Witte Reus cleaning products

Witte Reus is a prominent Dutch household brand specializing in laundry detergents and toilet hygiene products. The brand was introduced to the Dutch market in 1966 by the German multinational Henkel, initially launched as the Dutch counterpart to the German 'Weißer Riese' (White Giant). The brand is famous for its long-standing marketing slogan, 'Witte Reus wast een berg, kost een beetje' (White Giant washes a mountain, costs a little), emphasizing both effectiveness and value.

While the brand has its roots in the Netherlands as a market-specific identity, it is part of Henkel's global supply chain. Manufacturing occurs in various Henkel facilities across Europe, particularly in Germany and Poland, though specific production for the Benelux market has historically been linked to Henkel’s regional hubs. As of 2026, the brand remains a core asset within Henkel’s Consumer Brands business unit, maintaining its position as one of the most recognized cleaning brands in the Netherlands.