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New brand launches laundry detergent for men


HARWOOD, Md. -- As lifestyle products for men continue to disrupt the beauty aisles, a new brand is looking to disrupt the laundry care aisle too.

A startup called Frey for Men has launched an eco-friendly laundry detergent with an unmistakably masculine oak and musk scent, and plans to debut a premium air freshener, concentrated laundry detergent, stain remover and wrinkle releaser.

“We are thrilled with customer reviews of our laundry detergent for men,” said Frey co-founder, Leif Frey. “This positive response inspires us to ask our customers directly what they want from FREY next.  And so, we are answering their requests by rolling out additional products we know they want and need.”

Frey says it caters to gentlemen who appreciate quality products designed specifically for their dynamic yet domestic-conscious lifestyles.  With new additions to its brand portfolio, the brand is moving full-steam-ahead to carve a space of its own within men’s grooming and household product niches.  The line is available at, where the following items make their debut:

  • Frey Premium Air Freshener, 16 oz., $14

  • Frey Premium Concentrated Laundry Detergent, 24 loads, 16 oz., $10/Two 16 oz. bottles, $17.00

  • Frey Premium Stain Remover, 2 fl. oz., $7

  • Frey Premium Wrinkle Releaser, 2 fl. oz., $7

The brand's is also partnering with Paramount Pictures and MGM’s BEN-HUR on no-purchase-necessary contests, sweepstakes and giveaways of movie tickets through a digital media campaign on its website, through August. 

Frey for Men products are currently available on

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