What OFF does

OFF! is a consumer insect repellent brand owned by privately held S.C. Johnson & Son, Inc., a family-controlled company headquartered in Racine, Wisconsin. The brand has provided mosquito and biting insect protection to U.S. consumers for more than 50 years, distributing a portfolio of products across multiple sub-brands including OFF! Deep Woods (DEET-based, up to 25-30% DEET, up to 8-10 hours of protection), OFF! Clean Feel (20% picaridin, non-sticky, fragrance-free), OFF! FamilyCare (lower-DEET formulations for adults and children 6 months and up), OFF! Active (sweat-resistant 15% DEET), OFF! Botanicals (plant-based PMD from pine oil extract), OFF! Sportsmen (high-concentration DEET for extended outdoor use), and OFF! Backyard (area repellents and mosquito lamps).

The underlying technology is built on insect repellent chemistry — DEET, Picaridin, and PMD active ingredients — combined with formulation expertise developed over decades at the SC Johnson Center for Insect Science, the world's largest private urban entomology research facility, established in 1957 in Racine, Wisconsin. The facility raises millions of insects across nearly 20 species for research. OFF! also operates OFF!Cast, a proprietary mosquito activity forecasting tool that combines climate and mosquito population data (15 billion weather data points, 33 million trap data points across 5,000+ locations) to predict localized mosquito activity levels.

OFF! generates revenue through consumer retail sales of its insect repellent products. Pricing is set at standard consumer price points (typically $5-$15 depending on product type and size) and sold through unit-pricing models across mass merchandisers, grocery stores, drug stores, hardware stores, and sporting goods retailers nationwide. The brand's go-to-market is direct-to-consumer via retail, supplemented by event sponsorships (Major League Fishing, Little League) and content marketing focused on mosquito-borne disease prevention education. Customer segments are horizontal: families and general consumers, outdoor enthusiasts and sportsmen, and consumers seeking insect bite aftercare. Geographic reach is concentrated in the United States; S.C. Johnson operates the parent infrastructure globally, but OFF! brand activity as described is U.S.-focused.

Name

OFF

Legal name

S.C. Johnson & Son, Inc.

Website

https://off.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

OFF! is a U.S. consumer insect repellent brand owned by S.C. Johnson & Son, offering DEET, picaridin, and plant-based formulations across mass retail. It sells through grocers, mass merchandisers, drug, hardware, and sporting goods stores, targeting families, outdoor enthusiasts, and general consumers.

Ownership category

akta.pro rank

Product category

Consumer Insect Repellents

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Exterminating and Pest Control Services (561710)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Household Insecticide Aerosols & Sprays (CRAJAHAA)

akta.pro secondary industries

Flea, Tick & Mite Home/Indoor Control (CRAJAHAH), Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ), Natural/Green Pest Control Products (CRAJAHAK)

Keywords

• Insect repellent products
• Mosquito protection sprays
• Outdoor bug repellent
• DEET and picaridin formulations
• Family insect repellent

Headquarters

HQ city

New York

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

Revenue model

1. Consumer Insect Repellent Products: OFF! generates revenue through the sale of consumer insect repellent products including aerosols, spritzes, gels, towelettes, and yard treatments sold through retail distribution channels. Products are available in various formulations targeting different use cases from everyday family use to extended outdoor activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

OFF! is a consumer brand of mosquito and insect repellent products sold through retail distribution in the United States. The product portfolio spans DEET-based, Picaridin-based, and plant-based (PMD) formulations in aerosol, spritz, gel, towelette, and area repellent formats, with protection durations ranging from approximately 90 minutes to 10 hours. The brand serves families, outdoor enthusiasts, and active users across sub-brands including Clean Feel, Deep Woods, FamilyCare, Active, Botanicals, Adults & Kids, Backyard, and Sportsmen.

Product overview

OFF! is a comprehensive mosquito and insect repellent brand portfolio by S.C. Johnson offering products across multiple sub-brands: OFF! Clean Feel (non-sticky picaridin-based repellents), OFF! Deep Woods (long-lasting DEET formulas for outdoor enthusiasts), OFF! FamilyCare (family-friendly products including Bite and Itch Relief), OFF! Active (sweat-resistant formulas), OFF! Botanicals (plant-based PMD repellents), OFF! Adults & Kids (essential oil formulas for children 6 months+), and OFF! Backyard (area repellents for outdoor spaces). The portfolio includes aerosol sprays, pump spritz, towelettes, clear gels, and dry formulas with protection durations ranging from 90 minutes to 10 hours. Supporting the product portfolio is the OFF!Cast Mosquito Forecast tool, a data-driven mosquito activity prediction service.

Differentiator

Problem solved

Functional benefit

Brands

• OFF!® Clean Feel: Non-sticky, fragrance-free insect repellent with picaridin formula for everyday protection.
• OFF!® Deep Woods®
• OFF!® FamilyCare
• OFF!® Active®
• OFF!® Botanicals®
• OFF!® Adults & Kids
• OFF!® Backyard
• OFF!® Sportsmen

Products and services

• OFF! Clean Feel Non-sticky, fragrance-free insect repellent sub-brand line formulated with 20% picaridin for up to 8 hours of protection against mosquitoes. Designed for everyday consumers who prefer a clean-feel, non-greasy formulation.
• OFF! Deep Woods Long-lasting mosquito protection sub-brand with DEET-based formulas (up to 25% DEET) providing up to 8 hours of protection across aerosol, dry, and spritz variants. Designed for outdoor enthusiasts who need extended duration and broader insect coverage including ticks, black flies, and chiggers.
• OFF! FamilyCare Family-oriented insect repellent sub-brand with varying DEET concentrations (7-15%) including unscented, smooth-and-dry, and tropical fresh formulations. Includes the FamilyCare Bite and Itch Relief antiseptic product. Designed for families with children.
• OFF! Active Sweat-resistant insect repellent sub-brand formulated with 15% DEET providing up to 6 hours of protection. Designed for active outdoor use including sports, exercise, and physical work.
• OFF! Botanicals Plant-based insect repellent sub-brand collection using p-Menthane-3,8-diol (PMD) for up to 2 hours of protection. Targeted at preference-sensitive consumers seeking plant-based repellent options without synthetic active ingredients.
• OFF! Backyard Long-lasting outdoor protection sub-brand including area repellents and mosquito lamps for yard and perimeter protection. Designed for homeowners treating outdoor living spaces.
• OFF! Active Insect Repellent Aerosol Sweat-resistant aerosol spray with 15% DEET for up to 6 hours of protection against mosquitoes, ticks, biting flies, gnats, chiggers, and fleas. Available in 6 oz. and 9 oz. sizes. Designed for active outdoor lifestyles.
• OFF! Clean Feel Insect Repellent I Aerosol

Quantifiable outcome

• Up to 10 hours of mosquito protection with highest DEET concentration formulations
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Major League Fishing (MLF)coreGTM or Marketing Partner · 1 January 2026OFF! brand named Official Mosquito & Tick Repellent for Major League Fishing beginning in 2026. Partnership includes event activations, branded angler team presence in MLF Team Series events, and marketing presence across MLF's media platforms. The partnership aligns with OFF!'s mission to protect outdoor enthusiasts during fishing and other outdoor activities.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mosquito Magnet: Mosquito Magnet makes propane-powered CO2 area traps targeting high-end residential yards, competing with OFF! Backyard for perimeter and property-scale mosquito control budgets.
• EcoSMART (Earth Corporation): EcoSMART offers plant-based and essential-oil insect repellents for household and personal use, competing with OFF! Botanicals and Adults & Kids in the natural-products segment.
• Murphy's Naturals: Murphy's Naturals is a fast-growing plant-based repellent and outdoor wellness brand that competes directly with OFF! Botanicals in the natural and lifestyle retail channel.

Direct peers

• Cutter: Cutter is a leading consumer insect repellent brand owned by Spectrum Brands, competing head-to-head with OFF! across DEET and Picaridin aerosols, sprays, and yard treatments in mass retail.
• Repel: Repel is Spectrum Brands' plant-forward insect repellent line and a direct competitor to OFF! across DEET, Picaridin, and lemon-eucalyptus SKUs in sporting goods and mass channels.
• Sawyer Products: Sawyer makes premium DEET-based and Picaridin-based insect repellents favored by outdoor enthusiasts, directly competing with OFF! Deep Woods and Sportsmen sub-brands in sporting goods and outdoor specialty retail.
• Thermacell: Thermacell makes butane- and rechargeable-battery-powered area mosquito repellent devices that compete with OFF! Backyard for the perimeter and outdoor-living occasion.
• Natrapel: Natrapel, sold by Tender Corporation alongside Ben's, offers Picaridin and natural insect repellent sprays that compete with OFF! Clean Feel and Botanicals across drug, sporting goods, and mass retail.
• Ben's (Tender Corporation): Ben's is a long-standing DEET-based repellent brand from Tender Corporation, targeting hunters, fishermen, and outdoor adventurers in direct overlap with OFF! Sportsmen and Deep Woods lines.

Broad incumbents

• Black Flag: Black Flag is a fellow S.C. Johnson & Son brand spanning household insecticides and foggers, with overlapping distribution and shared retail shelf space with OFF! across mass and hardware channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/OFFoutdoors
• Facebookfacebook.com/Off
• Instagraminstagram.com/OffOutdoors

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 OFF