About us

Today, Ariel leads the way in laundry detergent innovation. Thanks to near 50 years spent discovering what the women of this world need, Ariel have developed the staples of the laundry room throughout the ages.


In the 1960’s, the washing machine was taking off. Women the world over rejoiced in the ease of washing, but a new challenge appeared. Clothes weren’t white enough. So the P&G European Technology Center got to work.


In 1967, Ariel burst onto the scene, offering women the world over pristine whites thanks to an innovative combination of an enzyme based compound with encapsulated bleach.

In 1985, the first liquid detergent from a P&G brand was released, offering outstanding grease cleaning performance.



Trends change, though, and in the 80’s and 90’s, women wanted to shine brighter than ever - making an impression in the most fashionable colors. But just after two or three washes, those colors started fading, until Ariel Color arrived. The 1992 innovation offered women a bleach free, color friendly option for their wash, brightening those colors instead of fading them.

Through all these innovations, Ariel has understood how clothes can affect your life. Your favorite clothes are as important to us as they are to you, because we know how much they mean to you and what they represent: happy memories, unforgettable stories and great moments lived together with your loved ones. Your clothes were there with you, and they should stay with you – as a memento, and also to witness more and more of these moments. Ariel wants you to be able to keep enjoying your experiences to the full, worry-free, looking and feeling at your best, making the most of every moment.

The 2000’s bought with them a change of pace, though, and women found there was suddenly no time left in the day. This is why in 2001, liquitabs were invented, giving women the world over the quickest, easiest clean yet while still offering unbeatable results.


In 2012, the innovative 3in1 Pods are released for the first time, becoming the first and only 3 compartment liquid tab. Now you have more time to spend on what’s important to you – to your life, family and goals.