Persil's Slogans & Taglines

Persil is a German laundry detergent brand founded in 1907 by Henkel, pioneering the world’s first self-acting detergent that released oxygen during washing to remove stains without strenuous rubbing. Its name derives from the original ingredients sodium perborate and sodium silicate. In 1931, Unilever acquired marketing rights for the United Kingdom, Ireland, France, Latin America, China, Australia, and New Zealand, while Henkel retained ownership for the rest of the world. Over the decades, Persil has led industry innovation, introducing the first phosphate-free detergent in 1986, liquid detergent in 1987, and concentrated Megaperls in 1994. Today, it offers a comprehensive range of powders, liquids, and capsules, including the ProClean and Sensitive Skin lines.

Brand messaging has evolved from the early whiteness-focused claims such as Persil washes whiter, and it shows to the 1970 campaign Our Best, distinguished by the iconic red ribbon. The company later adopted the global platform Dirt is Good, reframing stains as evidence of an active life. In 2013, the UK market introduced For whatever life throws, reflecting the brand’s commitment to tackling modern, unpredictable lifestyles.