Why I Created Laundry 2JOUR

Laundry 2JOUR began long before it had a name — or even before 2Jour Stylist existed. It started with a very personal frustration: I cared deeply about my clothes, about how long they lasted, how they felt, and how they smelled, yet laundry products always felt like an afterthought. Functional, yes — but never considered.

I enjoy the ritual of laundry. The quiet time, the sense of care, the calm satisfaction of freshly washed clothes. And yet, I couldn’t find a product that truly reflected that experience. Especially when it came to scent. Most detergents smell strong in the bottle and disappear on fabric, or leave behind something synthetic and overwhelming. None of them treated fragrance with the same respect as fine perfumery.

That’s where Laundry 2JOUR began.

From the very start, fragrance was the core. Not decoration, not marketing — but the foundation with an ambition to become the best smelling luxury laundry detergent. I wanted a fine-perfumery fragrance that actually stays on clothes, one that unfolds subtly with movement and becomes part of how you experience what you wear.

Of course, scent alone isn’t enough. Laundry 2JOUR is built on science-backed fabric care, designed to clean effectively while respecting fibres, colours, and garments you intend to keep for years. It’s made for real wardrobes — the kind you build slowly and thoughtfully.

The final element was experience. I wanted a product that felt right to use and right to keep in your home. A bottle you don’t hide away. A product that turns laundry from a task into a small, intentional ritual.

Laundry 2JOUR is not about pushing one more product just for the sake of it. It’s about doing one thing properly: bringing together fine fragrance, thoughtful care, and refined aesthetics in one bottle. Well, I am a perfectionist, there couldn't be other apporach.

The first edition is now launching on Kickstarter as the beginning of a long-term project — one shaped slowly, with intention, and in dialogue with those who value care as much as I do. I’d be so happy if you joined me on this journey and supported its first launch. Beyond the product itself, I spent time carefully creating the reward tiers, as I wanted them to extend the vision of Laundry 2JOUR. I hope you enjoy exploring them.

Be The First to experience Laundry 2JOUR.

We are completing the final touches on our debut product — the Laundry 2JOUR Universal Detergent, launching in a limited first batch of 2–3 signature fragrances.

Join the early access list to be notified at launch and secure the numbered first production here.

Care that lingers. Scent that stays. Laundry 2JOUR.