Henkel established its Laundry & Home Care division in North America with the acquisition of The Dial Corporation in 2004, which manufactures and markets such well known consumer products as Purex^® laundry detergent, Renuzit^® air fresheners, Soft Scrub^® household cleaners, and Combat^® insecticides.

Purex is the number two selling laundry detergent brand overall and the leader in the value segment in the U.S. market. Renuzit Adjustables are the number one selling air freshener in America.

A key element in Henkel’s growth is the development of innovative new products. During the past few years, new products have included Renuzit^® Super Odor Neutralizer^®, Roller Scents^™, a long-lasting bathroom deodorizer, and Airlets^®, a discreet air freshener that plugs into electrical outlets. The Purex brand has introduced Zout^® laundry stain remover liquid and spray, Purex^® 2 color safe bleach, and Purex Soft^® fabric softener.