Fairy's Slogans & Taglines

Fairy is an international brand of washing-up liquid and dishwasher detergent owned by Procter & Gamble, with origins tracing back to 1898 when Thomas Hedley Co. of Newcastle upon Tyne produced eponymous soap bars. The company was acquired by Procter & Gamble in 1927, and in 1950 the brand launched its iconic washing-up liquid in a white plastic bottle with green graphics and a red top, pioneering the transition from traditional soap to liquid dishwashing detergent. The product was distinguished by its powerful grease-cutting formula and the promise of being gentle on hands, encapsulated in the legendary jingle hands that do dishes can feel as soft as your face. Core offerings today encompass washing-up liquid, dishwasher tablets, and all-in-one dishwasher products, alongside laundry detergent variants. Brand messaging has evolved through multiple slogans including Takes grease out of your way, Powers through the washing up, More value in every drop, and the contemporary platform Cleans first time, cares every time. In 2000, the brand introduced the Fairycology sustainability initiative, and in 2023 launched Fairy 30 Minute Miracle with the promise Better cleaning even in 30 minutes. Today, Fairy remains the dominant player in the UK washing-up liquid market and has become a genericised trademark for the category, recognised for combining effective cleaning with care for hands and the environment.