Startup CPG Newswire:
Wishing Well Launches Dryer Sheets in First Product Category Expansion Beyond Detergent
PRESS RELEASE — NEWS PROVIDED BY Samantha Freres for Wishing Well
MINNEAPOLIS, MN (SEPTEMBER 2026) — Wishing Well, the modern laundry brand transforming laundry day into a self-care ritual, today announced the launch of its first-ever dryer sheets, marking the brand’s first product category expansion beyond detergent.
Founded by best friends, college roommates, and colleagues Sarah Pellicci Salveson and Samantha Freres, Wishing Well launched with the belief that laundry isn’t just household care; it’s self-care. After repeatedly hearing from customers who wanted more ways to experience and layer their favorite Wishing Well scents, the founders saw a natural next step: create the finishing touch to the laundry routine.
“When we launched Wishing Well, our goal was never to create just one great detergent. We wanted to rethink the way people care for their clothes from start to finish,” said co-founder Sarah Pellicci Salveson. “Our customers kept asking for more ways to experience the scents they love, so dryer sheets felt like the natural next step.”
Wishing Well Dryer Sheets combine plant-based cellulose fibers, perfume-level fragrance, and fabric-care benefits in one sheet. Designed to complement the brand’s detergents, they soften fabrics, reduce static, smooth wrinkles, and layer fragrance for one continuous scent experience from wash to dry.
Like all Wishing Well products, the dryer sheets were developed around the brand’s standard: Good for You. Good for Your Clothes. Good for the Planet. They are free of parabens, phthalates, dyes, optical brighteners, ethoxylated ingredients, 1,4-dioxane, SLS/SLES, formaldehyde, phosphates, and chlorine bleach, and are cruelty-free and vegan. Unlike traditional dryer sheets made from petroleum-based polyester, Wishing Well’s are made from plant-based cellulose fiber derived from wood pulp, with no polyester or microplastics.
The dryer sheets debut in two of Wishing Well’s signature scents:
-Afterglow: A rich, warm floral featuring bergamot and fresh fruit balanced by elegant florals, with grounding base notes of patchouli, tonka, and chocolate.
-Boyfriend Material: A crisp, woody, fresh fragrance that opens with bergamot and pink pepper, followed by geranium and moss over a grounded base of vetiver.
Both scents match Wishing Well’s existing detergent lineup and are designed to be used together, allowing consumers to layer the same fragrance throughout their laundry routine.
“Fragrance has always been a huge part of what makes Wishing Well feel different,” said co-founder Samantha Freres. “We don’t think about Afterglow or Boyfriend Material as traditional ‘laundry scents.’ They’re moods and fragrances you actually want to wear. The dryer sheets bring that perfume-level scent experience into another step of caring for your clothes.”
Wishing Well Dryer Sheets include 80 sheets per box (approximately 80 loads), priced at $14.99, and are manufactured in the USA at wishingwellwashing.com.
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 creates products that are tough on stains and odors yet gentle on clothing, skin, and the planet. With thoughtful design, fine fragrance-inspired scents, and high-performance formulas, Wishing Well brings a little magic back to laundry day and reimagines the laundry aisle for a new generation. Since launch, Wishing Well has been recognized by HGTV and Better Homes & Gardens and expanded to Revolve, where its Boyfriend Material detergent became a #1 bestseller.
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