Who Owns Fabuloso? The Popular Toothpaste Brand That's Behind This Cleaner

Fabuloso is a popular brand known for its cleaning abilities and its long-lasting and wonderful scents. It's become a huge part of the "CleanTok" group on social media as well, thanks to its beautiful colors, simplicity of use, and how easy and cheap it is compared to many other effective cleaning products. However, you may be surprised to know this product isn't a small business that's managed to make a name for itself. It's owned by Colgate-Palmolive, the multinational company behind Colgate toothpaste and several other household brands. 

Fabuloso is just one of many brands in Colgate-Palmolive's portfolio. Those brands extend well beyond household cleaning and personal care. While they do have some in similar categories, like Ajax, Hello, Irish Spring, and Softsoap, they branch out more than you might expect. Its portfolio also includes Hill's Pet Nutrition and Soupline, a fabric care brand sold in certain international markets. In fact, Colgate-Palmolive manages at least 36 other brands across a variety of different categories.

Fabuloso isn't the only familiar cleaning product owned by a much larger company. Procter & Gamble, one of the largest mega corporations in the world, owns a similar range of products, including Iams pet food, Crest toothpaste, Bounty, and Tide. Similarly, The Clorox Company is the major brand behind the popular cleaner Pine-Sol.

Fabuloso was already part of Colgate-Palmolive's portfolio by the time it became widely available in the United States. It was founded in 1980 in Venezuela and originally only had its lovely lavender scent. Colgate-Palmolive was marketing Fabuloso products internationally by 1996, before the brand expanded its presence in the U.S. market. This cleaner has been a staple in many households, it really started to shine in 2018, with the creation of Fabuloso Complete and earning the number-one market share position in the United States. In 2021, it continued to expand, collaborating with brands like Hefty. 

Fabuloso offers multipurpose cleaning products designed to remove dirt and grime while leaving behind a recognizable fragrance. However, it's important to follow the directions for the specific formula you're using. While it is amazing, it isn't a one-size-fits-all cleaner, despite its multipurpose label. There are several things you should avoid cleaning with Fabuloso, including your laundry, leather furniture, and your oven. Additionally, it shouldn't be mixed with bleach, as it can create a deadly gas. 

Of course, this product isn't for everyone. If you're looking for an alternative so you can support a smaller brand or one with fewer harsh chemicals, you have options. There are plenty of non-toxic Fabuloso alternatives that will still leave your home smelling fresh. For example, family-owned Dr. Bronner's offers cleaning products that may appeal to shoppers looking beyond major household-product conglomerates.