Tide Expands Free & Gentle Line for the First Time in Over 30 Years with New Light Scented Innovation, Fresh & Gentle

Designed to be gentle, Tide Fresh & Gentle introduces a nature inspired fragrance to its dermatologist-tested formula for a deep clean consumers can trust

CINCINNATI--(BUSINESS WIRE) -- For the first time in over 30 years, Tide Free & Gentle has launched a second addition to its existing portfolio with the release of the NEW Tide Fresh & Gentle with Coastal Oasis Scent, delivering the trusted, superior clean consumers expect from Tide, but now with a light, dermatologist-tested scent.

Tide Fresh & Gentle marks the first dermatologist-tested scented product addition to the Free & Gentle line up in over three decades, intentionally created for consumers who no longer want to choose between gentleness, scent and cleaning performance. Combining all three in one trusted laundry solution, Tide Fresh & Gentle with Coastal Oasis scent was thoughtfully designed for those with sensitive skin.

Is Tide Fresh & Gentle Safe for Sensitive Skin?

For years, Tide Free & Gentle has been trusted by sensitive skin consumers and is continuing its commitment to gentleness with the NEW Tide Fresh & Gentle. Gentle on both skin and fabric, Tide Fresh & Gentle was carefully crafted for the growing consumer interest in safer, scented products.

"It’s been a year of great innovation for Tide. Tide evo challenged what laundry detergent can look like. Now, we are rethinking what gentle laundry can smell like," said Kimberly Romine, Fabric Care Scientist at Procter & Gamble. "We spent months speaking directly with sensitive skin consumers about the role fragrance plays in their laundry experience and what they would need to feel confident choosing a scented detergent. The result is a light, relaxing scent that stays true to the superior cleaning performance people trust from Tide Free & Gentle."

Why Add Fragrance to the Tide Free & Gentle Formula?

Research shows that more than 80% of sensitive skin consumers who purchase free detergents want more scent in their laundry routines, with fragrance serving as both a signal of clean laundry and an enjoyable part of their laundry routine.

To meet this need, Tide developed Tide Fresh & Gentle with Coastal Oasis Scent, combining extensive research and engagement with real consumers to build the ideal fragrance profile. The result was a laundry experience that provides a no-compromise clean that transports consumers to a moment of relaxation and peace.

Tide Fresh & Gentle is an additional scented option and does not replace the original fragrance-free Tide Free & Gentle.

What is the Coastal Oasis Scent?

The "Coastal Oasis" scent in the new Tide Fresh & Gentle was designed to feel like a moment of relaxation and peace. The fragrance notes include a curated combination of light fruit and floral scents that transport consumers with every sniff, including pear, linen, amber, peach, jasmine, and lily.

Is Tide Fresh & Gentle Dermatologist Tested for Sensitive Skin?

The Tide Fresh & Gentle formulation and Coastal Oasis fragrance are both dermatologist-tested for sensitive skin and made without dyes for a powerful, but gentle laundry experience consumers can trust.

Does Tide Fresh & Gentle Have the Same Cleaning Performance as Tide Free & Gentle?

Similar to the original Tide Free & Gentle, Tide Fresh & Gentle maintains its upgraded "Free You Can See" translucent formula, a clearer liquid formulation comprised of refined, purified raw materials designed to help achieve whiter whites, brighter colors, and enhanced cleaning power.

Tide Fresh & Gentle provides the same simpler, trusted key benefits:

  • Science-backed approach and widely trusted by consumers

  • Formulated with an advanced polymer that helps release soil from synthetic fabrics

  • Lab-tested to deliver the cleaning performance consumers expect from Tide

  • Designed for everyday laundry, including meaningful and delicate items

Availability

Tide Fresh & Gentle with Coastal Oasis Scent will be available online beginning September 1, 2026 through Walmart.com and Target.com as a liquid detergent with an MSRP starting at $4.99. A second Tide Fresh & Gentle product, Tide Fresh & Gentle with White Lavender Scent, will also be available online September 1, but exclusively at Target.

Both products will continue rolling out to Target retail locations nationwide throughout early September, in addition to Publix, HEB, and CVS for Tide Fresh & Gentle with Coastal Oasis Scent only.

Learn More

Visit www.tide.com to learn more about Tide products. Follow TideLaundry on TikTok and Instagram for product updates, cleaning tips, and product insights.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

Contact

Sarah Pryor

MSL New York

Sarah.Pryor@MSLGroup.com