Fineline Reinforces Its Position as Thailand’s No. 1 Homegrown Fabric Care Brand
Unveils the New “Fineline Premium Care Series”
Introducing breakthrough innovation designed for Pet Lovers the first to tackle pet hair on clothing
Featuring actress “Bow” Maylada Susri as the new presenter, delivering confidence in cleanliness, softness, and gentle fragrance
Fineline, Thailand’s leading total fabric care brand under NEO Corporate Public Company Limited, one of Thailand’s leading consumer goods companies operating to global standards, has created a new benchmark in laundry care with the launch of the Fineline Premium Care Series. Introduced under the concept “Where Clean & Fluffy Meets Your Finest Cloth,” the new line is thoughtfully designed for modern families especially pet lovers offering an innovative solution to common frustrations such as pet hair, dust, and musty odors on clothing. The series delivers a premium, gentle fragrance profile that enhances everyday living while caring for fabrics at every stage.
Sirisupa Ajsonjorn, Chief Marketing Officer of NEO Corporate Public Company Limited, highlighted the brand’s strong momentum: “Fineline’s success in 2025 reflects the trust consumers place in our brand, demonstrated by remarkable growth of 17.2% and a 14.4% market share, the highest growth rate among the Top 10 brands. In liquid detergents, Fineline remains the No. 1 Thai brand and company, while our fabric softener category achieved the fastest growth among the Top 5 brands at 18.8%, reaffirming our leadership in fabric care innovation.” *
She added, “This success is driven by our continuous investment in consumer research and insight-led innovation. Products such as our Fineline 3-in-1 concentrated detergent simplified laundry into a single step, while last year’s Premium Soft fabric softener exceeded expectations. Building on this momentum, we developed the Fineline Premium Care Series as a complete fabric care system including detergent, ultra-concentrated softener, fabric spray, and fragrance sachets to support the growing Pet Humanization trend. Pet parents often face challenges with pet hair and unwanted odors on clothing, so we created innovations that go beyond cleaning enhancing both lifestyle convenience and fabric care quality.”
To reinforce its modern, lifestyle-driven image, Fineline introduced popular actress “Bow” Maylada Susri as its newest presenter. Representing a new generation with dynamic lifestyles and attention to detail, Bow helps bring the brand closer to today’s consumers. The launch event, held at Central Court, centralwOrld, welcomed families and their beloved pets to experience the innovation firsthand in a warm, vibrant atmosphere.
Bow shared her personal experience: “I’m honored to join the Fineline family. I’ve always cared deeply about keeping my clothes clean and love the brand’s signature fragrance. Experiencing this innovation, which truly fits real everyday life, makes me feel even more confident and happy every time I wear my clothes.”
A Premium, Four-Step Fabric Care Experience
The Fineline Premium Care Series combines advanced cleaning performance with luxurious fragrance notes of White Musk and Floral Fruity, creating a refined, gentle scent while protecting fabrics and extending garment life:
Fineline Liquid Detergent Premium Clean – Clearly Touch scent Deep-cleaning formula that removes tough stains and pet odors while reducing static electricity, helping prevent pet hair and dust from clinging to fabrics. Protect fibers for lasting care.
Fineline Concentrated Fabric Softener Premium Soft – Richy Touch scent Features innovative technology to help release pet hair from fabrics while delivering twice the softness. Enhanced with FX-Tech technology to eliminate musty odors and provide long-lasting comfort.
Fineline Fabric Starch Premium Soft Spray – Richy Touch scent the perfect solution for busy lifestyles smooths wrinkles instantly without ironing while refreshing fabrics with a soft, clean fragrance. Suitable for clothing, bedding, sofas, scarves, and more, without leaving residue.
Fineline Premium Soft Perfume Bag – Richy Touch scent Provides continuous fragrance for up to 12 weeks, keeping closets, cars, and living spaces fresh and inviting.
Consumers can now enjoy effortless confidence, lasting freshness, and freedom from pet hair concerns with the Fineline Premium Care Series, available at leading retailers nationwide including Lotus’s, CJ, Tops, Big C, The Mall, Gourmet Market, and Home Fresh Mart, as well as online via Shopee, Lazada, Konvy, and TikTok. For more information and updates, visit Facebook: FinelineThailand
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