ReWEAR Eco-Friendly Fabric Softener Sales Surpass Expectations and Win Awards

ReWEAR's Remarkable Journey in Eco-Friendly Softener Market

In an exciting development, ReWEAR, a pioneering brand under I-ne Co., Ltd., headquartered in Osaka, has reached a significant milestone in the fabric softener market. Their newly launched line of eco-friendly softeners has not only surpassed sales expectations by 2.3 times but has also achieved an impressive cumulative sales figure of 1 million units. This achievement positions ReWEAR as a leading brand in terms of sustainability and performance, gaining recognition as one of the top products in the 2025 Nikkei MJ Hit Product Ranking.

Factors Behind the Success

The success of ReWEAR’s fabric softeners can be attributed to a combination of factors that appeal to the environmentally-conscious consumers of today. The brand focuses on sustainability while delivering high functionality, which resonates with a younger demographic, particularly through social media platforms like TikTok. The ability to engage users through visually appealing content and influencer partnerships has successfully sparked interest and driven purchasing decisions.

Utilizing the unique characteristics of TikTok, ReWEAR strategically implemented various promotions that highlighted aspects of the product that truly resonate with its audience, such as its fragrances. This innovative approach has drawn in new customers, significantly contributing to the brand's sales performance.

With sales data reflecting a remarkable 2.3 times increase against projected figures from April to September 2025, it's clear that the brand’s early marketing efforts and online sales strategies have proven effective.

Highlights of the Product

1. Key Ingredient: Danish Enzymes

The Danish-sourced enzymes included in ReWEAR’s softeners work wonders on clothing by breaking down pilling and fuzz. This important feature stems from a desire to combat textile waste, a pressing issue in the fashion industry. Developed by a manufacturer committed to sustainability, these enzymes selectively react with damaged fibers to help restore clothing to a pristine condition, making colors and patterns look vibrant once again.

Note: Effectiveness may vary by fiber type and is tested primarily on cotton fabrics under controlled washing conditions.

2. Fragrance Profiles

Celebrated perfumers behind luxury brands have formulated the fragrances of ReWEAR's products, ensuring a soft, natural scent that blends seamlessly into everyday life. Two distinct fragrance offerings are available:

- Classic Rose & Musk: This fragrance captures the essence of twilight, enveloping you in a warm, soft aroma reminiscent of a lovingly nurtured bouquet of roses combined with pure linen.
- Fresh Citrus & Green: Evoking the crisp air of dawn, this scent mirrors a refreshing lemon tree amidst the morning mist, promoting a clean, transparent feel to freshly laundered clothes.

You can explore more detailed product characteristics on their official release here.

Product Overview

- ReWEAR Fabric Softener Classic Rose & Musk: 500mL for 880 yen (tax included)
- ReWEAR Fabric Softener Fresh Citrus & Green: 500mL for 880 yen (tax included)
- Refill Packs available for both scents at 800mL for 1,320 yen (tax included).
- Trial Bottle: 350mL of Fresh Citrus & Green for 616 yen (offline exclusive).

Distribution Channels

You can find ReWEAR products through various channels:

- Online at their official website, Rakuten, Amazon, Qoo10, ZOZOTOWN, Yahoo! Shopping, auPAY Market, and TikTok Shop.
- In-Store at drug stores and variety shops nationwide (some exclusions may apply).

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