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Dirt Is Good!

Omo brand logo
Two girls playing together in the woods

Tough on stains, kinder to our planet

Unilever's largest detergent brand, OMO (also known as Persil, Skip, Surf Excel depending on where you live) believes taking action, alongside others, has a positive impact on young people’s wellbeing, their communities, and the planet. We believe that all young people should feel supported and empowered to roll up their sleeves and take action on what matters to them, no matter how messy.

That’s why we have set up the Dirt Is Good Project, which aims to help ten million young people take positive action for a better world where they can lead healthier, happier lives.

Dirt Is Good

We have an inimitable philosophy for a leading laundry brand; Dirt Is Good, we are the only brand to show that getting dirty is a positive experience for all. We also realise that now more than ever the world needs people to stand up and take positive action, this is why our purpose is to power up people to take action on the issues that matter to them, no matter how dirty they get. Because we know that taking action and getting dirty has a positive impact on people’s wellbeing, their communities and the planet.

The OMO Dirt Is Good signature


Production, packaging and ingredients. We’re putting them all to the test. Around the world, we are launching our cleanest and greenest product yet, designed to be tough on stains and kinder to our world. Dirt Is Good brands will lead the democratisation of sustainability without compromising on top performance, always tough on stains and kinder to our planet.

A cardboard box containing skip washing capsules


We want to inspire young people to help make the world a better place through their schools, communities and beyond. We are working together with parents, educators and NGOs like Global Action Plan to give young people the confidence to set their potential free and build a brighter future together.

On the left an image of a girl holding a seedling and on the right an adult placing seedling in soil


We’re committed to reducing the amount of packaging needed for our products while closing the loop on plastic. That’s why we’ve adopted a less plastic, better plastic and no plastic approach. In the UK, our bottles use 20% less plastic and 70% less plastic in our tubs. We are also committed to using 100% recycled plastic in our packaging and next year will be launching the world’s first paper-based laundry detergent bottle designed to be recycled in standard paper waste streams.

A promotional photograph of Skip, OMO and Persil refill bottles

A master class on the Dirt Is Good master brand

OMO, Persil, Skip, Surf Excel, Breeze, Rinso: Unilever’s billion-euro laundry detergent family may be known by different names around the world, but they are all united by two things: the commitment to getting clothes clean and the belief that messy play is good.

Find out more
Young boy by a lake looking at dirty t-shirt

Contact Unilever about OMO

If you have any questions or comments about OMO, please visit our contact page.

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