Liquid washing and cleaning compositions are claimed, which comprise one or more anionic surfactants from the group of the alkylbenzenesulfonates, olefinsulfonates, alkylsulfonates, alkyl ether sulfonates together with sec. alkanesulfonate, and one or more components from the group of the soaps, ether carboxylates, betaines and a nonionic surfactant, and, as a dye fixative, homo- and copolymers of diallyldimethylammonium chloride or the reaction products of cyanamides with aldehydes and ammonium salts or cyanamides with aldehydes and monoamines or monoamines and/or polyamines with epichlorohydrin or polyamines with cyanamides and amidosulfuric acid.