Procter & Gamble has introduced Gain Plus, a new premium laundry offering designed to elevate both scent and cleaning performance. The launch includes an enhanced core Gain formula, reflecting the company’s strategy to strengthen its laundry portfolio with value-added products.

Gain Plus features advanced Oxi-enhanced cleaning technology to boost whiteness and stain removal, upgraded enzyme odor defense to eliminate soils causing odors, and concentrated fragrance microcapsules for long-lasting scent. Core Gain detergents also receive a 2X increase in soil-release enzymes and refreshed packaging to highlight key benefits.

Gain Plus liquid detergents and single-use flings will be available at major U.S. retailers, including Walmart, Target and Amazon, beginning in March 2026. The full collection will expand by product and scent through June 2026 across online and in-store channels.

The Gain Plus launch aims to capture premium laundry spend and reinforce P&G’s leadership in scented detergents. By appealing to scent-driven consumers and offering upgraded core formulas, P&G expects to bolster category share and drive incremental revenue growth in its fabric care segment.