Birth of an Icon: Dawn

Since its launch in the 1970s, Dawn has securely held its position as the trusted brand with a tough, yet gentle clean.

Unmatched superiority in cutting grease has made Dawn an everyday superhero in the kitchen, a go-to solution around the home and the product of choice to help save and protect wildlife affected by oil spills. Since its launch in the 1970s, Dawn has held its position as the trusted brand with a tough, yet gentle clean.

Dawn’s rich heritage began in 1967 when research indicated that consumers sought a high-performing dishwashing liquid that was also gentle on hands. At launch, Dawn was the first of its kind due to its combined grease-cutting power and mildness.

As consumers experienced the dishwashing liquid’s superior grease-fighting ability, the product was a household care breakthrough and Dawn quickly became a market leader.

Dawn product



Since Dawn’s original launch, the brand has introduced a long legacy of innovation and a variety of dish care products. Dawn Hand Renewal with Olay Beauty is the first dish soap to provide the added benefit of hand beautification and Dawn Power Clean is the first product to offer the dishwashing power of an overnight soak in just five minutes.

The brand’s widely recognized home care benefits are complemented by its grease-cutting capabilities in wildlife rescue efforts. Wildlife experts have been using Dawn since 1978, when they discovered that the product’s powerful degreasing action was also gentle enough to be used on the delicate feathers of oiled birds and mammals affected by oil spills.

Over the past 30 years, Dawn and its wildlife partners have helped clean more than 75,000 aquatic animals, including those affected by the Exxon-Valdez spill in 1989 and the 2010 Deep Water Horizon Oil Spill in the Gulf of Mexico.

Dawn continues to contribute in a meaningful way by partnering with key wildlife conservation organizations and donating both funds and product. The brand has also educated millions of children about the impact of oil spills on wildlife and the science behind wildlife rehabilitation through its Everyday Wildlife Champions program.

Dawn’s legendary grease-fighting efficacy– for everything from dishes to ducks – is the reason why Dawn remains consumers’ most trusted choice for tough everyday clean-up.

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