Vel Pure & Clear dish soap

Vel is an established brand of dishwashing detergent with decades of history. While the name 'Vel' was originally used for one of the first synthetic detergents introduced in the United States by Colgate-Palmolive-Peet in the late 1940s, the brand shown in the image is a prominent staple in the Scandinavian market. In Denmark, Vel was launched in 1958 and has since become one of the most recognized household cleaning brands in the region.

The product is currently owned and managed by the American multinational Colgate-Palmolive Company. The 'Pure & Clear' variant is a specialized version of their standard detergent, formulated to be fragrance-free and free of dyes, catering to consumers with sensitive skin or allergies. While the brand has deep Danish heritage in terms of market presence and local adaptation, the manufacturing occurs in multiple locations globally to feed Colagte-Palmolive's extensive international distribution network.