
Softsoap is owned by Colgate-Palmolive Company (NYSE: CL), which acquired the brand in 1987. Softsoap launched in 1980 from Minnetonka Corporation as the first mass-market liquid hand soap in a pump dispenser and remains a leading US liquid soap and body wash line. Parent net sales were $20.4 billion in FY2025.
Parent Company
Acquired
1987
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Softsoap | Colgate-Palmolive Company | Wholly owned |
Minnetonka Corporation launched Softsoap in 1980 as the first mass-market liquid soap sold in a pump dispenser for home use. Before Softsoap, handwashing at home meant bar soap; the brand effectively created the liquid hand soap category in US retail.
The product's success spawned a wave of imitators and made Softsoap one of the most recognized names in the personal cleansing aisle. Minnetonka expanded the brand's fragrance and formula range through the 1980s.
Colgate-Palmolive acquired Softsoap in 1987, folding it into a personal care portfolio that later added body wash and moisturizing variants. Under Colgate-Palmolive the line grew to cover refills, antibacterial formulas, kitchen and seasonal scents, and Softsoap body wash.
The brand remains a staple of the US liquid soap aisle, with market share fluctuating against Procter & Gamble's and Unilever's competing hand care lines and private labels.
What does Colgate-Palmolive own?
Colgate-Palmolive owns a portfolio of consumer brands across four categories: oral care (Colgate, elmex), personal care (Palmolive, Softsoap, Irish Spring, Speed Stick), home care (Ajax, Fabuloso, Murphy Oil Soap), and pet nutrition (Hill's Science Diet, Hill's Prescription Diet, Prime100). The Colgate brand holds the number one global market share in toothpaste.
Is Colgate-Palmolive publicly traded?
Yes, Colgate-Palmolive Company trades on the New York Stock Exchange under ticker symbol CL. The company has no controlling shareholder, with ownership distributed among institutional investors including Vanguard Group and BlackRock. As of January 31, 2026, there were approximately 801.5 million shares outstanding.
What is Colgate-Palmolive's annual revenue?
For FY2025, Colgate-Palmolive reported net sales of $20,382 million ($20.4 billion), up 1.4% from $20,101 million in FY2024. Organic sales also grew 1.4%. Oral care accounted for 44% of net sales, personal care 17%, home care 16%, and pet nutrition approximately 23%.
Who is Colgate-Palmolive's CEO?
Noel Wallace serves as Chairman, President, and Chief Executive Officer. He became CEO in 2019 and Chairman in 2020. He joined the company in 1987 and has led Colgate-Palmolive through a period of pricing-driven growth followed by volume-led growth.
Who founded Colgate-Palmolive?
The Colgate business was founded by William Colgate in 1806 in New York City as a starch, soap, and candle manufacturer. The modern Colgate-Palmolive Company was formed through the 1928 merger of Colgate Company and Palmolive-Peet Company.
What is Hill's Pet Nutrition?
Hill's Pet Nutrition is a Colgate-Palmolive subsidiary that markets premium science-based pet food under the Hill's Science Diet and Hill's Prescription Diet brands. Acquired by Colgate-Palmolive in 1976, Hill's pioneered the concept of veterinary-channel pet food and accounts for approximately 23% of total company revenue. In 2025, the company exited the private label pet food business and acquired Prime100 in Australia.
How many people does Colgate-Palmolive employ?
As of December 31, 2025, Colgate-Palmolive employed approximately 33,600 people across over 100 countries. Over 84% of employees are located outside the United States, with approximately 33% in Asia Pacific, 31% in Latin America, 17% in North America, 15% in Europe, and 4% in Africa/Eurasia.
Does Colgate-Palmolive pay dividends?
Yes. Colgate-Palmolive has paid dividends for 131 consecutive years and increased dividends for 63 consecutive years, making it one of the longest-paying dividend growth stocks in the S&P 500. In FY2025, the company returned $2.9 billion to shareholders through dividends and share repurchases.
Softsoap participates in Colgate-Palmolive's corporate programs on recyclable packaging and ingredient transparency, including the parent's fragrance disclosure initiative.
Refill formats reduce per-use packaging versus primary pump bottles. The brand carries no independent certification beyond the parent's programs.
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 |
|---|---|---|---|---|---|---|
| Colgate Palmolive | USA | 1952 | Mass market | United states | Mens | |
| Evyap | Turkey | 1970 | Mass market | Europe | Unisex | |
| Unilever | United Kingdom | 1923 | Mass market | Global | All Genders | |
| Unilever | United Kingdom | 1846 | Mass market | Global | Womens | |
| Colgate Palmolive | USA | 1898 | Mainstream | Global | All-ages |
Beauty Personal CareOwned by Colgate-Palmolive Company
Men's deodorant and antiperspirant brand created by Mennen in 1952, owned by Colgate-Palmolive since the 1992 Mennen acquisition.
Beauty Personal CareOwned by Evyap
Mass-market soap and personal care brand owned by Evyap, sold in over 100 countries with strong positions in Eastern Europe and the Middle East.
Beauty Personal CareOwned by Unilever plc
Global beauty soap and body wash brand owned by Unilever. Launched in 1923 as the world first mass-market beauty soap, now sold in over 100 countries with annual revenue exceeding 1.2 billion euros.
Beauty Personal CareOwned by Unilever plc
Global mass-market skincare brand owned by Unilever, founded in 1846 and known for cold cream, vanishing cream, and affordable skincare products sold in over 50 countries.
Household Consumer GoodsOwned by Colgate-Palmolive Company
Household cleaning and personal care brand founded in 1898, best known for its dishwashing liquid. Owned by Colgate-Palmolive Company since the 1928 merger.
Market Positioning: Softsoap competes with 5 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.
Looking for brands with different ownership structures? These similar brands are not owned by Colgate-Palmolive Company, giving you alternative choices that support different corporate structures.
Beauty Personal CareOwned by Evyap
Mass-market soap and personal care brand owned by Evyap, sold in over 100 countries with strong positions in Eastern Europe and the Middle East.
Fax is privately owned, unlike Softsoap which is under a publicly traded parent company.
Beauty Personal CareOwned by Kenvue
American antiseptic mouthwash brand owned by Kenvue, acquired by Kimberly-Clark on November 2, 2026 in 2026.
Listerine is privately owned, unlike Softsoap which is under a publicly traded parent company.
Beauty Personal CareOwned by Kenvue
Dermatologist-recommended skincare brand owned by Kenvue, specializing in cleansers, acne treatments, sun protection, and anti-aging products.
Neutrogena is privately owned, unlike Softsoap which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Men's personal care and grooming brand owned by Evyap, a privately held Turkish personal care company founded in 1927. Gibbs offers shaving products, deodorants, and grooming items primarily in European, Middle Eastern, and Central Asian markets.
Gibbs is privately owned, unlike Softsoap which is under a publicly traded parent company.
Beauty Personal CareOwned by Great Clips, Inc.
Value hair salon franchise brand owned by Great Clips, Inc. and operated through more than 4,400 franchisee-owned salons.
Great Clips is privately owned, unlike Softsoap which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Turkish brand of men's grooming and shaving products manufactured and marketed by Evyap, known for affordable quality shaving soaps.
Arko is privately owned, unlike Softsoap which is under a publicly traded parent company.
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