Oxydol

Inception and early years

It was created in 1914 by Thomas Hedley Co. of Newcastle upon Tyne and purchased by Procter & Gamble in 1930. It was P&G's first laundry soap. In the 1930s, Oxydol was the sponsor of the Ma Perkins radio show, considered the first soap opera; as such, Oxydol sponsorship put the "soap" in "soap opera".^{[citation needed]}

In the mid-1950s, the soap was suffering declining sales, due in large part to P&G's introduction of its popular detergent, Tide. As a result, the soap formula was discontinued, and Oxydol was transformed into a detergent product, with color safe bleach.^{[citation needed]}

Later years

In 1992, Ultra Oxydol was introduced.

P&G sold the brand in 2000 to Redox Brands, a marketing company founded by former Procter & Gamble employees.^[1] Redox Brands was merged into CR Brands in 2006.^[2]

In 2019, the brand was sold to Fab+Kind, which also owns the former US Phoenix Brands detergents.^{[citation needed]}

In 2021, Fantastik Brands Limited, acquired the Oxydol brand for the United Kingdom.^{[citation needed]}