The Axion trademark was first introduced by Colgate-Palmolive in 1968, although its earliest product was not a dishwashing detergent. Originally, Axion was marketed as an enzyme pre-soak for laundry, designed to help remove stubborn stains before washing clothes. Over time, the brand evolved into a dishwashing line as Colgate-Palmolive expanded its household cleaning portfolio. [2]

During the 1990s, Axion expanded throughout Asia, including the Philippines, Malaysia, and India. Company reports from the period describe Axion dishwashing paste as a key product in markets where Colgate-Palmolive had a leading position in dishwashing care. [3]

Today, Axion is one of the flagship home care brands within Colgate-Palmolive’s global portfolio alongside brands such as Ajax, Palmolive, Fabuloso, and Suavitel. [4]

Axion has been a familiar household name in the Philippines for decades.

The brand first became widely recognized through its dishwashing paste, before later expanding into dishwashing liquid products to meet changing consumer preferences. Philippine advertising emphasized Axion’s grease-cutting performance, using memorable campaigns such as:

• “The Grease-Cutter”

• “O Sebo, Layuan Mo Ako”

• “Hamon ni Rosa, Axion Bida”

These campaigns helped establish Axion as a mainstream dishwashing brand in Filipino households. [5]

Depending on the market, Axion products commonly include:

• Dishwashing Paste

• Dishwashing Liquid

• Refill Pouches

• Value Packs

• Multi-pack bundles

Popular fragrance variants include:

• Lemon

• Calamansi (Kalamansi)

Some formulations are also marketed with antibacterial or enhanced grease-cutting features. [6]

Axion is positioned as a high-performance grease remover intended for everyday kitchen cleaning.

The brand emphasizes:

• Fast grease removal

• Easy rinsing

• Removal of food residues

• Cleaning of plates, glasses, pots, pans, and utensils

• Cost-effective everyday use

Its products are designed for both home kitchens and light commercial food preparation environments. [7]

Axion is owned by Colgate-Palmolive, an American multinational consumer products company founded in 1806. The company manufactures products in oral care, personal care, home care, and pet nutrition, selling them in more than 200 countries and territories. Axion is one of the company’s recognized home care trademarks. [8]

Axion is commonly purchased by:

• Households

• Apartment residents

• Restaurants and small eateries

• Carinderias

• Cafés

• Small food businesses

Its availability in multiple sizes makes it suitable for both daily household use and bulk purchasing.

In the Philippines, Axion products are commonly sold through:

• Supermarkets

• Grocery chains

• Convenience stores

• Wholesale retailers

• Online marketplaces, including Lazada and other major e-commerce platforms

Axion is generally recognized for:

• Strong grease-cutting ability

• Good value for money

• Long-standing brand recognition in the Philippines

• Familiar citrus scents such as lemon and calamansi

Among Filipino consumers, it is frequently mentioned alongside other well-known dishwashing brands in discussions of household cleaning products, reflecting its established presence in the market. [9]

• Colgate-Palmolive

• Palmolive

• Ajax

1. Colgate-Palmolive Company 1997Annual Report

2. 2025 Annual Report

3. Colgate-Palmolive

4. Nine Trivia Tidbits For 90 Years Of Colgate-Palmolive In The Philippines – Orange Magazine

5. (TRIVIA) Nine Trivia Tidbits for 90 Years of Colgate-Palmolive in the Philippines – The Rod Magaru Show

6. AXION Kalamansi Dishwashing Liquid 500mL

7. bukod sa joy, any recos sa mga mabubulang dish soap?

8. Branded or generic Diswashing liquid : Ano nga ba ang mas tipid?