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  • Lenor
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Our Vision


Our vision

The 1960s were a decade of change in the lives of women and men alike. It was a time of growing expectations. A time when good results just weren’t good enough. And in 1968, Ariel entered this world with their innovative new biological washing detergent, helping people to renew their clothes and the stories that they tell.

The vision of this newcomer was set to change the entire landscape of washing through innovation and determination. Yet there was more.
Before washing machines, washing was a demanding chore. People were washing by hand, spending hours every day on their household tasks. The washing machine heralded a change in this, and Ariel was at the forefront of the revolution.

Making the lives of people all over the world fuller became the centre of this vision. By making the laundry process easier and smoother, while delivering the best clean and better stain removal, Ariel wanted to give people back one of the most important things in their lives: time.

The evolution of Ariel detergent

Yet that wasn’t enough for a company that wanted to truly set society free. Ariel’s game changing biological detergent was improved upon and the first liquid detergent arrived in 1985. This detergent made dosing even easier, but that wasn’t the end of it, either. 2001 saw the introduction of the world’s first liquitabs. These little tabs full of liquid detergent revolutionised dosing, making it easier than ever before. Now women and men simply had to place a tab in the bottom of their drum:

A world away from hand washing.

The next breakthrough came in 2008 with the introduction of Ariel Gel, which offers a bleach-free way to cleaning clothes, even on a cold wash! Easy and convenient to use, Ariel Gel removes stains and leaves your whites and colours brilliantly clean without damaging the fabrics, giving you the confidence to succeed in everything you set your mind on.

Ariel’s latest innovation is the 3in1 PODS, the first 3 compartment liquid capsules in the world. These tiny tablets are not only easy to handle, but they also pack great laundry power, giving your clothes Ariel’s best stain removal, yet.

Today, Ariel’s advanced laundry detergent formulas deliver great cleaning performance in both quick and cold wash conditions, which helps both you and the environment. 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 in energy-efficient cycles.

Although we believe your laundry is important, we also care about the environment. Which is why Ariel’s product innovations include an explicit commitment to sustainability, as shown by our membership in the RSB, an independent organisation that promotes the development of the bioeconomy. With our history of innovation in compaction, we appreciate the next steps needed in our laundry journey. From the ingredients we use and the concentration of our formula, to an outstanding performance in energy efficient cycles, right through to our packaging, we constantly strive towards environmental sustainability.