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Clothes are more than just clothes. They have the power to make you look and feel amazing. At Comfort, we know how important it is to make those beloved items last. Comfort wants your clothes to look as amazing as you feel.
Comfort was the first fabric conditioner to be launched in the UK in 1969 and has constantly evolved to meet the market needs. The nineties saw many changes to the Comfort brand: alongside a new logo and more modern packaging, the decade saw Comfort’s first fully biodegradable formulation in 1993, followed by the introduction of the brand’s first hypoallergenic fabric conditioner in 1998.
Image from the Unilever Archives: Comfort 1985
In 2021, Comfort launched Comfort Ultimate Care. The range was a re-launch of the Comfort ultra-concentrated fabric conditioners, adding additional clothes care benefits, with unique Pro-fibre technology offering fibre protection, colour protection, and helping to retain the shape of clothes.
Comfort's rich history of innovation continues to this day, with 2023 introducing concentrated fabric conditioners with Stay Fresh Technology, ensuring 100 days of freshness and fragrance[a]. Additionally, in response to the growing demand for enhanced fragrance experiences, Comfort launched the Botanicals and Elixir ranges in 2024. These ranges provide the benefits of a traditional conditioner while preserving the fabric’s breathability and absorbent properties.
We want you to look as amazing as you feel.
With storage and line drying
If you have any questions or comments about Comfort, please visit our contact page.
Unique long-lasting fragrance has always been at the heart of Comfort’s appeal, alongside clothes care and softness. Read how its latest transformation is reinvigorating the brand, ensuring it’s well positioned for future growth.
A quick look at the brands, categories and innovations driving our underlying sales and volume growth for H1 2025.
A quick look at the brands, categories and innovations driving our underlying sales growth for Q1 2025.