Action Lavish Laundry Detergent

Action Lavish is a brand of economy-targeted household cleaning products, primarily known through the European retail giant Action. The brand focuses on providing large-volume laundry and cleaning solutions at competitive price points. While the product is marketed under the Action retail umbrella, it is manufactured across various European locations to supply their extensive branch network.

The brand is an entry-level professional and household line managed by Action B.V., which is headquartered in the Netherlands. Since 2011, Action has been under the ultimate ownership of 3i Group plc, a leading British multinational private equity and venture capital company. This ownership has facilitated the rapid expansion of the brand across many European markets, distributing high volumes of personal care and cleaning chemicals under labels like Lavish.