Alkoxylation, a cornerstone of industrial surfactant production, has demonstrated its significance for over a century. This presentation explores its journey from a basic chemical process to a modern industrial technology. It highlights how alkoxylation inherently aligned with sustainability principles through its atom economy, energy efficiency, and minimal waste generation. Recent innovations in ethylene oxide insertion and product distribution optimization demonstrate how this century-old technology continues to evolve. As the industry faces new regulatory challenges regarding trace impurities such as 1,4-dioxane, its long history of technological advancement and problem-solving capabilities will pave the way for future solutions.