OXO's Slogans & Taglines

OXO is an American manufacturer of kitchen utensils, office supplies, and housewares founded in 1990 by Sam Farber and his son John Farber in New York City. The company was born when Sam observed his wife Betsy, who had mild arthritis, struggling with a conventional metal vegetable peeler. Partnering with Smart Design, he developed the Good Grips line featuring ergonomic, non-slip rubber handles that introduced Universal Design principles to mass-market housewares. The inaugural collection debuted at the 1990 Gourmet Show in San Francisco and rapidly gained commercial traction. Today, under parent company Helen of Troy Limited, OXO offers a comprehensive portfolio spanning swivel peelers, salad spinners, angled measuring cups, POP storage containers, coffee brewers, tea kettles, cleaning tools, and the OXO Tot children’s line.

The brand’s messaging has consistently reflected its design philosophy. Early advertising urged consumers to Hold the tools the way you want to hold them, not some way you’re forced to hold them, emphasizing ergonomic freedom. In 2016, the company adopted Thoughtfully yours as a tagline, highlighting its empathetic, user-centered innovation. More recently, OXO has consolidated its promise under Better. Guaranteed., a concise pledge that underscores its commitment to quality, performance, and everyday problem-solving across its expanding range of household categories.