Joy (dishwashing liquid)

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Joy logo (1).png
Product typeDishwashing
OwnerJoySuds, LLC (United States, Canada and Latin America and Caribbean)
Procter & Gamble (except United States, Canada and Latin America and Caribbean)
CountryUnited States
Introduced1949; 73 years ago (1949)
Previous ownersProcter & Gamble (United States, Canada and Latin America and Caribbean)

Joy is a brand of dishwashing liquid detergent owned by JoySuds, LLC.[1][2] The brand was introduced in the United States in 1949 by Procter & Gamble.[3] In 2019, Procter & Gamble sold the rights to the Joy brand for the Americas to JoySuds, LLC.[4] [5]

The brand was an early and long-term sponsor of several "soap operas", including the long-running pioneering soap Search for Tomorrow. There are several kinescopes existing of 1950s' soap operas containing these commercials, usually with the famous slogan, "From grease to shine in half the time". Joy was an early example of a product being reformulated to include the fragrance of lemons and helped begin the overall trend toward citrus-scented cleaning products.[citation needed] Joy is designed for use in the hand washing of dishes, not automatic dishwashers, and as such also contains emollients designed to protect the user's hands from drying out. Available in both "ultra" (concentrated) and "non-ultra" (regular) strengths, Joy remains one of the most recognizable dish brands in North America, with a loyal customer following across the US and Latin American retail markets. Although Joy’s stapled lemon fragrance remains its most widely distributed line, Orange Joy has grown in popularity in recent years. The brand also offers a commercial grade detergent formula, Joy Professional, which is commonly used in restaurant, hotel and other commercial settings due to its high concentration of surfactants and cleaning effectiveness.[6]

Joy was introduced in Japan during the 1990s, where it became market leader for a period of time.[citation needed]

See also[edit]


  1. ^ "JoySuds | Our History, Joy Since 1949".
  2. ^ "JoySuds Announces Partnership with Aero Fulfillment Services".
  3. ^ Dyer, Davis; Dalzell, Frederick; Olegario, Rowena (2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble. Harvard Business Press. p. 423. ISBN 1-59139-147-4. Retrieved May 29, 2011. joy dish soap 1949.
  4. ^ "JoySuds Announces Partnership with Aero Fulfillment Services".
  5. ^ "JoySuds Teams up with Scholastic Book Fairs to Bring Free Books to 1,000 Children Amid COVID-19".
  6. ^ JoySuds. "JoySuds Announces Results of Messy Kids Contest". Retrieved 2020-10-08.

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