The orange bottle is becoming liquid gold to criminals.
One suspect in a Maryland supermarket theft recently loaded his cart with 15 to 20 bottles of Tide and took off out of the store to an awaiting getaway car
Forty minutes later, his accomplice is seen on security tape selling the load to a nail salon.
Surveillance video of a recent heist has also surfaced out of a Walmart in St. Paul, Minn.
Patrick Costanzo pleaded guilty to stealing as much as $6,000 worth of detergent and other items.
Why laundry detergent? It's popular and can be pricey, and it's not just soap they're stealing.
Patricia Hamner runs White Palace Laundromat off Broadway in Denver. She's worried about this latest trend for thieves.
"That is no good, that is a bad thing, I think the people that steal stuff deserve the penalty," Hamner said.
Thieves are often walking into Laundromats and selling the stolen detergent for half-price to customers.
Hamner says those people are partly responsible for driving this crime.
"They are the same because they're robbing, they try to save money, but you don't do it that way, you need to buy it at the proper place and pay the proper price too," Hamner said.
Detergent is just the latest product, but retail crime is becoming big business, even here in Colorado.
"This is just one small piece of what we describe as organized retail crime, where large gangs come into our stores, steal the product and then fence the product for cash on the black market," Colorado Retail Council President Chris Howes said.
In California, grocery chains like Ralphs are aware of organized retail crime.
"These thieves target many different products like Tide, Red Bull, or shampoo," Kendra M. Doyel with Ralphs Grocery Company said. "We continue to take measures to fight these crimes so we have the products our customers need in stock."
Police in Prince George's County, Maryland say they've recently arrested an 18-person crime ring that was stealing detergent.
To prevent their losses, some national retailers, like CVS, are now placing security devices on Tide and other detergents that trigger alarms.