Fresh HY is a consumer household-care brand primarily known in Singapore for its range of practical hygiene products. The brand focuses on laundry care, home cleaning, toilet care, and home fragrance, positioning itself as a provider of everyday solutions that combine cleaning performance with freshness and pleasant scents. Its current product lineup in the local market includes lingerie wash, laundry capsules, floor cleaners, automatic toilet cleaners, and room perfumes. 1

Note: Multiple entities may use the name “Fresh HY” globally. This article specifically profiles the Fresh HY household-care brand currently sold in Singapore, which is distinct from similarly named brands elsewhere.

As of recent data, FairPrice lists 25 Fresh HY products, while OUJI Singapore’s own brand collection features Fresh HY items across various household-care categories. 2

The core proposition of Fresh HY revolves around the triad of cleanliness, hygiene, and freshness. Unlike brands that concentrate exclusively on conventional laundry detergents, Fresh HY has developed a broader portfolio designed to address multiple everyday household needs:

• Laundry: Including specialized lingerie wash and multi-functional laundry detergent capsules.
• Floor Care: Scented solutions for cleaning floors.
• Toilet Care: Automatic cleaning products.
• Home Fragrance: Long-lasting room perfumes.

A recurring feature across the entire portfolio is the emphasis on fragrance. OUJI describes the brand as offering “Japanese-formulated solutions for cleaner, more hygienic homes every day.”

Laundry Care

Laundry represents a significant portion of the Fresh HY range. The brand offers 4-in-1 laundry capsules available in fragrances such as Cherry Blossom, Lavender, and Rose. These products are positioned to combine effective cleaning with fabric care, using scent as an added lifestyle benefit.

Lingerie Wash

For specialized garment care, Fresh HY provides a Lingerie Wash. This smaller-format detergent is designed specifically for delicate clothing. In Singapore, it is commonly sold in a 150 ml format and is listed by both FairPrice and OUJI Singapore. This product allows the brand to enter the delicate-garment care segment rather than competing solely in general-purpose laundry detergents.

Floor Cleaner

Fresh HY offers a 2-litre floor cleaner in several fragrances, including Lemon, Sakura, and Eucalyptus. The Lemon variant, for instance, is marketed with claims of 48-hour antibacterial protection, natural insect-repellent properties, quick drying, and a non-sticky finish, alongside long-lasting freshness. 3 4

Automatic Toilet Cleaner

One of the brand’s distinctive offerings is the Automatic Toilet Cleaner. Available in variants such as Lemon, Pine, Freesia, and OXI Bleach, this product is described by OUJI as a 4-in-1 solution that combines cleaning, anti-limescale protection, a dirt barrier, and deodorizing functions. It is designed to work automatically with each toilet flush, eliminating the need for manual scrubbing. The product is advertised to last for up to 350 flushes per pack, though actual longevity may vary based on usage conditions. 5

Room Perfume

Expanding into home fragrance, Fresh HY produces an 180 g Room Perfume in a solid-gel format with adjustable intensity. Current variants include:

• April Fresh: Floral, citrus, and vanilla notes.
• Lemongrass: Citrus, floral, and woody notes.
• Ginger Blossom: Green, floral, spicy, and musky characteristics.

OUJI states that the fragrance can last up to 40 days, depending on environmental conditions.

Fresh HY occupies a niche between functional household cleaning and fragrance-oriented lifestyle products. While traditional cleaning brands often emphasize a single primary benefit—such as removing dirt—Fresh HY communicates a sequential set of benefits: Clean → Protect → Deodorize → Freshen. This approach is particularly evident in its automatic toilet cleaner and floor cleaner lines, where hygiene claims are paired with sensory experiences. The brand targets consumers who desire both visible cleanliness and a pleasantly scented home environment. 4

In the Singapore market, Fresh HY is closely associated with OUJI (Singapore) Pte Ltd. Company profiles identify OUJI (Singapore) Pte Ltd as part of the WhealthLohmann Group, a multinational FMCG group operating across Europe, Southeast Asia, and Oceania. The group specializes in household cleaning, personal care, and hygiene products, managing brands such as Walch, Dynamo, arFÜM, KA, Fab, Fresh HY, NA, KHO, and BLEACH. Consequently, Fresh HY is best understood locally as part of a larger corporate brand portfolio rather than as an entirely independent entity.

Visually, Fresh HY employs a fresh, clean, and botanical-oriented identity. The logo typically incorporates a colorful symbol resembling a water drop or flower petal, utilizing prominent blue and green hues. Blue is associated with cleanliness and reliability, while green signifies nature and freshness. This visual language aligns with the brand’s broader proposition of water, cleanliness, nature, and fragrance.

The product portfolio appeals to several overlapping demographic groups in Singapore:

• Families seeking everyday household-cleaning solutions.
• Hygiene-conscious consumers prioritizing bathroom and living space cleanliness.
• Laundry-focused individuals requiring specialized care for garments.
• Consumers who prefer fragranced cleaning products.
• Pet- and child-friendly households looking for gentler home environments.
• Urban consumers valuing convenience and low-effort cleaning methods.

The automatic toilet cleaner, for example, caters to those preferring hands-free maintenance, allowing the product to function via flushing mechanisms.

Key strengths identified in the current Fresh HY portfolio include:

1. Broad Coverage: The brand serves multiple categories including laundry, bathroom, floors, and home fragrance.
2. Convenience: Products like laundry capsules and automatic toilet cleaners emphasize ease of use.
3. Fragrance Differentiation: Scent is a central feature, helping the brand compete on sensory experience.
4. Accessible Pricing: Retail listings indicate that many products fall within affordable, everyday price ranges. 6
5. Multi-Channel Distribution: Availability spans physical grocery retailers like FairPrice and online platforms.

Fresh HY positions itself at an accessible price point, combining Japanese-influenced formulation claims with practical cleaning functions and fragrance. It sits above basic value cleaners but does not position itself purely as a luxury home-care brand. Instead, it offers a balance of functionality, hygiene, and sensory appeal for the mass market.

Fresh HY maintains an established retail footprint in Singapore. The brand is prominently featured on NTUC FairPrice, which hosts a dedicated brand page listing its products. 1 Additionally, OUJI Singapore sells Fresh HY items through its own e-commerce platform, featuring collections of room perfumes, lingerie washes, automatic toilet cleaners, and floor cleaners. 2 The brand also engages consumers through social-commerce channels under the handle @freshhysingapore, directing traffic to various online marketplaces and retailer websites. 6

There is some ambiguity regarding the “Fresh HY” name globally. Some sources reference a different laundry brand named “Fresh HY” (or Wei Xin) attributed to the Weilai Group, while others mention a Japanese-associated brand. This article strictly refers to the Fresh HY household-cleaning portfolio sold in Singapore through the OUJI and FairPrice ecosystem, without attributing the histories of other similarly named entities to this specific brand line.

1. FRESH HY
2. Fresh HY – OUJI SINGAPORE
3. Fresh HY Archives – myCK | Save More For All Your Daily Essentials
4. Fresh Hy Floor Cleaner – Lemon
5. Fresh HY Automatic Toilet Cleaner 50g – OUJI SINGAPORE
6. freshhysingapore Official: Instagram, Facebook