The Clorox Company
The Clorox Company is a publicly traded (NYSE: CLX) consumer packaged goods company that manufactures and markets over 40 cleaning, disinfecting, household, food, and personal care brands through major US retailers, healthcare distributors, and institutional channels, with FY2025 net sales of $7.1 billion and North America accounting for over 85% of revenue.
- Company typePublic
- Founded1913
- HeadquartersOakland, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Clorox Company does
The Clorox Company (NYSE: CLX) is a publicly traded, 113-year-old consumer packaged goods company headquartered in Oakland, California, that manufactures and markets over 40 brands across cleaning, disinfecting, household storage, food, water filtration, and personal care categories. Its portfolio spans flagship cleaning brands (Clorox, Pine-Sol, Liquid-Plumr, Formula 409), home storage and lifestyle brands (Glad, Fresh Step, Hidden Valley, Kingsford), wellness brands (Brita, Burt's Bees), and since April 2026 the Purell hand sanitizer brand and institutional hygiene business acquired through the $2.25 billion purchase of GOJO Industries. The company operates 21 manufacturing facilities, has trained over 5,000 employees on a unified SAP S/4HANA Cloud ERP (Project Ignite), and runs AI-assisted predictive analytics for procurement and pricing forecasts.
Clorox generates revenue primarily through one-time sales of branded consumer packaged goods at standard retail price points via major US grocery, mass merchandiser, warehouse club, and drug store chains, supplemented by institutional and professional channels serving healthcare and commercial facilities through CloroxPro, Clorox Healthcare, and now Clorox Purell. Its four operating segments are Health and Wellness, Household, Lifestyle, and International, with North America contributing over 85% of total revenue. The company pursues brand-led go-to-market with growing direct-to-consumer and social commerce experimentation, including Pine-Sol's TikTok Shop and Hidden Valley's licensing partnership-based product extensions.
FY2025 net sales were approximately $7.1 billion, though revenue is currently declining (trailing twelve months through June 2026 at $6.76 billion, a 3.7% decline) and management is guiding for roughly 6% net sales decline in FY2026. The company has 51 consecutive years of dividend increases and is approaching Dividend King status (50+ years), retains Morningstar's wide economic moat rating, and is undergoing simultaneous leadership transition (CEO Linda Rendle's departure in May 2026), a simplified operating structure under new COO Chris Hyder, and ERP-related operational adjustments that have triggered multiple securities fraud investigations.
The Clorox Company firmographics
Firmographics- Name
- The Clorox Company
- Legal name
- The Clorox Company
- Website
- https://thecloroxcompany.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 (NYSE: CLX) consumer packaged goods company that manufactures and markets over 40 cleaning, disinfecting, household, food, and personal care brands through major US retailers, healthcare distributors, and institutional channels, with FY2025 net sales of $7.1 billion and North America accounting for over 85% of revenue.
- Ownership category
- akta.pro rank
The Clorox Company industry classification
Industry- Product category
- Consumer Packaged Goods (Household Cleaning, Disinfecting and Hygiene Products)
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Sanitary Paper Product Manufacturing (322291), Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Papers & Allied Products (2600)
- akta.pro primary industry
- Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)
- akta.pro secondary industries
- Paper Towels & Tissue Dispensers (Consumer/At-home) (CRAJAFAH), Medical & Healthcare Hygiene Disposables (Patient Wipes, Underpads) (IMAMAGAF), Professional Laundry & Hygiene Paper Systems (Rolls, Refills, Managed Programs) (IMAMAGAL)
Keywords
Where The Clorox Company is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The Clorox Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales - Consumer Retail: Sale of consumer packaged goods through retail channels including cleaning products, disinfectants, trash bags, charcoal, and lifestyle brands
- Product Sales - Professional/Healthcare: Sale of professional cleaning and hygiene products to healthcare institutions and commercial facilities through the Clorox Healthcare and Clorox Purell brands
- International Sales: International operations contributing to revenue across multiple geographic markets
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard consumer retail pricing through major retail channels |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
The Clorox Company product offering
Product offeringCore offering
The Clorox Company manufactures and sells a diversified portfolio of branded consumer packaged goods spanning household cleaning and disinfecting products (Clorox bleach, CloroxPro, Pine-Sol, Liquid-Plumr, Formula 409), trash bags and food storage (Glad), cat litter (Fresh Step), food products (Hidden Valley Ranch), charcoal (Kingsford), water filtration (Brita), natural personal care (Burt's Bees), and hand sanitizer and hygiene solutions (Purell). The portfolio is organized into three brand divisions: Home & Professional Care, Around the Home, and Wellness, serving consumer retail and professional/institutional healthcare markets.
Product overview
The Clorox Company offers a diversified portfolio of household and professional cleaning products organized across three divisions: Home & Professional Care (disinfecting, cleaning, and hygiene products including Clorox, CloroxPro, Pine-Sol, Liquid-Plumr, Purell, Poett, and Chux), Around the Home (cat litter, trash bags, charcoal, and food products including Fresh Step, Glad, Hidden Valley Ranch, and Kingsford), and Wellness (water filtration and natural personal care including Brita and Burt's Bees). The portfolio spans cleaning supplies, disinfectants, personal care, pet care, food products, and water filtration, serving both consumer retail and professional/institutional markets through brands like Clorox (disinfecting wipes, bleach), Glad (trash bags, food storage), Fresh Step (cat litter), Hidden Valley Ranch (food condiments), Kingsford (charcoal), Brita (water filters), and Burt's Bees (natural personal care). The April 2026 acquisition of GOJO Industries brought the Purell hand sanitizer brand into the portfolio under Clorox Purell.
Differentiator
Problem solved
Functional benefit
Brands
- Clorox: Flagship cleaning and disinfecting products brand including bleach, wipes, and disinfecting sprays
- Pine-Sol
- Liquid-Plumr
- Formula 409
- Glad
- Fresh Step
- Scoop Away
- Hidden Valley
- Kingsford
- Brita
- Burt's Bees
- CloroxPro
- Clorox Healthcare
- Purell
Products and services
- Clorox (bleach, disinfecting wipes, multi-surface cleaners) Flagship brand of disinfecting and cleaning products including bleach, disinfecting wipes and multi-surface cleaners for household cleaning and hygiene, sold through US retail and e-commerce channels.
- CloroxPro (professional cleaning and disinfecting products) Professional-grade cleaning and disinfecting products for healthcare, food service and commercial facilities, sold through healthcare distributors and direct B2B channels.
- Pine-Sol (multi-surface cleaners) Branded multi-surface cleaners with various scents for household cleaning, also sold direct-to-consumer through Pine-Sol TikTok Shop as part of social-first product launches.
- Liquid-Plumr (drain cleaners and clog removers) Drain cleaning products and clog removers for household plumbing maintenance, with registered brand patents.
- Glad (trash bags and food storage) Trash bags, food storage containers and disposable tableware products for household storage and disposal needs, with registered brand patents.
- Fresh Step (cat litter) Cat litter products including clumping and non-clumping formulas for cat waste management, with registered brand patents.
- Hidden Valley Ranch (dressings, dips and Dippers) Ranch dressing, seasonings, dips and food products including the original ranch dressing mix and various flavored variants, plus the newly launched Hidden Valley Ranch Dippers refrigerated snack.
- Kingsford (charcoal and lighter fluids) Charcoal grilling products including charcoal briquettes and lighter fluids for outdoor cooking, with registered brand patents.
- Brita (water filtration products) Water filtration products including pitchers, dispensers and replacement filters for improved drinking water quality, with registered brand patents.
- Burt's Bees (natural personal care) Natural personal care products including lip balm, skincare and cosmetics made with natural ingredients, with registered brand patents.
- Purell (hand sanitizer and hygiene solutions) Hand sanitizer and hygiene solutions acquired through the GOJO Industries acquisition, now operating as Clorox Purell and serving both consumer and institutional markets with 20 million installed soap dispensers.
- Poett (cleaning products in Latin America) Cleaning products brand available in Latin American markets as part of the international portfolio.
- Chux (cleaning cloths and wipes in Australia) Cleaning cloths and wipes products available in Australia and other international markets as part of the Home & Professional Care division.
- Formula 409 (all-purpose cleaning sprays) All-purpose cleaning sprays and wipes for household and commercial cleaning applications, with registered brand patents.
- Clorox Healthcare Quat Alcohol Disinfecting Wipes and HyperOxi Disinfecting Wipes Two healthcare-grade disinfecting wipe innovations: Quat Alcohol Disinfecting Wipes (1-minute contact time, 40% less alcohol) and HyperOxi Disinfecting Wipes (bleach-free sporicidal), targeting infection-prevention compliance in healthcare environments.
Quantifiable outcome
- Predictive analytics reduced forecast-building time by 30-40% in some procurement workflows
- +2 more outcomes
Companies that use The Clorox Company
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
The Clorox Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
The Clorox Company partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GOJO IndustriesflagshipClorox completed acquisition of GOJO Industries, maker of Purell hand sanitizer, for $2.25 billion on April 1, 2026. The acquisition expands Clorox's health and hygiene portfolio, adding 20 million installed soap dispensers and 680 global patents. GOJO now operates as Clorox Purell, remaining based in Akron, Ohio under President Carey Jaros. Expected to contribute $200 million in Q4 revenue and 3 points to net sales growth.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
The Clorox Company competitors and assessment
Company assessmentDirect peers
- SC Johnson: SC Johnson is a privately held household products giant competing directly with Clorox through brands like Windex glass cleaner, Mr. Muscle, Scrubbing Bubbles, and Raid. Strong overlap in surface cleaners, disinfectants, and pest control categories targeting similar consumers through major retail channels.
- Henkel: Henkel is a global consumer and industrial products company with laundry and home care brands (Persil, all, Purex) and adhesive technologies. Competes with Clorox in laundry detergents, dishwashing, and surface cleaners across international and US markets with similar brand-led CPG model.
- Colgate-Palmolive: Colgate-Palmolive is a global CPG company with overlapping categories in household cleaning (Ajax, Murphy's Oil Soap, Palmolive dish) and personal care. Similar diversified segment structure and retail distribution model makes it a close comparable for portfolio strategy and margin profile benchmarking.
- Church & Dwight: Church & Dwight is a direct competitor in household cleaning and personal care, with brands like Arm & Hammer baking soda-based cleaners, OxiClean, Kaboom, Scrub Free, and Trojan condoms. The company competes head-to-head with Clorox in surface cleaners and stain removers through similar retail channels.
- Procter & Gamble: Procter & Gamble is the largest US household products conglomerate, competing directly with Clorox across multiple categories including cleaning (Mr. Clean, Tide, Cascade), paper goods (Bounty paper towels competes with Clorox disinfecting wipes), and through P&G's prior Glad joint venture that dissolved in 2026.
- Kimberly-Clark: Kimberly-Clark is a major paper-based consumer products company with Scott paper towels (direct competitor to Clorox disinfecting wipes), Kleenex, Cottonelle, and Huggies. Strong overlap in tissue and paper-based household products through shared retail channels.
- Reckitt Benckiser: Reckitt is a global leader in household cleaning and hygiene, owning Lysol (Clorox's most direct competitor in disinfectants), Finish dishwashing, Dettol, and Vanish. Reckitt's professional hygiene and disinfectant portfolio directly overlaps Clorox Healthcare and competes for institutional infection prevention contracts.
- Ecolab: Ecolab is the global leader in water, hygiene, and infection prevention solutions for institutional and industrial customers. Directly competes with Clorox Healthcare and CloroxPro in healthcare facility sanitization, food safety, and commercial cleaning products.
Emerging players
- Seventh Generation (Unilever): Seventh Generation is an eco-friendly household cleaning brand owned by Unilever, competing with Clorox's Green Works line. Focuses on plant-based and sustainable cleaning products that address growing consumer demand for non-toxic alternatives, particularly in younger and environmentally conscious segments.
Broad incumbents
- Unilever: Unilever is a global CPG conglomerate with household and personal care brands including Seventh Generation (eco-friendly cleaners competing with Green Works), Mrs. Meyer's, Sunlight, and Cif. Overlaps with Clorox in cleaning products but operates across a much broader portfolio spanning food, beauty, and personal care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Clorox Company social profiles
Digital presenceThe Clorox Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Clorox Company leadership team
Management profileNumber of profiles
Profiles3 records
The Clorox Company subsidiaries and ownership
Company hierarchySubsidiaries3 records
The Clorox Company funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Clorox Company M&A and investment
M&A and investmentM&A7 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Clorox Company
What does The Clorox Company do?
The Clorox Company manufactures and sells a diversified portfolio of branded consumer packaged goods spanning household cleaning and disinfecting products (Clorox bleach, CloroxPro, Pine-Sol, Liquid-Plumr, Formula 409), trash bags and food storage (Glad), cat litter (Fresh Step), food products (Hidden Valley Ranch), charcoal (Kingsford), water filtration (Brita), natural personal care (Burt's Bees), and hand sanitizer and hygiene solutions (Purell). The portfolio is organized into three brand divisions: Home & Professional Care, Around the Home, and Wellness, serving consumer retail and professional/institutional healthcare markets.
Is The Clorox Company a public or private company?
The Clorox Company is a public company. It is classified as public and is currently operating.
When was The Clorox Company founded?
The Clorox Company was founded in 1913. It employs 5,001 to 10,000 people.
Where is The Clorox Company based?
The Clorox Company is headquartered in Oakland, United States, in the North America region.
How does The Clorox Company make money?
Three revenue lines are on record. Product Sales - Consumer Retail is the primary driver. The others are product Sales - Professional/Healthcare and international Sales.
Who are The Clorox Company's main competitors?
Direct peers on record are SC Johnson, Henkel, Colgate-Palmolive, Church & Dwight, Procter & Gamble, Kimberly-Clark, Reckitt Benckiser and Ecolab. Seventh Generation (Unilever) is listed as an emerging player. Unilever is listed as a broad incumbent.
Does The Clorox Company have an API?
No public API is recorded for The Clorox Company.
What industry is The Clorox Company in?
The Clorox Company's product category is Consumer Packaged Goods (Household Cleaning, Disinfecting and Hygiene Products). Its primary akta.pro industry code is CRADAKAK, Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners), with a secondary code of CRAJAFAH, Paper Towels & Tissue Dispensers (Consumer/At-home). Its NAICS code is 32561 and its SIC code is 2840.