OMO Laundry Detergent

Omo is one of the world's most recognized laundry detergent brands, primarily famous for its 'Dirt is Good' marketing philosophy. The brand originated in the United Kingdom in 1908, initially launched by the company Hudson's before being acquired by Lever Brothers (now Unilever). It was one of the first mass-market detergents to use synthetic surfactants to improve cleaning performance.

Today, Omo is produced in numerous locations worldwide to serve different regional markets, including manufacturing hubs in Brazil, South Africa, Vietnam, and several European countries. The brand often operates under different names in various markets, such as Persil in the UK and Ireland, Surf Excel in India, and Rinso in parts of Asia, yet they share the same brand identity and technology under the Unilever umbrella.

As of 2026, Omo continues to be a flagship brand for Unilever, a British multinational consumer goods company. Unilever manages Omo as part of its Home Care division, focusing on sustainable formulations and recycled packaging to meet modern environmental standards.