New Era for Europe's Cleaning and Hygiene Products Sector: Detergents Europe
A.I.S.E., which represents the European cleaning and hygiene products sector, has renewed its corporate identity and will continue its activities under the name Detergents Europe. The rebranding is stated to aim at increasing the sector's visibility across Europe and ensuring stronger representation before policymakers.
A.I.S.E., representing Europe's cleaning and hygiene products sector, has renewed its corporate identity and is now operating under the name Detergents Europe. The rebranding aims to increase the sector's visibility in Europe and provide stronger representation before policymakers.
According to a statement by the Brussels-based organization, the name change was implemented during a period when European Union priorities such as health security, industrial competitiveness, supply chain security, strategic autonomy and regulatory simplification have come to the fore. With the new brand identity, the aim is to make the sector's contribution to the economy, public health and sustainability more visible.
Sector visibility to be enhanced
Detergents Europe President Florian Vernay noted that the cleaning and hygiene products sector contributes to numerous strategic objectives ranging from Europe's health security to sustainability, from quality of life to industrial competitiveness, and stated that the new corporate identity will enable the sector to be more easily recognized by stakeholders and decision makers.
The organization's General Director Alexis Van Maercke emphasized that detergents, cleaning products, disinfectants and biocidal products are of critical importance for a healthy and resilient Europe. Van Maercke said that Detergents Europe will continue its cooperation with EU institutions to develop balanced regulations that support safe, innovative and sustainable solutions.
Science-based regulations to be prioritized
As the sector's representative, Detergents Europe aims to use its scientific expertise to contribute to the development of regulatory approaches that promote innovation while supporting safety and sustainability. The organization intends to position the cleaning and hygiene products sector not merely as a technical stakeholder but as a representative of a strategic ecosystem contributing to Europe's industrial and resilience policies.
New management term begins
Along with the rebranding, the management board for the 2026-2028 term was also announced. Florian Vernay (Unilever) was re-elected as president, while Yvonne Iwaniuk (SC Johnson) was appointed vice president responsible for companies and Virginie d'Enfert was appointed vice president responsible for national associations. Arndt Scheidgen (Henkel) will serve as treasurer and Jan Vindberg-Larsen (Reckitt) as assistant treasurer.
The organization, which has represented Europe's cleaning and hygiene products sector since 1952, aims to make the sector's role in public health, hygiene, sustainability and industrial policies more visible with its new identity.
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