Company Announcements

New Dawn PowerSuds’ innovative formula traps, locks, and removes up to 99% of grease to tackle cleaning challenges more easily and efficiently

Dawn’s launch features a new music track from social media star Charlie Curtis-Beard to help people conquer a sink full of dishes with “Double the Suds”

CINCINNATI--(BUSINESS WIRE)--Feb. 18, 2025-- Dawn^®, the nation’s #1 dish liquid*, once again improves how America washes dishes with the launch of new Dawn PowerSuds, its best liquid dish soap - perfect for lots of dishes. Inspired by P&G consumer research that revealed washing dishes remains the #1 disliked daily chore, Dawn PowerSuds makes dish duty easier than ever. The new, proprietary Dawn PowerSuds formula delivers double the suds** with bubbles that trap grease and eliminate residue from traveling and transferring across dishes, allowing people to wash a sink full of dishes more effectively while spending less effort cleaning the same mess repeatedly.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250218116388/en/

From pans to plastics, NEW Dawn PowerSuds’ innovative formula traps, locks, and removes up to 99% of grease. (Graphic: Business Wire)

Dawn was created more than 50 years ago because consumers needed a better way to cut grease quickly, with less scrubbing. Over the decades, Dawn has continued to develop new product innovations and formulas designed to make washing the dishes easier. Most recently, P&G consumer research showed that people's cooking habits have evolved, including increasingly cooking from scratch and making more meals with proteins and fats. Dawn was faced with fighting new, complex soils and cleaning challenges that required a powerful approach to tackling modern cooking trends.

Superior Cleaning Power

As Dawn’s best liquid dish soap, Dawn PowerSuds’ innovative formula includes:

• Proprietary Trap & Lock technology to trap, lock, and remove up to 99% of grease from the first dish to the last.
• Longer-lasting cleaning power with 2x suds that stay whiter longer.
• New ingredients to help break up soils and prevent grease from re-depositing on the next dish.
• Instant-drying action for cleaner, shinier, and more spotless dishes.

The refillable Dawn PowerSuds EZ-Squeeze bottle stands on its cap and dispenses from the bottom for less mess and to help make washing a sink full of dishes easy.

Dawn PowerSuds is available at grocery and mass retailers nationwide in a variety of sizes starting at $3.94 MSRP, pricing at the sole discretion of the retailer.

“New Dawn PowerSuds represents the brand's spirit of innovation and quest to remain the better grease getter, no matter the number of dishes or level of mess," said Angelica Matthews, Brand Vice President for North America Dish Care at Procter & Gamble. “With double the suds and new, one-of-a-kind technology that traps and locks grease so that it doesn’t spread from dish to dish, we've designed our best liquid dish soap to meet the real cleaning challenges of today and empower people to finally wash dishes more efficiently.”

Dawn PowerSuds & Social Media Star Charlie Curtis-Beard

To show consumers how PowerSuds makes cleaning up after throwing down in the kitchen easier than ever, Dawn has teamed up with Charlie Curtis-Beard, a notable rapper and social media creator, to create an original song, “Double the Suds,” that proclaims the power of suds and gets people singing, not stressing, at the sink.

“Not only do I love experimenting with my music, but I also love experimenting in the kitchen—and I have always trusted Dawn to help me with the clean up,” said Curtis-Beard. “I loved the creative challenge of expressing the new sense of ease and empowerment Dawn PowerSuds now brings into your everyday dishwashing routine. I tried to capture and transform the power and potential of suds into a beat that got people enjoying their time at the sink.”

“Double the Suds” is available now on Instagram, TikTok, and YouTube.

* Based on Sales. Nielsen Syndicated LDL Category Total US xAOC $ and Unit Sales Latest 52 w/e January 31, 2025
** vs. Dawn Platinum
*** vs. Dawn Platinum on greasy soil

About Dawn

Dawn, North America's #1 dish soap brand* and a 2022 Fast Company "Brands That Matter" honoree, has been helping people clean since 1972. While most people know Dawn as the dish soap that best cuts grease in the sink, it's also the ultimate secret weapon for cleaning greasy messes throughout the home and has been trusted by wildlife rescue experts to help clean birds and marine mammals impacted by oil pollution for more than 45 years. For more information about the Dawn family of products, including Dawn Powerwash™ Dish Spray and Dawn EZ-Squeeze™, and the brand's efforts to help save wildlife visit www.dawn-dish.com. *​​Based on Sales. Nielsen Syndicated LDL Category Total US xAOC $ and Unit Sales Latest 52 w/e January 31, 2025.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250218116388/en/

Andy Sullivan, sullivan.a.4@pg.com, Communications Director, P&G North America Home Care

Casey Miller, caseym@mbooth.com, Senior Media Relations Specialist, M Booth

Source: Procter & Gamble