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Natural products are on-trend these days — especially when it comes to laundry and personal care — and Frey is leading the charge. Known for their elevated scents and eco-conscious formulas, Frey has quickly become one of the most talked-about names in the laundry aisle. In our view, they’re not just another “clean brand”— they’re setting a new standard for what laundry detergent should be.

Laundry has never been something to get excited about. Most of us grab the same mass-market detergent our moms used, not really thinking about what’s inside — or why all of them smell vaguely the same.

That’s because most traditional detergents are packed with synthetic chemicals, dyes, and cheap fragrances. Not only are they harsh on clothes and skin, but they’re also harmful to the environment.

Have you ever really thought about what’s in these detergents? And why do they all smell the same? It’s because they all contain the same thing: chemicals. According to Forbes, “Frey‘s detergent concentrate is free of harsh chemicals, parabens, dyes, and phosphates, plus comes in smaller bottles, which results in 70% less plastic than most brands.”

That’s where Frey stands out. Their ultra-concentrated liquid laundry detergent is plant-based, free from parabens, phosphates, and sulfates, and it still delivers a powerful clean. Even better? It smells incredible — and it’s available on Amazon with no subscription required.

Image by Sinitta Leunen for Pexels

🧴 What You Get with Frey

Frey’s Liquid Laundry Detergent is available on Amazon for $43.99 for 30.4 fl oz, which covers 50 concentrated loads — that’s about $1.10 per load. While it’s a premium price compared to the big-name brands, a little goes a long way, and the elevated experience is well worth it.

Available scents include:

• Cedar Grove (Cedarwood, Oakmoss & Amber)
• Coastal Oak (Oak, Sandalwood & Amber)
• Jasmine Meadow (Jasmine, Rose & White Cedar)
• Bergamot Beach (Bergamot, Sea Salt & Driftwood)
• Cedar Grove & Bergamot (Cedarwood, Bergamot & Amber)
• Fragrance-Free (Unscented – no added fragrance)

Each scent has its own character — sophisticated, earthy, and modern, unlike the overpowering synthetic perfumes found in traditional detergents.

🧼 Our Experience

From the moment we opened the washing machine, the fragrance hit in the best way — refined, subtle, and natural. We tested Frey’s Cedar Grove scent, and it made our laundry smell more like a luxury candle than a load of clothes.

Even more impressive: the detergent works. Our clothes are now soft, clean, and fresh. Over time, we noticed less fabric breakdown and fading, which aligns with Frey’s goal to preserve your wardrobe. It’s clear this formula was created with longevity in mind.

But it doesn’t stop at laundry, Frey is here for all of your natural products needs. They offer personal care items like deodorant, shampoo & conditioner, body wash, hand soap, hand cream, sanitizer, shaving lotion, plus more chemical-free products.

Basically, Frey‘s products are good for your clothes, good for you, and good for the world. It’s a triple win. Frey gets our seal of approval!