FiJi Moraxella product lineup [LG H&H]
FiJi Moraxella product lineup [LG H&H]

LG H&H announced Friday that its premium laundry brand FiJi Moraxella has surpassed 60 billion won ($44.3 million) in cumulative sales just over two years after its launch.

The Moraxella laundry detergent ranked No. 1 in overall laundry detergent sales on Coupang Inc — including fabric softeners — for three consecutive months from July through September. The Moraxella Odor Removal Booster, a single-dose tablet added to the washing machine with each load, also supported sales growth, surpassing 50 million cumulative units sold.

LG H&H said the upward sales trend has continued regardless of the hot, humid summer months that typically drive demand for laundry odor removal. Sales in the second half of August rose 8.6 percent from the first half of the month, and sales in the first half of September climbed 13 percent from the same period the previous month. The company said this suggests Moraxella has established itself as a year-round essential.

FiJi Moraxella contains three times the cleaning agents of the company's existing detergents, delivering strong stain removal and eliminating 99.9 percent of 4-methylhex-3-enoic acid (4M3H), the primary compound responsible for musty laundry odors. Word of mouth has also grown through influencer marketing in collaboration with YouTuber Mimiminu.

"We will continue to listen to everyday inconveniences and, through ongoing R&D, provide a differentiated experience with products that effectively address laundry concerns," a brand official said.


spa@heraldcorp.com