• Brand Name: Ajax

• Industry: Household Cleaning Products

• Founded: 1947

• Original Owner: Colgate-Palmolive

• Current Manufacturers:

• Colgate-Palmolive (household cleaning products)

• Awesome Products Inc. (North American laundry detergents)

• Country of Origin: United States

• Product Categories:

• Powder Cleanser

• Dishwashing Liquid

• All-Purpose Cleaners

• Laundry Detergent (selected markets)

• Specialty Household Cleaners [2]

Ajax Powdered Cleanser was launched by Colgate-Palmolive in 1947. It quickly became one of the company’s first major cleaning brands and was marketed as a heavy-duty cleaner capable of removing stubborn dirt and stains from hard surfaces. [1]

The brand name “Ajax” was inspired by Ajax the Great, the legendary Greek warrior known for his exceptional strength. This association supported the brand’s long-running advertising message emphasizing cleaning power and toughness. One of its famous slogans was “Stronger Than Dirt!” [2]

Expansion

During the 1960s and early 1970s, Ajax expanded into several cleaning categories:

• Ajax All-Purpose Cleaner (1962)

• Ajax Bucket of Power Floor Cleaner (1963)

• Ajax Laundry Detergent (1964)

• Ajax Window Cleaner (1965)

• Ajax Dishwashing Liquid (1971)

Ajax became one of the strongest competitors to Procter & Gamble’s Mr. Clean during this period. [2]

In 2005, Colgate-Palmolive sold or licensed its North American laundry detergent business. The Ajax laundry detergent rights eventually became part of Awesome Products Inc., which acquired the Ajax laundry care business in 2023. Colgate-Palmolive continues to own and market many Ajax household cleaning products, including powdered cleansers and dishwashing liquids. [2]

Ajax products vary by country but commonly include:

Dishwashing Liquid

Designed to remove grease while being suitable for hand washing dishes. Popular scents include:

• Lemon

• Orange

• Grapefruit

• Vinegar & Lime

• Citrus varieties

Powder Cleanser

A scouring powder used for:

• Kitchen sinks

• Bathroom tiles

• Bathtubs

• Stovetops

• Stainless steel

• Ceramic surfaces

All-Purpose Cleaner

Available as liquid cleaners for general household cleaning of:

• Floors

• Countertops

• Bathrooms

• Kitchens

Some international markets also sell glass cleaners, disinfectants, and degreasers under the Ajax name. [3]

Today, the Ajax brand primarily focuses on:

• Ultra Liquid Dish Soap

• Powder Cleanser

• All-Purpose Cleaner

Depending on the market, additional Ajax-branded cleaning products may also be available. [3]

Ajax Powder Cleanser commonly contains ingredients such as:

• Sodium carbonate

• Sodium dodecylbenzenesulfonate (surfactant)

• Quartz or silica (mild abrasive)

• Fragrances

• Colorants

Ingredient formulations vary depending on product type and country. [2]

Ajax became famous through memorable advertising campaigns emphasizing strength and cleaning effectiveness.

Notable slogans include:

• “Stronger Than Dirt!”

• “White Tornado”

• “Stronger Than Grease”

These campaigns helped establish Ajax as a leading cleaning brand in North America during the mid-20th century. [2]

Ajax products are sold in numerous countries, although the product range differs by region. The brand has had a strong presence in:

• United States

• Canada

• Mexico

• Latin America

• Europe

• Asia

• Australia (selected products)

Different regions may have different manufacturers or licensing arrangements while using the Ajax trademark. [2]

Ajax is widely recognized for:

• Strong grease removal

• Effective stain removal

• Affordable pricing

• Long history in household cleaning

• Durable brand recognition across generations

Its powdered cleanser, in particular, remains a staple for heavy-duty cleaning tasks in many households. [2]

Since its launch in 1947, Ajax has become one of the most recognizable names in household cleaning. Its reputation for effective, heavy-duty cleaning and its long-running association with Colgate-Palmolive have helped it remain a trusted brand across multiple generations, even as its ownership and product portfolio have evolved over time. [1]

1. History | Colgate-Palmolive

2. Ajax (cleaning product)

3. Dish Soap & Powder Kitchen Cleaning Products | Ajax®