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Domestos
Product typeHousehold Cleaning
OwnerUnilever
CountryUnited Kingdom
Introduced1929; 96 years ago (1929)
Related brandsDomex (India, the Philippines, and Sri Lanka)
Glorix (Netherlands)
Promax (Thailand)
Vim (Brazil, Argentina and Vietnam)
Domesto (Japan)
MarketsWorldwide

Domestos is a British brand of household cleaning range which contains bleach (primarily sodium hypochlorite, NaOCl). It is manufactured by Unilever. Domestos (and Chlorox, essentially a 10–25% solution of sodium hypochlorite[1]) contains 100,000 ppm (10%) of the active component, available chlorine; many other bleaches contain 50,000 or less.[2]

History

[edit]

Domestos was first produced in 1929 by Wilfred Handley, an industrial chemist, and sold door-to-door by salesmen in Newcastle upon Tyne. who refilled stoneware jars bought by the customers.[3] In 1961 the company was acquired by Lever Brothers.[4]

Product range

[edit]
  • Thick Bleach – "with a variety of fragrances" – rebranded as "Domestos 24HR", with a reformulation to give "24hr protection from flying germs." – rebranded again as "Domestos Extended Germ-Kill". Still branded Thick Bleach in Australia.
  • Domestos 5x – "a bleach which lasts 5x longer than any other bleach or toilet cleaner" – Discontinued
  • Sink and Pipe Unblocker
  • Domestos Blocks – Discontinued
  • Domestos Hygienic Wipes – Discontinued
  • Domestos Bleach Cleaning Spray
  • Domestos Zero Limescale – "an extra thick hydrochloric acid toilet cleaner can even killing germs even below the waterline."
  • Domestos Total Blast – a toilet gel that "helps prevent tough dirt from sticking."-Discontinued
  • Domestos Germ Blaster – a rimblock cage utensil advertised as being the "only rimblock that kills germs as it freshens."
  • Domestos Turbo Fresh – A variant of the above advertised as being the "only rotating rimblock."
  • Domestos Power 5 toilet cleaning.

Marketing

[edit]

The most famous advertising slogan for Domestos in the UK is "Kills all known germs. Dead." An earlier advertising slogan had been "Domestos kills 99% of all household germs." During the late 1980s and early 1990s, Unilever ran a new TV campaign which featured a pastiche of the song Big Bad John, in which a Domestos bottle moved around a bathroom in the style of a cowboy. In the UK version of the campaign, the chorus was changed to Big Bad Dom[5] while in Germany, it was changed to Unser Dom[6] ("Our Dom").

In 2002, a short-lived campaign featured former Big Brother contestant Alex Sibley, who appeared in an advert lampooning his own obsession with cleanliness. It included an incident in the house, where Alex mimed to the song "That's the Way (I Like It)" by KC and the Sunshine Band. In the advert, Alex was seen cleaning the Big Brother toilet with Domestos whilst miming to the same song. Domestos was hoping the popularity of Big Brother would help sell their product.[7] However, by 2003, Domestos were in trouble and looking for other ways, to improve their marketing campaign.[8]

In 2005, various adverts for different Domestos brands were shown on television and cinemas, with computer generated germ-like creatures made to represent Salmonella, E. coli and Staphylococcus. Each germ asserted its plans to inflict suffering, sometimes in parody of well-known films such as The Godfather, before being wiped out by a specific brand of Domestos. The advertising slogans for this campaign were "Domestos – Millions of Germs Will Die" for Standard Domestos, and "Domestos – Millions More Germs Will Die" for 5× Longer Domestos. The ads were animated at Passion Pictures and had actors like Willem Dafoe and Christian Slater as the voice of the germs.[9][10][11]

The 5× Longer Domestos advert showed a germ cheerfully skipping and singing a song in a very deep American voice, reminiscent of narration in horror movie trailers.

Sung to the tune of "London Bridge Is Falling Down", the lyrics were:

I'm going to make some people vom,
People vom, people vom.
Spew their guts and cry to mom,
Ain't that pretty?

I'm going to give them diarrhoea, diarrhoea, diarrhoea...

The commercial ended with a voiceover of the slogan, read by famous British actor Patrick Stewart.[12] The staple of CGI germs has remained in Domestos adverts until 2018 and was replaced by "Unstoppable" in some countries.

In other countries

[edit]

Domestos is known as Domex in Bangladesh, India, the Philippines, and Sri Lanka and is marketed with the claim of a "one-stop solution" to a household's cleaning requirements instead of using a different cleaner for kitchen surface, floor and bathroom. In Japan, the brand name Domesto (ドメスト, Domesuto) is known as a popular toilet cleaner. In the Netherlands, Domestos is sold under the name "Glorix", while in Vietnam, Argentina and Brazil it is known as "Vim", and in other countries as "Klinex",[13] in Russia, Greece, Bulgaria and Kazakhstan it was sold there as Domestos (Дoместос), Glorix (Глорикс) and Klinex (Клинекс).[14]

References and notes

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Domestos

View on Grokipedia
from Grokipedia
Domestos is a British brand of bleach-based household disinfectants and cleaners, primarily featuring thick formulations of designed to kill 99.99% of and viruses on surfaces in high-traffic areas like bathrooms, toilets, and kitchens. Developed in 1929 by Wilfred Handley, a dental from Newcastle, , Domestos originated as a sodium hypochlorite solution sold door-to-door for sterilization and cleaning purposes from his family garden shed. The brand name derives from the Latin word domus (meaning "house") and the Greek osteon (meaning "bone"), implying the "backbone of the home." Initially marketed under the Hygiene Disinfectant Company, it gained national traction by 1952 with the slogan "Kills all known germs. Dead.," emphasizing its powerful germ-killing efficacy. acquired Domestos in 1961, integrating it into its portfolio and enabling global expansion, which has positioned it as the world's leading disinfectant brand in value sales for toilet cleaning. The product range includes flagship items like Original Thick Bleach, which clings to surfaces for extended disinfection and stain removal; Power Foam sprays for hard-to-reach areas under toilet rims; multipurpose cleaners for kitchens and bathrooms; and toilet blocks for ongoing hygiene. All formulations are 100% biodegradable and focus on eliminating 99.99% of germs, including viruses like , while innovations such as oxygen-based bleaches and unblockers have been introduced since the early to address diverse cleaning needs. Beyond household use, Domestos has evolved to emphasize and , partnering with since 2012 to improve access to clean toilets for underserved communities, with goals to reach 100 million people by 2030. As of 2023, this partnership has helped over 28 million people gain access to safe . This mission-driven approach has driven significant growth, including tripling market presence in and achieving 50% household penetration in during the 2010s. Today, Domestos remains a trusted name in home worldwide, available in over 45 countries and continually innovating for sustainability, such as using recycled plastic in packaging.

Origins and Development

Founding and Early Years

Domestos was invented in 1929 by Wilfred Augustine Handley, a 28-year-old dental mechanic from , , who had trained in his father's blacksmith trade before entering the field of dentistry. Motivated by the need for an effective disinfectant in an era of heightened hygiene awareness following , Handley initially experimented with diluting —a from local chemical plants like ICI —for potential use in dental sterilization. Recognizing its broader potential as a household cleaner, he branded the product "Domestos," derived from the Latin word for house (domus) and the Greek for bone (osteon), symbolizing its germ-killing power even on hard surfaces. Initial production took place in Handley's garden shed at 309 Chillingham Road in the Heaton district of Newcastle, where he mixed the solution and packaged it in simple jars. Assisted by his Ivy, Handley launched the Hygienic Disinfectant Service, selling the product door-to-door to housewives for disinfecting , floors, and drains, often delivering via cart in the North . Early sales faced challenges typical of a nascent home-based venture, including limited reach and reliance on personal networks, but growth accelerated through word-of-mouth recommendations during the 1930s as the product's efficacy became known locally. By 1932, operations had expanded to a small facility on Newcastle's Quayside, and in 1938, to the larger Works in , allowing for increased output. The 1940s and marked significant commercialization, with Domestos transitioning from jars to brown bottles featuring special gas-escape caps to handle the bleach's properties, sold at a of 6d plus a 1d deposit. Distribution expanded beyond the North East, reaching national retail outlets by through established offices in major cities like , , and . The brand supported efforts, including campaigns for prevention in the , reinforcing its reputation as a staple for germ control in households. This period solidified Domestos as a trusted , with the iconic slogan "Kills all known germs" emerging to underscore its reliability.

Acquisition and Expansion

In 1961, Lever Brothers acquired Domestos, integrating it into what would become the multinational conglomerate following the 1929 merger of and . This takeover transitioned the brand from localized production in Newcastle, , to broader national distribution and laid the foundation for international scaling, leveraging 's global infrastructure for manufacturing and supply chains. Post-acquisition, Domestos saw key enhancements in packaging and production to support growing demand. In the early 1960s, the product was repackaged from its original brown glass bottle into the distinctive blue plastic bottle, improving shelf visibility and consumer accessibility while aligning with Unilever's modern branding standards. This change coincided with the relocation and upgrading of production facilities in the UK, enabling higher-volume output to facilitate national market penetration. The and marked Domestos's push into European markets and further afield, with manufacturing adaptations and product innovations such as thickened variants to address regional preferences for more adherent solutions. By the , these efforts contributed to the brand's establishment as a market leader in , fully embedded within Unilever's division and expanding to dozens of countries worldwide. As of , Domestos is the world's leading brand in value sales for , available in over 45 countries.

Product Information

Chemical Composition

Domestos products primarily contain (NaOCl) as the active disinfecting ingredient, typically at a concentration of 3-5% in an , where it functions as an that targets and breaks down microbial cell walls. This formulation provides the core disinfecting power, with the hypochlorite acting through the release of (HOCl) in , which penetrates microbial cells and oxidizes essential components. The involves ions oxidizing microbial structures: they denature proteins by disrupting bonds and side chains, inhibit enzymatic activity, and cause in cell membranes, rendering , viruses, and fungi inactive. This broad-spectrum efficacy stems from the agent's ability to react with , including fatty acids and , leading to and protein denaturation without leaving harmful residues in properly diluted applications. Additional components include stabilizers such as , which maintains an alkaline pH of approximately 11-13 to enhance stability and prevent premature decomposition, along with surfactants like cocamine oxide and sodium laurate for improved cleaning by emulsifying soils. Scented variants incorporate perfumes to mask the characteristic odor, while all formulations adhere to regulatory standards for biodegradability of non-active ingredients. Due to its corrosive nature, in Domestos requires careful handling, including dilution before use, adequate ventilation to avoid inhaling fumes, and protective equipment to prevent skin burns or eye damage. Environmentally, it decomposes rapidly in sunlight and water into (salt) and oxygen, minimizing long-term persistence, though direct release into waterways should be avoided to protect aquatic life during acute exposure.

Current Product Range

Domestos maintains a focused lineup of and cleaning products primarily targeted at and , emphasizing germ-killing and ease of use. The core offering revolves around bleach-based formulations suitable for surfaces, drains, and high-traffic areas, with expansions into sprays and blocks for targeted cleaning. As of 2025, the range prioritizes innovations in application technology, such as 360-degree spraying, while incorporating sustainable elements like recycled packaging materials. The flagship product is Domestos Thick Bleach, available in variants including Original, Citrus Fresh, and Ultra White, designed for disinfecting toilets, sinks, surfaces, and drains by killing 99.99% of bacteria and viruses, including , while removing stains and preventing buildup. This thick formula clings to surfaces for extended contact time, providing long-lasting protection without dilution. It is 100% biodegradable, aligning with environmental considerations in its formulation. Specialized cleaners include the Power Foam range, launched in December 2022 as the UK's first upside-down foaming spray for hard-to-reach areas like under rims, eliminating 99.99% of germs on contact. Variants such as Arctic Fresh, Citrus Blast, Floral Burst, and the 2025 Bleach Foam addition (in 450ml format) target removal, stain whitening, and general cleaning, with the foam expanding to cover more surface area efficiently. Complementing this are Toilet Blocks (including Power 5 rim blocks in scents like Lime), Remover sprays, Multi-Purpose Sprays for broader surface disinfection, and Power Fresh gel options for ongoing freshness. Additionally, the Sink and Pipe Unblocker provides targeted drain cleaning to dissolve blockages and kill germs. For context, earlier products like Domestos 5x, a prolonged-action cleaner, were discontinued prior to , and traditional in-cistern blocks have largely been phased out in favor of more convenient, eco-oriented gels and sprays. Recent efforts include bottles made from 50% post-consumer recycled plastic since 2022, reducing virgin plastic dependency while maintaining product integrity. These updates reflect Domestos' shift toward concentrated, efficient formulas that minimize without compromising performance.

Marketing Strategies

Historical Advertising

Domestos' advertising history in the began to emphasize germ-killing efficacy shortly after Unilever's acquisition of the brand in 1961, with early campaigns in the and promoting family-oriented cleanliness through print and television advertisements that depicted spotless homes and hygienic routines for households. These efforts positioned the product as essential for everyday family protection against dirt and , often illustrating scenarios of mothers ensuring sanitary bathrooms and kitchens to safeguard children's . The iconic slogan "Kills all known germs. Dead." originated in 1952 and first appeared in television advertisements during the 1960s, underscoring the bleach's powerful disinfecting properties, and was later revived in animated formats during the 1990s to highlight 99.9% efficacy through humorous depictions of germs fleeing from the product. These 1990s TV spots featured cartoonish germs in panic, reinforcing the brand's no-nonsense approach to hygiene while building a memorable, lighthearted brand identity. In 2002, Domestos launched a £1 million campaign tying into the popular reality show Big Brother, enlisting runner-up Alex Sibley—known for his obsessive hygiene habits on the program—as spokesperson to appeal to younger audiences with comedic takes on toilet cleaning. Sibley's involvement exploited his on-screen persona for relatable humor, featuring him in ads that playfully addressed germ concerns in shared living spaces. A significant evolution came in 2005 with the introduction of CGI-animated campaigns portraying anthropomorphic germs as villains plotting takeovers of bathrooms, voiced by prominent actors including Rik Mayall and Tony Robinson to add dramatic flair and entertainment value. These ads, which ran internationally until around 2010, maintained the core slogan while showcasing the product's extended protection, such as five times longer germ-kill, through epic battles between the cleaner and invading microbes; later installments around 2007 featured Willem Dafoe voicing a germ character.

Modern Campaigns and Initiatives

In , Domestos launched the "Unstoppable" campaign in select markets, emphasizing relentless germ-killing efficacy while launching targeted digital campaigns on platforms to engage millennial consumers with interactive content on routines. Domestos has maintained a longstanding partnership with since 2013, following its recognition as a observance, focusing on improving access through Unilever's programs in and ; as of 2024, these efforts have provided cleaner, safer toilets to over 29 million people, with a commitment to reach 100 million by 2030 in collaboration with partners like . The rebrand to "Powerful Purpose" evolved the brand's messaging from mere power to societal impact, incorporating elements such as fully biodegradable thick formulations to minimize environmental footprint during use. From 2024 onward, Domestos has amplified digital strategies through influencer-led social experiments raising awareness for , alongside filters in campaigns like #DomestosShield that visualize germ elimination, contributing to heightened engagement amid 's broader underlying sales growth of 4.2% for the year. In 2025, Domestos launched the "Nothing Beats The Original" campaign, marking over 95 years as a category leader with bold out-of-home , including blue-painted iconic to drive growth.

Global Presence

Branding Variations

Domestos, a Unilever-owned bleach-based brand, is marketed under localized names in various international markets to align with regional consumer preferences and historical product lines. These branding variations maintain the core functionality of germ-killing and while adapting nomenclature for better . In , , , and the , the brand operates as Domex, introduced in the mid-to-late 1990s as a counterpart to Domestos for products. Domex positions itself as a comprehensive solution, emphasizing and control in line with the original Domestos range. In the and , Domestos is rebranded as Glorix, featuring similar blue packaging and focusing on hygienic cleaning for toilets and sanitary facilities. Glorix highlights its thick formula for effective bleaching and safety, mirroring Domestos' properties. In , such as in and , and in , the brand is known as Vim, integrated into Unilever's broader household cleaning portfolio that includes scouring powders and liquids. Vim toilet cleaners retain the bleach-based composition for germ elimination and surface cleaning, available in variants suited to local needs. In , Domestos is marketed as Domesto, launched in the 1980s with a focus on elimination and disinfection for household surfaces. Domesto products, such as liquid bleaches, emphasize 99.99% germ removal and are tailored for the Japanese market under Japan.

International Market Adaptations

Domestos has adapted its product formulations to comply with stringent regulatory requirements in the , where is approved as a biocidal active substance for disinfectants under the Biocidal Products Regulation (BPR), with specific limits on residues to minimize environmental impact. In markets like , the brand's cleaners contain 4.5% to meet safety and efficacy standards for household disinfectants while adhering to eco-label criteria that restrict hazardous substances. These adaptations ensure the product remains effective against germs without exceeding permitted concentrations that could harm aquatic life, as classified under REACH regulations. In , Domestos formulations align with national environmental guidelines by avoiding added phosphates, a shift accelerated by the 2014 phase-out of phosphates in detergents and cleaners to prevent waterway , though products like Domestos have historically been low or free of such additives. This supports septic-safe usage recommendations, emphasizing chlorine-based disinfectants that do not disrupt bacterial balance when used sparingly. Cultural adaptations include tailored product innovations for diverse markets, such as specialized formulations in under the Domex brand to address and designs prevalent in urban households, promoting efficient cleaning with reduced water usage. Smaller pack options, like 55g toilet rim blocks, cater to space-constrained urban living and help minimize waste in high-density areas. Domestos expanded into the Chinese market in 2021 through the China International Import Expo, introducing bleach-based cleaners adapted for local preferences in household amid rising demand for imported disinfectants. In , particularly , the brand supports initiatives by integrating with school programs that improve toilet , indirectly boosting product accessibility through community-focused distribution. Environmental challenges in organic-oriented Scandinavian markets have prompted broader adaptations, including enzyme-enhanced alternatives in regional home care lines to reduce reliance on where stricter sustainability labels like the Nordic Swan Ecolabel limit chlorine-based actives. Overall, these modifications reflect Domestos' commitment to balancing efficacy with local regulatory, cultural, and ecological priorities as of 2025.

References

  1. https://www.unilever.com/news/news-search/2022/behind-the-brand-domestos-from-unstoppable-power-to-powerful-purpose/
  2. https://www.unilever.com/brands/home-care/domestos/
  3. https://www.domestos.com/uk/products/products/domestos-thick-bleach-original.html
  4. https://archives-unilever.com/discover/paperclip-newsletter/world-toilet-day
  5. https://heatonhistorygroup.org/2017/06/12/white-teeth-to-blue-bottle-the-domestos-story/
  6. https://www.facebook.com/UnileverArchives/photos/otd-57-years-ago-domestos-ltd-and-domestos-joined-the-unilever-family-today-dome/2258732810820857/
  7. https://www.domestos.com/uk/home.html
  8. https://www.domestos.com/uk/products.html
  9. https://www.proformula.com/gb/en/products/domestos-professional-original/
  10. https://www.unicef.org.uk/corporate-partners/domestos-partnership/
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  12. https://www.unilever.co.uk/news/2022/behind-the-brand-domestos-from-unstoppable-power-to-powerful-purpose/
  13. https://archives-unilever.com/discover/stories/plastics-history
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  20. https://sds.diversey.com/DirectDocumentDownloader/Document/?prd=MS1002060~~PDF~~MTR~~IE02~~BE~~~~
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  27. https://www.gracesguide.co.uk/Domestos
  28. https://www.headington.org.uk/adverts/cleaners_washingpowders.htm
  29. https://www.youtube.com/watch?v=IAzzJ_gmL38
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  31. https://www.theguardian.com/media/2002/aug/08/advertising.bigbrother
  32. https://www.youtube.com/watch?v=gJrN2kXSMcI
  33. https://www.marketingweek.com/rik-mayall-and-tony-robinson-voice-germs-for-domestos-campaign/
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  36. https://www.ana.net/miccontent/show/id/cs-2024-09-mma-unilever-domestos-12738
  37. https://dergipark.org.tr/en/download/article-file/3727585
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  41. https://logos.fandom.com/wiki/Domex
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  46. https://www.youtube.com/watch?v=_eys7rv00g4
  47. https://agrinfo.eu/book-of-reports/approval-of-sodium-hypochlorite-bleach-as-biocidal-product/pdf/
  48. https://www.amazon.de/-/en/Domestos-Hygiene-chlorine-efficient-removal/dp/B073V424Y5
  49. https://www.news.com.au/finance/business/breaking-news/australian-laundry-detergents-to-be-phosphatefree-by-2014/news-story/86929fff179ee084e13de83b81901c83
  50. https://www.gardenmaster.com.au/septic-system-dos-and-donts/
  51. https://www.amazon.in/Domestos-Power-Toilet-Blocks-Ocean/dp/B07X61R94Q
  52. https://www.ciie.org/zbh/en/news/exhibition/exhibitors/20210402/27513.html
  53. https://www.goodthingsguy.com/business/domestos-transforms-lives-empowering-south-african-schools-with-clean-safe-sanitation/
  54. https://publications.jrc.ec.europa.eu/repository/bitstream/JRC96849/lfna27379enn.pdf
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