Tide’s new formula delivers a boosted clean with breakthrough stain removal, whitening, brightening, and scent

Tide, America’s #1 trusted laundry detergent brand, continues to push the boundaries of innovation to deliver an unmatched level of clean. And now, the best just got better with Tide’s biggest upgrade to its Original Liquid Detergent in over two decades: an advanced formula that delivers the most tech-advanced stain removal yet and, keeps your brights brighter, whiter, and provides longer-lasting freshness of the iconic Tide scent.

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“We are always pushing ourselves to deliver superior products to meet consumer needs and the ever-evolving laundry landscape,” said Alex Perez, VP at Tide. “We were able to bring this boosted formula from prototype to market in just a year because of the ongoing innovation done behind the scenes. We’re excited to launch this boosted formula to Tide Original Liquid Detergent which will be available at the same price ensuring customers get the best product without added cost.”

Over time, Tide scientists have conducted tens of thousands of tests and wash simulations using sophisticated modeling technology to perfect this boosted formula. The innovation tested against a multitude of different stains, across both natural and synthetic fabrics, in varied water hardness levels, machine types, and wash temperatures to ensure a consistent clean that works for real households facing tough and every day stains - from football jerseys and thrifted clothing to coffee spills, sweat and dirt.

Why is the new Tide advanced formula more effective in stain removal?

The upgraded formula has been boosted with a 25% increase in cleaning surfactants to remove tough stains like grease, even in cold water, and 40% more non-ionic surfactants to tackle body soils. It was tested against 22 different stains across a wide range of fabrics, machines, and wash conditions to ensure superior performance.

What innovations led to advancements in whiteness?

Tide introduced an innovative soil release polymer technology designed to enhance stain removal and whiteness, especially on synthetic fabrics. This breakthrough helps prevent soils from re-depositing on clothes and enhances cleaning power, keeping whites brighter wash after wash.

How does the new Tide formula improve the battle against sweat and other odors?

By adding 40% more non-ionic surfactants, the formula more effectively removes body soils—the main source of malodors. Advanced perfume technology also helps capture and preserve the iconic Tide scent throughout the wash, leaving clothes fresher for longer.

How was Tide able to keep the price the same?

Tide leveraged its 20-year legacy of scientific innovation and large-scale production efficiencies to boost performance without increasing cost for the consumer, giving you more cleaning power for the same price.

Availability

The new formula for Tide Original Liquid Detergent will replace the current formula and will begin rolling out September 2025, available nationwide in-store and online. Pricing determined at the discretion of the retailer.

To learn more, please visit www.tide.com. Follow Tide on TikTok and Instagram (@TideLaundry) for cleaning tips, product updates, and stories from Tide’s innovation journey.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always^®, Ambi Pur^®, Ariel^®, Bounty^®, Charmin^®, Crest^®, Dawn^®, Downy^®, Fairy^®, Febreze^®, Gain^®, Gillette^®, Head & Shoulders^®, Lenor^®, Olay^®, Oral-B^®, Pampers^®, Pantene^®, SK-II^®, Tide^®, Vicks^®, and Whisper^®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

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