Comfort not only provides exceptional softness and fantastic fragrances; using Comfort in every wash leaves clothes feeling soft and gentle on your skin. It also protects the colours of clothes. It keeps clothes looking newer for longer and after washing it speeds drying times and helps make ironing easier.
Comfort was the first fabric conditioner to be launched in the UK in 1969 and continues to be the market leader, with Comfort Pure being the best selling fabric conditioner in the UK.
In 1980 Comfort was re-launched with more perfume, improved softness and a richer appearance, while 1984 saw the launch of the first concentrated fabric conditioner for Comfort that was three times more concentrated than diluted fabric conditioner.
The nineties saw many changes to the Comfort brand: a new logo and more modern packaging in 1992 and the first fully biodegradable formulation in 1993, followed in 1998 with the introduction of Comfort’s first hypoallergenic fabric conditioner (Comfort Pure).
In 2007 Comfort was the first brand to introduce Encapsulated Fragrance technology, delivering even longer lasting freshness and fragrance.
In 2009, Comfort launched its fruit and flowers sensorial range, Comfort Exhilarations, with tempting and uplifting fragrances in Strawberry&Lily, Blueberry & Jasmine and Melon & Lotus Flower.
In 2010, two of Comfort's best sellers - Blue Skies and Sunshiny Days –were re-formulated to offer its best ever outdoorsy freshness. It was also the year when Comfort Pure and Pesil Non-Bio worked together for the first time under the new ‘better together’ mother and baby programme.
In 2014, Comfort re-launched the Comfort Exhilarations range as Comfort Creations, blended by perfume experts. The range also included 3 new variants: Honeysuckle & Sandalwood, Snapdragon & Patchouli and Indian Rose & Musk. All three variants were developed with top fragrance houses and come in a first to market shimmer matt effect bottle.
The British Skin Foundation recognises Comforts research into skin care.