Who Owns Ajax?

• Parent Company: Colgate-Palmolive Company
• Ownership Type: Brand division
• Company Type: Publicly Traded
• Stock Ticker: NYSE: CL

• Founded: 1947
• Founders: Colgate-Palmolive (internal development)

• Founded: 1806
• Headquarters: New York, New York, USA
• Company Type: Publicly Traded
• Stock: NYSE: CL
• Revenue: approximately $20.1 billion (FY2024)
• Employees: Approximately 35,000

Visit Colgate-Palmolive Company website

• Headquarters: New York City, New York, USA
• Manufacturing / Operations: United States, Mexico, Brazil, France, Germany

Ajax products are subject to Colgate-Palmolive's group-level sustainability commitments, which include targets to make 100 percent of product packaging recyclable, reusable, or compostable by 2025. Colgate-Palmolive has also committed to reducing virgin plastic in its packaging by 25 percent by 2025 and to achieving net-zero carbon emissions across its value chain by 2040.

The Ajax product range does not hold independent cruelty-free certification from Leaping Bunny or PETA's Beauty Without Bunnies program as of March 2026, as these certifications primarily apply to cosmetic and personal care products rather than household cleaners. Ajax formulations contain surfactants and cleaning agents that are subject to environmental and safety testing under US EPA and EU regulatory frameworks.

Colgate-Palmolive is not a certified B Corporation as of March 2026. The company's annual sustainability report discloses environmental and social metrics across its portfolio, including water usage reduction targets and supplier code of conduct compliance.

Ajax has received recognition primarily through Colgate-Palmolive's corporate achievements and sustainability leadership, though the brand itself has limited independent accolades in the household cleaning category.

Corporate Sustainability Recognition: Through Colgate-Palmolive ownership, Ajax benefits from the company's recognition as an ENERGY STAR Partner of the Year for Sustained Excellence for 14 consecutive years (2011-2024). This award from the US Environmental Protection Agency and Department of Energy honors Colgate-Palmolive's achievements in energy efficiency and management across its global operations, including facilities that manufacture Ajax products.

Science-Based Targets Initiative: Colgate-Palmolive became the first multinational company in its sector to have its climate targets approved by the Science Based Targets initiative in 2022. This recognition applies to Ajax operations and reflects the company's commitment to ambitious climate action and carbon reduction targets across its value chain.

Brand Heritage Recognition: Ajax has been acknowledged for its longevity and enduring presence in the household cleaning market since 1947. The brand's iconic "Stronger than dirt" tagline and recognition as one of America's original cleaning brands have been acknowledged by marketing organizations and consumer research groups for brand heritage and cultural impact.

Household Cleaning Industry Leadership: Ajax has been recognized by household cleaning industry organizations for its market presence and contribution to making effective cleaning products accessible to mass-market consumers. The brand's role in developing and popularizing powdered cleansers and expanding into multiple cleaning product categories has been acknowledged by industry publications.

Energy and Environmental Leadership: Ajax manufacturing facilities participate in Colgate-Palmolive's broader environmental programs and have contributed to the company's recognition for energy efficiency and sustainability leadership. The company's efforts in reducing energy consumption, implementing renewable energy, and improving manufacturing efficiency have been acknowledged by environmental organizations.

Ajax has faced several controversies throughout its history, primarily related to product formulation changes, environmental concerns, and broader challenges affecting Colgate-Palmolive's household cleaning portfolio.

Fabuloso Recall Impact: While Ajax products were not directly involved, Colgate-Palmolive's 2023 recall of approximately 4.9 million Fabuloso multi-purpose cleaners due to bacterial contamination (Pseudomonas species) affected consumer confidence in the company's home care portfolio. The recall involved products that could contain environmental bacteria posing serious infection risks to people with weakened immune systems, requiring extensive consumer outreach and replacement programs.

Phosphate Removal Controversy: Ajax faced significant consumer backlash when Colgate-Palmolive removed phosphates from Ajax powdered cleanser formulations in response to environmental regulations and consumer concerns. While the change was necessary for regulatory compliance and environmental protection, some consumers complained about reduced cleaning effectiveness, leading to market share challenges and brand loyalty issues in certain regions.

Environmental Impact of Powdered Products: Ajax has faced criticism from environmental groups regarding the environmental impact of powdered cleaning products, particularly concerns about particulate matter release and water system effects. Environmental advocates have questioned the sustainability of powdered cleanser formats compared to liquid alternatives, leading to ongoing debates about product format environmental footprints.

Parent Company Environmental Criticism: Ajax is affected by controversies surrounding Colgate-Palmolive's environmental practices. The company has received the worst possible rating from Ethical Consumer for climate change, plastic use, and palm oil/deforestation. Criticism includes the company's role in driving global demand for single-use plastic and insufficient progress on sustainable packaging goals.

Palm Oil Sourcing Controversies: Despite being an RSPO member, Colgate-Palmolive has been criticized for using palm oil from producers that destroy rainforests. The company's current palm oil certification level of 70.89% falls short of best practices, and its 2025 goal for 100% physically certified palm oil has been criticized as too slow by environmental advocates.

Animal Testing Concerns: Colgate-Palmolive receives poor ratings for animal testing policies, which affects Ajax's positioning among ethically conscious consumers. While the company works toward regulatory change to eliminate animal testing, its commitment doesn't apply across all product categories, leading to ongoing criticism from animal welfare organizations.

Formulation Changes and Consumer Acceptance: Ajax has experienced challenges with consumer acceptance when reformulating products to meet regulatory requirements or sustainability goals. Some formulation changes aimed at improving environmental performance have resulted in consumer complaints about reduced cleaning power or different product characteristics, requiring extensive consumer education and marketing efforts.

Supply Chain Labor Practices: Colgate-Palmolive has faced criticism regarding labor practices in its supply chain, including operations in countries with oppressive regimes. The company publishes modern slavery statements and codes of conduct but has been criticized for lack of transparency about audit outcomes and insufficient mechanisms for workers to make anonymous complaints.