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  • Part of the P&G Family
  • Lenor
  • Supersavvyme

About us

History

Today, Ariel leads the way in laundry detergent innovation.

Thanks to spending nearly 50 years discovering what the world’s households need, Ariel has developed its laundry room staples over the past few decades. But why choose Ariel? First, because we give you outstanding stain removal in one wash. What’s more, our all-encompassing detergent line provides your whites and colours with a brilliant clean even in a cool wash, whether you’re washing with gel, washing powder, liquid detergent or PODS. Innovation has always been our focus, with the aim to make your life fuller and easier, and your clothes more sparkling than ever.

In the 1960s, the washing machine launched into the laundry room. People the world over rejoiced at this new, easier way 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 everyone around the world 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 80s and 90s, women, as well as men, wanted to shine brighter than ever - making an impression in the most fashionable colours. As a response to the changed wardrobe Ariel Colour arrived. The 1992 innovation offered people a bleach free, colour friendly option for their wash, brightening those colours instead of fading them.

Through all these innovations, Ariel has understood how clothes can affect your life. Your favourite 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 and worry-free, while looking and feeling at your best, making the most of every moment.

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

In the meantime, Ariel Actilift was renamed Ariel Original, while still offering the same legendary clean, making it an absolute must-have in your laundry room.The next breakthrough came with the introduction of Ariel Gel, which offers a convenient, bleach-free way to clean clothes, even in a cold wash! Ariel Gel is a super concentrated washing detergent that removes stains and leaves your whites and colours brilliantly clean without damaging the fabrics.

In 2012, the innovative Ariel PODS were released for the first time, becoming the first 3 compartment liquid tab. The most advanced Ariel detergent designed to tackle over 900 laundry challenges. Now you have more time to spend on what’s important to you – your life, family and goals.

In early 2018, Ariel launched the purcleanTM Washing Liquid, Ariel’s first 70% plant-based detergent, designed to give outstanding cleaning performance even in quick cycles and at temperatures as low as 20°C, enabling you to wash your laundry on energy-efficient cycles. Its bottle is fully recyclable, and is made from 35% post-consumer recycled plastic. Join Ariel on its voyage towards a sustainable future!