Ariel Fast Dissolving Alpine Fresh washing powder

Ariel is a major European brand of laundry detergent owned by the American multinational company Procter & Gamble (P&G). Since its launch in 1967, it has become one of the most recognized laundry brands worldwide, particularly in Europe, Mexico, and India.

The brand was originally developed at the P&G European Technical Centre in Belgium and was the first detergent specifically designed for the then-new automatic washing machines. Ariel is known for pioneering innovative laundry technologies, such as biological powders and liquidated capsules (pods).

Manufacturing of Ariel products occurs in multiple locations globally to serve regional markets. As of 2026, Ariel remains a core brand in Proctor & Gamble's household care portfolio, with P&G continuing its role as the ultimate owner from its headquarters in Cincinnati, Ohio, USA.