Who owns Suavitel?
Suavitel is owned by Colgate-Palmolive (the United States, NYSE: CL).[1]
Evidence: Colgate-Palmolive Company Annual Report on Form 10-K filed 2026-02-23, SEC EDGAR, 23 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- Colgate-Palmolive Company verified
- Owner HQ
- 🇺🇸 United States, New York
- Origin
- 🇲🇽 Mexico
- Founded
- 1970
- Category
- Home care › Laundry › Fabric softener & stain removal
- Parent ticker
- NYSE: CL
- Trademark registrant
- COLGATE-PALMOLIVE COMPANY (USPTO)
- Last verified
- · 2 sources
About Suavitel
Suavitel is a fabric softener sold across Latin America and to Hispanic households in the United States, known for scents that last far longer than most competitors. It is one of Colgate-Palmolive's largest home care brands. Fragrance intensity is the principal basis of competition in fabric softener across Latin American markets.
How often Colgate-Palmolive names Suavitel 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.
Trademark record for Suavitel
The USPTO record for the Suavitel mark lists COLGATE-PALMOLIVE COMPANY as the owner of record (serial number 75840755). That name matches the owner named above.[2]
Ownership timeline of Suavitel
- Current owner Colgate-Palmolive [1] verified
Where Suavitel sits in Colgate-Palmolive
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Colgate-Palmolive ownership tree →
See the full Colgate-Palmolive brand portfolio (15) →
Other brands owned by Colgate-Palmolive
Colgate-Palmolive controls 15 brands on Brandtree, 4 of them in home care.
Also in home care
Founded in the 1970s
- Filorga (1978)
- Sanex (1977)
- Speed Stick (1978)
- Tom's of Maine (1970)
Other brands in fabric softener & stain removal, and who owns them
The 20 brands in fabric softener & stain removal on Brandtree belong to 15 owners. The largest is Faultless Brands, with 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Faultless | Faultless Brands | 🇺🇸 United States |
| Miss Mouth's Messy Eater | Church & Dwight | 🇺🇸 United States |
| Bounce | Procter & Gamble | 🇺🇸 United States |
| Calgon | Reckitt | 🇬🇧 United Kingdom |
| Scotchgard | 3M | 🇺🇸 United States |
| Herbmarie 1848 | Aekyung | 🇰🇷 South Korea |
| Mon Bijou | Bombril | 🇧🇷 Brazil |
| Suavissimo | Dinant | 🇭🇳 Honduras |
Every brand in fabric softener & stain removal and its owner →
About the owner: Colgate-Palmolive
Colgate-Palmolive is a publicly listed company headquartered in New York, United States, founded in 1806. Brandtree records 15 brands under its control, and it is listed as NYSE: CL.
Colgate-Palmolive traces to a New York soap and candle business started in 1806 and took its present form in 1928. Oral care is its largest business, and its Hill's Pet Nutrition subsidiary is a major veterinary pet food maker.
Colgate-Palmolive: full profile, brands and acquisition history →
🇲🇽 Suavitel and other Mexican brands
Brandtree records a controlling owner for 113 brands that began in Mexico. 28 of them (25%) are now controlled by a company headquartered in another country, Suavitel among them.
- Betterware — Betterware (BeFra) 🇲🇽
- Blancatel — Grupo AlEn 🇲🇽
- 1800 — Becle 🇲🇽
- Aeroméxico — Aeroméxico 🇲🇽
- Arteli — Chedraui 🇲🇽
- Asepxia — Genomma Lab 🇲🇽
Frequently asked questions
Who is the parent company of Suavitel?
The parent company of Suavitel is Colgate-Palmolive, a publicly listed company headquartered in the United States.
Is Suavitel Mexican or American?
Suavitel originated in Mexico in 1970, but it is owned today by Colgate-Palmolive, which is headquartered in the United States. So Suavitel is a Mexican-origin brand under American ownership.
Is Suavitel still owned by Colgate-Palmolive?
Yes. As of 4 October 2026, Suavitel is still owned by Colgate-Palmolive. 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] Colgate-Palmolive Company Annual Report on Form 10-K filed 2026-02-23 — SEC EDGAR, SEC Form 10-K, published 23 February 2026; retrieved 16 September 2026.
- [2] USPTO: SUAVITEL, serial 75840755 — United States Patent and Trademark Office, Trademark registry; retrieved 4 October 2026.
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