High-performance laundry surfactants for today’s fabric care formulations

Custom detergent formulation with Shell NEODOL® alcohols and surfactant building blocks

Scent plays a defining role in how consumers judge detergent quality and choose the brands they trust. Understanding these preferences helps formulators design products that meet modern expectations.

Shell NEODOL® alcohols and ethoxylates are reliable, high-purity surfactant ingredients that support emulsification, wetting, and soil removal, and can hold fragrance within modern detergent formulations.

These nonionic surfactants also serve as key building blocks for anionic systems, including ingredients used to produce linear alkylbenzene sulfonate (LAS) systems.

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See how surfactant choices align with evolving scent trends

What markets does your company serve?

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Explore custom detergent formulation needs

Fabric care consumers in different regions all have varying purchase motivations. Below are a few examples:

North America

There's a growing demand for premium, specialised laundry detergents, such as formulations for sensitive skin that work well in high-efficiency washing machines. 1 2

Europe

Europeans want premium, innovative laundry care formulations, such as formulations with natural ingredients that work well with smart washing machines.3

Turkey

There's a need for convenient, high-quality detergents that make doing laundry faster and easier without sacrificing performance.4

Latin America

Latin American consumers are interested in concentrated detergent formulations.5

India

There's a need for convenient, high-performing and gentle fabric care, such as formulas for shrinkage and fading prevention.6

Rinse away fabric care manufacturing challenges

Fabric care manufacturers face multiple obstacles in today's ever-changing, competitive market. If you identify with any of these challenges, our experts are here to help.

Challenge Solution
Develop flexible formulations
Formulators need flexible feedstocks for various custom detergent formulations to meet regional consumer needs. 		Shell NEODOL and Shell NEODENE versatile building blocks come in various grades for detergents and surfactants.
Produce consistent products
Scientists need raw materials that offer various desired attributes. 		Our scientists continually refine our linear alcohol ethoxylates for fabric care and can offer customers industry-leading expertise.
Adopt innovative formulas
Only 35% of global consumer packaged goods (CPG) launches were new in early 2024.7 		Our experts understand your needs and can provide innovation and support to adapt to market change and fabric care customer demands.
Secure reliable feedstock
Supply chain disruptions, like extreme weather and geopolitical tensions, threaten production or cause shutdowns. Manufacturers need a reliable supplier to ensure feedstock security. 		Shell Chemicals can provide consistent supply and scale to serve our fabric care customers’ international needs.
Provide safe ingredients
Increasing regulation and consumer demand pressure manufacturers to comply quickly to remain profitable. 		Several Shell NEODOL grades are certified as EPA Safer Choice and REACH registry ingredients, helping them meet evolving regulatory and consumer demand.

Article

Clean and convenient: how modern lifestyles shape laundry trends

Laundry care consumers want solutions that make life easier, integrate seamlessly with smart home technologies and align with their values. Discover how to turn these trends into opportunities.

Read the article
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Develop consistent, high-performing laundry detergent with Shell NEODOL and Shell NEODENE derivatives for fabric care formulations

Specifically for fabric care formulation, Shell NEODOL alcohol ethoxylates can help formulators create stand-out products tailored to consumers’ unique needs.

The scientists at Shell Chemicals continually develop and improve our product lines, and they are always willing to offer industry-leading expertise to customers formulating with Shell NEODOL and Shell NEODENE derivatives.

Explore our portfolio, properties, and end uses:

Shell NEODOL alcohols

  • Lightly branched structure, available in multiple carbon ranges.
  • Readily biodegradable

Shell NEODOL ethoxylates

  • Excellent detergency, even at lower washing temperatures
  • Broad portfolio, provides freedom to formulate

Shell NEODENE linear alpha olefins

  • Variety of carbon ranges, with blends having consistent alpha olefin composition
  • High purity, enabling high yields for derivatives

1 “Unveiling the Dynamics of the Global Laundry Detergent Market: Trends, Challenges, and Future Prospects 2024-2032,” Medium. 2023. https://medium.com/@jessicalucas.me/unveiling-the-dynamics-of-the-global-laundry-detergent-market-trends-challenges-and-future-00b2d0900a6b

2 3 “Laundry Care Market Size & Trends,” Grand View Research. 2024. https://www.grandviewresearch.com/industry-analysis/laundry-care-market-report

4 “Turkey Laundry Care Market 2024,” Strategy Helix Group. 2024. https://strategyh.com/report/laundry-care-market-in-turkey/

5 “Unveiling the Dynamics of the Global Laundry Detergent Market: Trends, Challenges, and Future Prospects 2024-2032,” Medium. 2023. https://medium.com/@jessicalucas.me/unveiling-the-dynamics-of-the-global-laundry-detergent-market-trends-challenges-and-future-00b2d0900a6b

6 “India Fabric Care Market Report 2024,” Mintel. 2024. https://store.mintel.com/report/india-fabric-care-market-report

7 “With genuine innovation at an all-time low globally, the time to innovate is now,” Mintel. 2024.