Purex Laundry Detergent

Purex is a well-established household name in the American laundry detergent market, originally founded in the United States. It gained prominence for offering quality cleaning performance at a more accessible price point compared to premium competitors. Over the decades, the brand became a staple in North American households, known for its liquid and powder detergents as well as laundry enhancers like Crystals.

The brand was a long-time flagship of the Dial Corporation before it was acquired by the German consumer goods giant Henkel in the early 2000s. Today, under Henkel's stewardship, Purex continues to be manufactured primarily within the United States and Canada to supply the North American market. It represents a key component of Henkel's global laundry and home care portfolio, benefiting from international R&D while maintaining its identity as a classic American value brand.