Forever & Ever

More than just a gentle wash, Forever & Ever (recently changed in 2025 from 'Forever New') is a promise that if you launder your clothes with care, they will look and feel new - longer. Both powder and liquid formulas are low-sudsing and designed for hand-washing, High Efficiency (front loader), and standard washing machines. Take care of your investment.
Committed to gentle, effective cleaning, Forever New will always be made with eco-friendly, plant-based, biodegradable cleansers, naturally derived essential oils, free of parabens, phthalates, SLES and dyes, and is never tested on animals.