Startup CPG Newswire:
Wishing Well’s Boyfriend Material Laundry Detergent Wins 2026 HGTV Editors’ Clean Home Award
PRESS RELEASE — NEWS PROVIDED BY Morgan Kilmer for Wishing Well
MINNEAPOLIS, MN (JULY 2026) — Wishing Well, the modern laundry brand transforming laundry day into a self-care ritual, today announced that its Boyfriend Material laundry detergent has been named a winner in the 2026 HGTV Editors’ Clean Home Awards.
Each year, HGTV evaluates hundreds of home cleaning products to recognize the standouts that deliver exceptional results in everyday use. For this year’s program, HGTV reviewed more than 300 product submissions before selecting finalists for in-home testing. A panel of 13 editors and testers assessed products across a range of factors, including cleaning performance, ease of use, value, design, and sustainability, before selecting this year’s winners.
The complete list of winners is available at: https://www.hgtv.com/shopping/news-and-trends/hgtv-editors-clean-home-awards-2026.
Wishing Well was recognized for its ultra-concentrated laundry detergent that pairs powerful cleaning performance with fine fragrance-inspired scents and non-toxic, sensitive-skin-friendly ingredients. Packaged in a sleek aluminum bottle, Boyfriend Material transforms an everyday household essential into a product consumers are proud to display.
“We created Wishing Well because we believed laundry products should care for your clothes, your skin, and the environment all at once,” said co-founder Sarah Pellicci Salveson. “Being recognized by HGTV reinforces that consumers no longer have to choose between clean ingredients, beautiful design, and powerful cleaning performance.”
Founded by best friends Sarah Pellicci Salveson and Samantha Freres, Wishing Well launched with a simple ethos: Laundry isn’t just household care—it’s self-care. The brand’s ultra-concentrated formula is free of harsh chemicals yet tough on stains and odors. Its sleek aluminum pump bottle reduces plastic waste and eliminates the mess of traditional detergent jugs.
“Our goal was to create a laundry detergent that people actually look forward to using,” said co-founder Samantha Freres. “From the formula to the fragrance to the packaging, every detail was designed to elevate the everyday laundry experience.”
Wishing Well’s Boyfriend Material Laundry Detergent delivers 74 loads per bottle for $26.99, offering premium performance at a competitive per-load price.
Wishing Well products are available for purchase at wishingwellwashing.com and Revolve.com. To learn more, visit wishingwellwashing.com and follow @wishingwellwashing on Instagram and TikTok.
About Wishing Well
Wishing Well is a modern laundry brand founded in 2025 by Sarah Pellicci Salveson and Samantha Freres. Designed to transform laundry into an act of self-care, Wishing Well’s ultra-concentrated, non-toxic formulas are tough on stains and odors yet gentle on skin and the planet, all in compact, aesthetically pleasing aluminum packaging that reduces plastic waste and looks good in any laundry space. With thoughtful design, fine fragrance-inspired scents, and powerful cleaning at a wallet-friendly price, Wishing Well is reimagining the laundry aisle for a new generation.
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