Ace Laundry Detergent & Bleach

Ace is a globally recognized brand in the laundry and fabric care sector, famous for its specialized bleaching and detergent products. Originally launched as a laundry bleach, the brand has expanded its portfolio to include liquid detergents, stain removers, and color-safe cleaners designed to maintain garment longevity.

The manufacturing of Ace products is decentralized to serve regional markets efficiently. It is produced in several locations across Europe and North Africa, with major production facilities in Italy, Turkey, and Egypt. This strategic distribution ensures supply chain stability and localized product formulations that cater to specific regional water hardness and laundry habits.

While the brand was originally developed by Procter & Gamble (P&G), its ownership today is divided. In 2001, Fater S.p.A.—a joint venture between P&G and the Angelini Industries group—acquired the Ace brand for several Western European markets. Currently, Fater manages the brand in the Mediterranean region and Western Europe, while P&G retains the brand in other global markets.