, Apple has fallen behind in the artificial intelligence race. Apple has stumbled in its efforts to deliver new features built on AI, as was promised nearly two years ago.

“The challenge for the new CEO is really to make sure Apple is able to crack AI as the new user interface and reinvent human machine interaction," Forrester Research analyst Thomas Husson said.

Wood says attention at WWDC will be on the new CEO's AI strategy, and what the company will do next after turning earlier this year to Google — an early leader in the AI race — to help make the iPhone’s virtual assistant Siri more conversational and versatile.

“A big strategic question is how far Apple will invest in building its own AI platform versus relying on other companies’ models and platforms,” Wood said.

Ternus will also be tested by host of other challenges that don't involve his expertise in hardware.

“Apple faces a turbulent market amid geopolitical uncertainty and macroeconomic pressures,” Wood said. “The consumer electronics industry faces a perfect storm, with memory chip shortages and the war in the Middle East having widespread implications for consumer confidence. Apple will also need to decide how much it wants to continue its deep reliance on China for manufacturing.”

Ternus is not well known outside of the Apple universe. He joined the company in July 2001, according to his LinkedIn profile, which does not have any posts.

Before joining Apple, he spent four years as a mechanical engineer at Virtual Research Systems. He graduated in 1997 from the University of Pennsylvania, where he was a member of the swim team and for his senior project developed a mechanical feeding arm for quadriplegics controlled by head movements.

In a 2024 commencement speech to the university's engineering school, Ternus said he was intimidated when he first started working at Apple and wasn't sure he belonged. He learned to “always assume you’re as smart as anyone else in the room but never assume you know as much as they do.”

“There will always be new skills to master and new people to learn from,” he said.

Ternus said in Apple's announcement that he was "humbled to step into this role, and I promise to lead with the values and vision that have come to define this special place for half a century.”

FILE - Apple's John Ternus speaks during an announcement of new products at the Apple Worldwide Developers Conference in San Jose, Calif., Monday, June 5, 2017. (AP Photo/Marcio Jose Sanchez, File)