Der General Universal cleaner

Der General is a well-established brand of multipurpose household cleaners, predominantly known in the German market. The brand was originally launched in the early 1960s by the German chemical group Henkel as one of the first multi-surface liquid cleaners available to consumers. It revolutionized household chores by offering one solution for various surfaces, from floors to tiles.

Today, the brand remains under the ultimate ownership of Henkel AG & Co. KGaA, a global leader in consumer and industrial products headquartered in Düsseldorf, Germany. While the brand carries strong German heritage, its manufacturing processes are distributed across multiple Henkel production facilities to serve European markets efficiently. As of 2026, Henkel continues to manage the brand through its Consumer Brands division, focusing on sustainable surfactant formulations and diverse fragrance profiles.