Floretti
Why Floretti started
Born from a true wash routine
Floretti didn't start at a meeting table, but at home, during a period when the laundry basket filled up faster than ever.
Started as a young dad, right in the middle of baby laundry.
When I first became a father, something as simple as laundry suddenly became a daily routine. Bodysuits, muslin cloths, bedding, small clothes – everything had to be clean, often, and preferably without unnecessary fragrances.
My girlfriend and I wanted an alternative that was practical for home, felt lighter to use, and better aligned with how we wanted to choose everyday products. No heavy bottle in the cupboard, no messy dosing, and no superfluous plastic packaging.
This led us to laundry strips. For baby laundry, a fragrance-free option immediately made sense: clean laundry without added perfume. At the same time, for our own clothes, we also wanted a pleasant scent experience. That's why Floretti is starting with a compact basic line: Fresh Linen, Lavender, and Fragrance-Free.
This foundation has been kept intentionally lean. First, we want to perfect one daily routine. After that, we will gradually expand Floretti to include more products that do the same: less hassle, smarter dosing, and more pleasant to use.
Started with baby laundry
As a young father, I noticed how quickly the laundry basket filled up with onesies, cloths, and bedding.
Fragrance-free as a logical basis
For baby textiles, we wanted a clean wash without added perfume. That's why Fragrance-Free was given a permanent spot from the start.
Scents for every day
We also wanted a pleasant fragrance for our own clothes. That's how Fresh Linen and Lavender came about, in addition to Fragrance-Free.
Start smarter washing
Try the baseline Floretti started with
Choose Fresh Linen, Lavender, or Fragrance-Free: compact, pre-dosed, and made for today's laundry routine.