Brandtree

Who owns OMO?

OMO is owned by Unilever (the United Kingdom, LSE: ULVR).[1]

Evidence: Unilever PLC Annual Report on Form 20-F for 2025, SEC EDGAR, 12 March 2026. Verified from filings; last checked .

Key facts

Current owner
Unilever PLC verified
Owner HQ
🇬🇧 United Kingdom, London
Origin
🇬🇧 United Kingdom
Founded
1954
Category
Home care › Laundry › Laundry detergent
Parent ticker
LSE: ULVR NYSE: UL AEX: UNA
Trademark registrant
Conopco, Inc. (USPTO)
Last verified
· 2 sources

About OMO

OMO is Unilever's international laundry detergent brand, dating to 1954 and sold under a family of related names: Surf Excel in India, Skip in France and parts of Europe, Rinso in Indonesia and the Netherlands, Breeze in Southeast Asia and Persil in some markets. The Dirt is Good campaign, arguing that children should be allowed to get messy, has run under all of them.

How often Unilever names OMO in its annual report

A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.

Annual report filedTimes OMO is named
20260
20251
20245

Trademark record for OMO

The USPTO record for the OMO mark lists Conopco, Inc. as the owner of record (serial number 87063418). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[2]

Ownership timeline of OMO

Owners of OMO over 1954 to 2026 Unilever start not recorded–present Unilever (start not recorded) 1960197019801990200020102020
  1. Current owner Unilever [1] verified

Where OMO sits in Unilever

Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.

Where OMO sits in Unilever Tree of 53 brands under Unilever. Unilever OMO Axe Bango Brut Cif Clear and 47 more

Open the full Unilever ownership tree →

See the full Unilever brand portfolio (53) →

Other brands owned by Unilever

Unilever controls 53 brands on Brandtree, 6 of them in home care.

Also in home care

Founded in the 1950s

All Unilever brands →

Other brands in laundry detergent, and who owns them

The 47 brands in laundry detergent on Brandtree belong to 25 owners. The largest is Alicorp, with 4; Unilever has 2.

BrandOwnerOwner based in
Bolívar Alicorp 🇵🇪 Peru
Dr. Wool Jyothy Labs 🇮🇳 India
Ciclón La Fabril 🇪🇨 Ecuador
Ariel Procter & Gamble 🇺🇸 United States
Savon Étoile SCS 🇨🇲 Cameroon
Magic Sulfo Rwanda 🇷🇼 Rwanda
LIQ Aekyung 🇰🇷 South Korea
Msafi Bidco Africa 🇰🇪 Kenya

Every brand in laundry detergent and its owner →

About the owner: Unilever

Unilever is a publicly listed company headquartered in London, United Kingdom, founded in 1929. Brandtree records 53 brands under its control, and it is listed as LSE: ULVR, NYSE: UL and AEX: UNA.

Unilever is a British consumer goods company formed in 1929 by the merger of Dutch margarine producer Margarine Unie and British soap maker Lever Brothers. It reports through four business groups: Beauty & Wellbeing, Personal Care, Home Care and Foods. Its ice cream business was demerged as The Magnum Ice Cream Company in December 2025.

Unilever: full profile, brands and acquisition history →

🇬🇧 OMO and other British brands

Brandtree records a controlling owner for 552 brands that began in the United Kingdom. 291 of them (53%) are now controlled by a company headquartered in another country; OMO is not one of them.

All British brands and who owns them →

Frequently asked questions

Who is the parent company of OMO?

The parent company of OMO is Unilever, a publicly listed company headquartered in the United Kingdom.

Is OMO British?

Yes. OMO originated in the United Kingdom in 1954 and its owner, Unilever, is also headquartered in the United Kingdom.

Is OMO still owned by Unilever?

Yes. As of 26 September 2026, OMO is still owned by Unilever. The ownership record was last checked against primary sources on that date.

Sources (2) & corrections

Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.

  1. [1] Unilever PLC Annual Report on Form 20-F for 2025 — SEC EDGAR, SEC Form 20-F, published 12 March 2026; retrieved 16 September 2026.
  2. [2] USPTO: OMO, serial 87063418, registration 6002846 — United States Patent and Trademark Office, Trademark registry; retrieved 26 September 2026.

Report a correction Opens a pre-filled GitHub issue. See our corrections policy.

Related

Explainers