As part of our mission to reimagine a healthier future for people, their pets and our planet, Colgate-Palmolive has continually explored how smarter design packaging and concentrated formulas can reduce environmental impact while providing superior performance and improving user experience

In 2023, that effort took a major step forward with the launch of Fabuloso 2x, the first concentrated all-purpose pour cleaner on the U.S. market. It doubled the active ingredients, uses 50% less plastic per dose* and preserved the fragrance experience consumers loved—all without changing how people cleaned.

Now, Fabuloso 10x builds on that foundation with even greater focus: a concentrated, gel-based cleaner that maintains the brand’s hallmark cleaning power, impactful fragrance profile and improved versatility across everyday cleaning routines.

Achieving a 10x concentration required more than a stronger formula. It meant rethinking every part of the system, from developing a stable, high-fragrance gel to designing intuitive packaging that supports new behaviors.

“We’re proud of what this represents, not just as a product but as a platform for smarter, more sustainable solutions,” said Abraham Cazes, Senior Director, Home Care R&D.

The Science Behind the Squeeze

At 10x concentration, every component of a product’s formula behaves differently. With less water and a higher concentration of the same active ingredient, even small changes in balance can affect viscosity, stability and how the gel moves and mixes.

With Fabuloso 10x, its signature fragrance proved especially complex. Stabilizing it at high loads required careful structural balance to avoid separation or overwhelming intensity. 

“Fragrance at high levels changes how the formula behaves,” said Maria Antonieta Valdes Vergara, Senior Scientist, R&D. “Everything had to be calibrated to work together seamlessly.”

To address those challenges, the team drew on expertise from Colgate-Palmolive’s dish team to ensure viscosity throughout the shelf life, adding materials that work in both worlds. As a surface cleaner, the product presented a unique challenge: ensuring that the high concentration of fragrance oil remained stable in the gel while still releasing at key moments during use.

“This was a new level of precision,” said Adriana Armas, Director, R&D. “Every part of the formula had to perform more effectively, but the end experience had to feel effortless.”

After extensive testing, the team refined the formula to deliver a long-lasting fragrance bloom that elevates the cleaning experience, resulting in a product that’s strong and impactful without being overwhelming

“Our goal was to preserve the bold, signature scent that defines Fabuloso while adapting it to a concentrated gel,” said Daniel Talancon, Fragrance Development Scientist. “We engineered it to release at just the right moments, especially during mopping, so it feels every bit as satisfying as the original.”

The formula didn’t just deliver on fragrance, but also on performance. In testing, Fabuloso 10x matched the degreasing power of Fabuloso Deep Cleaning when used neat and outperformed the original 1x formula when diluted 10:1. It delivered equivalent overall cleaning performance to Fabuloso 2x, while leaving less residue.

But to make the most of 10x, the team had to rethink how it would be packaged, used and understood.

Smarter Design, Smaller Footprint

Unlike traditional liquids, the thicker gel of Fabuloso 10x required more control during dispensing, and consumers needed a way to dose accurately without overusing the concentrated product.

It needed a package that supported those behaviors intuitively while encouraging a new habit.

“Most people don’t measure out surface cleaner,” Valdes Vergara said. “They dose by feel. What we had to do was support that instinct, while giving them better control in a new format.”

Through rounds of prototyping and user testing, the team, working closely with an outside user experience team and packaging experts, refined the package to match the formula’s unique flow and concentration. The result: an easy-to-handle bottle with ergonomic grooves and a specialized cap that delivers a controlled stream of gel.

Modeled in part on dish soap packaging, it provides a tactile, precise way to dose—without asking consumers to adopt entirely new behaviors.

Like any new format, 10x came with a learning curve. Some early users were unsure about how much to use. However, once they adjusted, many found the product efficient and that it delivered a deep clean without requiring much effort.

Designing for intuitive use ultimately made the smaller format possible. By prioritizing control, familiarity and performance in a concentrated form, the team was able to deliver a package that not only felt easier to use but also reduced material and environmental impact in the process.

One 12-oz bottle of Fabuloso 10x delivers 60 uses — the same as more than seven bottles of the original 1x formula. Compared to Fabuloso 1x, the 10x formula uses 90% less weight to carry vs non-concentrated Fabuloso Original and 83% less plastic vs Fabuloso Original.

A New Chapter in Clean

Fabuloso 10x challenges old assumptions and shows that performance, low impact and ease of use can work together in a straightforward solution.

“Concentration opens the door to smarter design, reduced impact and better user experiences,” Cazes said. “It’s helping us reimagine what performance and sustainability can look like together.”

Fabuloso 10x was introduced in Texas in February 2025 as a test-and-learn launch and is expected to launch in Latin America in 2026. It is expected to roll out across the U.S. in 2027.

*by following dosing instructions and getting twice as many uses out of one bottle v. same size of Fabuloso Original

**by following dosing instructions and getting twice as many uses out of one bottle vs. the same size of Fabuloso Original