Coloured scanning electron micrograph (SEM) of Ajax cleaner. Ajax cleanser is a brand of cleaning products, introduced by Colgate-Palmolive in 1947. It is a powdered household and industrial cleaner used for cleaning a variety of products and surfaces. The ingredients used in Ajax cleanser are calcium carbonate, sodium carbonate, sodium dodecyl benzene sulfonate, trichlorocyanuric acid, fragrance and dyes. Magnification: x425 when shortest axis printed at 25 millimetres.