Tide

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

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

• Laundry detergent products
• Fabric care solutions
• Laundry detergent pods
• Stain removal products
• Household cleaning products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Personnel

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered minor, flagship and core.

• Recess TherapyminorGTM or Marketing Partner · 18 June 2026Tide 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 ReliefminorGTM or Marketing Partner · 18 June 2026Tide 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)flagshipGTM or Marketing Partner · 26 November 2025Tide 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.
• NASAflagshipStrategic or Co-development PartnerTide 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)coreStrategic or Co-development PartnerTide 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)coreGTM or Marketing PartnerTide 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.
• HanesminorGTM or Marketing PartnerTide 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

Emerging 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

• Xx.com/tide
• YouTubeyoutube.com/channel/UCEPeWPjaF1CWCKXa3xTp7vw
• Facebookfacebook.com/Tide
• Pinterestpinterest.com/tide
• LinkedInlinkedin.com/company/tide-to-go

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tide