Clorox
The Clorox Company is a publicly traded consumer packaged goods manufacturer founded in 1913 in Oakland, California, producing cleaning, disinfecting, laundry, water filtration, charcoal, and personal care products under brands including Clorox, Glad, Brita, Kingsford, Burt's Bees, and Purell, sold through mass retail and e-commerce to household and institutional consumers.
- Company typePublic
- Founded1913
- HeadquartersCauseway Bay, Hong Kong SAR China
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Clorox firmographics
Firmographics- Name
- Clorox
- Legal name
- The Clorox Company
- Website
- https://clorox.com
- Company type
- Public
- Founded year
- 1913
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- The Clorox Company is a publicly traded consumer packaged goods manufacturer founded in 1913 in Oakland, California, producing cleaning, disinfecting, laundry, water filtration, charcoal, and personal care products under brands including Clorox, Glad, Brita, Kingsford, Burt's Bees, and Purell, sold through mass retail and e-commerce to household and institutional consumers.
- Ownership category
- akta.pro rank
Clorox industry classification
Industry- Product category
- Household Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Converted Paper Product Manufacturing (3222), Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Plastics, Foil & Coated Paper Bags (2673)
- akta.pro primary industry
- Wet Wipes & Flushable Wipes (Nonwoven-based) (IMAMAGAC)
- akta.pro secondary industry
- Plastic Wrap & Cling Film (CRAJAGAC)
Keywords
Where Clorox is headquartered
LocationHeadquarters
- HQ city
- Causeway Bay
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
Clorox business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer packaged goods sales: One-time purchase revenue from household cleaning, disinfecting, laundry, and personal care products sold through mass retail and e-commerce channels
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various consumer cleaning products across categories |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Clorox product offering
Product offeringCore offering
Clorox is a global manufacturer and marketer of consumer packaged goods focused on household cleaning, disinfecting, and laundry care products. Its portfolio includes flagship Clorox-branded products (bleach, disinfecting wipes, cleaners, mists) as well as diversified sub-brands such as Brita, Glad, Hidden Valley, Kingsford, Burt's Bees, Pine-Sol, Formula 409, Liquid-Plumr, and Purell (via the GOJO acquisition). The company sells primarily to end consumers through retail and online channels, and to institutional buyers for healthcare and facility use.
Differentiator
Problem solved
Functional benefit
Brands
- Clorox Disinfecting Wipes: Disinfecting cleaning wipes that kill 99.9% of germs on hard, nonporous surfaces; available in Crisp Lemon and Fresh Scent.
- Clorox Clean-Up
- Clorox Disinfecting Bleach
- Clorox Scentiva
- Clorox Free & Clear
- Clorox PURE Allergen Neutralizer
- Clorox Disinfecting Mist
- Clorox 2 for Colors
- Clorox ToiletWand
- Glad
- Hidden Valley
- Kingsford
- Burt's Bees
- Brita
- Purell (via GOJO Industries)
Products and services
- Clorox Disinfecting Bleach with CLOROMAX Technology
- Clorox Disinfecting Wipes
- Clorox Clean-Up Cleaner + Bleach All-purpose spray cleaner with bleach formulated to clean and disinfect hard, nonporous household surfaces for everyday consumer use.
- Clorox Scentiva Clorox-branded scented household cleaning product line targeting consumers seeking fragranced cleaning experiences.
- Clorox Free & Clear Fragrance-free and dye-free Clorox cleaning and disinfecting product variant designed for households and consumers with sensitive skin or scent sensitivities.
- Clorox PURE Allergen Neutralizer Allergen-reducing product designed to neutralize allergens on fabrics and in the air for households, including pet owners.
- Clorox Disinfecting Mist Disinfecting mist product designed to sanitize hard, nonporous household surfaces via spray application.
- Clorox 2 for Colors Color-safe laundry product designed for stain removal and brightening of colored fabrics in household laundry.
- Clorox ToiletWand Disposable toilet bowl cleaning wand system designed for household bathroom cleaning.
- Clorox Bleach-Free All Purpose Cleaner Spray (Fresh Mountain Air) Bleach-free all-purpose cleaner spray in Fresh Mountain Air scent, designed to clean hard, nonporous household surfaces for consumer use.
- Clorox Bleach-Free All Purpose Cleaner Spray (Spring Garden) Bleach-free all-purpose cleaner spray in Spring Garden scent, designed to clean hard, nonporous household surfaces for consumer use.
- Brita Water Filtration Products Brita-branded water filtration pitchers and replacement filters designed for household use to improve tap water taste and reduce contaminants.
- Glad Food Storage Products Glad-branded food storage products including bags, wraps, and containers for household kitchen and food storage use.
- Hidden Valley Salad Dressings and Sauces Hidden Valley-branded salad dressings, dips, and sauces for household food preparation and consumption.
- Kingsford Charcoal Kingsford-branded charcoal and grilling products for household outdoor cooking use.
- Burt's Bees Personal Care Products Burt's Bees-branded natural personal care products including lip balm, skin care, and body care for consumer use.
- Pine-Sol Cleaners Pine-Sol-branded multi-surface cleaners for household hard, nonporous surface cleaning with pine scent.
- Formula 409 Cleaners Formula 409-branded household and kitchen cleaners designed to cut grease and clean hard, nonporous surfaces.
- Liquid-Plumr Drain Clog Removers Liquid-Plumr-branded drain clog remover products for household plumbing maintenance.
- Purell Hand Sanitizer and Soap Purell-branded hand sanitizer, hand soap, and hand hygiene products for consumer, healthcare, and institutional use, acquired via the GOJO Industries acquisition.
- Clorox Pool & Spa Products Clorox-branded pool and spa sanitizing and maintenance products for residential pool and spa use.
Quantifiable outcome
- Kills 99.9% of viruses and bacteria on hard, nonporous surfaces
- +1 more outcomes
Companies that use Clorox
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Clorox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Clorox partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Cook County, ChicagominorCook County partnered with Brita (Clorox brand) to distribute free lead-reducing water filters to Medicaid residents in the Chicago area.
- U.S. Cities and Municipalities (via Brita)minorBrita, a brand of Clorox, partners with U.S. cities to provide lead-reducing water filters to communities impacted by potential lead exposure in their water supply. Since 2019, the initiative has resulted in over 280 partnerships, including a program with Cook County in Chicago to distribute free filters to Medicaid residents.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Clorox competitors and assessment
Company assessmentDirect peers
- Procter & Gamble: Largest U.S. consumer packaged goods company with directly overlapping portfolios in cleaning (Tide, Mr. Clean), disinfecting, laundry, personal care, and oral care. Operates with similar mass-retail distribution and household brand model, serving as the primary scale benchmark for Clorox.
- Reckitt Benckiser: Global CPG company with #1 disinfecting brand Lysol (Clorox's most direct competitor), plus Finish, Dettol, and Harpic. Comparable as a cleaning-and-hygiene-focused multinational competing for the same retailer shelf space and institutional disinfection contracts.
- Henkel: German CPG multinational with laundry and home care (Persil, all, Purex) plus beauty care. Directly comparable cleaning category portfolio with similar mass-market distribution and brand-led model, and notably owns Dial Corporation (Dial soap) competing with Clorox hand hygiene.
- S.C. Johnson & Son: Family-owned household products company behind Windex, Pledge, Mr. Muscle, and Raid. Direct competitor across surface cleaners and disinfectants with similar century-plus brand heritage and mass-retail channel focus.
- Church & Dwight: U.S. CPG company with comparable household cleaning brands (Arm & Hammer baking soda cleaners, OxiClean, Kaboom, Xtra) and personal care (Batiste). Mid-cap U.S. peer with similar mass-retail exposure and category-specific brand power.
- Kao Corporation: Japanese consumer products company with household cleaning (Kao, Attack laundry), personal care, and hygiene segments. Directly comparable as a multinational CPG with cleaning-led brand portfolio, similar B2B and consumer hygiene exposure post-COVID.
- McBride plc: European private-label household cleaning and personal care manufacturer. Comparable as a cleaning-product formulator competing for retailer brand contracts that increasingly pressure branded players like Clorox; signals structural threat from private-label penetration.
Broad incumbents
- Colgate-Palmolive: Large multinational CPG with overlapping home care (Ajax, Palmolive, Murphy's Oil Soap) and personal care categories. Wider portfolio than Clorox and global scale, but competes directly in surface cleaners and dish soap segments.
- Spectrum Brands Holdings: Mid-cap U.S. consumer products company with overlapping categories in pet care, home & personal care, and small appliances (Remington, Russell Hobbs). Comparable as a diversified household products peer with mass-retail distribution, though with different category mix.
Others
- Unilever: Global CPG giant with cleaning brands (Domestos, Cif, Sunlight) and now owns Seventh Generation — competing across both conventional and natural cleaning segments. Overlapping in personal care as well; broader portfolio and global reach than Clorox.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Clorox social profiles
Digital presenceClorox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clorox leadership team
Management profileNumber of profiles
Clorox subsidiaries and ownership
Company hierarchySubsidiaries4 records
Clorox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clorox M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Clorox
What does Clorox do?
Clorox is a global manufacturer and marketer of consumer packaged goods focused on household cleaning, disinfecting, and laundry care products. Its portfolio includes flagship Clorox-branded products (bleach, disinfecting wipes, cleaners, mists) as well as diversified sub-brands such as Brita, Glad, Hidden Valley, Kingsford, Burt's Bees, Pine-Sol, Formula 409, Liquid-Plumr, and Purell (via the GOJO acquisition). The company sells primarily to end consumers through retail and online channels, and to institutional buyers for healthcare and facility use.
Is Clorox a public or private company?
Clorox is a public company. It is classified as public and is currently operating.
When was Clorox founded?
Clorox was founded in 1913. It employs 5,001 to 10,000 people.
Where is Clorox based?
Clorox is headquartered in Causeway Bay, Hong Kong SAR China, in the Asia region.
How does Clorox make money?
One revenue line is on record: consumer packaged goods sales.
Who are Clorox's main competitors?
Direct peers on record are Procter & Gamble, Reckitt Benckiser, Henkel, S.C. Johnson & Son, Church & Dwight, Kao Corporation and McBride plc. Broad incumbents are Colgate-Palmolive and Spectrum Brands Holdings. Unilever is listed as an others.
Does Clorox have an API?
No public API is recorded for Clorox.
What industry is Clorox in?
Clorox's product category is Household Cleaning Products. Its primary akta.pro industry code is IMAMAGAC, Wet Wipes & Flushable Wipes (Nonwoven-based), with a secondary code of CRAJAGAC, Plastic Wrap & Cling Film. Its NAICS code is 32561 and its SIC code is 2840.