About Us

Today, Ariel leads the way in laundry detergent innovation. Thanks to near 50 years spent discovering what the women of this world need, Ariel has developed the staples of the laundry room throughout the ages.

While Procter & Gamble had strong expertise in handwashing, the landscape began to change in the 1960’s as the washing machine started to take off in certain countries. Women the world over rejoiced in the ease of washing, but a new challenge appeared. Clothes weren’t white enough. So the P&G European Technology Center got to work.

About us

ariel timeline item year 1967


In 1967, Ariel burst onto the scene, offering women the world over pristine whites thanks to an innovative combination of an enzyme based compound with encapsulated bleach.

ariel timeline item year 1985


In 1985, the first liquid detergent from a P&G brand was released, offering outstanding grease cleaning performance.

ariel timeline item year 1992


Trends change, though, and in the 80’s and 90’s, women wanted to shine brighter than ever - making an impression in the most fashionable colours. But just after two or three washes, those colours started fading, until Ariel Color arrived. The 1992 innovation offered women a bleach free, colour friendly option for their wash, brightening those colours instead of fading them.

About us innovations background

Through all these innovations, Ariel has understood how clothes can affect your life. Your favorite 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 special moments.

Ariel wants you to be able to keep enjoying your experiences to the full, worry-free, looking and feeling at your best, making the most of every moment.

ariel timeline item year 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.

ADP - IN - About Us - 2012 - Timeline Item


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.

ADP - IN - About Us - 2022 - Timeline Item


In 2020, our latest breakthrough entered the market: Ariel 4in1 PODS. A small, but powerful capsule, capable of unleashing Ariel’s best cleaning power yet, keeping your clothes stainless, bright, soft, and fresh, whatever the cleaning challenge.