Surf Detergent

Surf is one of the most recognizable laundry detergent brands globally, known for offering effective cleaning power with a variety of intense and long-lasting fragrances. The brand was initially launched in 1952 by the British-Dutch multinational Unilever, aiming to provide a high-quality yet affordable laundry solution for households. Over the decades, it has evolved from a simple powder detergent into a broad range of formats, including liquids, capsules, and laundry bars.

While the brand originated in the United Kingdom, its manufacturing footprint is truly global. Surf is produced in numerous countries to serve regional markets, including manufacturing plants in the United Kingdom, the Philippines, South Africa, and India (where it is often marketed under the name Surf Excel). This localized production strategy allows the brand to adapt its formulas to specific water types and regional laundry habits while maintaining its core brand promise of 'brilliant cleans'.

Today, Surf remains a flagship brand within the Home Care portfolio of Unilever PLC. Under Unilever's ownership, the brand has increasingly focused on sustainability and concentrated formulas to reduce environmental impact. It is positioned as a value-driven alternative to Unilever's premium detergent brands like Persil or Omo, ensuring a strong market presence in both established and emerging economies across Europe, Asia, and Africa.