Faultless Starch/Bon Ami Co.

What Faultless Starch/Bon Ami Co. does

Faultless Starch/Bon Ami Co., operating commercially as Faultless Brands and Faultless Fabric Care, is a privately held U.S. consumer goods company headquartered in Kansas City, Missouri, that manufactures and markets spray starch, ironing sprays, fabric refreshers, and iron care products. The company traces its origins to 1887 and operates a multi-brand portfolio that includes the flagship Faultless line plus Bon Ami, Magic, Niagara, and Kleen King, all positioned in the household fabric and surface care category. Its products are manufactured in the United States and sold through mass-market retail, domestic and international wholesale, and a direct-to-consumer e-commerce storefront at store.faultlessbrands.com.

The company's technical foundation centers on aerosol spray formulation chemistry rather than software or AI. Core proprietary technologies include Fibrenhancer, used in the Premium Luxe Finish ironing spray as a corn-starch alternative formulated for dark colors and synthetic fabrics without flaking, sticking, or clogging; odor-neutralizing technology present in Heavy Finish and Original Finish starch sprays; and an odor-eliminating technology used in the Premium Luxe Finish line. The product line spans multiple SKUs across stiffness levels (Heavy, Original, Luxe), scent variants (Lemon, Lavender), wrinkle-removal sprays (ReWear Dry Wash), steamer-compatible enhancers (Steamer Boost), and iron maintenance products (Iron Cleaner), with travel sizes (e.g., ReWear 3oz) addressing on-the-go use cases.

The business model is a B2C self-serve consumer goods model with revenue generated through one-time product purchases across retail and DTC channels, supplemented by wholesale distribution domestically and internationally. The primary customer segment is individual consumers handling clothing and linen care at home, with a secondary segment addressing professional cleaners and commercial laundry operations. Marketing is executed through content (Ideas & Tips blog, interactive product recommendation quiz), organic social channels (Facebook, Pinterest, Instagram, X), email newsletters, and a store locator tool driving consumers to retail purchase points. The company has 101-250 employees, no public listing, and no disclosed venture funding.

Name

Faultless Starch/Bon Ami Co.

Legal name

Faultless Brands

Website

https://faultless.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

101–250 employees

Short description

Faultless Starch/Bon Ami Co., operating as Faultless Brands, is a Kansas City-based consumer goods company that manufactures and markets spray starch, ironing sprays, fabric refreshers, and iron care products under the Faultless, Bon Ami, Magic, Niagara, and Kleen King brands, selling through mass-market retail, wholesale, and direct-to-consumer e-commerce since 1887.

Ownership category

akta.pro rank

Product category

Consumer Fabric Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Ironing & Finishing Aids (Starch, Wrinkle Release, Fabric Refresh Sprays) (CRAJAAAK)

akta.pro secondary industry

Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids) (CRADAKAE)

Keywords

• Aerosol ironing sprays
• Laundry starch products
• Fabric refresher sprays
• Wrinkle removal sprays
• Iron soleplate cleaners

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Fabric Care Product Sales: Sale of aerosol spray starch, ironing sprays, fabric refreshers, and iron care products to consumers through retail and direct-to-consumer channels. Products are physical goods sold as one-time purchases through retail stores and online store.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Faultless Starch/Bon Ami Co. manufactures and sells consumer fabric care products — primarily aerosol spray starches, ironing sprays (Original, Heavy, and Premium Luxe finishes), scented variants (Lemon, Lavender), the ReWear dry-wash fabric refresher, Steamer Boost, and Iron Cleaner accessories. Products are made in the United States and distributed through retail stores, wholesale channels, and a company-operated online store.

Product overview

Faultless Starch/Bon Ami Co. offers a comprehensive fabric care product portfolio centered on ironing sprays and fabric treatment solutions. The core product line includes ironing spray starches in multiple formulations: Heavy Finish (maximum stiffness), Original Finish (standard), Premium Luxe Finish (professional-grade, dark-fabric-safe with Fibrenhancer technology), and scented variants (Lemon and Lavender). The company also markets ReWear Fabric Refresher as an innovative wrinkle-removal and odor-elimination spray for lightly worn clothes, available in both 20oz and 3oz travel sizes. Steamer Boost enhances handheld steamer performance. Supporting accessories include Iron Cleaner products for soleplate maintenance. The products are manufactured in the United States and sold through retail stores and the Faultless online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Faultless Heavy Finish Ironing Spray Starch Heavy-duty ironing spray starch that leaves clothes looking new, produces dry-cleaner results at home, and includes odor-neutralizing technology. For consumers seeking maximum stiffness and crispness.
• Faultless Premium Luxe Finish Ironing Spray Professional-grade ironing spray that delivers a luxurious finish, keeps clothes looking new longer, and is safe for any color including dark fabrics with no flaking, sticking, or clogging due to proprietary Fibrenhancer Technology. Available in 15oz and 20oz sizes.
• Faultless Original Finish Ironing Spray Starch Standard ironing spray starch that produces dry-cleaner-quality results at home and includes odor-neutralizing technology. For everyday ironing use.
• Faultless Lemon Scent Ironing Spray Starch Ironing spray starch with a fresh lemon scent, providing a heavier finish for crisp, freshly scented results.
• Faultless Lavender Scent Ironing Spray Starch Ironing spray starch with a fresh lavender scent, providing an original finish suited for everyday use.
• Faultless ReWear Dry Wash Fabric Refresher Dry wash spray that eliminates odors from daily wear, removes and resists wrinkles throughout the day, and maintains garment shape with a fiber reinforcer. Available in 20oz and 3oz travel sizes.
• Faultless Steamer Boost Steaming enhancement spray for handheld steamers that prevents new wrinkles from forming, reduces steaming time and effort, and delivers better results than steaming alone.
• Faultless Iron Cleaner Iron cleaning product that removes residue, melted fusibles, starch, burned-on synthetics, and coating from iron soleplates. Safe for most irons, works while hot, non-flammable, and non-toxic; available as a 1oz tube and a twin pack of 0.17oz single-use tubes.

Quantifiable outcome

• Starch acts as barrier against dirt and sweat, making stains easier to remove in wash
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Ecover: European-based eco-friendly cleaning and laundry products brand. Comparable as a sustainability-positioned household cleaning brand targeting consumers seeking plant-based and low-environmental-impact alternatives to conventional cleaning products.
• Seventh Generation: Plant-based household cleaning and fabric care brand owned by Unilever. Comparable as a values-positioned fabric care brand competing for the same consumer segment seeking premium or natural-positioned alternatives to conventional laundry and ironing products.
• Method Products: Design-led, sustainability-positioned household cleaning brand now under SC Johnson. Comparable as a premium-positioned fabric and household care brand competing for design-conscious consumers seeking alternatives to legacy CPG products.

Broad incumbents

• Church & Dwight: Major household products manufacturer that owns The Laundress as well as OxiClean and Arm & Hammer. Comparable as a multi-brand CPG platform pursuing fabric care and household cleaning adjacencies through both organic development and acquisition, mirroring Faultless's portfolio approach.
• Reckitt Benckiser: Global consumer health and hygiene company with significant household cleaning exposure. Comparable as a broad CPG incumbent competing for household cleaning and laundry care consumer occasions.
• Henkel: Global laundry and home care leader behind Persil and Purex. Comparable as a laundry and fabric care manufacturer with broad product portfolios spanning ironing aids, starches, and fabric refreshers, though at significantly larger scale and global footprint.
• Clorox: Major US household products manufacturer with comparable mid-scale CPG brand portfolio, US manufacturing footprint, and overlapping presence in fabric care, cleaning, and household maintenance categories.
• SC Johnson: Privately held household products manufacturer behind Mrs. Meyer's, Method, and other cleaning brands. Comparable as a privately held multi-brand CPG platform competing in fabric care, household cleaning, and related categories with similar scale and US manufacturing orientation.
• Procter & Gamble: Mass-market CPG giant whose Downy Wrinkle Releaser and Febreze Fabric Refresher brands directly compete in the fabric refresh category that Faultless's ReWear targets. P&G's scale, retail leverage, and marketing budget dwarf Faultless but compete for the same consumer occasions.

Direct peers

• The Laundress: Premium fabric care brand offering wrinkle-release sprays, fabric fresheners, and specialty detergents to design-conscious consumers. Closely comparable to Faultless's premium positioning (Fibrenhancer, ReWear) targeting consumers seeking higher-end at-home fabric care solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/faultlessbrand
• Xx.com/faultlessbrand
• LinkedInlinkedin.com/company/faultlessbrands

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Faultless Starch/Bon Ami Co.