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Welcome to Deep Reviews—your one-stop destination to discover the absolute best products and brands the beauty industry has to offer. The Who What Wear staffers you already know and trust will research, test, and review the market’s most sought-after and buzzed-about products to see which products are truly worth your hard-earned money and attention. You can expect honest, completely uncensored feedback and no-BS recommendations our hard-to-please testers endorse without reservations.

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My laundry situation has been completely disrupted, y’all, and I can’t stop telling everyone I know. What if I told you that there is a laundry detergent that is clean, makes your laundry smell like fancy, rich-lady laundry with a Le Labo–level scent, and is temporarily on sale? It’s real, and I promise once you try it, you will never look back. I almost look forward to doing laundry now. I’ve been using it for a year now and have formed such an attachment to this product that if it were to be discontinued—*shudders at the thought*—I’d stockpile it and truly miss it in my life when I ran out. Accordingly, when I found out one of the scents has a 15% of coupon (only until April 23rd!), I ran to tell you.

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Murasaki ScentJasmine, Matcha, and Vetiver . Dirty Labs’s newest scent is just as special and complex as their signature one I initially fell in love with. While I think the Signature scent, which I review below, may be more of a universal crowdpleaser, the Murasaki fragrance is almost more timeless. It’s the more feminine scent of the two and is straight up heavenly the moment you uncap the container. When my husband smelled it, he declared, “It smells European,” and I thought, he’s so right.  I think of the Murasaki as the sophisticated scent and the Signature as the cool and current scent. The smaller size of the Murasaki is the only scent on sale, and honestly, you’ve got nothing to lose by trying both!

Murasaki Scent
Jasmine, Matcha, and Vetiver 

Dirty Labs’s newest scent is just as special and complex as their signature one I initially fell in love with. While I think the Signature scent, which I review below, may be more of a universal crowdpleaser, the Murasaki fragrance is almost more timeless. It’s the more feminine scent of the two and is straight up heavenly the moment you uncap the container. When my husband smelled it, he declared, “It smells European,” and I thought, he’s so right.  I think of the Murasaki as the sophisticated scent and the Signature as the cool and current scent. The smaller size of the Murasaki is the only scent on sale, and honestly, you’ve got nothing to lose by trying both!

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Signature Scent
Magnolia, Bergamot, and Cedar

The brand’s signature magnolia, bergamot, and cedar scent is truly straight from heaven. I can’t picture anyone not falling deeply in love with it. It’s literally the smell of luxury. The cedar adds a delicious woodsiness that is cut by the clean, fresh scents of citrus and floral. It’s subtle but has staying power. As I mentioned before, it smells as high-quality, special, and nuanced as a Le Labo scent. As a girl who lives in L.A., where that’s essentially the perfume brand of choice, trust me when I say it’s comparable. In other words, if you told me this was a Le Labo detergent, based on the smell alone, I’d say yep, that checks out.

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Clean Ingredients: Honestly, the scent matters the most to me, but it’s also a big bonus that the formulation is clean. If you’re trying to use more clean products, I’ve heard that laundry detergent is one of the best categories to start in in terms of impact because you’re wearing your clothes washed in the detergent all day. Conventional detergents have a lot of toxic chemicals, and this has nontoxic, biobased ingredients that are safe for sensitive skin, babies, and pets. It also happens to be cruelty-free, vegan, and hypoallergenic.

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It Works: I know laundry detergent is also supposed to clean your clothes, not just make them smell good, and for me, Dirty Labs delivers in this category, too. It cleans my clothes just as well as the detergents I’ve used before.

Environmentally Friendly: The formula is super concentrated, unlike more traditional detergents, so you can get the same number of loads out of a much smaller bottle. Smaller packages equal a lower carbon footprint, and the aluminum bottles can be infinitely recycled too. As someone who is suspicious of using only a small (concentrated) amount of detergent—Will my clothes be clean enough? Will they smell nice?—I can confirm the answers are yes and yes with about a third the volume of detergent I would use with other brands.

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The cost of Tide at Target right now is 23 cents a load. The large size of Magnolia, Bergamot, and Cedar is 33 cents a load, so yes it’s more expensive, but to me, I think the bonuses of the truly incredible scent and the fact that it’s not full of toxic ingredients is absolutely worth an extra 10 cents a load.  

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For the people who prefer a non-scented situation.

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I’ve tried this product too, and I’m not 100% sure if it boosts the same way a product like OxiClean might, but it’s clean, and I like to use it because my white sheets can use all the boosting they can get.

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Make sure to treat your delicates right with this specially formulated detergent.

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I haven’t tried the brand’s dishwasher detergent yet, but the plethora of glowing reviews speak for themselves.

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If you don’t already have dryer balls, now is the time to stock up on the discounted staple. They reduce drying time, static, and wrinkles, so they’re a very smart investment.

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These are smaller versions if you want to dip your toe in with a starter kit. Next up, the best Amazon finds of 2023, so far.

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