In the ever-evolving landscape of laundry care, innovation continues to be shaped by consumer expectations — convenience, performance, and environmental responsibility. For consumers, performance is largely a sensory experience: if laundry looks clean and smells fresh, it feels clean. This is why visible cleaning results and lasting fragrance remain key drivers of innovation in the category. Within fabric care specifically, Micro Fibrillated Cellulose (MFC) is emerging as a promising ingredient capable of enhancing both performance and formula cost efficiency.

MFC consists of cellulose fibrils — the smallest structural units of cellulose fibres. When dispersed in water, these fibrils form an extensive three-dimensional network through hydrogen bonding and mechanical entanglement. This network structures and stabilizes active ingredients, enabling uniform distribution and optimized dosage across formulations. The result is improved performance and reduced ingredient dosage without compromising user experience.

In particular, MFC structures encapsulated fragrances and ester quats, leading to improved release profiles and enhanced fabric freshness while maintaining softness. In this webinar, we will explore how MFC influences the efficiency and release profiles of both encapsulated and unencapsulated fragrances, illustrating how small dosage components can have a significant impact on formulation performance and overall cost efficiency.