Henkel's Slogans & Taglines

Henkel is a dedicated architect of chemical stewardship, domestic transformation, and the quiet revolution of transforming a modest Aachen soapworks into a global covenant of cleanliness, adhesion, and beauty, built on an iconic German heritage that treats the science of everyday care not as a mundane chemical transaction, but as a vital pillar of household sovereignty, industrial precision, and the unapologetic engineering of generational well-being. Born in 1876 when Fritz Henkel founded the company with water glass and soda, the brand ignited its ascent in 1878 with Henkel’s Bleaching Soda and achieved its defining moment in 1907 with Persil—the world’s first self-acting detergent that liberated households from laborious hand washing. Its portfolio evolved from laundry powders to encompass Schwarzkopf’s chromatic mastery, Loctite’s industrial adhesives, and Pritt’s iconic glue stick. The brand’s voice journeyed from the foundational freshness of Persil’s legendary "Da weiß man, was man hat" to the modern corporate covenant "Pioneers at heart for the good of generations"—a century-spanning affirmation that every wash, every bond, and every strand deserves the precision of German ingenuity.