Best-Rated Fabric Softeners

See Our Ratings Methodology.


Most Satisfied Customers | Earth Choice

Aussies have rated Earth Choice as the top brand in Canstar Blue’s latest fabric softener ratings. It was rated five stars for effectiveness, packaging convenience, ease of use, value for money and overall satisfaction.

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How we rate fabric softeners

Our review compares fabric softeners on customer satisfaction, so you can find out what other Aussies think about the compared brands before you go ahead with a purchase. Think of it as like asking hundreds of your closest mates which fabric softener they think is best!

Canstar Blue surveyed 1,344 Australians for their feedback on the fabric softener(s) they’ve purchased and used in the last six months.

  • The outcomes reported in these ratings are measured via accredited research panels managed by Qualtrics.

Respondents rate their satisfaction with their fabric softener brand(s) from zero to ten, where zero is extremely dissatisfied and ten is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:
  • Overall satisfaction: measures consumer satisfaction with a fabric softener brand as an individual score NOT a combined total of all criteria.
  • Effectiveness: the fabric softener was effective in making fabrics soft and feel fresh.
  • Packaging convenience: the fabric softener was easy to open, measure and store.
  • Scent: the fabric softener has a pleasant odour that matches the description (i.e. ocean breeze, etc.).
  • Ease of use: the fabric softener was easy to use, with sufficient instructions provided.
  • Value for money: the cost is reasonable for the quality and performance of the fabric softener.

The winning brand is the one that receives the highest Overall satisfaction rating once all the scores from the Overall satisfaction criteria are combined and averaged.

  • Overall satisfaction is asked as a specific question and represents an individual measure, not a combined total of all criteria.
  • When we cannot determine a clear winner from the criteria for the Overall satisfaction rating, we will then look at the other criteria measured in the rating.
    • The brand with the highest number of five-star ratings within the supporting criteria will become the five-star recipient in overall satisfaction, and thus win the award. If a clear leader still cannot be determined from the supporting criteria, joint winners will be declared.

Brands must have received at least 30 responses to be included, so not all brands available in the market have been compared in this survey. The brands rated in this survey are listed below in order of best overall satisfaction.

  1. Earth Choice
  2. Fluffy
  3. Cuddly
  4. ALDI Anco Soft
  5. Comfort
  6. Soften
  7. Coles

Find more detailed information on our Most Satisfied Customer methodology.

Top Fabric Softener Brand – Earth Choice

Earth Choice Fabric Softener

Known for its range of cleaning products, Earth Choice offers traditional cleaning products from dishwashing liquids to floor cleaners, along with fabric softeners. Offering the Pure Soft fabric softener and the Apple-Freesia & Byron Rose fabric softener – both in a 1L bottle – each are made from plant-based ingredients, and are claimed to be greywater and septic-safe. The Apple-Freesia & Byron Rose softener also has a 6-in-1 multi-action conditioning, ideal for those looking to get the most out of their fabrics.

  • Earth Choice was rated five stars for effectiveness, packaging convenience, ease of use, value for money and overall satisfaction, with four stars for scent.

Where do you put fabric softener in a washing machine?

Where do you put fabric softener in a washing machine?

Where you add your fabric softener will depend on the type of washing machine you have – top loader or front loader.

  • For a top load washing machine, fabric softeners can be added to the dispensing unit, typically found at the top section of an agitator. For top load washing machines without an agitator, there is typically a fabric softener drawer in another area or you can dilute it and add it to the final rinse.
  • For a front load washing machine, fabric softeners can be added to the dispensing unit only. It’s often marked with a flower and is typically the smaller compartment in the detergent drawer.

Picture courtesy of Cuddly.

Why use fabric softener?

Fabric softener works in a similar way to using conditioner in your hair! Generally, fabric softeners are claimed to smooth, condition and nourish fibres with a protective formula, while also helping to soften and freshen your load. In addition, it aims to reduce static electricity and make ironing easier, so you can use it for most garments and fabrics – not just sheets and towels. However, it’s important to check the care label on your clothes before you add it to your washing.

Washing Machine Reviews

About our consumer experts

Dean Heckscher: Site Editor

This report was written by Canstar Blue’s Site Editor, Dean Heckscher. He’s our resident expert on all things automotive, health & fitness, streaming and more. Dean is also one of Canstar Blue’s customer research report producers, helping to turn complicated subjects into easily-digestible information for our readers. He’s passionate about helping consumers make better-informed purchase decisions on all manner of consumer goods and services.


Meet the Editorial Team


Samantha Howse: Consumer Research Specialist

Sam Howse Research Specialist

Samantha Howse is Canstar Blue’s Consumer Research Specialist, coordinating the consumer research program behind our customer satisfaction awards across Canstar and Canstar Blue in Australia and New Zealand. Sam has earned a Bachelor of Business (Marketing) from Griffith University and, with seven years in market research and 2 years in marketing, she is experienced in survey design, implementation and analysis, coupled with an understanding of marketing principles and best practice.


Meet the Research Team

Past Winners

Here are the past winners from Canstar Blue’s fabric softener ratings:

  • 2022: Purity

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