Archroma Celebrates Successful Market Launch in the US Home Care Sector

Archroma announced a successful first year in the US home care market with whiteness solutions for laundry and detergents.

In December 2019, Archroma acquired BASF's stilbene-based optical brighteners (OBA) business for liquid and powder laundry detergent applications. The acquisition included OBA technology, portfolio and manufacturing unit in Ankleshwar, India.

Since then, Archroma has mobilized its global experts, technologies and knowledge to design a holistic solution portfolio for home, industrial and institutional cleaning (HI&I) aimed at supporting detergent manufacturers.

[caption id="attachment_125185" align="aligncenter"] Archroma celebrates a successful entry into the US home care market with whiteness solutions for laundry and detergents. (Photo: Archroma)[/caption]  

The portfolio now includes solutions for whiteness, colorants, stain removal, fabric softening and anti-redeposition agents and surfactants that can be used in applications such as multipurpose cleaning powders, detergent powders, dishwashing tablets and liquids, laundry liquids, fabric softeners and hard surface cleaners.

Archroma leveraged its experience working with manufacturers and brands in the textile industry to enter the US detergent market for the first time and secured a significant position with most of the major laundry detergent manufacturers through its whiteness solutions.

The company reports that US detergent brands and manufacturers have shown particular interest in Leucophor® 5BMGX, as this optical brightener enables them to achieve high levels of whiteness with a bluish undertone. The product is also highly soluble in water and stable in oxidative environments.

Bryan Dill, North America Sales Manager at Archroma, comments: "We are extremely proud of our progress in whiteness solutions for laundry and detergents in North America. Of course, this success is built on Archroma's decades of OBA expertise in many other applications such as textiles and paper, but we would not have achieved this without the trust of major detergent brands who chose our product performance and knowledge."

 

For more information, visit www.archroma.com/markets/home-care and www.archroma.com/solutions/whiteness-brightness-home-care.