4/3/2025

Dawn PowerSuds is Revolutionizing Your Cleanup Routine

Dawn Platinum Plus Power Suds packaging on a dark blue background.

Thought Dawn dish liquid couldn’t get any better? Think again! Dawn recently launched its latest innovation, PowerSuds — its most effective liquid dish soap yet, promising double the suds* and top-notch grease-fighting power.

A duck stands on a counter next to Dawn PowerSuds in a refill jug, traditional bottle and EZ-squeeze bottle.

The Innovation:

The innovation behind PowerSuds stems from over 50 years of consumer feedback and evolving cooking trends. Recent research from Procter & Gamble revealed that more people are cooking from scratch, often using proteins and fats that create complex messes.

The Need:

Dawn recognized the need for a dish soap that could meet these modern cleaning challenges without the need for extra scrubbing. This led to the development of the proprietary Trap & Lock technology, which is designed to effectively combat the grease and grime that come with today’s cooking habits.

Why It Matters:

Dishwashing is America’s most disliked daily chore, and Dawn aims to change that. The new PowerSuds formula traps and removes up to 99% of grease, making it easier to tackle those towering piles of dishes.

Key Features:

Double the Suds: More bubbles mean better cleaning with less effort.
Trap & Lock Technology: Keeps grease from spreading across your dishes.
Long-lasting Formula: The suds stay whiter longer, ensuring cleaner results.
Instant Drying: Leaves dishes spotless and shiny.
EZ-Squeeze Bottle: Dispenses from the bottom, reducing mess and hassle.

Dawn PowerSuds is here to transform your dishwashing experience, making it quicker and more enjoyable — because who doesn’t want to make cleaning up easier?

*vs. Dawn Platinum

Meet the Innovators Behind PowerSuds

At P&G, we're innovating to improve everyday life, especially when it comes to hand dishwashing – the second most hated chore. Jill Bos and Katie King are leading the charge, revolutionizing how we think about clean.

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Jill Bos, Director Principal Scientist, brings a unique perspective to the table as a "Serial Innovator and Consumer Insight Specialist." Jill's passion lies in finding patterns in seemingly random data, connecting insights, and cultivating new ideas. She's inspired by the fact that even within a 50-year-old brand like Dawn, there's still so much to learn and innovate. Her greatest innovative approach is defining the right problem to solve and connecting the dots between trends, habits, ingredients and market dynamics. This allows her to combine the ambiguous and make it surprisingly obvious, leading to breakthroughs that truly resonate with consumers.

A trio of photos shows a woman and three children in front of a balloon garland, a woman holding a baby on a boat, and a close-up of a woman smiling in a white shirt.

Katie King, Director North America Hand Dish Liquids, approaches innovation with a "Master Data Integrator and Design Strategist" mindset. Katie loves defining new problems to be solved, often by looking where no one has looked quite yet to uncover hidden data "seeds." From there, she orchestrates a cascade of data integration to "turn things upside down and inside out," highlighting innovation white spaces. Katie is inspired by the endless opportunities to make a difference in everyday activities, constantly seeking ways to make tasks easier and more efficient for consumers.

By focusing on consumer needs and leveraging their unique skill sets, Jill and Katie are transforming the hand dishwashing category and making a real difference in people's lives. Their work exemplifies P&G's commitment to innovation and our dedication to creating products that make everyday life a little bit better.