Laundry detergent brand Tide has entered its waterless cleaning era with the launch of Tide evo at major retailers in the US.

The 100% concentrated, waterless tile first introduced at SXSW in 2024, has six cleaning layers that activate instantly in cold water, leveraging several cleaning technologies, according to the brand. These include all-in-one scrubbers, pre-treaters, brighteners and fresheners.

The launch of Tide evo responds to the demand of more from laundry care products in the US, officials say, driven by a growing focus on cleanliness and hygiene, more frequent washing and a rising demand for innovative products consumers can “feel good using.”

“Tide Evo represents over 10 years of innovation and product development, and showcases Tide’s journey of reinvention every decade: from soap to detergent, powder to liquid then PODs, and now, laundry tiles – the first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers,” said Marchoe Northern, president, P&G fabric care. “Tide Evo redefines the laundry category while addressing modern consumers’ wants from a detergent. It’s lighter, faster, simpler and provides a superior clean.”

Simple and Inclusive Design

Every aspect of Tide Evo — from its lightweight, compact form to its curbside recyclable paper packaging — was crafted for simplicity and inclusivity, officials said. Tide evo enhances accessibility with a tactile symbol to identify it as a laundry detergent and a NaviLens code, ensuring a user-friendly experience for everyone, including those with low or no vision.

Packed with thousands of activated cleaning fibers that break down stains, odors and irritants, the result is a deep clean with long-lasting freshness that’s tough on grass stains and works in all machines and water conditions without extra effort, measuring or products, per the brand.

A Cold-Water Revolution

Designed to clean in cold water, Tide evo helps the brand advance its mission to turn three out of four laundry loads in the US and Canada to cold by 2030, reducing the environmental impact of each wash. Tide evo is formulated without unnecessary fillers and extra water, which allows for Forest Stewardship Council certified packaging. What’s more, because it’s lighter and more compact to transport than liquid detergents, it requires less storage space and can reduce transportation weight per wash load and emissions.