Skura Style

What Skura Style does

Skura Style (legal entity Skrubby Hub LLC) is a US-based direct-to-consumer cleaning products company founded in 2018 by Linda Sawyer and Alison Matz. It designs, markets, and sells a unified line of premium kitchen cleaning tools anchored by SKRUBBY SPONGES, which use antimicrobial polyurethane foam construction with the proprietary Fade-to-Change® registered trademark, a visual monogram that fades over the 1-2 week replacement window recommended by microbiologists. The portfolio has expanded into Very Skrubby scouring pads, Wipe Envy microfiber cloths, Towel Ta-Da kitchen towels, and Cloth Envy reusable Swedish dishcloths, with an Eva Mendes co-designed sub-brand layered on top for design-led differentiation.

The company sells through its own Shopify storefront at skurastyle.com, through 500+ Target stores and target.com with dedicated endcap displays, and through Amazon and Walmart.com marketplaces. International Amazon storefronts extend reach into Canada, Mexico, France, the UK, Italy, Spain, Germany, and Japan. Product prices range from $6 for individual scouring pads to $62 for the comprehensive Everything But The Kitchen Sink bundle; subscriptions (Double Duty at $16, Power Couple at $15) and prepaid gift subscriptions ($72-$144) layer recurring revenue onto the one-time purchase base. Actress Eva Mendes is a co-owner and brand ambassador actively involved in product and creative direction.

End customers are health-conscious individual households and gift buyers seeking premium, aesthetically designed, antimicrobial cleaning tools, with the Eva Mendes collection specifically targeting design-oriented consumers. The company is privately held, has 1-10 employees, is operationally based in Memphis, TN, and has not disclosed any institutional funding rounds or revenue figures. Third-party validation includes Consumer Reports Editor's Choice and #1 rankings from Bon Appétit and Good Housekeeping, supported by 4,507+ verified reviews at a 4.8/5 average on the flagship product.

Name

Skura Style

Legal name

Skrubby Hub LLC

Website

https://skurastyle.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Skura Style is a US direct-to-consumer brand that designs and sells premium antimicrobial kitchen cleaning tools — including sponges with Fade-to-Change® replacement indicators, scouring pads, microfiber cloths, and towels — through its own storefront, 500+ Target stores, Amazon, and Walmart.com, serving individual households and gift buyers.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Health and Personal Care Retailers (456)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

akta.pro secondary industries

Sponges, Scouring Pads & Scrubbers (CRAJAIAC), Kitchen & Household Sponges, Scrubbers & Scouring Pads (CRAJAGAJ), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)

Keywords

• Kitchen cleaning sponges
• Antimicrobial cleaning tools
• Reusable microfiber cloths
• Household cleaning products
• Direct-to-consumer cleaning

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases through skurastyle.com for individual products and bundles at listed retail prices.
2. Subscription Revenue: Recurring subscription model delivering sponges and bundled products on a scheduled basis. Most popular plan delivers every other month. Subscribers receive 20% discount. Customers can cancel, skip, or pause at any time.
3. Gift Subscriptions: Prepaid gift subscriptions (Live to Scrub: monthly for one year at $144; Love to Scrub: bi-monthly for one year at $72) with flat pricing and free shipping throughout the year.
4. Retail Distribution: Products sold through major retail partners including Target (500+ stores nationwide and online), Amazon, and Walmart.com. Skura Style products are also available internationally on Amazon in Canada, Mexico, France, UK, Italy, Spain, Germany, and Japan.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Skura Style designs, manufactures, and sells antimicrobial polyurethane kitchen sponges and complementary cleaning tools (scouring pads, microfiber cloths, kitchen towels, reusable Swedish dishcloths) under its own brand and the Eva Mendes co-branded collection. The flagship SKRUBBY SPONGES feature proprietary Fade-to-Change® technology whose monogram fades after one to two weeks of use to signal replacement, combined with built-in antimicrobial odor resistance. Products are sold direct-to-consumer via skurastyle.com (with recurring subscriptions and gift subscriptions), and through major retailers including Target, Amazon, and Walmart.com.

Product overview

Skura Style is a direct-to-consumer cleaning products company offering a unified portfolio of antimicrobial cleaning tools for the kitchen. The core product line includes SKRUBBY SPONGES (antimicrobial polyurethane sponges with Fade-to-Change replacement indicator technology), VERY SKRUBBY Heavy-Duty Scouring Pads, WIPE ENVY Microfiber Cloths, TOWEL TA-DA! Kitchen Towels, and CLOTH ENVY Reusable Swedish Dishcloths. Products are sold individually, as curated bundles (EVERYDAY ESSENTIALS, EVA'S EDIT, EVERYTHING BUT THE KITCHEN SINK, CLEAN FREAK FANTASY, SKRUB & DRY), and through subscription models (DOUBLE DUTY, POWER COUPLE, LIVE TO SCRUB, LOVE TO SCRUB). The Eva Mendes Collection offers co-branded versions of key products featuring Cuban-inspired designs. All products emphasize antimicrobial protection, odor resistance, and smart design features. Products are made in the USA and available through skurastyle.com, Amazon, Walmart.com, Target.com, and select Target stores.

Differentiator

Problem solved

Functional benefit

Products and services

• SKRUBBY SPONGES Antimicrobial, odor-resistant polyurethane foam kitchen sponges with Fade-to-Change® monogram that fades over one to two weeks to signal when to replace. Sold in multi-count packs to individual consumers and households for dishwashing and general kitchen cleaning. Ranked #1 by Bon Appétit and Good Housekeeping.
• VERY SKRUBBY Heavy-Duty Scouring Pads Double-sided, antimicrobial scouring pads sized 4.5" x 4.5" x .375" designed for heavy-duty cleaning on pots, pans, Dutch ovens, ovens, and BBQ grills. Sold to individual consumers for tough kitchen messes; not recommended for non-stick cookware, fine crystal, or china.
• WIPE ENVY Microfiber Cloths Ultra-absorbent, reusable microfiber cleaning cloths (9" x 10.2") for streak-free cleaning on stainless steel, glass, and various surfaces. Sold in 10-count boxes to individual consumers; machine washable with 10-20 wash cycle durability and designed to replace paper towels.
• TOWEL TA-DA! Kitchen Towels Dual-sided 100% cotton kitchen towels (16" x 28") with absorbent terry side for drying and lint-free flat woven side for glassware. Sold in 2-count packs to individual consumers in white and grey with the Skura signature monogram and hanging loop for storage.
• CLOTH ENVY Reusable Swedish Dishcloths Eco-friendly, plant-based reusable dishcloths made of 70% cellulose and 30% cotton fiber, designed for wiping and cleaning. Sold in 3-count packages to individual consumers; washable in dishwasher or machine up to 20 uses per cloth and compostable when no longer useful.
• Skura Style x Eva Mendes SKRUBBY SPONGES Co-branded version of the SKRUBBY SPONGES featuring Cuban-inspired colors (Denim, Blush, Teal) and patterns personally designed by Eva Mendes. Sold in 3-count packages to consumers and gift buyers seeking the celebrity co-branded collection; includes the same antimicrobial protection and Fade-to-Change® technology.
• Skura Style x Eva Mendes VERY SKRUBBY Scouring Pads Co-branded version of the VERY SKRUBBY heavy-duty scouring pads featuring matching Cuban-inspired design elements curated by Eva Mendes. Sold in 2-count packs to consumers seeking the celebrity co-branded cleaning line for pots, pans, and BBQ grills.
• EVERYDAY ESSENTIALS Bundle Curated cleaning trio bundle containing 4 SKRUBBY SPONGES, 2 VERY SKRUBBY Heavy-Duty Scouring Pads, and 10 WIPE ENVY Microfiber Cloths. Positioned as an introductory kitchen cleaning kit for new individual consumers and households.
• EVA'S EDIT Bundle Eva Mendes curated bundle featuring 3 SKRUBBY SPONGES in Denim, Blush, and Teal colors, 2 VERY SKRUBBY Heavy-Duty Scouring Pads, and 3 CLOTH ENVY Reusable Swedish Dishcloths. Targeted at fans of the Eva Mendes Collection and design-conscious consumers.
• EVERYTHING BUT THE KITCHEN SINK Bundle

Quantifiable outcome

• 99.9% fewer E.coli than traditional sponges
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Eva MendescoreStrategic or Co-development PartnerActress Eva Mendes transitioned from customer to co-owner of the company. She brings business savvy and lifelong passion for design to her favorite room - the kitchen. She personally designs the Eva Mendes Collection with colors and patterns inspired by her Cuban background, specifically the color palette of Havana's architecture.
• TerraCycleminorStrategic or Co-development PartnerRecycling partnership allowing customers to send retired Skura sponges, scouring pads, and microfiber cloths to TerraCycle for processing into new products like playground equipment and outdoor furniture. Program available in the USA only.
• TargetcoreChannel Partner/ Reseller/ DistributorPrimary retail partner with 500+ stores nationwide carrying Skura Style products. Includes dedicated endcap displays and online availability at target.com.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Seventh Generation: Eco-positioned household and cleaning products brand (now owned by Unilever) sold at Target, Walmart, and natural channels. Comparable to Skura Style on the sustainability and design-led premium axis, particularly through products like Swedish dishcloths and reusable cleaning tools.
• Method Products: Design-forward, eco-positioned household cleaning brand owned by Ecover/Ethical Manufacturers. Comparable to Skura Style on aesthetic-led branding, premium pricing, and Target retail placement for kitchen and cleaning products.

Direct peers

• Grove Collaborative: DTC-first household and cleaning products brand with subscription model, own e-commerce site, and Target retail partnership. Directly comparable to Skura Style on DTC + retail omni-channel model, subscription mechanics, and sustainability-led positioning.
• Scrub Daddy: Direct-to-consumer premium cleaning tools brand best known for its smile-shaped polymer sponges with texture-changing technology. Closely comparable to Skura Style in product category, premium positioning, omni-channel retail strategy (Target, Amazon, Walmart), subscription model, and Shark Tank-era celebrity-fueled brand building.
• Public Goods: Direct-to-consumer household essentials brand selling across personal care, pantry, and home cleaning categories via subscription. Comparable to Skura Style on DTC-first distribution, design-led branding, and consumer subscription economics in household cleaning adjacencies.

Broad incumbents

• Mr. Clean (Procter & Gamble): Procter & Gamble's flagship household cleaning brand spanning sponges, magic erasers, and cleaning tools. Comparable as a broad household cleaning incumbent with overlapping shelf placement at Target and Walmart where Skura Style competes.
• Fuller Brush Company: Long-standing US household cleaning tools and brushes brand sold via direct-sales and online channels. Comparable to Skura Style as a US household cleaning tools brand with deep category roots, though operating at lower price points and without celebrity differentiation.
• Scotch-Brite (3M): The dominant mass-market sponge and scouring pad brand owned by 3M, sold across all major US retailers. Comparable as the incumbent category leader against which Skura Style positions itself with its antimicrobial polyurethane and Fade-to-Change® technology.
• Clorox Company: Major consumer cleaning products company spanning disinfecting wipes, cleaners, and related tools. Comparable as a mass-market cleaning incumbent competing for the same kitchen cleaning occasions and retail shelf space as Skura Style.

Regional players

• SOS Cleaning Products (Clorox): Established US household cleaning brand (now under Clorox) focused on scouring pads and cleaning tools. Comparable to Skura Style on scouring pad category overlap (Skura's VERY SKRUBBY line) and US mass retail distribution.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/skurastyle
• Instagraminstagram.com/skurastyle/?hl=en
• TikToktiktok.com/@skurastyle
• Xx.com/skurastyle

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Skura Style