During the 1970s, The Clorox Co. launched the first non-chlorine, color-safe bleach, Clorox 2. The success of a bleach that would not fade clothes was extremely popular in the laundry marketplace. A color-safe bleach whitens and brightens clothes and helps to remove stains. Tide with Bleach was introduced in 1988.
As Americans became more conscious of the amount of waste created by products, Tide introduced concentrated Ultra Tide. Filler ingredients were removed and homemakers were re-educated about how much detergent to use to produce a clean load of clothes. This was the first compact powdered detergent in the United States.