For over 75 years, we have been committed to changing the way laundry is done with the hardest working laundry detergents. From inventing the first heavy-duty laundry detergent (a powder or liquid detergent added to a washing machine to get clothes clean) to continuously striving to find more sustainable options – the Tide brand will never stop innovating and evolving with consumers at the heart of everything they do. Although Tide was born in the United States, its revolutionary effects can be felt all around the world.
Turning the tide for more than 75 years
1930 – Project X
Tide’s story began in the 1930s with Procter & Gamble scientist David Byerly. He was determined to develop the world’s first heavy-duty laundry detergent under Project X. However, after 7 years of experimenting, Project X got shut down. But Byerly never gave up, and after 14 years of having worked on it in secret, he found a soap that didn’t just wash, but could clean all the stains of the day. When Procter & Gamble saw the power and possibilities of this formula, they immediately wanted to get it into consumers’ hands, bringing what became known as Tide to market in under two years.
1946 – Tide’s launch
Tide officially became available in the United States in 1946 and was an overnight sensation. Coined the “washday miracle,” Tide, along with the invention of washing machines, drastically changed the way households did laundry. By reducing the manual labour required to do laundry, it freed up hours from household chores. This innovation allowed women, who were primarily responsible for laundry, to be able to hold jobs outside the home. The washing machine soon became very popular and common in American households.
1968 – XK
In 1968, consumers needed an easier way to remove tough stains. Tide launched Tide XK, which was the first US laundry detergent with enzymes that helped remove dirt and stains buried deep in the fibres of clothes.
1984 – Launch of Tide liquid
In the 1980s, life was getting busier, and since households with two incomes became more common, people needed a more convenient and reliable laundry detergent solution. Tide launched the Tide liquid with twice the cleaning power as other liquid laundry detergents on the market in order to get a superior clean every time. Tide liquid laundry detergent bottles were already recyclable when they were introduced.
2005 – Tide to Go
The innovative Tide to Go was launched to take the laundry out of the laundry room and bring it to the exact moment people need it the most – when they actually get a stain.
2005 – Tide Coldwater
New washing machines had the function to wash in cold water that reduced the ecological footprint and the energy needed for every wash. Tide launched Tide Coldwater to allow people to be environmentally conscious while being able to get a great Tide clean even in cold water.
2005 – Tide Loads of Hope
Tide Loads of Hope is a program that was created for families in need when Hurricane Katrina hit the United States. It provides free laundry services with the help of a mobile laundromat. After a disaster strikes, the trucks are deployed to help clean clothes for families, renewing a sense of hope and optimism during a difficult time. Tide Loads of Hope has been able to provide clean clothes for over 90,000 people over the years.
2012 – Launch of Tide PODS®
As life got even busier, Tide launched Tide PODS® to keep making a difference for consumers. It’s a new form of laundry detergent that is pre-measured and super concentrated to make life easier. There’s no need for pre-treatment, or soaking of everyday stains, because a single Tide PODS® includes stain fighters, odour fighters, and brighteners as well. Tide PODS® is also a much more accessible product for people with disabilities because of their lightweight, pre-dosed form.
2016 – Tide purclean™ – 75% plant-based laundry detergent
Tide purclean™ is Tide’s first plant-based* laundry detergent that has the cleaning power of Tide. It’s much more sustainable with 75% plant-based ingredients and without sacrificing cleaning power. Tide purclean™ is also made with 100% wind energy and zero manufacturing waste to landfill. *75% plant-based
2020 – Tide Loads of Hope powered by Tide Cleaners
The COVID-19 pandemic drastically changed life all around the world. The Tide Loads of Hope program powered by Tide Cleaners provided free laundry service to front-line responders and their families across the United States to help them during difficult times. The program cleaned over 1.8 million garments and gave helping hands to over 45,000 families.
2020 – Launch of Tide Hygienic Clean
Tide Hygienic Clean was developed to provide a deep clean and help get rid of the 70% of dirt that’s invisible. As a heavy-duty deep cleaning laundry detergent that removes visible and invisible stains, Tide was able to provide the best clean for consumers, especially while their standards and needs were increasing in 2020.
2022 – Tide goes to space
Tide is about to become the first laundry solution for astronauts. Having taken off on SpaceX CRS-24 in December 2021, Tide Infinity is fully degradable laundry detergent specially designed to be used in space, by astronauts on the International Space Station. With Tide Infinity, Tide Scientists and NASA are pushing the boundaries that will help determine the future of laundry here, on Earth.