Henkel Debuts New Concentrated Formulas for all®, Persil® and Snuggle® Liquid Laundry Products

Henkel, a leading manufacturer of well-known consumer and industrial brands, is introducing concentrated formulas and packaging across all®, Persil® and Snuggle® liquid laundry products. This update offers laundry-doers effective detergent cleaning power and fabric conditioning softness and scent at a more concentrated level per load – making every wash more environmentally conscious. The new formulas and packaging began shipping to store shelves early March 2025 and will continue to roll out in subsequent months. 

This initiative is a testament to the ongoing commitment to sustainability at Henkel, evidenced by significant reductions in resources used across the value chain. This includes an average 16% dose concentration across laundry detergent variants* and the integration of 50% recycled plastic content into new bottle designs, unlocking sustainability improvements and efficiency from production to shipping and to consumer use.  

“At Henkel, we are dedicated to leading with initiatives that not only enhance product performance but also demonstrate our corporate values for the good of all generations,” said Philipp Schaffer, Corporate Senior Vice President, Henkel Consumer Brands, North America. “Together, we’re fostering more mindful laundry days that create positive, lasting impact.” 

Martina Spinatsch, Senior Vice President, Research & Development, North America adds, “By further concentrating the liquid formulas for these laundry brands, we’re reducing our environmental footprint from plastic to water-usage to shipping, providing efficacy our consumers know and trust.”

The introduction of these concentrated formulas also sets new benchmarks in environmental stewardship for the brands:

• Water Conservation: The new detergent formulas reduce water usage in our manufacturing facilities, conserving approximately 9 million gallons annually, equivalent to the water used in 450,000 standard laundry wash loads**.
• Plastic Reduction: With concentrated formulas comes smaller bottles. The initiative achieves a nearly 5% net reduction in plastic, which is equivalent to the plastic found in over 20 million one-gallon milk jugs. 
  • Moreover, the majority of the brands’ laundry product bottles will be made with 50% recycled materials.
• CO₂ Reduction: With smaller, more efficient packaging, Henkel can effectively reduce the number of trucks needed for transportation, resulting in a significant decrease in CO₂ emissions. This change will contribute to a projected annual CO₂ emissions savings of over 4,000 metric tons, which is equivalent to the absorption capabilities of approximately 169,100 trees annually.

Formula concentration supports the Henkel 2030+ Sustainability Impact Framework, which focuses on creating a regenerative planet, thriving communities and trusted partnerships. By reducing resource consumption and enhancing product sustainability, Henkel aims to help influence positive consumer behavior through effective and environmentally responsible products.

Consumers can support these efforts by choosing all®, Persil® and Snuggle® brand products which support Henkel Corporation’s commitment to sustainability and environmental stewardship.

*Includes all® & Persil®
**Based on 20 gallons per washload