First and foremost, they don’t. The highest earners, heiresses and inheritors of the world are certainly not doing their own laundry.
The closest Mr(s) Moneybags ever comes to a utility room is to grab a freshly pressed shirt that wasn’t quite ready quickly enough. Meanwhile, the closest the rest of us get to luxury laundry is dropping off the odd basket at our parent’s house. Clichés aside, we wouldn’t do our own washing either if we truly had the means.
Nevertheless, we would curate a château-worthy laundry room in which the chore can be completed. For the uninitiated, the concept of a glamorised utility room and high-end laundry routine not only sounds bizarre, but frankly impossible. Let us enlighten you, for you’ll be gobsmacked by just how luxurious such a menial task can get.
#LaundryTok is very much a thing, and the tag is flooded with over 171,000 posts on TikTok, which combined boast hundreds of millions of views. The most popular creator of the bunch is @melissadilkespateras, who has a whopping 1.6M followers and over 37M likes across the board for her laundry, cleaning and DIY content.
For the followers of this internet sub-genre, it’s a way of making something unbearably quotidian and boring into a hobby. Their highly Americanised utility rooms are filled to the brim with decanted laundry solutions in perfectly labelled, aesthetically pleasing vessels stacked from floor to ceiling. Scent-boosting pods are subscription-bought, and tumble dryer balls are meticulously selected.
But where the upper-middle class utility rooms are most definitely enviable, the 1 per cent take it even further – while keeping the aesthetic ultra sleek and sophisticated. We’re talking multiple washing machines, a dedicated dog-washing section, conveyor-belt drying racks and even a steam locker for disinfecting and de-wrinkling garments after each use.
Most important, however, is the laundry detergent. Many different types exist – from powder, liquid, gel, and capsule to non-bio, delicate, and softly scented. But did you know that some of the world’s foremost luxury fragrance houses have dipped a toe into the laundry market?
While the cult-favourite Santal 33-scented collaboration between Le Labo and The Laundress is no longer available (likely because it was £46 for under 500ml), other gorgeously aromatic options have hit the market recently.
From luxury steamers to ostentatiously scented laundry detergents and mists, we’ve curated a selection of products which the 1 per cent are buying for their staff to use at home.
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Juliette Has a Gun Not a Detergent
Bio or non-bio?: Technically bio, though 95 per cent natural ingredients
Form: Liquid
You may already recognise the name of this René Magritte-esque scent booster. The luxury scent by Romano Ricci has been on the market as an Eau de Parfum for over fifteen years, but its latest iteration as a non-detergent somehow feels far more luxurious than an atomised spray.
The compact bottle may be pricey, but it contains 500ml of cleansing and scent-boosting liquid which has been developed with sensitive skin in mind. Inside, 95 per cent of ingredients are of natural origin, and the bottle itself is made from 100 per cent recyclable plastic. Though it can be used as a detergent, we recommend popping half a cap of this liquid gold in with your regular detergent to take the scent levels up a notch. That way, you won’t go through it all in a week.
Buy now £30.00, Space NK
Dr. Barbara Sturm Laundry Detergent 1L
Bio or non-bio?: Non-bio and dermatologically tested
Form: Liquid
Skincare specialist Dr. Barbara Sturm’s detergent is designed with sensitive skin in mind. Enriched with aloe vera, purslane and panthenol, and free from nasties, it will support the skin’s health from the moment you get dressed in the morning.
The handy packaging makes it easy to decant into your chosen laundry vessels, if laundry room aesthetics are your cup of tea. If not, this 1L detergent comes with a stainless steel beaker. What’s more, the formula has been adapted to suit all fabric types – from delicates such as wool and cashmere to sportswear – making this the only laundry detergent you’ll ever need.
Plant-based, biodegradable ingredients gently break down the muck and grime, while naturally sourced sandalwood and Amyris fragrances imbue all your garments with delightfully luxurious scents.
Buy now £40.00, Dr. Barbara Sturm
Maison Francis Kurkdjian Fragranced Fabric Care
Bio or non-bio?: Bio
Form: Liquid
Better known for Baccarat Rouge 540, the eponymous French perfumer is keeping its loyal fan base on their toes with a launch that breaks away from the typical candles and eau de parfums.
Francis Kurkdjian has brought his fragrance expertise to the world of laundry soap to infuse the fresh, lively notes of Aqua Universalis into your wardrobe. This light and bright scent brings the summer feeling all year long.
The range includes Universal Laundry Detergent for lights and darks alike, the Scented Fabric Softener or a combination as part of the Fabric Care Discovery Set. However, we were particularly besotted by the wonderfully clean, fresh scent of the Aqua Universalis laundry mist, which further imbued our linens with the sumptuous, lasting aromas of pure luxury.
Notes of Sicilian lemon, Calabrian bergamot, white flower and light musks are evident without overwhelming the senses - offering a scent as fresh as the first billowing breeze of summer. However, at £115 per bottle - this certainly isn’t a luxury that many would spend their hard-earned cash on.
If you’re unsure of whether to invest, Maison Francis Kurkdjian offers a discovery set which includes the Aqua Universalis detergent and softener in two 250ml for a total of £45.
Buy now £45.00, Harrods
Tangent GC | Kiyomi Everyday Detergent
Bio or non-bio?: Bio (enzymes)
Form: Liquid
The best of both worlds when it comes to laundry detergent, this option offers a thorough clean while infusing your linens with gorgeous scents. It’s powered by natural enzymes and has a plant-based, vegan-friendly, fossil-free and cruelty-free formulation.
One of the more inexpensive options on the luxury laundry scale, you’ll get a litre worth of Tangent GC Kiyomi Everyday Detergent for £26. Though made in Sweden, the scent infusion is Japanese – Kiyomi means ‘clear’, ‘clean’, ‘serene’ or ‘beautiful’. Think: an ultra-light refreshing and mildly citrusy aroma.
Buy now £42.00, Amazon
Norfolk Natural Living Natural Laundry Detergent
Bio or non-bio?: Non-bio
Form: Liquid
There’s nothing more luxurious than imbuing your garments with the scents of the ocean. Thanks to Norfolk Natural Living, you won’t have to take a road trip over to the North Norfolk Coast for salty air aromas.
Hand-mixed by artisans, one whiff of this delightful detergent immediately makes us think of fresh white dressing gowns and morning brews by the ocean. Clean and fresh, there’s something particularly high-end about the fact that the detergent hasn’t been mass-bottled in a factory, but lovingly bottled by hand in the brand’s Norfolk workshop.
Natural, hypoallergenic and 100 per cent non-toxic, this plant-based wash might not provide the deep clean that larger families with heaping laundry loads need. However, it’s the perfect artisanal detergent for small households which will refresh garments and look brilliant on the shelf.
Buy now £14.50, Norfolk Natural Living
Steamery Dark and Denim Laundry Detergent
Bio or non-bio?: Bio (enzymes)
Form: Liquid
Only the 1 per cent would have a separate, dedicated detergent to prevent washing out denim. Indeed, only the 1 per cent would also have enough denim to fill an entire drum. Extravagantly scented with earthy, sensual oud, Steamery’s Dark and Denim detergent is specially formulated to ensure your pricey jeans never look washed out.
Suitable for all fabrics except wool and silk, this detergent is effective from as low as 20°C and contains no bleach, colourants, zeolites, phosphates or preservatives. Washing at lower temperatures not only helps to protect your garments, but saves water and energy. It’s a win-win.
We’re also huge fans of the myrrh and ylang-ylang all-colours detergent by Steamery, which is also formulated to preserve a full range of colours – from pale pastels and vibrant neon to the darkest darks.
Buy now £20.00, Fenwick
Luxury laundry accessories
LG Styler S3WF Steam Clothing Care System
The ultimate addition to any laundry room big enough to fit it, the LG Styler is the space-age steamer we’ve all been dreaming of. Designed to eliminate germs and odours while cleaning and sanitising items that are difficult or impossible to wash, investing in an LG Styler is like having your own personal, robotic dry cleaner.
LG’s TrueSteam technology has been developed to remove up to 99.9 per cent of allergens from clothes while sterilising bacteria, making it ideal for those with particularly sensitive skin. No more avoiding going to your friend’s house because they’ve got a shedding dog.
The innovative, internal moving hanger is straight out of the year 3000, helping to shake off odours, wrinkles and allergens. What’s more, the Styler doesn’t just work as a steaming cupboard. If you leave the door open at least 45 degrees, you can select a dehumidifying setting which will refresh both the atmosphere and any surrounding clothes.
Buy now £1599.00, John Lewis
Steamery Stockholm Pilo No.2 Fabric Shaver
Before steaming or after washing your precious wool and cashmere garments, it’s essential to de-bobble them. The task has never been easier than with the incredibly high-tech Steamery Stockholm Pilo No.2 Fabric Shaver. Designed to remove excess piling fabric without damaging your garments, the shaver features six precision razor blades which remove lint and piling gently and effectively. This cordless wonder has a two-hour battery life, and your purchase includes a cleaning brush, USB charging cable and handy manual.
Buy now £55.00, Harrods
Steamery Stockholm Cirrus No.3 Iron Steamer
For those who can’t quite fit an LG Styler in their households, the Steamery No.3 is one of the best handheld steamers on the market. Available in a range of contemporary hues to suit your aesthetic, the No.3 is a fascinating hybrid between an iron and a steamer – making it incredibly versatile.
For casual suit-wearers, you can achieve a luxurious pressed look from the comfort of your own home, or simply steam out wrinkles in a silky garment. Travel-safe and designed to automatically switch-off after 30 minutes of inactivity, the No.3 comes with an ironing mitt to slip under your garments which will protect your hands from the steam.
Buy now £150.00, Harrods
Dirty Labs Free & Clear Bio Enzyme Laundry Booster
Hailing from the USA, luxury laundry brand Dirty Labs has made a name for itself thanks to the bio enzyme technology that is imbued in all of its products. The enzyme formula contains Phytolase, which breaks down hard to remove biological stains like sweat and sebum – meaning no more yellowed necklines and underarms. This scent-booster, unlike most others, isn’t heavily fragranced, but instead helps to banish odour and make whites even whiter.
Buy now £19.00, Revolve
