Tide
- Company typePublic
- Founded1946
- HeadquartersCincinnati, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Tide firmographics
Firmographics- Name
- Tide
- Legal name
- Procter & Gamble Company
- Website
- https://tide.com
- Company type
- Public
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Tide industry classification
Industry- Product category
- Laundry Detergents
- NAICS
- Drycleaning and Laundry Services (except Coin-Operated) (81232)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)
- akta.pro secondary industries
- Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Eco-Friendly / Hypoallergenic Wash-and-Fold (Green, Fragrance-Free) (HSAJABAC), Laundry Care Accessories & Consumables (Dryer Sheets/Balls, Lint Rollers, Mesh Bags) (CRAJAAAL)
Keywords
Where Tide is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tide business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Personnel
Revenue model
- Consumer Laundry Detergent Sales: Direct consumer sales of laundry detergent products through retail stores and e-commerce platforms. Products include liquid, powder, pods, and the new Tide evo fiber-based tiles. Revenue generated through one-time purchase transactions at various price points.
- Tide Cleaners and Tide Laundromat Franchises: Franchise revenue through Tide Cleaners (dry-cleaning services) and Tide Laundromat (laundry service locations). Tide Services, a subsidiary of P&G, operates and expands franchise locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tide evo Premium Fiber Tiles |
| Unit Pricing | Pay-as-you-go | Tide Original Liquid Boosted Formula |
| Unit Pricing | Pay-as-you-go | Tide Simply Value Line |
| Unit Pricing | Pay-as-you-go | Tide Free & Gentle |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Tide product offering
Product offeringCore offering
Tide manufactures and sells laundry detergent products for household consumers under the Procter & Gamble corporate umbrella. Its product line spans liquid detergents, powder detergents, single-dose pods (PACS), and the new Tide evo fiber-based waterless tiles, supported by sub-brands such as Tide Free & Gentle, Tide Plus Febreze, Tide Simply, Tide Plus Downy, and Tide Ultra OXI. Tide also operates professional laundry and dry-cleaning franchise services (Tide Cleaners) and laundromat franchise locations (Tide Laundromat) through its wholly-owned subsidiary Tide Services.
Product overview
Tide is America's #1 laundry detergent brand by Procter & Gamble, offering a comprehensive portfolio of laundry care products across multiple formats (liquid, pods/pacs, powder, and the innovative new Tide evo fiber-based tiles). The product portfolio includes core brands (Tide Original, Tide POWER PODS®, Tide evo) and sub-brands targeting specific needs: Tide Free & Gentle (hypoallergenic/sensitive skin), Tide Plus Febreze (freshness), Tide Simply (value), Tide Plus Downy (softness), and Tide Ultra OXI (stain fighting). Supporting products include stain removers (Tide to Go), fabric care (Antibacterial Fabric Spray), and fabric rinses (Tide Clean Boost™). Tide also operates Tide Cleaners (professional laundry/dry-cleaning services) and Tide Laundromat franchise locations. The brand is committed to innovation, sustainability (Turn to Cold initiative with WWF), and has a Space Act Agreement with NASA for developing laundry solutions for space.
Differentiator
Problem solved
Functional benefit
Brands
- Tide evo: First-of-its-kind 100% concentrated, waterless laundry detergent tile with six cleaning layers that dissolve in cold water.
- Tide Free & Gentle
- Tide Plus Febreze
- Tide Simply
- Tide Plus Downy
- Tide Ultra OXI
- Tide POWER PODS
- Tide Cleaners
- Tide Laundromat
- Tide Hygienic Clean
Products and services
- Tide evo Laundry Detergent Tiles Waterless, 100% concentrated fiber-based laundry detergent tile with six woven-fiber cleaning layers that dissolve in cold water. Packaged in FSC-certified recyclable paper. Marketed as a sustainable, high-performance laundry solution for U.S. households.
- Tide Original Liquid Laundry Detergent America's #1 trusted liquid laundry detergent, formulated to remove tough stains and odors even in cold water, with HE Turbo technology compatible with high-efficiency washing machines. Launched in boosted formula in 2025.
- Tide POWER PODS Pre-measured, super-concentrated single-dose laundry detergent pacs offering 4-in-1 cleaning with stain removal that dissolves in any water conditions and temperatures. Launched in 2012.
- Tide Original Powder Laundry Detergent Traditional powder laundry detergent format dating to Tide's 1946 launch, attacking 7-day-old stains and effective in washing machines.
- Tide Free & Gentle Collection Hypoallergenic laundry detergent line formulated without perfumes or dyes, recommended by the National Eczema Association and the National Psoriasis Foundation, for consumers with sensitive skin.
- Tide Plus Febreze Collection Laundry detergent sub-brand combining Tide cleaning power with Febreze freshness, including Sport Odor Defense variants for athletic apparel odor elimination.
- Tide Simply Collection Value-tier laundry detergent line providing everyday stain and odor cleaning at an affordable price point.
- Tide Ultra OXI Collection Advanced stain-fighting laundry detergent sub-brand offering 4-in-1 cleaning with built-in pre-treaters for tough, set-in stains and odors.
- Tide Plus Downy Collection Laundry detergent sub-brand combining Tide cleaning power with Downy softness and freshness in a single product.
- Tide to Go Instant Stain Remover On-the-go instant stain remover pen and wipes for treating fresh stains on clothing outside the home.
- Tide Clean Boost Fabric Rinse Laundry additive used during the rinse cycle to deliver 3X more odor and residue removal than detergent alone.
- Tide Cleaners and Tide Laundromat Franchise Services Professional dry-cleaning and self-service laundromat franchise services operated by Tide Services, a wholly-owned Procter & Gamble subsidiary, providing consumers with alternative laundry service options.
Quantifiable outcome
- 40% of U.S. detergent market share
- +8 more outcomes
Companies that use Tide
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Tide technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Tide partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, flagship and core.
- Recess TherapyminorTide Free & Gentle partnered with Recess Therapy for the first annual 'Safe for Stuffies' campaign. The campaign invites tri-state area residents to donate stuffed animals to be professionally washed and redistributed to families experiencing housing insecurity.
- Expecting ReliefminorTide Free & Gentle partnered with Expecting Relief for the 'Safe for Stuffies' campaign. Tide donated thousands of detergent bottles to Expecting Relief organization supporting families in crisis.
- Netflix (Stranger Things Season 5)flagshipTide partnered with Netflix's Stranger Things Season 5 for brand collaboration featuring reimagined 1987 'Letters to Tide' campaign. The collaboration includes a commercial featuring Cara Buono showcasing Tide's boosted laundry formula's stain-fighting power on iconic costumes from the show.
- NASAflagshipTide signed a Space Act Agreement with NASA to develop laundry solutions for space exploration. Testing detergent performance in resource-constrained environments including the International Space Station and deep space missions. Tide Infinity was launched to ISS on December 21st. Goal is to develop products addressing resource and environmental challenges for laundry on Earth and in space.
- World Wildlife Fund (WWF)coreTide and WWF partnered to make washing in cold water the next energy-saving eco-habit. The collaboration focuses on sustainable behavior change research in the laundry room. WWF helps validate Tide's environmental claims and provides credibility for the #TurnToCold campaign.
- National Football League (NFL)coreTide partnered with 16 NFL teams for the Coming Clean campaign to wash 1 million pounds of NFL laundry annually in cold water and inspire 80 million NFL fan households to join the cold water movement. Former NFL star Mark Ingram hosts the Coming Clean laundromat series.
- HanesminorTide collaborated with Hanes, the leading basic apparel brand in the U.S., to include 'wash in cold' call-to-action on Hanes packaging along with Tide POD samples and coupons.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Tide competitors and assessment
Company assessmentEmerging players
- Dropps: Dropps is a direct-to-consumer subscription laundry pod brand competing for eco-conscious consumers in the same concentrated-pod category Tide pioneered. Smaller scale but disruptive e-commerce model and sustainability positioning.
- Seventh Generation (Unilever): Seventh Generation is a plant-based, eco-friendly laundry brand now owned by Unilever, competing with Tide evo and Tide Free & Gentle in the sustainability-driven consumer segment. Strong overlap with Tide's eco-positioning and cold-water claims.
- Method Products (SC Johnson / Ecover): Method (under SC Johnson/Ecover) offers eco-friendly laundry detergents with a design-forward brand identity, competing for the same environmentally conscious consumers Tide targets with evo and Turn to Cold messaging.
- Biokleen: Biokleen is a plant-based, eco-friendly laundry and cleaning brand that competes with Tide evo and Tide Free & Gentle in the natural-products channel. Smaller scale but overlapping sustainability and hypoallergenic positioning.
Direct peers
- Persil (Henkel): Persil is Henkel's flagship laundry detergent brand and Tide's most direct premium-segment competitor in the U.S. and global markets. Both brands compete head-to-head in liquid, powder, and pod formats with comparable performance and trust positioning.
- Arm & Hammer (Church & Dwight): Church & Dwight's Arm & Hammer laundry detergent line competes directly with Tide in mainstream and value tiers across the U.S. Comparable product formats (liquid, powder, pods) and overlapping mass-retail distribution make it Tide's closest mainstream peer.
- Purex (Henkel): Purex is a value-tier laundry detergent brand competing in the same mass-market channel as Tide Simply. Both brands target price-sensitive consumers seeking effective cleaning at lower price points.
- all Free Clear (Church & Dwight): all Free Clear is the leading sensitive-skin/hypoallergenic laundry detergent, competing directly with Tide Free & Gentle (NEA/NPF-endorsed). Both target dermatologically sensitive consumers with fragrance- and dye-free formulations.
Broad incumbents
- Clorox: Clorox is a broader CPG incumbent with laundry adjacencies (Clorox bleach, Clorox 2 stain fighter) that compete with Tide's whitening and stain-removal sub-brands (Tide Plus Bleach, Tide Ultra OXI). It operates as a wider portfolio player rather than a pure detergent brand.
- Kirkland Signature (Costco): Costco's Kirkland Signature laundry detergent is one of the largest private-label detergent brands in the U.S., competing directly with Tide on price/value in warehouse and club channels. Forces Tide Simply and other value-tier pricing decisions.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Tide social profiles
Digital presenceTide financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tide leadership team
Management profileNumber of profiles
Tide subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tide funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tide M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tide
What does Tide do?
Tide manufactures and sells laundry detergent products for household consumers under the Procter & Gamble corporate umbrella. Its product line spans liquid detergents, powder detergents, single-dose pods (PACS), and the new Tide evo fiber-based waterless tiles, supported by sub-brands such as Tide Free & Gentle, Tide Plus Febreze, Tide Simply, Tide Plus Downy, and Tide Ultra OXI. Tide also operates professional laundry and dry-cleaning franchise services (Tide Cleaners) and laundromat franchise locations (Tide Laundromat) through its wholly-owned subsidiary Tide Services.
Is Tide a public or private company?
Tide is a public company. It is classified as corporate owned and is currently operating.
When was Tide founded?
Tide was founded in 1946. It employs 1,001 to 5,000 people.
Where is Tide based?
Tide is headquartered in Cincinnati, United States, in the North America region.
How does Tide make money?
Two revenue lines are on record. Consumer Laundry Detergent Sales are the primary driver. The others are tide Cleaners and Tide Laundromat Franchises.
Who are Tide's main competitors?
Emerging players on record are Dropps, Seventh Generation (Unilever), Method Products (SC Johnson / Ecover) and Biokleen. Direct peers are Persil (Henkel), Arm & Hammer (Church & Dwight), Purex (Henkel) and all Free Clear (Church & Dwight). Broad incumbents are Clorox and Kirkland Signature (Costco).
Does Tide have an API?
No public API is recorded for Tide.
What industry is Tide in?
Tide's product category is Laundry Detergents. Its primary akta.pro industry code is CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets), with a secondary code of CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers). Its NAICS code is 81232 and its SIC code is 2840.