Vel Ultra dish soap

Vel is an iconic Danish brand of dishwashing liquid that was first launched in Denmark in 1958. It has been a staple in Danish households for decades, known for its slogan 'Mild for hands' and its concentrated 'Ultra' formula.

While Vel has deep roots in Scandinavia, the brand is owned by the American multinational consumer goods company Colgate-Palmolive. In fact, the Vel name (derived from 'Mar-VEL-ous') was originally used by Colgate-Palmolive in the United States in the late 1940s before becoming a market leader in Denmark. Today, the product is manufactured in several locations, including production facilities in Europe to serve the Nordic market. Ownership remains with Colgate-Palmolive, which is headquartered in New York City and manages a global portfolio of personal and home care brands.