THE WHAT? Dr Barbara Sturm has launched a luxury laundry detergent, according to a report published by The Guardian. Described as the ‘next, natural chapter in her 360˚ anti-inflammatory methodology’, the product elevates what has long been considered a functional cleaning product into the realm of skin care.

THE DETAILS The detergent contains purslane, aloe vera and panthenol to support skin health and is dermatologically tested and suited to sensitive skin.

THE WHY? The Laundress was among the first brand to elevate laundry into the prestige sphere and, last week, we wrote about Bath & Body Works’ entry into the home care arena. Sturm’s foray into laundry proves the trend is here to stay. Consider washing rebranded as self care.