Our vision

The 1960’s were a decade of change in the lives of women. 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 women 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.

Handwashing takes a lot of time and effort, so how could Ariel reduce this burden on women across the world? By creating a detergent that can remove tough stains in just 1 wash, Ariel made the laundry process that much simpler.

Making the lives of these women fuller was at the center of this vision. By making the laundry process easier and smoother, while delivering the best clean and better stain removal, Ariel wanted to free women from those traditional domestic roles.

Imagination, determination and technological empowerment are central to Ariel’s vision.

The evolution of detergent

Yet that wasn’t enough for a company that wanted to truly set women free. Ariel’s game changing biological detergent was improved upon and the first liquid detergent arrived in 1985. This detergent made dosing even easier, while boosting performance even further, but that wasn’t the end of it, either.

With the advances in washing machines, the world needed a new detergent that could offer a better laundry experience for you and your favorites. So Ariel invented Ariel Power Gel. Power Gel contains 4 different surfactants to give your favorites their best clean ever. Combine that with the ultra-concentrated form, and you have a highly effective detergent for the future, today.

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

While we believe your laundry and your role are important, we also care about the environment. Which is why Ariel’s product innovations include an explicit commitment to sustainability. With our history of innovation in compaction, we appreciate the next steps needed in our laundry journey.