all® Transforms Laundry Cleaning with New Sulfate-Free Detergent

Introducing the first Sulfate Free detergent from all®, New all® fresh clean ESSENTIALS®; delivers a Powerful Clean without Harshness

WILTON, Conn.--()--Tapping into the growing sulfate free beauty and personal care trend, all®, America’s trusted family detergent is introducing new sulfate free all® fresh clean ESSENTIALS®. This new detergent is formulated without sulfates and contains essential and effective ingredients including Active Stainlifters™ to deliver a powerful clean without harshness. Like every product in the all® product line, it promises to take on the toughest kid stains, keeping clothes smelling fresh and looking clean.

New all® fresh clean ESSENTIALS® was inspired by a growing group of consumers who are looking for products with less chemicals and are motivated to lead healthier lives. Featuring essential ingredients needed to break down stains, new sulfate free all® fresh clean ESSENTIALS® is a product parents can feel good about bringing into their laundry room.

“Throughout the home, we’ve seen a growing number of parents looking for sulfate free products because of their desire to lead a “less is more” lifestyle, said Bridgette Miller, VP ‘all Marketing. “With new sulfate free all® fresh clean ESSENTIALS®, we can still offer a powerful clean, but without sulfates and are excited to be the first leading detergent to bring this benefit to laundry care.”

all® will be launching a fully integrated 360 marketing campaign including TV and print advertising, custom co-branded social and digital content across Facebook, Twitter and Instagram social channels starting April 20.

all® fresh clean ESSENTIALS® will be on shelf at major retailers in April including Walmart and Target, as well as at major grocery stores nationwide and online at The new line comes in both fresh scent and fragrance free varieties.

For more information, visit, and follow all® on Facebook, Twitter and Instagram.

About all®

As a recognized leader and reliable laundry partner with consumers for more than 50 years, the all® brand provides an incredible clean at an incredible value for all your family’s needs. The all® brand has your detergent needs covered with compact powder, concentrated liquids, and single dose pacs in a choice of sizes and variants for sensitive skin. all® laundry detergent is manufactured by Henkel Corporation –For more information, visit or

Henkel in North America

Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial® soaps, Persil®, Purex® and all® laundry detergents, Snuggle® fabric softeners, Schwarzkopf® hair care, Right Guard® antiperspirants, got2b® hair styling, and Loctite® adhesives. Visit for more information.

About Henkel

Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations and technologies. Henkel Adhesive Technologies is the global leader in the adhesives market – across all industry segments worldwide. In its Laundry & Home Care and Beauty Care businesses, Henkel holds leading positions in many markets and categories around the world. Founded in 1876, Henkel looks back on more than 140 years of success. In 2016, Henkel reported sales of around 20.7 billion US dollars and adjusted operating profit of around 3.5 billion US dollars. Its three top brands, Persil (detergent), Schwarzkopf (hair care) and Loctite (adhesives) generated around 6.6 billion US dollars in combined sales. Henkel employs around 50,000 people globally – a passionate and highly diverse team, united by a strong company culture, a common purpose to create sustainable value, and shared values. As a recognized leader in sustainability, Henkel holds top positions in many international indices and rankings. Henkel’s preferred shares are listed in the German stock index DAX. For more information, please visit


Current Marketing:
Suzanne Joyella, 212-445-8402


Current Marketing:
Suzanne Joyella, 212-445-8402