Faultless Brands
Faultless Brands is a Kansas City-based, 138-year-old manufacturer of fabric care, home cleaning, and commercial laundry products sold under heritage brands including Faultless, Bon Ami, Niagara, Magic, and Lively to U.S. consumers, institutional buyers, and 30 international markets.
- Company typePrivate
- Founded1887
- HeadquartersKansas City, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Faultless Brands does
Faultless Brands is a 138-year-old Kansas City, Missouri-based manufacturer of household and commercial cleaning products, organized around two business lines. The consumer retail division sells fabric care (starches, ironing sprays, wrinkle releasers, the ReWear dry wash spray), home care (Bon Ami cleanser, Lively probiotic cleaners, Kleen King metal cleaners), and home fragrance (Trapp Fragrances) under heritage brands including Faultless, Niagara, Magic, Bon Ami, Kleen King, Lively, and Trapp. The commercial laundry division, operating as Faultless Professional, sells starches, finishing products, and specialty chemistry to professional sports teams, university athletic departments, healthcare facilities, and correctional institutions, distributed through authorized regional distributors covering 6 U.S. territories.
The company's core technology is chemical formulation rather than software or platform architecture. Notable proprietary features include EPIC Advanced ActivE Detergent with nano-penetration technology, patented Starbright 2 liquid sizing for commercial laundry, Lively's probiotic-based cleaning formulations that continue working for up to 3 days, and Steamer Boost aerosol for steamer appliance efficiency. Products are manufactured at a consolidated Kansas City urban campus (warehouse completed 2004, corporate offices completed 2009) featuring solar panels and rain-collection systems.
Faultless Brands generates revenue through one-time product sales across both consumer and commercial channels. Consumer revenue flows through owned e-commerce (store.faultlessbrands.com), marketplace listings (Amazon, Walmart), an authorized reseller network (with active brand registry enforcement), and physical retail. Commercial revenue flows through 6 regional distributors in the U.S. and an international export division selling to 30 foreign markets across the Middle East, West Africa, Asia, Europe, Mexico, the Caribbean, and Central and South America, an operation that has been running since 1962. In December 2025, Faultless Brands was acquired by NiTEO Products, a Highlander Partners portfolio company, from Architect Equity, becoming part of NiTEO's Household Products division.
Faultless Brands firmographics
Firmographics- Name
- Faultless Brands
- Legal name
- Faultless Starch/Bon Ami Company
- Website
- https://faultlessbrands.com
- Company type
- Private
- Founded year
- 1887
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Faultless Brands is a Kansas City-based, 138-year-old manufacturer of fabric care, home cleaning, and commercial laundry products sold under heritage brands including Faultless, Bon Ami, Niagara, Magic, and Lively to U.S. consumers, institutional buyers, and 30 international markets.
- Ownership category
- akta.pro rank
Faultless Brands industry classification
Industry- Product category
- Household Cleaning and Fabric Care Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids) (CRADAKAE)
- akta.pro secondary industries
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), General All-Purpose Cleaners (CRAJAMAA), Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)
Keywords
Where Faultless Brands is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Faultless Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer Retail Products: Sale of fabric care, home care, and air care products directly to consumers through e-commerce store and retail channels.
- Commercial Laundry Products: Sale of industrial cleaning chemicals, starches, and specialty products to commercial laundries, athletic facilities, healthcare, and correctional facilities through authorized distributors.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Faultless Brands product offering
Product offeringCore offering
Faultless Brands manufactures and markets consumer and commercial fabric care, household cleaning, air care, and commercial laundry chemical products under a portfolio of heritage brands including Faultless, Niagara, Magic, Bon Ami, Lively, Kleen King, Trapp Fragrances, and ReWear. Products include starches, ironing sprays, wrinkle releasers, probiotic cleaners, powder cleansers, metal cleaners, home fragrances, and specialized commercial laundry chemistry sold to sports teams, universities, hospitals, correctional facilities, and laundromats.
Differentiator
Problem solved
Functional benefit
Brands
- Faultless: Core fabric care brand offering starch, ironing sprays, wrinkle releasers, and fabric finish products.
- Niagara
- Magic
- Lively
- Bon Ami
- Kleen King
- Trapp Fragrances
- ReWear Dry Wash
Products and services
- Faultless Starch Heritage brand of laundry starches, ironing sprays, wrinkle releasers, and fabric finish products for at-home fabric care and ironing.
- Niagara Starch Fabric care brand specializing in laundry starches and ironing products for household use.
- Magic Sizing Fabric care brand offering sizing, starch, quilting sprays, and crafting products for home and hobby use.
- Bon Ami Powder Cleanser Powder cleanser household cleaning product free of bleach, perfume, and dye, dating from 1886.
- Lively Probiotic Cleaning Products Home care line using natural probiotics to remove dirt, odors, and bad bacteria from household surfaces and pet areas; some products continue working for up to 3 days.
- Kleen King Metal Cleaners Metal cleaners formulated for stainless steel, copper, and aluminum cookware and surfaces.
- Trapp Fragrances Home fragrance product line including candles, reed diffusers, fragrance mists, and ultrasonic diffuser oils.
- ReWear Dry Wash Spray Dry wash spray that refreshes lightly worn clothes so consumers can skip a load of laundry, reducing water usage and extending garment life.
- Faultless Steamer Boost Aerosol spray designed for use with garment steamers that reduces time and effort of steaming while preventing new wrinkles from forming throughout the day.
- Faultless Professional Commercial Laundry Products Commercial laundry chemistry including starches, finishing products, detergents, and the patented Starbright 2 Liquid Sizing sold exclusively through authorized regional distributors to sports teams, athletic departments, healthcare, correctional, and commercial laundry operations.
- EPIC Advanced ActivE Detergent Advanced commercial laundry detergent using nano-penetration technology to penetrate between fibers, collapse stubborn stains, and cleanse garments from the inside out, with Faultless Fresh odor blasting technology.
Quantifiable outcome
- Products continue working for up to 3 days (Lively probiotic cleaners)
- +2 more outcomes
Companies that use Faultless Brands
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Faultless Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Faultless Brands partnerships and signals
Strategic signalScale indicators3 records
Recent moves7 records
Expansion highlights5 records
Faultless Brands competitors and assessment
Company assessmentDirect peers
- Church & Dwight: Owner of ARM & HAMMER, OxiClean, and Xtra laundry brands, Church & Dwight competes directly with Faultless in the consumer laundry additives and home cleaning space, particularly in mass retail channels.
- Ecolab: Global leader in commercial cleaning chemicals and laundry programs for healthcare, hospitality, and industrial customers — directly comparable to Faultless Professional's institutional laundry business.
- The Laundress: Premium specialty brand for fabric care, wool wash, and stain treatments, offering a similar consumer fabric-care positioning to Faultless's Niagara and Magic lines at premium price points.
Broad incumbents
- S.C. Johnson & Son: Owner of Shout, Mrs. Meyer's, and various fabric care brands; competes with Faultless in laundry pretreatment, household cleaning, and air care categories with much greater global scale.
- The Clorox Company: Manufacturer of Clorox, Pine-Sol, and Tilex household cleaners, directly competing with Faultless's Bon Ami and Lively lines in the household cleaning aisle.
- The Procter & Gamble Company: Owner of Tide, Downy, Gain, and Mr. Clean, P&G dominates the laundry and household cleaning categories in which Faultless competes, with vastly greater marketing and R&D resources.
- Henkel: German multinational with laundry & home care brands including Persil, all, and Purex; competes globally with Faultless in laundry detergent, stain removers, and fabric care.
- Kao Corporation: Japanese multinational with Attack laundry detergent and other home care brands; competes with Faultless in fabric care and household cleaning across global markets including Asia where Faultless exports.
- Reckitt Benckiser: Owner of Lysol, Resolve, and Woolite, Reckitt competes with Faultless across stain removal, laundry additives, and household disinfection categories globally.
Emerging players
- Seventh Generation: Eco-friendly household cleaning brand owned by Unilever, competing with Faultless's Lively probiotic and Bon Ami lines in the environmentally preferred household cleaner segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Faultless Brands social profiles
Digital presenceFaultless Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Faultless Brands leadership team
Management profileNumber of profiles
Profiles1 record
Faultless Brands subsidiaries and ownership
Company hierarchySubsidiaries9 records
Faultless Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Faultless Brands 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 Faultless Brands
What does Faultless Brands do?
Faultless Brands manufactures and markets consumer and commercial fabric care, household cleaning, air care, and commercial laundry chemical products under a portfolio of heritage brands including Faultless, Niagara, Magic, Bon Ami, Lively, Kleen King, Trapp Fragrances, and ReWear. Products include starches, ironing sprays, wrinkle releasers, probiotic cleaners, powder cleansers, metal cleaners, home fragrances, and specialized commercial laundry chemistry sold to sports teams, universities, hospitals, correctional facilities, and laundromats.
Is Faultless Brands a public or private company?
Faultless Brands is a private company. It is classified as private equity controlled and is currently acquired.
When was Faultless Brands founded?
Faultless Brands was founded in 1887. It employs 101 to 250 people.
Where is Faultless Brands based?
Faultless Brands is headquartered in Kansas City, United States, in the North America region.
How does Faultless Brands make money?
Two revenue lines are on record. Consumer Retail Products are the primary driver. The others are commercial Laundry Products.
Who are Faultless Brands's main competitors?
Direct peers on record are Church & Dwight, Ecolab and The Laundress. Broad incumbents are S.C. Johnson & Son, The Clorox Company, The Procter & Gamble Company, Henkel, Kao Corporation and Reckitt Benckiser. Seventh Generation is listed as an emerging player.
Does Faultless Brands have an API?
No public API is recorded for Faultless Brands.
What industry is Faultless Brands in?
Faultless Brands's product category is Household Cleaning and Fabric Care Products. Its primary akta.pro industry code is CRADAKAE, Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids), with a secondary code of CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets). Its NAICS code is 3256 and its SIC code is 2840.