Our heritage - celebrating the last 75 years
For over 75 years, we have been committed to changing the way laundry is done while always delivering the hardest working laundry detergents. From inventing the first heavy duty laundry detergent to continuously striving to find more sustainable options – Tide will never stop innovating and evolving with consumers at the heart of everything they do.
Tide’s story began in the 1930s with Procter & Gamble scientist David Byerly. Byerly was determined to develop the world’s first heavy duty laundry detergent under Project X. After 7 years of experimenting Project X was shut down. This did not stop Byerly who continued working on the project in secret for 14 years until one day he cracked it – a soap that didn’t just wash, it could clean all the stains of the day. When Procter & Gamble saw the power and possibilities of Product X, they immediately knew they needed to get it into consumers hands bringing what became known as Tide to market in under two years.
Tide officially became available in 1946 and was an overnight sensation. Coined the “washday miracle,” Tide along with the invention of washing machines, drastically changed the way households did laundry. By reducing the manual labor required to do laundry, it freed up hours from household chores. This innovation allowed women, who were primarily responsible for laundry, to be able to hold jobs outside the home. By 1949, Tide was the leading laundry detergent in the US and has continued to hold this position to this day.
In 1968, consumers needed an easier way to remove tough stains such as food and red stains Tide launched Tide XK. Tide XK was the first US laundry detergent with enzymes which helped to remove dirt and stains buried deep in the fibers of clothes.
Launch of Tide liquid
In the 1980’s as life was getting busier and dual-income households were on the rise, consumers were looking for a more convenient and reliable laundry detergent solution. In 1984 Tide launched Tide liquid – a new form of laundry detergent which twice the cleaning power as other liquid laundry detergents available on the market in order to get a superior clean every time. Tide liquid laundry detergent bottles were recyclable from the very start.
Tide to Go
Tide to Go was launched to take laundry out of the laundry room at the exact moment people need it the most—when they actually get a stain.
Tide launched Tide Coldwater, which allowed people to conserve energy and get a great clean even in cold water.
Tide Loads of Hope
When Hurricane Katrina hit in 2005 Tide stepped up to provide free laundry services to families in need through program called Tide Loads of Hope. Tide Loads of Hope is as a mobile laundromat that operates with the help of Matthew 25 Ministries. After a disaster strikes, the trucks are deployed to help clean clothes for families who need us the most; renewing a sense of hope and optimism during a difficult time. Tide Loads of Hope has been able to provide clean clothes for over 90,000 people.
The launch of Tide PODS®
To keep making a difference for consumers who lives were getting busier, As life got busier, Tide launched Tide PODS®, a new form of laundry detergent that is a pre-measured and super concentrated to help make life easier. A single Tide PODS® pac includes stain fighters, odor fighters, and brighteners so there is no need for pre-treating and soaking everyday stains. Tide PODS® is also a much more accessible product for people with disabilities because of their light weight, pre-dosed form.
Tide purclean™ - 75% plant-based laundry detergent
In 2016, Tide launched it’s first plant-based* laundry detergent, Tide purclean™. Tide designed Tide purclean™ to have the cleaning power of Tide, but it is made with 75% plant-based ingredients, to be more sustainable without sacrificing cleaning power. Tide purclean™ is also made with 100% wind energy and zero manufacturing waste to landfills.
Tide Loads of Hope powered by Tide Cleaners
In 2020 as life drastically changed all around the world due to the COVID-19 pandemic, Tide was able to help. Tide Loads of Hope powered by Tide Cleaners provided free laundry services to front-line responders and their families across the United States so they had one less thing to worry about. The program cleaned over 1.8 million garments and helped over 45,000 families.
Launch of Tide Hygienic Clean
70% of dirt is invisible, but just as important for consumers to remove. To help provide a deep clean, Tide launched Tide Hygienic Clean. As a heavy-duty deep cleaning laundry detergent that removes visible and invisible stains, Tide was able to provide the best clean for consumers, especially while their standards and needs were increasing in 2020.