Kao Launches New Wide Haiter PRO Liquid for Musty Odors from Indoor Drying

Kao Corporation will launch “Wide Haiter PRO Liquid Indoor Drying,” a new product from its laundry bleach brand Wide Haiter, on May 16, 2026. The product is designed specifically to tackle musty odors caused by indoor drying. According to a Kao consumer survey, the share of people who said they “always dry laundry indoors” even on days other than rainy days rose from 12.9% in 2006 to 33.3% in 2025. The result suggests that indoor drying has become a more common everyday lifestyle regardless of weather. Meanwhile, in a survey about clothing odors, 51.7% of respondents said they sometimes notice unpleasant smells on clothes, accounting for about half of the total. Among those who do not dry laundry indoors, the figure was 44.2%, while it was higher at 54.7% among those who do. This indicates that people who dry laundry indoors tend to be more conscious of and troubled by clothing odors. The most commonly cited odor was musty odor from incomplete drying. Compared with outdoor drying or washer-dryer drying, indoor drying tends to trap moisture and makes clothes harder to dry, creating an environment where musty odors are more likely to occur. In response, Kao is launching “Wide Haiter PRO Liquid Indoor Drying,” a product focused on musty odors from damp laundry. It thoroughly washes away one cause of such odors: nutrients that feed bacteria. Its antibacterial effect also helps suppress bacterial growth. In addition, the product uses a newly developed formula specialized for musty odors, with six times the deodorizing ingredients for damp-dry odors compared with Wide Haiter EX Power, enabling it to thoroughly deodorize even persistent musty smells. By simply adding it to regular laundry, users can remove odors that detergent alone cannot eliminate and finish with a fresh, clean scent. The Wide Haiter PRO series is an oxygen-based bleach line designed to address deeper laundry concerns. It is especially formulated for stubborn stains and odors, offering strong removal of difficult dirt and smells that detergent alone cannot fully handle. Because it is not chlorine-based, it can also be used safely on colored and patterned garments. With the addition of the new indoor-drying type, the series now includes four items. Product overview: The product name is “Wide Haiter PRO Liquid Indoor Drying.” The main bottle contains 560 ml, and the refill contains 450 ml. It will launch on May 16, 2026. Key features include tackling tough musty odors from indoor drying, aiming for freshness comparable to outdoor drying, a newly designed formula specialized for damp-dry odors, odor removal when added to detergent, a fresh and clean scent, bleaching, deodorizing, antibacterial action, soaking disinfection, and prevention of mold and odors in the washing tub. Some effects do not apply to all bacteria or molds.