Beyond the Brand: all(R) Laundry

A new series outlining the history, purpose, innovations, sustainability, and pioneering spirit of Henkel's brands.

NORTHAMPTON, MA / ACCESSWIRE / April 18, 2024 / Henkel's two business units, Adhesive Technologies and Consumer Brands, are united by the pioneering spirit to reimagine and improve everyday life - today and for generations to come. Building on a strong legacy of more than 145 years, our brands and products play an important role in the lives of millions of people and help to transform entire industries. In this new series, Beyond the Brand, you will learn about how Henkel's top brands are contributing to organizational goals and innovating constantly to serve and succeed on behalf of customers, consumers, and partners.

The first featured brand is all detergent, which has been delighting consumers for 65 years. Read on for more about the history, innovations, sustainability, and pioneering spirit that goes far beyond the brand.

The History of all

The all brand was introduced and established in the U.S. market in 1959, offering American families an effective clean for their laundry. Since its introduction, the brand has evolved to meet the needs of its consumers, with all free clear growing to become a category leader in laundry care for sensitive skin.

all free clear is proud to have the history of being a science-led brand that has become the #1 recommended detergent brand by dermatologists, allergists and pediatricians for sensitive skin.

Innovations from all free clear

Letting science lead the way, the all free clear formula was created from the ground up to be gentle on skin. It is hypoallergenic and 100% free of dyes and perfumes. The brand was also the first laundry detergent to receive the seal of acceptance from the National Eczema Association.

In addition to the all free clear Original liquid detergent the brand's portfolio has expanded to include convenient, single-use MIGHTY PACS Laundry Detergent, Liquid Fabric Softener, Dryer Sheets, and more to satisfy consumers' needs across their entire laundry routine.

In 2022, the brand re-launched, introducing a refreshed and modernized look with an updated logo, new packaging design and a new purpose: to champion cleaner, simpler living for all. The brand and its product portfolio do this by using carefully selected ingredients and by helping to simplify laundry care choices without compromising a family's laundry care needs.