Skincare routines typically begin with a gentle cleanser. But dermatologists say having a clean, soft towel at the ready is just as important in cradling a skin’s delicate microbiome with tender loving care when drying the face.

That’s why All Free Clear Laundry Detergent wants to transform the conversation around skincare by introducing laundry as the first step in a sensitive skincare routine.

“Skincare-related matters and products are always popular conversation topics, but many overlook a simple step that they already do regularly – laundry,” said Julia Galotto, vice president of marketing at Henkel. “You might not find it in the skincare aisle, but your laundry detergent is an important part of your sensitive skincare routine because the items that we wash touch our skin nearly 24 hours a day. That’s why we’re enlisting trusted dermatologists to help us spread the word that laundry detergent belongs in the skincare conversation.”

Tips from ‘Derm-Fluencer’ Dr. Lindsey Zubritksy

Kicking off on National Skincare Education Day on June 1 and extending throughout the year, All will launch an edutainment content series with its trusted dermatologist partners to educate consumers about how skincare can begin in the laundry room.

The news comes one year after the brand’s announcement of its first Chief Dermatology Advisor, Dr. Lindsey Zubritsky, in April 2024. The content series will go live throughout June on the All brand and “derm-fluencer” Instagram and TikTok channels aiming to bridge the gap between laundry care and skincare.

Sharing their top hacks to help strengthen skincare IQs and build better routines, the video series will feature a lineup of board-certified dermatologists and All free clear partners, including educating consumers through multiple communications. These involve a sponsored appearance of Dr. Zubritsky, on the Drew Barrymore Show on Tuesday, June 3 to discuss skincare tips and the connection between laundry care and skin care.

Being 100% free of dyes and fragrance allergens, All Free Clear is a recipient of the National Psoriasis Foundation Seal of Recognition, which highlights products intended to be non-irritating and safe for those living with psoriatic disease. All products awarded the seal include: 30-ounce and 73-ounce All Free Clear Original; Advanced OXI and Odor Relief Liquid Laundry Detergent; All Free Clear Mighty Pacs; All Free Clear Dryer Sheets; and All Free Clear Liquid Fabric Softener products – all of which are available at Walmart, Amazon, Target and grocery chains nationwide.