Persil Laundry Detergent

Persil is a pioneering laundry detergent brand with a unique dual-ownership structure. It was originally invented in 1907 by the German company Henkel, where it became famous as the first 'self-acting' detergent, named after its key ingredients: perborate and silicate.

Today, the brand is owned and manufactured by two separate multinational giants depending on the region. Henkel retains the original ownership and markets the brand across most of continental Europe, North America, and the Middle East. Meanwhile, Unilever holds the license and rights to the Persil name in the United Kingdom, Ireland, France, and parts of Oceania and Asia, where it is often positioned as part of their 'Dirt Is Good' marketing initiative.

Manufacturing takes place in various facilities globally to serve these distinct local markets. While both companies use the Persil name, they maintain independent formulations and product innovations, such as the recently launched 'Wonder Wash' range. As of 2026, Henkel remains the ultimate brand owner and primary operator, while Unilever continues its long-standing role as a primary licensee in specific strategic territories.