Surf Laundry Liquid

Surf is a globally recognized brand in the laundry care market, known primarily for its efficacy in cleaning and providing long-lasting floral and fruity fragrances. The product line includes liquid detergents, powders, and pods designed to perform across various water temperatures and washing machine types. Its distinctive positioning focuses on 'brilliant clean and aromatic freshness' at a competitive price point.

Originally launched by brothers Lever (Lever Brothers) in the mid-20th century, the brand has evolved through decades of chemical innovation. Today, it is manufactured in numerous facilities worldwide, including major hubs in the United Kingdom, Vietnam, and the Philippines, to serve diverse regional markets under names like 'Surf Excel' or simply 'Surf'.

Ownership of the brand is currently split based on geography. In the vast majority of international markets, including the UK, Europe, and Asia, it is owned and managed by the British multinational Unilever. However, in the North American market (United States and Canada), the rights to the Surf brand were sold and are now held by Henkel, who acquired it as part of their purchase of Sun Products in 2016.