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. Yet there was more.

Before washing machines, women across the world were chained to their traditional domestic roles. They were washing by hand, spending hours every day on their chores. The washing machine heralded a change in this, and Ariel was at the forefront of the revolution.

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.

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.

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.