Best-Selling Laundry Detergents Across Southeast Asia
OMO is the most popular laundry detergent in Southeast Asia, being a top-selling brand in four countries.
Laundry detergent is an everyday essential across Southeast Asia, where consumers look for products that can remove tough stains, control odors, protect fabrics, and provide good value for money. The region is a highly competitive market dominated by major multinational companies such as Unilever and Procter & Gamble, alongside strong local brands.
Among the leading brands, OMO has a particularly strong presence in Cambodia, Myanmar, Vietnam, and Timor-Leste.
In Vietnam, OMO is especially successful: available market research identifies it as the country’s highest-selling laundry-detergent brand, with a 2023 value share of about 41.6% in laundry detergents. OMO's appeal comes from its focus on powerful cleaning, freshness, and odor control, with product lines available in both powder and liquid forms.
In Laos and Thailand, Breeze is a prominent detergent choice. The brand offers a broad selection, including powders, concentrated liquids, and capsules.
Its products emphasize stain removal and freshness, while newer formulas use enzymes to help tackle difficult stains. In Thailand, Breeze products are also widely available through major retailers, where several varieties are promoted as best sellers.
Dynamo is associated with the laundry markets of Brunei and Malaysia, providing consumers with a recognizable regional detergent brand.
Meanwhile, Ariel is an important choice in the Philippines, particularly for consumers seeking strong stain-removing performance. Rinso, another Unilever brand, has a particularly prominent role in Indonesia, one of Southeast Asia's largest consumer markets.
In Singapore, Persil represents the premium European-style detergent segment. Singapore's higher-income consumer market allows brands to compete not only on cleaning power but also on convenience, fabric care, fragrance, and specialized formulations.
Overall, these brands demonstrate how detergent preferences differ across Southeast Asia while sharing common priorities: effective cleaning, freshness, affordability, and convenience.
From OMO in Vietnam to Breeze in Thailand, Dynamo in Malaysia, Ariel in the Philippines, Rinso in Indonesia, and Persil in Singapore, laundry detergents have become deeply established household products throughout the region.