As consumer expectations in fabric care continue to rise, formulators face a familiar challenge: delivering long-lasting freshness and superior sensory experiences while maintaining cost efficiency, all within a continued journey towards sustainable ingredient choices. Fragrance remains one of the most important drivers of perceived product performance, with consumers strongly associating fresh scent with cleanliness, comfort, and overall product quality. Recent research conducted by aromaLAB for Sappi Biochemtech demonstrates how microfibrillated cellulose (MFC) can help bridge the gap between performance and formulation cost-efficiency.