An endless string of major international players have entered Colombia’s clothing detergent market, only to find limited success. This is because in Colombia, one brand of clothing detergent—which oddly enough is only available in bar form—reigns supreme. El Rey (The King), has been a staple in Colombian households for generations. The company has never had an advertising budget, and yet it’s continues to outsell all others. Not only is it a favorite for clothing, but it’s also used for washing pots and pans, and some even use it as shampoo.

Many cyclists use it for their kit, knowing well that while growing up, their mothers always trusted their delicate apparel to El Rey.