Exclusive US Importer

Roxy

Turkish washing powder — Aloe Vera and Lavender variants

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ROXY LAVENDER WASHING POWDER ROXY ALOE VERA WASHING POWDER LAUNDRY DETERGENT · TURKEY PRODUCT PHOTOGRAPHY PLACEHOLDER

The Roxy Story

Turkish washing powder in two scent-differentiated variants — Aloe Vera for sensitive skin and Lavender for a traditional laundry fragrance.

Roxy is a Turkish laundry detergent brand producing washing powder in Aloe Vera and Lavender variants. The two-variant structure mirrors the scent bifurcation common in European laundry detergent markets — where sensitive-skin formulations (Aloe Vera) and traditional fragrance formulations (Lavender) occupy distinct shelf positions for different household preferences.

Washing powder (rather than liquid detergent) remains the dominant laundry format in Turkish households and across much of the MENA region. For US retailers serving Turkish-American, Arab-American, and South Asian diaspora communities, stocking washing powder is not a niche decision — it is matching the format their customers grew up using. Imtrex carries Roxy through its exclusive US import relationship with the manufacturer.

2
Variants (Aloe Vera / Lavender)
Powder
Format
Turkey
Country of origin

Product Range

Roxy SKUs available through Imtrex

Box sizes, case quantities, and wholesale pricing in the Imtrex catalog.

Product Format Notes
Roxy Washing Powder — Aloe Vera
Sensitive-skin variant
Box size and case count — see catalog
Aloe Vera formulation; gentle wash claim; green-tinted packaging
Roxy Washing Powder — Lavender
Fragrance variant
Box size and case count — see catalog
Lavender fragrance; traditional laundry scent positioning; purple packaging

Full SKU list with UPC codes, box sizes, and case quantities in the Imtrex catalog. Request the catalog →

Why Roxy

What makes Roxy a strong laundry SKU for ethnic grocery retailers

Powder format matches the purchase preference of Turkish and MENA diaspora shoppers

In Turkey, most of the Middle East, and much of South Asia, washing powder is the standard home laundry format. US ethnic grocery stores that serve these communities often have a gap in their laundry aisle — the major US brands stock liquid detergent, but their diaspora customers look for powder. Roxy fills that gap directly.

Aloe Vera and Lavender are the two scent profiles with broadest cross-cultural appeal

Both scent profiles translate well across Turkish, Arab-American, and general US shopper segments. Aloe Vera's association with gentleness on skin is universal; Lavender's association with clean fabric is embedded across multiple household traditions. Neither scent requires cultural translation.

Completes the Imtrex household category — laundry alongside dishwashing and cleaning wipes

A retailer who carries Clean Smart (dishwashing), Home Shine (surface wipes), Only (toilet paper), and Roxy (laundry) through Imtrex has a complete Turkish-origin household consumables section — personal care, kitchen, bathroom, and laundry — from one supplier relationship and one invoice.

Laundry detergent is a quarterly reorder for households — predictable wholesale velocity

A standard household box of washing powder lasts 4–8 weeks depending on family size. Once a shopper establishes Roxy as their laundry brand, the reorder cycle is reliable. For the wholesale buyer, that translate to a predictable replenishment pattern with low SKU turnover risk.

Carry Roxy in Your Store

Ready to add Turkish washing powder to your laundry aisle?

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