Dylon’s unique detergent is an example of how Henkel’s commitment to sustainability extends across its brands, as Dylon’s formula can renew clothes in just 10 washes, contributing to a more circular economy! It is an example of how Henkel continues to pioneer for the good of generations across markets.
Story
Henkel’s Dylon continues to provide pioneering solutions for customers with their detergent line.
Henkel’s origin story begins with the launch of a detergent. While the first-ever Henkel product - Universal-Waschmittel - would garner little success, Henkel’s Bleich-Soda would change the world of laundry in 1878. As a product developed by Fritz Henkel, it’s special formula could bleach yellowed laundry without damaging the material. This is, of course, followed by other detergents introduced later, which revolutionised laundry in 1907 as the first self-acting detergents on the market.
Henkel’s acquisition of French company Spotless Group in 2014 meant that a repertoire of brands including British brand Dylon were under the Henkel umbrella. Dylon, founded in 1946, is known for its textile dyes which help make clothes vibrant for longer (or reinvent them entirely!) They would go onto launch a laundry detergent under Henkel in 2024. This detergent has a patent-pending triple-renew formula which breathes new life into clothing by renewing fibres, cleaning gently, and revitalising colour. Their detergent line currently includes a formula for light, coloured, clothing, dark-coloured clothing, all-purpose items, and sportwear.
Dylon has sponsored London Fashion Week (LFW) for two seasons in a row in 2025, creating fabulous activations across the city and collaborating with brands that share their commitment to the slow fashion movement. As part of these LFW campaigns, they hosted pop-ups which included ‘Refresh and Renew’ Launderette pop-ups in September and February 2025.
These pop-ups included elements such as a Repair & Renew station where visitors could fix their garments with some expert help. Sustainable fashion experts such as Victoria Lee were also present to provide masterclasses on how to give new life to wardrobe staples. Our Dylon brand ambassador Rochelle Humes has also collaborated with the brand since 2025 to showcase unforgettable looks on the LFW runway sponsored by Dylon as well as share how Dylon’s disruptive formula can refresh and renew wardrobe staples.
With our Dylon Detergent line, we can satisfy more consumer needs than ever before. Thanks to the technology of freshness renewal, Dylon is the only detergent that cleans & renews with every wash. So, there’s no need to be concerned about fading clothes anymore – Dylon takes care of that!”
Pia van Saanen, Head of Marketing & Digital, Henkel Consumer Brands
