Who We Are
For over 50 years, Ariel has been a trusted name in laundry care. Our mission is simple: deliver outstanding cleaning power that makes life easier for millions of households worldwide. Every product we create reflects our commitment to quality, innovation, and superior performance.
Our Journey
Ariel began its story in the 1960s, introducing enzyme-based cleaning technology that transformed laundry care. Since then, we’ve continued to innovate, helping families achieve spotless results while protecting fabrics and colors. Today, Ariel is recognized globally for its advanced formulas and reliable results in one wash, in cold and short cycles.
“Advanced enzyme technology ensures deep cleaning without damaging fabrics. Ariel continues to lead in performance innovation.” — Dr. Jane Smith, Fabric Care Expert Scientist
Innovation That Matters
We believe laundry should be effective and effortless. That’s why Ariel products are designed to:
Remove tough stains in one wash.
Deliver outstanding results even in short cycles.
Protect colors and fabrics for longer-lasting clothes.
Our research teams constantly explore new technologies to make laundry easier, faster, and better for you.
Global Presence
Ariel is trusted by millions of households across the world (Europe, Asia, United-States…). Wherever you are, our promise remains the same: brilliant cleaning every time.
1967
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.
1985
In 1985, the first liquid detergent from a P&G brand was released, offering outstanding grease cleaning performance.
1992
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.
2001
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.
2008
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.
2012
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.
2020
In 2020, we introduced our latest breakthrough in the world of washing detergents, the uniquely designed Ariel All-in-1 PODS®. Comprised of three separate compartments, a quickly dissolving film, and less detergent than ever before, these tiny capsules unleash Ariel’s best cleaning power yet, keeping your clothes stainless, bright, and fresh, whatever the cleaning challenge!
2022
For the first time ever, Ariel presents its new and revolutionary SECURECLIC® cardboard packaging that ‘clicks’ all the boxes. The revolutionary cardboard packaging is not only child-safe but has also been designed to be more ergonomic, inclusive, and intuitive for all adults to use, thanks to its revolutionary intuitive SECURECLIC® locking system. In addition, the revolutionary cardboard packaging of Ariel PODS® is FSC certified and is recyclable in accordance with local guidelines.
FAQs
Laundry Tips & Advice
For any tips & advice on How to best clean your fabrics and remove all types of stains, visit our dedicated section: Laundry Tips: How to Wash Clothes & Remove Stains
In Our Experience
We’ve learned that the right detergent can make laundry simple and stress-free. Ariel is here to help you achieve brilliant cleaning with confidence.
Explore Ariel’s full range of products and discover why millions trust us for exceptional laundry care. Browse All Ariel Laundry Detergent Products