Who Owns Comfort?
Comfort is owned by Unilever, a British-Dutch multinational consumer goods corporation. Launched in 1969 as the world's first fabric softener in the United Kingdom, Comfort was developed by Unilever to counteract harsh laundry detergents. The brand has been part of Unilever's portfolio for over 55 years.
Parent Company
Unilever plc
Founded
1969
Status
Publicly Traded
Headquarters
London, UK / Rotterdam, Netherlands
Who Owns Comfort?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Comfort | Unilever plc | Wholly owned |
History of Comfort
- Founded: 1969
- Founders: Unilever (internal development)
Comfort made history in 1969 by launching as the world's first fabric softener in the United Kingdom. The brand was developed by Unilever as a softener to make clothes more comfortable to wear, counteracting the harsh laundry soaps of the day which could leave fabrics feeling stiff and scratchy. This founding vision demonstrated exceptional insight into the growing demand for fabric care solutions while establishing a distinctive approach that would define the fabric softener category for generations.
Throughout the 1970s and 1980s, Comfort continued to innovate and expand its product range. In 1984, the brand launched the first concentrated fabric softener, which was three times more concentrated than regular fabric conditioner, offering consumers better value and reduced packaging. This period of innovation demonstrated Comfort's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards that would define the brand for decades.
The 1990s saw significant changes and innovations for the Comfort brand:
- 1992: Introduction of a new logo and more modern packaging
- 1993: Launch of the first fully biodegradable formulation
- 1998: Introduction of the first hypoallergenic fabric conditioner and replacement of cartons with more environmentally-friendly crushable bottles
- 1998: Launch of tumble dryer sheets
This decade of innovation demonstrated Comfort's exceptional ability to adapt to changing consumer preferences and environmental concerns while maintaining its core brand identity and market leadership.
In 2004, Comfort produced another industry first with Comfort Pearls, the first ever fabric softener capsules in the UK. This innovation offered consumers a convenient, pre-measured solution for fabric softening. This strategic innovation demonstrated Comfort's exceptional ability to create user-friendly products that could serve specific consumer needs while establishing new fabric care categories.
In 2005, Comfort launched a premium variant called Comfort Crème, expanding the brand's portfolio to cater to different consumer preferences and fabric care needs. This strategic expansion demonstrated Comfort's exceptional ability to diversify its product offerings while maintaining its core brand values and commitment to quality fabric care solutions.
The brand has continued to innovate in recent years, with 2023 introducing concentrated fabric conditioners featuring Stay Fresh Technology, ensuring 100 days of freshness and fragrance. In response to growing demand for enhanced fragrance experiences, Comfort also launched the Botanical Collection with premium scents. This continued evolution demonstrates Comfort's exceptional ability to adapt to changing consumer preferences and technological advancements while maintaining its core brand values and commitment to quality fabric care solutions. Comfort has expanded globally and is now available in Europe, Asia, Latin America, and the Middle East, maintaining its position as a leader in fabric care innovation. The brand's continued success represents a significant milestone in the evolution of fabric care products and consumer-focused home care brands.
About Unilever plc
What does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, Lipton, Marmite). Following the 2025 demerger of its Ice Cream business, Unilever no longer owns Magnum, Walls, Ben & Jerry's, or Breyers. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. The company's largest brands by revenue include Dove, Hellmann's, Knorr, Axe/Lynx, Rexona/Sure, Lipton, Vaseline, Domestos, and Cif. Following the 2025 demerger of its Ice Cream business, Unilever's portfolio no longer includes ice cream brands such as Magnum, Walls, Ben & Jerry's, and Breyers.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
- Founded: 1929
- Headquarters: London, United Kingdom
- Company Type: Publicly Traded
- Stock: LSE: ULVR
Where Is Comfort Made / Based?
- Headquarters: London, UK / Rotterdam, Netherlands
- Manufacturing / Operations: United Kingdom, Brazil, Indonesia, Global Unilever facilities
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Comfort Ownership: Pros & Cons
Advantages
- +Over 55 years of fabric care innovation backed by Unilever's extensive R&D investment
- +World's first fabric softener with strong heritage and market leadership
- +Strong global distribution through Unilever's established retail channels
- +Continuous innovation in fabric care technology and fragrance development
- +Premium quality assurance supported by corporate resources and scientific research
Considerations
- -Premium pricing compared to store-brand alternatives
- -Competition from other fabric softener brands and private labels
- -Dependency on Unilever's supply chain and corporate policies
- -Environmental impact of chemical formulations and packaging
- -Need to adapt to different washing machine types and consumer preferences globally
Frequently Asked Questions About Comfort
Where to Buy
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Comfort on AmazonCompetitors to Comfort
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Procter Gamble | USA | 1928 | Mass Market | North America | All Genders | |
| Evyap | Turkey | 1995 | Mass Market | Global | All Genders |
Learn More About Competitors
Charmin
Owned by Procter & Gamble
American brand of toilet paper known for its softness and absorbency, featuring the iconic "Charmin bears" in advertising.
Sanino
Owned by Evyap
Turkish brand of household cleaning and personal care products manufactured and marketed by Evyap, serving diverse household needs.
Competitive Analysis
Market Positioning: Comfort competes with 2 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Unilever plc Stock Information
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