OMO says dirt is good!

We have an inimitable philosophy for a leading laundry brand: we believe that by getting dirty, children develop, learn and grow through rich memory-making experiences.

These experiences often come in the form of ‘real play’: play that is free, exploratory and sometimes messy, allowing children to enjoy the present and thrive in the future.

Our vision is to create a play-friendly world so that all children everywhere can experience play every day for their lifelong learning and development.

Whether known as OMO, Persil, Skip, Breeze, Ala, Surf Excel or Rinso in your part of the world, you can trust we’ll be there with the superior technology you love to help your family remove those tough stains again and again, so you’re able to enjoy those experiences worry-free.

Rebalancing childhood

In a recent global study of 12,000 parents, OMO found a striking statistic: children were spending as little time outdoors as maximum security prisoners.

This insight led us to focus our mission on rebalancing children’s lives through real play, especially outdoors.

We created a database of activities for kids both indoors and outdoors to inspire fun experiences and collaborated with local organisations in Brazil, Turkey and the UK to create unique adventures for the whole family.

Play needs to be a constant throughout a child’s day, as it’s a key way they learn and grow. That’s why we support Outdoor Classroom Day, an initiative we have championed in more than 50 countries to get children all over the world, on the same day, learning and playing outdoors for at least one lesson during the school day. Visit to learn more and join the fun!

Our cleaner planet plan

Also key to the OMO brand is our commitment to the Cleaner Planet Plan – a pledge supported by several of Unilever’s laundry brands, through which we’re minimising our impact on the environment.

The Cleaner Planet Plan is about bringing you products that are not only great at cleaning but also leave a lighter footprint on the planet.

A large percentage of greenhouse gas comes from heating water in washing machines. This is why we strive to bring you top-performing products that are great at cleaning even at low temperatures.

We’re also concentrating our liquids and powders, saving both energy and packaging. In fact, our Small & Mighty liquid bottles for Persil require 40% less packaging than a standard bottle of detergent.

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