Ajax Brise Fraîche Fris all-purpose cleaner

Ajax is a globally recognized brand of household cleaning products that was originally introduced by the American company Colgate-Palmolive in 1947. The name "Ajax" was chosen as a reference to the Greek mythological hero, symbolizing the brand's intended image of strength and effectiveness in tackling tough messes. Initially launched as a scouring powder, the brand quickly expanded its portfolio to include liquid cleaners, window sprays, and dishwashing liquids. While the brand is American by origin, it has a significant manufacturing footprint in Europe, with many products for the Continental market being produced in France.

Over the decades, Ajax has become a staple in households worldwide, known for its powerful formulas and distinctive "White Tornado" marketing campaigns. The product shown, Ajax Brise Fraîche (known as 'Fris' in the Netherlands), is a multi-surface cleaner designed for hygiene and long-lasting fragrance. As of 2026, the brand remains under the ultimate ownership of the Colgate-Palmolive Company, a multinational consumer products leader headquartered in New York City. The company continues to evolve the Ajax brand with a focus on sustainability, increasingly using recycled plastic for its bottles and formulating products with a high percentage of natural ingredients.