About us

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We’re bringing beauty back…

A beautifully clean home that makes you proud is our mission. All our products are formulated with this in mind, so when you choose Vim®, you know there’s always a beautiful ending.

Because cleaning isn’t just about how you do it, but why. It’s that feeling you get when you finish, step back and see your home at its beautiful best. It’s your family home, and you’re proud of it.

We know you want your home to look its best; so we develop products that solve the problems you face, while caring for surfaces at the same time. Like the Canada's bestselling multi-purpose cream cleaner, Vim Cream. Or our new Power & Shine range - a powerful clean that’s streak-free, first time, every time.*

Your home is a reflection of you, and Vim will help you achieve the beautiful ending you want: whatever the surface, whatever the room, whether it’s a quick spruce-up, or a full deep clean.

*tested on most common surfaces


… And we’re bringing it to everyone

We believe that everyone should feel proud about the environment they live in. 

This begins at home.

We want everyone to feel proud of their home at its beautiful best. We want this pride to spill over into all aspects of life—because when you’re proud of your environment, you feel good. 

So why stop there?

Beauty is all around us. It’s in our streets, our architecture—it’s in everything we make. All of these things tell a story, and by cleaning and caring for them – removing the ugly dirt that mars their beauty and restoring them to their original condition, we bring these stories back to life, restoring their beauty for everyone to enjoy. 

It’s about making any item not just clean but beautifully clean, restoring pride in it and making every home, a more beautiful place.


How we started our beautiful mission

Vim® first launched in Canada in 1980 and introduced Vim® Cream, an innovative alternative to scouring powders and some relatively ineffective liquid cleaners. The brand focused on tough cleaning in the kitchen and bathroom, underpinned by its famous ‘Skater’ ads, which highlighted how scouring powders can ‘scratch like skates on ice’.

In the 1990s Vim® introduced several new innovations to the cleaning category to meet emerging cleaning needs: Microliquid (1993), Vim® Bathroom Spray (1995), and Vim® Kitchen Spray (1997).

In 2001 Vim® extended its offerings and welcomed Vim Oxy-Gel®, a floor cleaner, and an All-Purpose Cleaning spray to the family. In 2003, Thick Bleach was launched and Gel with Baking Soda in 2005.

During this time, Vim® aired its famous Prisoner TV commercial which won creative awards for the brand.

More recently, Vim® has extended its core strength – its 'strong yet gentle' cream heritage – into new arenas, giving consumers greater flexibility and convenience. Today, Vim’s portfolio includes Wipes, Sprays, Floor cleaners and Gels with most recently our new Power & Shine Range launching across Sprays and Wipes for superior efficacy and our best most beautiful results yet.

Look forward to more innovations from Vim®!

There’s always a beautiful ending® , when you start with Vim.

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