With dominant players already owning strong price or prestige positions, launching a new “softergent” needed more than just being another fresh-smelling bottle on the shelf. We uncovered an overlooked white space in the softergent category: while functional fragrance is common, emotional fragrance is untapped. That’s where we found our edge — turning laundry from a chore into a magical lift, powered by our exclusive Mood-Science Tech.

Modern women may look confident, but many are weighed down by invisible loads — guilt, pressure, and expectations. TOP Soft Infusion becomes more than a detergent — it’s her mini escape. A moment of softness, scent, and self.

From the pile of clothes to the weight of daily expectations — TOP Soft Infusion doesn’t just clean, it uplifts. Leveraging on our Mood-Science Tech, we dramatised and realised this into 3D Emotiscent, bringing to life the softness that is here soften and uplift your lifestyle and mood at every turn.