The brand was introduced in 1952 by Crosfields of Warrington, a subsidiary company of Lever Brothers in the United Kingdom. Surf was introduced in the United States in 1959 after Rinso, which had been Lever Brothers Company's lead laundry brand, had declined in sales and market share.[citation needed]
In 1998, January Isaac played Lumen in their 'Wais' commercials series in the Philippines; other characters were Lola Obang (Nina Medina) and her son Lando (Nap Miranda) and their twins Ana and Maria (played by Charice and Charlotte Hermoso from 2004 to 2007).
Present in the Brazilian market since 2003, soap powder is currently sold in the following fragrances: Rosas and Flor de Lis; Hydrangeas and White Flowers; Passion Flower and Daisy; and Cherry Blossom and Lavender. It is also available in the form of liquid soap, in the version Jasmine do Oriente and Flor de Lotus. The Tablet version (Bar) was no longer manufactured in July 2010.
In Portugal and the UK, the powder is currently marketed with the "Tropical Lilies & Ylang Ylang" fragrances. In both countries it is also available in pre-dosed "capsules".
