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Dirt Is Good's new Persil and Comfort formulas are designed specifically for auto-dose machines.
March 20, 2026
By: Christine Esposito
Unilever’s Dirt Is Good—its Persil and Comfort fabric care brands—unveiled SmartSeries, billed as the first detergent and conditioner designed specifically for auto-dose washing machines. The product line, currently available in England, Wales and selected parts of Scotland, is said to deliver advanced cleaning, long-lasting fragrance via an anti-clogging formulation.
The products, designed for use in auto-dose washing machines with reservoirs, was created in collaboration with Samsung Electronics.
Unilever has worked with Samsung since 2024, as previously reported by Happi.
The line includes Persil SmartSeries Auto Dose and Comfort SmartSeries Auto Dose, 1.4L pouches that deliver 51 and 46 washes, respectively. They feature “Pro-Cision Technology,” which ensures precise dosing, smooth machine flow and reliable performance, according to Unilever.
The Persil SmartSeries “Advanced Clean” non-bio formula contains 15–30% anionic surfactants, 5–15% non-ionic surfactants and less than 5% phosphonates, perfume, soap, optical brighteners and benzisothiazolinone.
The Comfort SmartSeries “Azure Bliss” formula contains 5–15% cationic surfactants, less than 5% non-ionic surfactants, perfume, alpha-isomethyl ionone, citronellol, dimethyl phenethyl acetate, eugenol, linalool, linalyl acetate, pogostemon cablin oil, terpineol, tetramethyl acetyloctahydronaphthalenes and benzisothiazolinone.
Consumers are directed to fill the auto dose detergent drawer to the max line, select auto dose function and use as “directed by your auto dose washing machine manufacturer.”
The company teased the SmartSeries launch with a social campaign featuring a robot doing laundry.
In a LinkedIn post, Unilever’s Global Marketing Director Fernanda Morishito Costa called the campaign “a bold, social-exclusive moment” that marks a “major step in shaping a €1.5 billion global smart laundry category.”
According to the Unilever marketing executive, the teaser campaign generated more than 1.5 million impressions in just 48 hours.
Unilever is selling the new detergent products online.
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