Who Owns Omo?
Omo is owned by Unilever, a British-Dutch multinational consumer goods corporation. Founded in the mid-1950s by Lever Brothers, Omo is Unilever's largest detergent brand and part of the Dirt Is Good platform, marketed as Persil, Skip, or Surf Excel in different markets.
Parent Company
Unilever plc
Founded
1957
Status
Publicly Traded
Headquarters
London, UK / Rotterdam, Netherlands
Who Owns Omo?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Omo | Unilever plc | Wholly owned |
History of Omo
- Founded: 1957
- Founders: Lever Brothers (internal development)
Omo was founded in the mid-1950s by Lever Brothers, primarily originating in the United Kingdom before expanding globally. The brand was developed as an innovative laundry detergent to address the growing consumer demand for effective fabric care products in the post-war economic boom.
Throughout the 1960s and 1970s, Omo expanded its presence across multiple continents, leveraging Unilever's international distribution network and marketing capabilities. The brand became known for its effective cleaning performance and ability to handle tough stains while being gentle on fabrics.
In recent decades, Omo has become the flagship brand of Unilever's "Dirt Is Good" platform, which unites several of Unilever's laundry detergent brands under a common philosophy. The Dirt Is Good platform represents a billion-euro laundry detergent family that may be known by different names around the world but are united by their commitment to getting clothes clean and the belief that messy play is good for child development.
Depending on the market, Omo may be sold under different brand names:
- **OMO** in many countries including Brazil, South Africa, and parts of Asia
- **Persil** in the United Kingdom and some European markets
- **Skip** in some Latin American markets
- **Surf Excel** in India and other South Asian markets
This regional branding strategy allows Unilever to maintain local brand recognition while leveraging global product development and marketing resources.
Today, Omo is recognized as the world's No.1 fabric detergent, holding first or second position in all its key markets. The brand continues to innovate with new formulations, sustainable products, and marketing campaigns that emphasize the value of experiential learning through play.
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 Omo Made / Based?
- Headquarters: London, UK / Rotterdam, Netherlands
- Manufacturing / Operations: Brazil, South Africa, Turkey, Global Unilever facilities
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Omo Ownership: Pros & Cons
Advantages
- +Over 65 years of laundry care expertise backed by Unilever's extensive R&D investment
- +World's No.1 fabric detergent with market leadership in key markets
- +Strong global distribution through Unilever's established retail channels
- +Part of Dirt Is Good platform with unified brand philosophy and marketing
- +Continuous innovation in cleaning technology and sustainable formulations
Considerations
- -Premium pricing compared to store-brand alternatives
- -Competition from other global laundry detergent brands and private labels
- -Dependency on Unilever's supply chain and corporate policies
- -Environmental impact of detergent formulations and packaging
- -Need to adapt to different washing machine types and water conditions globally
Frequently Asked Questions About Omo
Where to Buy
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Omo on AmazonCompetitors to Omo
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: Omo 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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