The brand Frosch
The brand with the green frog has been on the market since 1986 – an eco-pioneer from the beginning. In 2026, Frosch will celebrate its 40th birthday!
Good for people, animals, and the environment
Our aim is to achieve the best possible combination of cleaning and care performance with maximum environmental protection.
Shaping the future means taking action:
And that's what Frosch has been doing as an eco-pioneer for 40 years. Frosch combines sustainability with performance and conservation. Like nature, we operate in cycles with plant-based formulas and sustainable packaging.
That's innovation in action with attitude—for your clean home and for our environment!
How it all began
1986 – Frosch Neutral Cleaner
The 1980s are characterised by various environmental catastrophes. People are made aware and the issue of environmental protection takes on increasing significance. The spirit of the times demands a rethink in all spheres of life – including the household. Family-owned company Werner & Mertz wishes to offer ecological products for everyone with its Frosch brand. This leads to the market launch of the first Frosch product in 1986: the first plant-based, phosphate-free cleaner in the food retail sector – our Neutral Cleaner. Today, Frosch products can be found in almost every European country. Due to its holistic ecological brand promise, demand for Frosch products is even evident in some non-European countries, including Japan or South Korea.
Frosch for a feel-good home
Frosch now offers an environmentally friendly alternative for all areas of the household.There is the Frosch Baby product line for the smallest ones. Protecting highly sensitive baby skin is the focus here. The Frosch Oase product line offers special fragrance moments for the home: elegant designer flacons that integrate into any living ambience and pleasant room fragrances containing natural oils.Frosch has also become an established name in cosmetics. Here, the brand offers nourishing hand soaps in refill packs and decorative design dispensers. But the little frog also hops into the shower. The Frosch Senses sensitive shower gels hit the shelves in 2018. We have much more planned for the Frosch product family in future.
