# Freshness-Enhancing Between-Wear Sprays Washwise Introduces Its Debut Product — Reset Spray By Kalin Ned | Published 2026-08-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/reset-spray References: [prnewswire](https://www.prnewswire.com/news-releases/former-citadel-trader-raises-1-2-million-to-reinvent-laundry-302846783.html)  WashWise, a new clothing care company founded by a former Citadel and J.P. Morgan trader, has launched its debut product — Reset Spray. This fabric spray is designed to refresh, de-wrinkle, and deodorize garments that are not dirty enough to warrant a full wash but lack the freshness needed for rewearing. The Reset Spray's formula is plant-derived, non-toxic, and skin-safe. The product is available in two scents, Cotton Cooldown and Verde Rise. It comes in a six-ounce bottle packaged using bag-on-valve technology, with the brand claiming that one bottle can save a significant amount of water, electricity, laundry time, and dry cleaning costs. WashWise has secured $1.2 million in pre-seed financing to support its mission of building a new category of "between-wear" clothing care, an area the founder identified as overlooked despite the fact that clothing spends the vast majority of its life outside the washing machine. Image Credit: WashWise ## Trend Insights (Trend Hunter) - Score: 9.2/10 - Popularity: 92% | Activity: 94% | Freshness: 90% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Between-wear Care:** A new category of garment maintenance is emerging around products that extend clothing freshness between washes while reducing water, energy, and time use. - **Plant-derived Freshening:** Non-toxic, skin-safe fabric formulas are creating space for premium clothing care products that align with wellness, sustainability, and convenience priorities. - **Aerosol-free Packaging:** Bag-on-valve spray systems are supporting cleaner, more efficient dispensing formats that can differentiate household products through performance and reduced waste. ### Sectors Adopting This - **Laundry Care:** Fabric refresh sprays present a growth path beyond detergents by serving lightly worn garments that do not require full laundering. - **Sustainable Consumer Goods:** Resource-saving clothing care products reflect rising demand for everyday essentials that lower environmental impact without changing consumer routines. - **Apparel Care Technology:** Innovations in deodorizing, de-wrinkling, and fabric-safe formulations are expanding the role of technology in extending garment life and reducing dry cleaning dependence. ## Related on Trend Hunter - [Odor Removal Laundry Boosters](https://www.trendhunter.com/trends/dropps-odor-eraser.md) - [Luxe Laundry Scent Boosters](https://www.trendhunter.com/trends/unstopables-unlimited-collection.md) - [Concentrated Liquid Laundry Detergents](https://www.trendhunter.com/trends/concentrated-liquid-laundry-detergents.md) - [Fragrant Activewear Detergents](https://www.trendhunter.com/trends/dedcool-x-fp-movement-dedtergent.md) - [Waterless Body Cleansers](https://www.trendhunter.com/trends/pristine.md) - [Laundry Booster Powders](https://www.trendhunter.com/trends/laundry-booster-powders.md) - [Premium Home Care Rebrands](https://www.trendhunter.com/trends/the-laundress-relaunch.md) - [Cold-Wash Detergents](https://www.trendhunter.com/trends/coldwash-detergents.md) - [Free-From Fabric Refreshers](https://www.trendhunter.com/trends/cotton-fresh-fabric-refresher.md)