Domestos's Slogans & Taglines

Domestos is a British household cleaning brand founded in 1929 by Wilfred Handley, a dental mechanic who began manufacturing sodium hypochlorite solution in a garden shed in Newcastle upon Tyne. Originally sold door-to-door in stoneware jars as a disinfectant and drain cleaner, the brand gained national distribution by 1952 under the iconic slogan Kills all known germs. In 1961, Lever Brothers acquired the company for £2.5 million, integrating it into what is now Unilever. Today, Domestos operates as a leading global hygiene brand across more than 45 countries, marketed under names such as Domex, Glorix, and Vim in select regions. Its portfolio spans thick bleach, toilet gels, rim blocks, and multipurpose sprays, all built on a biodegradable bleach-based formula that delivers superior germ-killing performance.

Brand messaging has been anchored since the 1950s by the enduring promise Kills all known germs, later sharpened to Kills all known germs. Dead. The 1980s introduced Strong, thick Domestos, while the 2000s embraced the aggressive humour of Millions of Germs Will Die. Beyond product claims, the brand has evolved toward purpose-driven positioning, partnering with UNICEF since 2012 to improve global sanitation and embracing the mission to ensure clean, safe toilets for communities worldwide.