Earthwise

What Earthwise does

Earthwise is a New Zealand-based manufacturer of plant-powered household cleaning products, founded in 1967 by Tom Robinson in Waikato and currently operated under Henkel AG & Co. KGaA via Henkel Australia Pty Ltd and Henkel New Zealand Limited. The company manufactures laundry liquids, powders, capsules, fabric softeners and wool & delicates cleaners, dish liquids, powders and tablets, and surface sprays, formulated with plant-based surfactants, naturally derived enzymes (protease, amylase, lipase, cellulase, mannanase, pectate lyase), and essential oils (eucalyptus, lavender, tea tree, thyme). Its products are independently certified by Good Environmental Choice Australia (GECA), free from phosphates, parabens, SLS, ammonia and chlorine bleach, biodegradable, and packaged in bottles made from 75% recycled plastic sourced from milk, water and juice bottles.

The brand is positioned as New Zealand's #1 natural environmentally friendly cleaning brand and operates across 8+ grocery categories, selling through major NZ grocery chains (Countdown, New World, Pak'nSave), the Chemist Warehouse pharmacy chain, and its own e-commerce website. As of 2019, Earthwise products were distributed across 5,000+ stores in New Zealand, Australia, Asia, USA and Europe. The company employs 51-100 people, is headquartered in East Tamaki, Auckland, and generates revenue through one-time retail purchases of its consumer product range rather than subscriptions or licensing.

Earthwise monetises exclusively through consumer packaged goods sales at retail, with pricing set at the retailer level rather than directly disclosed. Its GTM motion is direct-to-consumer via third-party retail distribution rather than owned D2C e-commerce. Key commercial differentiators include 50+ years of brand heritage, third-party environmental certifications (GECA, cruelty-free, vegan), and signatorieship of the NZ Plastic Packaging Declaration and New Plastics Economy Global Commitment, providing verified sustainability credentials.

Name

Earthwise

Legal name

Earthwise (operated by Henkel Australia Pty Ltd and Henkel New Zealand Limited)

Website

https://earthwise.co.nz

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Earthwise is a New Zealand-based manufacturer of plant-powered household cleaning products including laundry, dish, and surface cleaners, sold to eco-conscious consumers across New Zealand, Australia, and international markets through grocery, pharmacy, and e-commerce retail channels.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

All-Purpose Eco Cleaners (CRAJAOAA)

akta.pro secondary industries

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), Eco-Friendly Hard Surface & Floor Cleaners (CRAJAOAD), Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

Keywords

• Plant-based cleaning products
• Household cleaning supplies
• Laundry detergents
• Dishwashing products
• Eco-friendly cleaners

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Cleaning Products Sales: Earthwise generates revenue through the sale of its range of plant-based cleaning products including laundry liquids, powders, capsules, fabric softeners, wool and delicates cleaners, dish liquids, dishwasher tablets/powder, and surface sprays. Products are sold through grocery retail chains, pharmacy retailers, and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

Earthwise manufactures and sells plant-based household cleaning products including laundry liquids, powders and capsules, fabric softeners, dish liquids, powders and tablets, and surface sprays. The products are sold through major grocery and pharmacy retail chains across New Zealand and Australia, leveraging biodegradable, grey water safe formulations made from naturally derived surfactants and enzymes.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Liquid

Quantifiable outcome

• Kills 99.9% of germs including E. coli, Salmonella, Staphylococcus, and Pseudomonas
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• New Zealand Plastic Packaging DeclarationcoreStrategic or Co-development Partner · 1 January 2018Earthwise signed the New Zealand Plastic Packaging Declaration and the New Plastics Economy Global Commitment in 2018, pledging to have 100% of its packaging recyclable, reusable, or compostable by 2025 or earlier.
• New Plastics Economy Global CommitmentcoreStrategic or Co-development Partner · 1 January 2018Earthwise signed the New Plastics Economy Global Commitment in 2018 alongside the NZ Plastic Packaging Declaration, pledging 100% recyclable, reusable, or compostable packaging by 2025.
• Henkel Australia Pty Ltd and Henkel New Zealand LimitedcoreOthersEarthwise is owned and operated by the Peters family, who purchased the Earthwise Group in 2010. The business is managed under the Henkel corporate umbrella, with Henkel Australia Pty Ltd (ACN 001 302 996) and Henkel New Zealand Limited (Business No 059990) serving as the operating entities. Tom Robinson's son, Jeremy, continues to work as one of Earthwise's lead ingredient blenders, maintaining the founder's legacy. Earthwise's imprint and website are managed by Henkel AG & Co. KGaA.
• Good Environmental Choice Australia (GECA)coreStrategic or Co-development PartnerGECA (Good Environmental Choice Australia) is the only not-for-profit organisation in Australia that follows ISO principles for global best practices in eco-labelling. GECA certification for cleaning products requires compliance with 39 criteria under 4 sustainable development goals. All Earthwise Laundry and Dish Liquids are independently GECA certified.
• Roundtable on Sustainable Palm Oil (RSPO)minorStrategic or Co-development PartnerEarthwise uses RSPO-certified, deforestation-free palm oil as the most efficient use of land for plant oil production. The RSPO certification is backed by WWF (World Wildlife Fund) for sustainably sourced palm oil.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Ecostore: New Zealand-based plant-based household cleaning and personal care brand. Closest direct competitor to Earthwise — overlapping ANZ retail footprint, similar eco-positioning, multi-category range, and direct competition for shelf space at NZ grocery and pharmacy chains.
• Ecover: Belgian-origin eco-cleaning brand (now owned by SC Johnson) producing plant-based laundry, dish, and household cleaning products. Directly comparable product portfolio, sustainability positioning, and independent eco-certification approach (e.g., EU Ecolabel).
• Method Products: US-based design-led eco-cleaning brand (owned by SC Johnson) spanning dish, laundry, and surface cleaners with naturally derived ingredients. Comparable multi-category product range, sustainability narrative, and premium retail positioning.
• Mrs. Meyer's Clean Day: US household cleaning brand (owned by SC Johnson) using plant-derived ingredients and essential-oil scents across laundry, dish, and surface cleaners. Closely comparable positioning on natural ingredients, cruelty-free formulations, and aromatherapeutic branding.

Broad incumbents

• Seventh Generation: US plant-based cleaning and household products brand owned by Unilever. Closely comparable eco-positioning and product range, with substantially larger scale and corporate backing than Earthwise.

Emerging players

• Bio-D: UK-based independent eco-cleaning brand producing plant-based, vegan, cruelty-free laundry, dish, and household cleaners. Comparable sustainability positioning and multi-category offering but at materially smaller scale than Earthwise.
• Tru Earth: Canada-based eco-cleaning company specializing in waterless laundry strips and concentrated cleaning products. Comparable eco-narrative and innovation focus, particularly overlapping with Earthwise's biodegradable laundry capsule offering.
• Better Life: US plant-based cleaning brand (now part of Clean & Easy) offering naturally derived laundry, dish, and surface cleaners. Comparable natural-ingredient positioning and free-from formulation claims.

Regional players

• Aspen Clean: Canadian eco-cleaning brand offering plant-based, EWG-verified household cleaners and a green cleaning service. Comparable eco-positioning and multi-category product range, though primarily competing in the North American market rather than ANZ.

Others

• Persil (Henkel): Henkel's global mass-market laundry detergent megabrand and sibling brand under the same parent. Not a direct competitor on the eco-narrative, but illustrates the parent's broader detergent portfolio decisions and potential for either crowding or cross-leveraging Earthwise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EarthwiseHQ
• LinkedInlinkedin.com/company/earthwise-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Earthwise