Unilever’s largest detergent brand, OMO (also known as Persil, Skip or Surf Excel depending on where you live), believes you can’t unleash your full potential without getting stuck in and getting dirty. So embrace the glory and the grime of every step on your journey to becoming your personal best. We’ll be there to wash it all off so you can go again. Play on!
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Dirt Is Good heritage
In the early 20th century, our family of brands focused on whiteness and cleanliness.
By the late 1980s, we were focusing on advanced science.
It wasn’t until the early 2000s that a seemingly counter-intuitive idea was born – Dirt Is Good.
Over the last 20 years, we have been the only leading laundry brand to show that getting dirty is a positive experience for all.
Our purpose is to encourage people to unleash their full potential, showing their determination and resilience through the power of getting dirty.
Product
Production, packaging and ingredients – we’re putting them all to the test. Around the world, our products provide an effortless, pristine clean, first time, every time, even on the toughest stains and shortest cycles.
People
We want to inspire people to courageously embrace challenges, with the resilience to bounce back and give it their absolute best, welcoming dirt and stains along the way.
We work to give people the confidence to set their potential free and build a brighter future together.
Planet
As part of Unilever's packaging goals, we are working to reduce plastic use and increase the use of recycled plastic in our packaging where feasible.
History of Dirt Is Good
OMO, Persil, Skip, Surf Excel, Breeze, Rinso: Unilever’s largest 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 Dirt Is Good.
Unilever’s short-cycle laundry innovation played an important role in the turnaround of our business in Europe. Building on this success, we’re rolling out the product across markets like India and Brazil where there’s huge potential for growth.
Home Care’s first-half performance is proof that Unilever’s strategy can work at scale. Read how sharper choices, bigger brand-led innovations, stronger execution and a more disciplined operating model are translating into higher-quality growth.
