Henkel
Henkel is a German conglomerate that invented the world’s first self-acting laundry detergent, Persil, in 1907. They own and operate the Persil brand in the US and most of Europe.
They routinely buy up well-known regional brands and upgrade them. Through a series of acquisitions, Henkel has the naming rights to Surf in North America. In 2025, they purchased and reformulated the New Zealand brand Earthwise.
In Australia and New Zealand, Henkel produces Dynamo, Cold Power and Fab.
In North America, they produce Persil ProClean, all and Purex.
- All Free Clear Liquid Laundry Detergent
- Cold Power Liquid (all varieties excl. Sensitive)
- Cold Power Powder (all varieties excl. Sensitive)
- Cold Power Sensitive Pure Clean Liquid
- Cold Power Sensitive Pure Clean Powder
- Dynamo Professional Discs (all varieties)
- Dynamo Professional Front & Top Liquid (all varieties)
- Earthwise laundry capsules (all varieties)
- Earthwise laundry liquid (all varieties)
- Earthwise powder (all varieties excl. Ultra)
- Earthwise Ultra powder
- Fab Laundry Capsules (all varieties)
- Fab Liquid (all varieties)
- Fab Powder (all varieties)
- Persil Free & Sensitive liquid
- Persil Original liquid
- Purex 4 in 1
- Purex Natural Elements
- Surf powder
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