Henkel Corporation, doing business as Henkel North American Consumer Goods and formerly The Dial Corporation, is an American company based in
Stamford, Connecticut
Stamford () is a city in Fairfield County, Connecticut, United States, outside of New York City. It is the sixth-most populous city in New England. Stamford is also the largest city in the Western Connecticut Planning Region, Connecticut, Weste ...
. It is a manufacturer of
personal care
Personal care products are consumer products which are applied on various external parts of the body such as skin, hair, nails, lips, external genital and anal areas, as well as teeth and mucous membrane of the oral cavity, in order to make ...
and household cleaning products and is a subsidiary of multinational company
Henkel
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units (Cons ...
AG & Co. KGaA (Henkel Consumer Goods Inc.).
Dial began as a brand of
deodorant
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
soap manufactured by
Armour and Company
Armour & Company was an American company and was one of the five leading firms in the meat packing industry. It was founded in Chicago, in 1863, by the Armour brothers led by Philip Danforth Armour. By 1880, the company had become Chicago's mos ...
, a
Chicago, Illinois
Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...
, meatpacking firm, and through a series of mergers, acquisitions, and divestitures, emerged by the 2000s as a stand-alone personal-care and household-cleaning products company. Henkel acquired The Dial Corporation in 2004.
Dial soap remains one of the company's major brands.
History
Dial was the first
antibacterial
An antibiotic is a type of antimicrobial substance active against bacteria. It is the most important type of antibacterial agent for fighting bacterial infections, and antibiotic medications are widely used in the treatment and prevention ...
soap
Soap is a salt (chemistry), salt of a fatty acid (sometimes other carboxylic acids) used for cleaning and lubricating products as well as other applications. In a domestic setting, soaps, specifically "toilet soaps", are surfactants usually u ...
introduced in the United States. It was developed by
chemists
A chemist (from Greek ''chēm(ía)'' alchemy; replacing ''chymist'' from Medieval Latin ''alchemist'') is a graduated scientist trained in the study of chemistry, or an officially enrolled student in the field. Chemists study the composition of ...
from
Armour and Company
Armour & Company was an American company and was one of the five leading firms in the meat packing industry. It was founded in Chicago, in 1863, by the Armour brothers led by Philip Danforth Armour. By 1880, the company had become Chicago's mos ...
and introduced in the Chicago market in 1948. Armour had been producing soap since 1888, first as "Armour Family Soap."
Armour's soap was made from
tallow
Tallow is a rendered form of beef or mutton suet, primarily made up of triglycerides.
In industry, tallow is not strictly defined as beef or mutton suet. In this context, tallow is animal fat that conforms to certain technical criteria, inc ...
, a by-product of the meat production process. The name Dial was chosen because the soap advertised "'round-the-clock" protection against the
odor
An odor (American English) or odour ( Commonwealth English; see spelling differences) is a smell or a scent caused by one or more volatilized chemical compounds generally found in low concentrations that humans and many animals can perceive ...
caused by
perspiration
Perspiration, also known as sweat, is the fluid secreted by sweat glands in the skin of mammals.
Two types of sweat glands can be found in humans: eccrine glands and Apocrine sweat gland, apocrine glands. The eccrine sweat glands are distribu ...
. Demand for this new soap exceeded expectations due to its deodorant effectiveness, its non-medicinal clover-like smell and bright golden yellow color. The brand was rolled out nationally in 1949, and in time became the leading deodorant soap brand in the United States.
Armour-Dial, Inc. (1967–1985)
Because of the popularity and strong sales of Dial soap, fueled by magazine, radio, and television advertising, Armour's consumer products business was incorporated as Armour-Dial, Inc. in 1967. In 1970,
The Greyhound Corporation
Pursuit Attractions and Hospitality, Inc. is a global attractions and hospitality company located in Canada, the United States and Iceland. Pursuit owns and operates attractions, accommodation, culinary experiences, retail and transportation in a ...
purchased Armour and Company (including Armour-Dial, Inc.) for $400 million as part of a diversification strategy and relocated its headquarters to
Phoenix, Arizona
Phoenix ( ) is the List of capitals in the United States, capital and List of cities and towns in Arizona#List of cities and towns, most populous city of the U.S. state of Arizona. With over 1.6 million residents at the 2020 census, it is the ...
, the following year.
James F. Phillips (November 20, 1930 – October 3, 2001) was an American
environmental
Environment most often refers to:
__NOTOC__
* Natural environment, referring respectively to all living and non-living things occurring naturally and the physical and biological factors along with their chemical interactions that affect an organism ...
activist
Activism consists of efforts to promote, impede, direct or intervene in social, political, economic or environmental reform with the desire to make changes in society toward a perceived common good. Forms of activism range from mandate build ...
known in the
Chicago
Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...
area during the 1960s for his environmental
direct action
Direct action is a term for economic and political behavior in which participants use agency—for example economic or physical power—to achieve their goals. The aim of direct action is to either obstruct a certain practice (such as a governm ...
under the pseudonym The Fox. Phillips discovered Armour-Dial had been polluting Mill Creek which emptied into the
Fox River, which violated a 1962 law that limited the amount of chemicals companies could dump into the surrounding water. Phillips created stickers issuing warnings that read "Armour Dial Kills our Water" or "Armour Dial Pollutes our air". He organized a group to travel to supermarkets around the United States and put these stickers on bars of Dial soap.
Mike Royko
Michael Royko Jr. (September 19, 1932 – April 29, 1997) was an American newspaper columnist from Chicago, Illinois. Over his 42-year career, he wrote more than 7,500 daily columns for the '' Chicago Daily News'', the ''Chicago Sun-Times'', an ...
, a Pulitzer Prize winning Chicago newspaper columnist, called Phillips's attack "the most ambitious anti
pollution
Pollution is the introduction of contaminants into the natural environment that cause harm. Pollution can take the form of any substance (solid, liquid, or gas) or energy (such as radioactivity, heat, sound, or light). Pollutants, the component ...
prank of his colorful career." The prank was so successful, it started an independent boycott of all Armour-Dial products. Phillips's seven-year battle with Armour Dial led to the state of Illinois suing Armour Dial's Montgomery plant for violating Illinois pollution standards.
The Dial Corporation (1985–1995)
In 1985, Greyhound acquired the consumer products business of
Purex Industries, Inc., which was combined with Armour-Dial to form The Dial Corporation.
In 1988, Greyhound acquired the
Boraxo, Borateem and
20 Mule Team Borax brands from
U.S. Borax.
To reflect the parent company's new focus after the sale of
Greyhound Lines
Greyhound Lines, Inc. is an American operator of Intercity bus service, intercity bus services. Greyhound operates the largest intercity bus network in the United States, and also operates charter and Amtrak Thruway services, as well as interci ...
, Greyhound was renamed Greyhound Dial Corporation in 1990 and renamed again, to The Dial Corp the following year. After the parent company was renamed The Dial Corp, the Dial consumer business was known as The Dial Corp Consumer Products Group.
Greyhound also acquired
Breck Shampoo from Shulton in 1990 and
Renuzit from
S. C. Johnson & Son in 1993.
The new Dial Corporation (1996–2017)

In late 1995, parent company The Dial Corp announced its intention to split the company and spin off the Dial consumer products business. After the spin off, Dial's now former parent company was renamed
Viad Corp, consisting of the service businesses. The Dial consumer business was reborn as the new Dial Corporation, relocating its corporate offices to
Scottsdale, Arizona
Scottsdale is a city in eastern Maricopa County, Arizona, United States, and is part of the Phoenix metropolitan area. Named Scottsdale in 1894 after its founder Winfield Scott (chaplain), Winfield Scott, a retired Chaplain Corps (United States ...
, adjacent to its long-time research and development facility. Under new CEO, Malcolm Jozoff, a former
P&G executive, the new Dial Corporation underwent major layoffs in the fall of 1996 and a series of financially disastrous acquisitions the following four years.
In 1997, Dial sold the
Brillo business to
Church & Dwight
Church & Dwight Co., Inc. is an American consumer goods company focusing on personal care, household products, and specialty products. The company was founded in 1847 and is headquartered in Ewing, New Jersey. It is the parent company of well-kno ...
.
Between 1999 and 2000, Dial formed two joint-ventures with German company
Henkel
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units (Cons ...
. The first, Dial/Henkel LLC, was established in 1999 which introduced Purex Advanced laundry detergent and acquired Custom Cleaner home dry cleaning products. The second joint venture company, Dial/Henkel Mexico S.A. de C.V. was established for operations in
Mexico
Mexico, officially the United Mexican States, is a country in North America. It is the northernmost country in Latin America, and borders the United States to the north, and Guatemala and Belize to the southeast; while having maritime boundar ...
. By 2002, both ventures were discontinued because of losses and Dial sold its stake in the Mexico venture to Henkel.
In 2000, Jozoff resigned and was replaced by Herbert Baum with a mandate from the board of directors to find a suitable buyer for the company. That same year, Dial acquired
Coast soap and Zout stain remover.
In December 2003, Dial was acquired by Henkel for $2.9 billion. As a consequence of Henkel's acquisition of Dial, Henkel divested its 29% stake in
The Clorox Company for $2.84 billion in cash and assets, which included the Soft Scrub and Combat brands.
In 2006, Dial acquired the
Right Guard
In American football, a guard (G), otherwise known as an offensive guard (OG), is an offensive line player who lines up between the center and the tackles. Like other offensive line positions, guards are used primarily for blocking. Right ...
, Soft & Dri and
Dry Idea deodorant brands from Procter & Gamble for $420 million.
On March 1, 2006, Dial completed the sale of its food business for $183 million to
Pinnacle Foods
Pinnacle Foods, Inc., is a packaged foods company headquartered in Parsippany, New Jersey that specializes in shelf-stable and frozen foods. The company became a subsidiary of Conagra Brands on October 26, 2018.
History
The company was foun ...
. The food business produces shelf-stable canned meat products (such as
potted meat
Potted meat is a form of traditional food preservation in which hot cooked meat is placed in a pot, tightly packed to exclude air, and then covered with hot fat. As the fat cools, it hardens and forms an airtight seal, preventing some spoilage by ...
and
Vienna sausage
Vienna sausage (; Viennese/Austrian German: or ; Swiss German: ; Swabian: or ) is a thin parboiled sausage traditionally made of pork and beef in a casing of sheep's intestine, then given a low-temperature smoking. The word is German fo ...
s) and ready meals under the Armour Star brand, had sales of approximately $230 million in fiscal 2005.
In 2012, Henkel sold Dial's
Coast
A coast (coastline, shoreline, seashore) is the land next to the sea or the line that forms the boundary between the land and the ocean or a lake. Coasts are influenced by the topography of the surrounding landscape and by aquatic erosion, su ...
, Pure & Natural and Soft & Dri brands to
Brynwood Partners
Brynwood Partners is an American private equity investment firm focused on leveraged buyout and other control investments.
Since its founding in 1984, the firm, headquartered in Greenwich, Connecticut, has raised five private equity fund, invest ...
' High Ridge Brands for an undisclosed amount.
In 2016, Henkel acquired laundry detergent manufacturer
Sun Products
The Sun Products Corporation (now Henkel North American Consumer Goods Inc.) was a United States–based manufacturer of laundry detergent, fabric softeners, and other household cleaning products. With annual sales of $2.0 billion, the company ...
for $3.6 billion.
In July 2017, Dial relocated its headquarters from
Scottsdale, Arizona
Scottsdale is a city in eastern Maricopa County, Arizona, United States, and is part of the Phoenix metropolitan area. Named Scottsdale in 1894 after its founder Winfield Scott (chaplain), Winfield Scott, a retired Chaplain Corps (United States ...
to
Stamford, Connecticut
Stamford () is a city in Fairfield County, Connecticut, United States, outside of New York City. It is the sixth-most populous city in New England. Stamford is also the largest city in the Western Connecticut Planning Region, Connecticut, Weste ...
in order to consolidate its operations with Sun Products and be closer to parent Henkel's North American headquarters (Henkel Corporation) in
Rocky Hill, Connecticut
Rocky Hill is a town in Hartford County, Connecticut, Hartford County, Connecticut, United States. The town is part of the Capitol Planning Region, Connecticut, Capitol Planning Region. The population was 20,845 at the 2020 United States census, ...
. After consolidation, the business was renamed Henkel North American Consumer Goods in 2018.
Henkel Corporation (2018–present)
In June 2021, Henkel sold the
Right Guard
In American football, a guard (G), otherwise known as an offensive guard (OG), is an offensive line player who lines up between the center and the tackles. Like other offensive line positions, guards are used primarily for blocking. Right ...
and
Dry Idea deodorant brands to Thriving Brands LLC.
Brands
Henkel's Consumer Goods brands include:
* all (laundry detergent)
*
Boraxo (cleaning products)
*
Breck (hair care)
* Combat (pest control)
*
Dial (soap)
Dial is an American brand of soap, body wash and hand sanitizer manufactured by Henkel North American Consumer Goods, the American subsidiary of Henkel AG & Co. KGaA. It was the world's first antibacterial soap.
History
Dial emerged as a res ...
* got2b (hair care)
* Kenra (hair care)
*
Persil (laundry detergent)
*
Purex (laundry detergent)
Purex is a brand of laundry detergent and laundry-related products manufactured by Henkel North American Consumer Goods and marketed in the United States and Canada. Purex is one of the most widely used laundry detergents in North America. Its ...
*
Renuzit (air freshener)
* Schwarzkopf (hair care)
* Soft Scrub (cleaning products)
* Smooth n' Shine (hair care)
* Spirit (soap) (no longer sold)
*
Snuggle (fabric softner)
*
Sunlight (cleaning products)
*
Sun Products
The Sun Products Corporation (now Henkel North American Consumer Goods Inc.) was a United States–based manufacturer of laundry detergent, fabric softeners, and other household cleaning products. With annual sales of $2.0 billion, the company ...
(cleaning products)
*
Surf (laundry detergent) (North America)
* Tone (body soap)
*
20 Mule Team Borax (cleaning products)
References
External links
Official website
{{Henkel
Companies based in Stamford, Connecticut
Health care brands
Henkel brands
Manufacturing companies based in Connecticut
Manufacturing companies established in 1888
American subsidiaries of foreign companies
2004 mergers and acquisitions
Companies formerly listed on the New York Stock Exchange