Purex is one of the most widely used laundry detergents in North America. It is manufactured by the Dial Corporation, a U.S. subsidiary of Germany’s Henkel Corporation. Purex is one of the most widely used laundry detergents in North America. It takes its name from a sister product, Purex bleach, which was a widely popular competitor to Clorox bleach.
In 1982 Purex Industries was acquired in a leveraged buyout by Gibbons, Green and van Amerongen Ltd., the predecessor of Leonard Green & Partners. In 1985, the Purex household and consumer product lines were acquired by the Dial Corporation consumer business.
The Dial Corporation, a Henkel subsidiary based in Scottsdale, Arizona, manufactures and distributes the product in North America. Purex crystals are sold in Europe by Henkel under a different name. The Crystals were the first crystal form fabric softener sold in the United States, Zooka Creative won a 2012 Effie Award for their marketing campaign for Purex. Purex crystals are made up of 87% natural ingredients and do not reduce the absorbency of towels. They can be safely used on active wear and children’s polyester sleepwear without harming the flame resistance properties or affecting absorbency. In January 2013, Purex launched a version made specifically for babies.