America's soap barons established themselves in the 1800s. Sponsored by soapmakers, radio dramas cropped up in the early 1930s and soon reached 40 million listeners. Such surfactants would suspend dirt in water and make it easier to wash away. The new formula, completed in 1933, led to the creation of Tide, a best-seller to this day. The Big Three dominate the North American and European markets, and their sales in other countries are on the rise.
Products continue to evolve.
Laundry detergents have progressed from prewash stain removers and enzyme presoaks in the 1960s to concentrates in the 1990s. Antibacterial powers have been added to hand soap, cleaners, and other products. This is not to say that the industry's dependence on new product launches is without risk. Household cleaners can be divided into three overarching categories. Bar soaps such as Unilever's Dove and Dial's namesake product also fall in this category.