Arm & Hammer

What Arm & Hammer does

Arm & Hammer is a consumer packaged goods brand owned and operated by Church & Dwight Co., Inc. (NYSE: CHD), a publicly traded corporation headquartered in Ewing Township, New Jersey. The brand, founded in 1846 by Dr. Austin Church and John Dwight, sells household and personal care products built on a foundation of baking soda (sodium bicarbonate), leveraging its alkaline pH (8.3-9.3), gentle abrasion, and acid-neutralizing properties. Core product categories include pure baking soda, laundry detergents (liquid, powder, paks, sheets, scent boosters, dryer sheets), cat litter (premium clumping, traditional, lightweight, natural, unscented), oral care (toothpastes including Advance White, Truly Radiant, PeroxiCare, Complete Care, Enamel Defense, and electric/manual toothbrushes), personal care (antiperspirants, deodorants, nasal and saline solutions), and ancillary products (carpet deodorizers, pool maintenance tablets).

The brand's underlying technology centers on proprietary formulations including Stain Defense Technology, Triple Enamel Protection System, and Liquid Calcium Technology in oral care, plus phosphate-free detergent formulations introduced in 1970. Arm & Hammer generates revenue through one-time product sales across value to premium price tiers via mass-market retail distribution (major grocery chains, mass merchandisers, drug stores, warehouse clubs), direct-to-consumer e-commerce (armandhammer.com), and localized Canadian distribution. Customer segments span general household consumers, cat owners, oral care consumers, and personal care consumers. The brand emphasizes environmental responsibility through Carbon Neutral certification for baking soda, 100% renewable electricity matching via Green-e certification, LEED-Silver manufacturing facilities, and the Arbor Day Foundation tree-planting partnership (nearly 5 million trees planted since 2017, reducing carbon footprint by over 144,000 metric tons).

Name

Arm & Hammer

Legal name

Church & Dwight Co., Inc.

Website

https://armandhammer.com

Company type

Public

Founded year

1846

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Consumer Packaged Goods (Household and Personal Care)

NAICS

Small Electrical Appliance Manufacturing (33521)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Carbonates & Bicarbonates (Sodium/Potassium Bicarbonate) (AFAJAGAI)

akta.pro secondary industries

Hand Sanitizers & Antibacterial Personal Care (CRADANAI), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)

Keywords

• Household cleaning products
• Laundry detergent
• Cat litter
• Oral care toothpaste
• Personal care deodorant

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Sale of household and personal care products through retail distribution channels. Revenue generated from baking soda products, laundry detergents, cat litter, oral care (toothpastes, toothbrushes), and personal care (deodorants, antiperspirants, nasal/saline solutions) across multiple price points from value to premium tiers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Arm & Hammer manufactures and sells consumer packaged goods centered on baking soda (sodium bicarbonate) across multiple categories. The product portfolio includes pure baking soda for cooking, cleaning and deodorizing; laundry detergents, paks, sheets, and dryer sheets; cat litter (clumping, lightweight, natural); oral care toothpastes and battery-powered toothbrushes; personal care deodorants, antiperspirants, and nasal saline solutions; and household deodorizers and carpet fresheners.

Product overview

ARM & HAMMER is a consumer products brand owned by Church & Dwight Co., Inc., offering a diversified portfolio of household and personal care products centered around baking soda (sodium bicarbonate). The core offering consists of pure baking soda in various packaging formats, which serves as the foundation for multiple product lines: laundry care products (detergents, stain fighters, scent boosters, laundry sheets), cat litter (premium clumping, traditional, lightweight, natural), oral care (toothpastes and toothbrushes), personal care (deodorants, antiperspirants, nasal solutions), and household products (carpet deodorizers, pool maintenance). The brand emphasizes the natural cleaning and deodorizing properties of baking soda across all product categories, with notable partnerships including OxiClean stain fighters. The company also offers licensed partner products and community programs like Kitty Krew for cat owners.

Differentiator

Problem solved

Functional benefit

Brands

• OxiClean: Stain-fighting laundry additive brand used in ARM & HAMMER Plus OxiClean products
• SLIDE
• Advance White
• Truly Radiant
• PeroxiCare
• Complete Care
• Enamel Defense
• Spinbrush
• Clear Balance
• Kitty Krew
• Fresh Scentsations
• Stain Defense Technology

Products and services

• ARM & HAMMER Baking Soda Pure baking soda (sodium bicarbonate) used for cooking, cleaning, deodorizing, and personal care applications. Available in boxes, bags, fridge fresh, and pool maintenance variants. Serves as the foundational product of the brand for household and personal care uses.
• ARM & HAMMER Laundry Detergent Full line of laundry care products including liquid detergent, powder detergent, laundry paks, scent boosters, laundry sheets, dryer sheets, fabric rinse, and additives. Many formulations feature baking soda for enhanced cleaning. Includes Plus OxiClean Stain Fighters partnership products. For household consumers doing laundry at home.
• ARM & HAMMER Cat Litter Complete cat care product line including premium clumping litter (SLIDE), traditional litter, lightweight formula, natural ingredients, unscented options, and Health IQ cat litter additive. Also includes other pet products such as deodorizers. For cat owners seeking effective odor control and easy cleanup.
• ARM & HAMMER Toothpastes Full toothpaste portfolio including Advance White whitening line (with Stain Defense Technology™), PeroxiCare gum health, Complete Care multi-benefit, Truly Radiant Bright & Strong (with Triple Enamel Protection and Liquid Calcium™ Technology), Enamel Defense, and Sensitive formulations. All contain 100% pure ARM & HAMMER Baking Soda. For consumers seeking whitening, enamel protection, gum health, and plaque removal.
• ARM & HAMMER Advance White Toothpaste Whitening toothpaste line featuring Stain Defense Technology™ and peroxide for extra whitening power. Available in Clean Mint flavor and multiple sizes (0.9 oz, 4.3 oz, 6 oz, 9 oz) with Extreme Whitening, Stain Protection, and 3-in-1 Power variants. For consumers seeking whitening results and stain prevention.
• ARM & HAMMER Toothbrushes Electric and manual toothbrushes including the Spinbrush line (battery-powered) with various themes (Avengers, Paw Patrol, Mermaid, Super Mario, JoJo Siwa), Pro+ series, adult toothbrushes, kids' toothbrushes, and replacement brush heads. For families and individuals seeking manual or battery-powered brushing solutions.
• ARM & HAMMER Deodorants and Antiperspirants Personal hygiene products including the Advance line of antiperspirants (Clear Gel, Invisible Solid variants) and deodorants for men and women (Essentials line). Products feature baking soda for odor protection. For consumers seeking daily sweat and odor protection.
• ARM & HAMMER Nasal and Saline Solutions Nasal care products including saline solutions for sinus and nasal irrigation use, addressing nasal congestion and sinus care needs. For consumers seeking non-medicated sinus and nasal care.
• ARM & HAMMER Carpet Deodorizers Carpet care products including Fresh Scentsations, Pet Fresh, and Plus OxiClean Dirt Fighters carpet odor eliminators. Formulated with baking soda for odor elimination. For households seeking to eliminate odors from carpets.
• ARM & HAMMER Household Deodorizers General household deodorizer products for various applications including fridge and freezer freshening. For households seeking to absorb and eliminate odors.
• Clear Balance Pool Maintenance Tablets Pool maintenance product using baking soda-based formula for water treatment and pH balance. For pool owners and households seeking pool water care.
• ARM & HAMMER Licensed Partner Products 48 products from licensing partners that carry the ARM & HAMMER brand name, spanning various cleaning and freshening applications. For consumers seeking ARM & HAMMER branded solutions in additional categories beyond the core portfolio.

Quantifiable outcome

• Removes up to 92% of grease buildup on ceramic tiles compared to 85% for commercial products (1988 Rutgers University and 2012 Cornell University studies)
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Arbor Day FoundationcoreStrategic or Co-development PartnerEnvironmental partnership to offset carbon dioxide emissions through tree planting. Nearly 5 million trees have been planted in the Mississippi River Valley, reducing Church & Dwight's carbon footprint by over 144,000 metric tons since 2017 - equivalent to removing 31,000 cars from the road. The partnership restores critical wetland habitat for migratory birds and numerous plant and animal species.
• Green-e® Certification Program (Center for Resource Solutions)coreStrategic or Co-development PartnerIndependent consumer protection program for renewable energy certification. Church & Dwight obtains certification for renewable energy and REC purchases for ARM & HAMMER products including Laundry Detergent, Baking Soda, Cat Litter, and other brands. 100% of electricity used in U.S. operations matched with renewable energy credits, primarily from wind energy.
• Odyssey of the Mind™minorStrategic or Co-development PartnerInternational STEM education program that arms students with skills to go beyond conventional thinking to solve creative problems. ARM & HAMMER Baking Soda is proud to partner with this program to support educational development and foster innovation among young minds.
• Pam Johnson-BennettminorStrategic or Co-development PartnerCat behavior expert and author providing expert answers to cat-related questions for the Kitty Krew community program. Collaborates with ARM & HAMMER on cat litter education and content creation.
• Linda Cobb (Queen of Clean)minorStrategic or Co-development PartnerPartnership in 2002 with the 'Queen of Clean' and National Trust for Historic Preservation to gently and safely clean America's historic homes, raising awareness on the importance of historic preservation.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Henkel: Major laundry and home care competitor through Persil, All, and Purex. Comparable mass-market detergent positioning and direct rivalry in the North American laundry aisle.
• SC Johnson: Family-owned CPG with competing household cleaning brands (Windex, Scrubbing Bubbles, Mr. Muscle) and shared presence in mass and grocery retail channels.
• Reckitt Benckiser: Global household and personal care competitor with overlapping brands in cleaning and hygiene. Comparable approach of stretching heritage brand IP across multiple household categories.
• Clorox: US-listed household products peer competing in cleaning (Clorox bleach), cat litter (Fresh Step), and deodorizing categories. Closely comparable North American retail distribution footprint.
• Unilever: Multinational CPG with competing brands in laundry (All, Persil), deodorants (Dove, Degree, Axe), and household cleaning. Comparable consumer-trusted brand portfolio with mass-market distribution.
• Procter & Gamble: Mass-market CPG conglomerate with direct overlap in laundry (Tide, Gain), oral care (Crest), deodorants, and household cleaning. Arm & Hammer competes with P&G across most of its portfolio and shares the same mass-retail distribution model.

Direct peers

• Colgate-Palmolive: Most direct overlap with Arm & Hammer in toothpaste (Colgate vs. Advance White / Truly Radiant) and broader personal care. Both brands compete for oral-care shelf space at mass retailers with baking-soda-based and fluoride formulations.

Others

• Church & Dwight: NYSE-listed parent company that owns and operates the Arm & Hammer brand. Comparable at the corporate level given its portfolio of consumer brands (OxiClean, Trojan, Batiste) and provides the strategic and capital backdrop for Arm & Hammer's operations.

Emerging players

• Seventh Generation: Plant-based cleaning and household products brand (Unilever subsidiary). Competes with Arm & Hammer's phosphate-free, natural-ingredient household story in cleaning and laundry adjacencies.
• Tom's of Maine: Natural-ingredient oral care and personal care brand (Colgate-Palmolive subsidiary). Competes head-on with Arm & Hammer's natural positioning in toothpaste, deodorants, and antiperspirants.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ArmandHammer
• YouTubeyoutube.com/user/ArmandHammer
• Facebookfacebook.com/armandhammer
• LinkedInlinkedin.com/company/church-dwight
• Instagraminstagram.com/armandhammer

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Arm & Hammer