Oh use a good few different ones (sad)
The best of the best is Ariel, second to that is Persil.
I also like Daz as this is the “cheap” version of Ariel.
Other big brands are ok, but I find the ones sold mainly on Scent (Bold or Surf) aren’t really geared up for cleaning as good as the others. Fairy of course is non bio, and as mentioned by PP, as lovely as it smells it won’t match bio.
In terms of store brands, most of them clean perfectly well, but I’m not convinced they look after clothing (fabric structure, anti bobbling etc) as the branded, this was further reinforced by something I saw on a documentary, the store brands tore the fibres to shreds (under a microscope).
Liquids are better for colours and are easier for pretreating, but I would never use these exclusively to all others as they don’t contain bleach and of course that wrecks your machine with mould.