OMO Laundry Detergent

Omo is one of the world's leading laundry detergent brands, primarily recognized for its 'Dirt is Good' philosophy. The brand was originally launched by the British-Dutch company Unilever in the early 1950s. Interestingly, the name Omo is an acronym for 'Old Mother Owl,' a character used in early British marketing campaigns to symbolize wisdom and care in household management.

Today, Omo is a global brand with a presence in over 50 countries, though it is often marketed under different names such as Persil (in certain markets), Skip, or Surf Excel depending on the region. Because of its massive global footprint, manufacturing takes place in numerous locations worldwide, including major facilities in Vietnam, Saudi Arabia, Brazil, and historically Nigeria, to serve local and regional markets efficiently.

Unilever continues to be the ultimate owner and driver of the brand's innovation. As of 2026, the brand focuses heavily on sustainability, incorporating biodegradable ingredients and smart-home technology integrations to maintain its market-leading position in the home care industry.