Purex Baby Soft liquid laundry detergent

Purex is a well-established brand in the household cleaning industry, particularly known for its value-oriented laundry detergents. Originally formulated in the early 20th century, the brand has grown into a household name across North America. The Baby Soft variant is specifically designed to be hypoallergenic and gentle for infants' sensitive skin, while maintaining the cleaning power expected from the brand.

While the brand originated in the United States, its manufacturing currently takes place across multiple facilities in North America, including the USA and Canada, to serve local markets efficiently. Ownership of the brand has changed hands through corporate acquisitions over the decades; it was long a flagship of the Dial Corporation before being acquired.

Today, Purex is owned by Henkel, a German multinational chemical and consumer goods company. Henkel maintains a strong presence in the North American market through its Henkel North America subsidiary. The brand continues to be a key player in Henkel's worldwide laundry and home care portfolio, managed from their global headquarters in Düsseldorf, Germany.