Product typeDetergent
OwnerProcter & Gamble
CountryUnited Kingdom now international.
Introduced1898; 126 years ago (1898)
Related brandsDawn, Dreft, Yes and JAR
MarketsUK, Ireland, France, Israel, Spain, Portugal, Poland, Germany and several other European markets, Australia, New Zealand and several other global markets.
Previous ownersThomas Hedley Co (until 1927)
WebsiteUK and Ireland Fairy Products

France Fairy Products

Fairy Products Spain
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Fairy is an international brand, primarily used for washing up liquid and dishwasher detergent, owned by the American multinational consumer products company, Procter & Gamble. The brand originated in the United Kingdom in 1898[1] and is now used on a number of P&G products in various markets.

It is closely related to the Dawn dishwashing product range sold in the US and to Dreft, Yes and JAR brands used by P&G in various European and international markets.

In the United Kingdom and Ireland, Fairy Liquid is traditionally green, as mentioned in the well-known advertising jingle "Now hands that do dishes can feel as soft as your face with mild green Fairy Liquid".[2]

P&G use the Fairy brand in many European markets for premium hand and automatic dishwashing products and also for a range of non-bio and sensitive skin focused laundry products in the UK and Ireland.

Fairy Liquid is available in a variety of colour, scent, format and packaging designs which vary somewhat in each market. The original white bottle with red cap used in the United Kingdom and Ireland was replaced with PET bottles.

Fairy soap bars were originally manufactured by Newcastle upon Tyne company Thomas Hedley Co., which was acquired by Procter & Gamble in 1927.

50th anniversary

Two bottles of Fairy with Finnish labels.
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In February 2010, Fairy brought back the original washing-up-liquid bottle (which was used until 2000) to celebrate 50 years of the brand. Nanette Newman, who appeared in the 1980s TV advertisements, returned for a new campaign to promote the launch.

Other products

In the United Kingdom and Ireland, Fairy is also a longstanding brand of non-biological laundry detergent, the original soap-based variant being known as Fairy Snow.[3] Fairy Non-Bio has added fabric-conditioner to its product range. Like Fairy dish detergents, its traditional trademark is a walking baby.

Fairy was also a brand of soap in those countries, characteristically green in colour and available both in the form of larger rectangular 155g blocks for laundry and other household purposes [4] and in the smaller rounded 125g size as toilet soap,[5] where it used the same "walking baby" trademark as the laundry powder and was marketed as a pure, mild product.[6] It was suddenly discontinued by the manufacturers in about 2009 to the disapproval of its faithful customer base.[citation needed]

The Fairy brand has expanded further from the soap-based products, and is now also used on automatic dishwashing products, the latest being Fairy Active Bursts. These are pouches of powder and specially formulated washing-up liquid, specifically designed for domestic dishwashers. Other variants have included a power spray for cleaning pots and pans, and a foam/mousse.[citation needed]

International Markets

A bottle of Fairy Liquid, branded Yes in Sweden[7]

See also


  1. ^ Jenny (2020-08-06). "Brand expert view - Fairy". Opinium. Retrieved 2023-04-05.
  2. ^ Wakefield, Steve (3 August 2010), Why the memory of Fairy Liquid still smarts, Swindon Advertiser, retrieved 29 December 2013
  3. ^ "1960s Fairy Snow Advert - Bank Manager". YouTube. 3 April 2009. Archived from the original on 2021-12-13. Retrieved 25 January 2012.
  4. ^ "1974 - Fairy Bar Soap". YouTube. 28 August 2011. Archived from the original on 2021-12-13. Retrieved 25 January 2012.
  5. ^ "P&G UK and Ireland - Fairy Toilet Soap". Dreft.co.uk. Retrieved 25 January 2012.
  6. ^ "Fairy 'Toilet Soap - 99.4% Pure' TV ad - 45 sec advert". Tellyads.com. 26 September 2007. Retrieved 25 January 2012.
  7. ^ "Blog Archive » The Swedes favourite brand". I wish I did it. 2 September 2008. Retrieved 25 January 2012.
  8. ^ "Dishwashing trumps Ikea for Swedes". The Local Sweden. 22 August 2008.
  9. ^ "Jar / Mycí přípravky & tablety do myčky" (in Czech). Retrieved 9 March 2021.
  10. ^ Morávek, Daniel. "Víte, jak vznikl název Jaru? Podívejte se, jak se mycí prostředek měnil v čase" (in Czech). Internet Info, s.r.o. Retrieved 2016-10-13.
  11. ^ "محصولات ماشین ظرفشویی فیری". مونیز (in Persian). Archived from the original on 2021-10-17. Retrieved 2021-10-17.
  12. ^ Simón Ruiz, Alfonso (28 August 2014). "Fairy, el lavavajillas del pueblo de Villarriba". Cinco Días (in Spanish).