Wet & Forget
Wet & Forget is a consumer cleaning-products brand specializing in outdoor moss, mold, and lichen removers for residential surfaces, sold through major retail chains across the US, Canada, UK, Australia, and New Zealand.
- Company typePrivate
- Founded2005
- HeadquartersElgin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wet & Forget does
Wet & Forget is a consumer cleaning-products company specializing in outdoor moss, mold, and lichen removal solutions for residential exterior surfaces such as roofs, decks, driveways, and patios. Its core offering is a single-family formulation sold under the Wet & Forget brand, which positions the product as a low-effort ("apply and leave") outdoor surface treatment rather than a broad household-cleaning platform. The company was founded in 2005, operates with 11-50 employees, and is described in sources as both US-based (Elgin) and New Zealand-headquartered (a "Kiwi cleaning brand"), indicating the operating footprint spans both regions.
The business operates a wholesale/retail distribution model, selling through major retail chains across the United States, Canada, the United Kingdom, Australia, and New Zealand. End customers are primarily homeowners and DIY consumers seeking effective outdoor biological-growth removal, with secondary demand driven by retail/home improvement channels curating consumer cleaning SKUs. Revenue is generated through one-time product sales at retail — there is no subscription, licensing, or recurring revenue component evident in the data, and pricing is not publicly disclosed.
In April 2024, Wet & Forget was acquired by private equity firm Direct Capital alongside Moa Capital, with senior debt financing from Westpac, to capitalize on growth and international expansion. Under new ownership, the company initiated a retail restructuring in late 2025, closing six retail stores in New Zealand as part of a broader channel reconfiguration. The company's value proposition rests on domain specialization in outdoor biological growth removal, established brand recognition, and multi-country retail distribution rather than proprietary technology, patents, or AI-enabled product differentiation.
Wet & Forget firmographics
Firmographics- Name
- Wet & Forget
- Website
- https://wetandforget.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wet & Forget is a consumer cleaning-products brand specializing in outdoor moss, mold, and lichen removers for residential surfaces, sold through major retail chains across the US, Canada, UK, Australia, and New Zealand.
- Ownership category
- akta.pro rank
Wet & Forget industry classification
Industry- Product category
- Household Cleaning Products
- NAICS
- Polish and Other Sanitation Good Manufacturing (325612), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Mold, Mildew & Algae Removers (CRAJAKAK)
- akta.pro secondary industries
- Roof Cleaning (Soft Wash, Moss & Algae Removal) (HSAIAMAB), Deep Exterior Cleaning (Pressure Washing, Patios/Driveways, Siding) (HSAEABAJ)
Keywords
Where Wet & Forget is headquartered
LocationHeadquarters
- HQ city
- Elgin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wet & Forget business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Consumer cleaning products: Wet & Forget generates revenue through the manufacture and sale of household cleaning products, specifically outdoor moss, mold, and lichen removers sold through major retail outlets.
Go-to-market motion1 record
Distribution channels1 record
Wet & Forget product offering
Product offeringCore offering
Wet & Forget manufactures and sells household cleaning products specialized for outdoor use. The company's core offering is an outdoor cleaner formulated to remove moss, mold, mildew, and lichen from exterior surfaces such as roofs, decks, driveways, and patios. The product is sold primarily through major retail chains to residential consumers across the US, Canada, UK, Australia, and New Zealand.
Product overview
Wet & Forget is a manufacturer and marketer of household cleaning products, specializing in outdoor cleaning solutions. The company's core product is its outdoor moss, mold, and lichen remover. The product line appears to be a single unified product offering focused on exterior surface cleaning rather than a platform-plus-modules architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- Wet & Forget Outdoor Cleaner A household cleaning product formulated to remove outdoor moss, mold, mildew, and lichen from exterior residential surfaces including roofs, decks, driveways, and patios. It is sold to homeowners and DIY consumers through major retail outlets.
Companies that use Wet & Forget
Customer profileSegments2 records
Ideal customer profiles1 record
Wet & Forget technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Wet & Forget partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Wet & Forget competitors and assessment
Company assessmentBroad incumbents
- Zep Inc. Zep is a large specialty cleaning products manufacturer serving both consumer and professional markets, with overlapping outdoor and surface cleaning products competing for similar end users.
- Clorox (Tilex): Clorox's Tilex brand is a major household mold and mildew remover sold through the same retail channels as Wet & Forget, representing a scaled incumbent competitor with significant marketing spend.
- W.M. Barr (Mold Mildew Removers): W.M. Barr manufactures specialty cleaning products including mold and mildew removers, competing in the same specialty outdoor/indoor cleaner category as Wet & Forget across retail channels.
- SC Johnson: SC Johnson is a global household products giant with cleaning brands spanning multiple surface care categories, competing broadly with Wet & Forget for retail shelf space and consumer attention.
Direct peers
- Spray & Forget: Spray & Forget produces outdoor cleaners for roofs, decks, and siding targeting moss, mold, and mildew, making it one of the closest direct competitors to Wet & Forget's core offering.
- CLR (Jelmar): Jelmar's CLR brand covers specialty household cleaners including mold and mildew removers, directly overlapping with Wet & Forget's specialty cleaning focus in retail distribution.
- Simple Green: Simple Green manufactures a broad line of household and industrial cleaners, including outdoor cleaning products, competing for similar retail shelf space and DIY consumer customers.
- Mold Armor: Mold Armor manufactures mold and mildew removal products for residential and commercial use, directly competing with Wet & Forget in the outdoor and indoor mold remediation category through retail channels.
- RMR Solutions: RMR Solutions produces mold and stain removal products targeted at similar residential and commercial cleaning applications as Wet & Forget's outdoor cleaner line.
- Concrobium: Concrobium manufactures mold and mildew control products for homeowners and professionals, competing in the same specialty cleaning category as Wet & Forget.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Wet & Forget social profiles
Digital presenceWet & Forget financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wet & Forget leadership team
Management profileNumber of profiles
Wet & Forget funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wet & Forget 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 Wet & Forget
What does Wet & Forget do?
Wet & Forget manufactures and sells household cleaning products specialized for outdoor use. The company's core offering is an outdoor cleaner formulated to remove moss, mold, mildew, and lichen from exterior surfaces such as roofs, decks, driveways, and patios. The product is sold primarily through major retail chains to residential consumers across the US, Canada, UK, Australia, and New Zealand.
Is Wet & Forget a public or private company?
Wet & Forget is a private company. It is classified as private equity controlled and is currently operating.
When was Wet & Forget founded?
Wet & Forget was founded in 2005. It employs 11 to 50 people.
Where is Wet & Forget based?
Wet & Forget is headquartered in Elgin, United States, in the North America region.
How does Wet & Forget make money?
One revenue line is on record: consumer cleaning products.
Who are Wet & Forget's main competitors?
Broad incumbents on record are Zep Inc., Clorox (Tilex), W.M. Barr (Mold Mildew Removers) and SC Johnson. Direct peers are Spray & Forget, CLR (Jelmar), Simple Green, Mold Armor, RMR Solutions and Concrobium.
Does Wet & Forget have an API?
No public API is recorded for Wet & Forget.
What industry is Wet & Forget in?
Wet & Forget's product category is Household Cleaning Products. Its primary akta.pro industry code is CRAJAKAK, Mold, Mildew & Algae Removers, with a secondary code of HSAIAMAB, Roof Cleaning (Soft Wash, Moss & Algae Removal). Its NAICS code is 325612 and its SIC code is 2840.