Charlie's Soap

What Charlie's Soap does

Charlie's Soap, operated by Sutherland Products, Inc., is a North-Carolina-based manufacturer of natural, biodegradable laundry and household cleaning products founded circa 1976-1980. The company's core technology is its proprietary, EPA Safer Choice-certified cleaning formulations — plant-derived, free of fragrances, dyes, brighteners, bleach, and (with one exception) phosphates — including concentrated powder and liquid detergents, oxygen bleach, hard water boosters, stain pre-sprays, and multi-surface cleaners. Four flagship SKUs hold EPA Safer Choice certification, and the brand carries Amazon Climate Pledge Friendly designation.

Charlie's Soap serves a hybrid customer base spanning two distinct go-to-market motions. The consumer motion is product-led and DTC-anchored via charliesoap.com (with Buy with Prime), complemented by retail distribution at Amazon, Target, Kroger, Whole Foods, Vitacost, and Grove Collaborative, plus bundled packages and accessories. The commercial motion runs through Charlie's Soap Professional, a separate division selling industrial-strength 5-gallon SKUs (1,500-load powder, 640-load liquid, all-purpose concentrates, Odor Out) to hotels, hospitals, manufacturing plants, laundromats, janitorial firms, municipalities, and emergency-services customers via direct field sales and a B2B wholesale portal (b2b.charliesoap.com) with $250/SKU minimums, MAP enforcement, and international distribution across the Philippines, South Korea, China, and Canada.

Revenue mechanics are unit-pricing across all channels, with consumer AOVs ranging from $1.99 accessories to $139.99 high-end liquid detergent and $53.96 bundles; commercial revenue is contract-based with custom pricing and bulk-pack SKUs. The company is privately held, bootstrapped (no VC/PE disclosed), reports 11-50 employees, and competes within the U.S. laundry detergent market projected to grow from $19.12B (2025) to $27.95B (2034) at a 4.31% CAGR, where it is positioned in the eco-friendly niche rather than mass-market incumbents.

Name

Charlie's Soap

Legal name

Sutherland Products, Inc.

Website

https://charliesoap.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Charlie's Soap (Sutherland Products, Inc., Stoneville, NC) manufactures and sells EPA Safer Choice-certified natural, biodegradable laundry detergents, household cleaners, and industrial cleaning products through DTC, major retail (Amazon, Target, Kroger, Whole Foods), a B2B wholesale portal, and four international distributors.

Ownership category

akta.pro rank

Product category

Natural Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Stain Removers & Pre-Treaters (CRAJAAAC), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF), Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

Keywords

• Natural laundry detergent
• Biodegradable household cleaners
• Hypoallergenic cleaning products
• Commercial laundry supplies
• Eco-friendly stain remover

Headquarters

HQ city

Mayodan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Consumer sales through charliesoap.com website with standard shipping ($10 flat-rate) and Buy with Prime options. Products include laundry detergents, stain removers, hard water boosters, household cleaners, and accessories.
2. Wholesale B2B: Wholesale sales to approved retailers with minimum order of $250 per SKU monthly, FOB shipping terms, and compliance with MAP pricing policy.
3. Commercial/Professional Accounts: Sales to commercial and industrial customers including bulk ordering of industrial-grade products (e.g., 5-gallon buckets of Professional Powder Laundry Detergent cleaning 1,500 loads, 5-gallon Liquid Laundry Detergent for 640 loads).
4. Retail Distribution: Products sold through major retail channels including Amazon, Target, Kroger, Whole Foods, Vitacost, and Grove Collaborative marketplaces.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels6 records

Core offering

Charlie's Soap manufactures and sells biodegradable, hypoallergenic laundry detergents (natural powder and liquid detergent, pre-measured packets), laundry additives (hard water booster, oxygen bleach, stain remover pre-spray), and household cleaners (indoor/outdoor surface cleaner, kitchen & bath cleaner, heavy-duty degreaser). The product line extends to a dedicated commercial/industrial division (Charlie's Soap Professional) offering concentrated all-purpose cleaners and 5-gallon industrial laundry detergents for hospitality, healthcare, janitorial, manufacturing, and municipal accounts.

Product overview

Charlie's Soap is a natural cleaning products company with over 40 years of history, offering a diversified portfolio of biodegradable, hypoallergenic cleaning solutions for both retail consumers and commercial/industrial customers. The product line consists of core laundry care products (Natural Powder Laundry Detergent, Natural Liquid Laundry Detergent, and Laundry Detergent Packets), complemented by specialized additives (Laundry Booster for Hard Water, Oxygen Bleach, and Biodegradable Pre-Spray Stain Remover), household cleaners (Indoor & Outdoor Surface Cleaner, Kitchen & Bath Household Cleaner, and 1001 Heavy Duty Degreaser), and bundled packages for specific use cases (First Time Users, Hard Water Solutions, and Diaper & Children's Clothes). The company also offers accessories including Dryer Balls, Bamboo Palm Brush, Grocery Tote, Pump Dispensers, and branded merchandise. For commercial and industrial markets, Charlie's Soap Professional line includes concentrated all-purpose cleaners, industrial-grade laundry detergents (powder and liquid formulations), and odor control products. All products are free from harsh chemicals, dyes, fragrances, and phosphates, with several formulations EPA Safer Choice Certified and Amazon Climate Pledge Friendly certified.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Powder Laundry Detergent Biodegradable, hypoallergenic powder laundry detergent safe for all fabrics from silk to synthetics, effective in HE and standard washers, EPA Safer Choice Certified.
• Natural Liquid Laundry Detergent Liquid laundry detergent formulated for sensitive skin, hypoallergenic and biodegradable, effective on all fabrics including high-tech garments and delicates, EPA Safer Choice Certified.
• Laundry Detergent Packets Pre-measured no-fuss laundry packets providing 30 loads with convenient, mess-free dosing.
• Laundry Booster for Hard Water Biodegradable phosphate booster that controls hard water minerals and removes buildup on clothes and in machines; treats up to 160 loads per 2.64 lb bag.
• Oxygen Bleach: Non-Chlorine Bleach Ultra-concentrated non-chlorine bleach using sodium percarbonate that releases natural peroxide and oxygen to whiten, brighten, and remove odors; available in 40, 80, and 120 load sizes.
• Biodegradable Laundry Pre-Spray Stain Remover Natural stain remover spray that breaks down and lifts stubborn stains without fading colors; EPA Safer Choice Certified; available in 16.9oz, 32oz, 75oz, and 107oz refill sizes.
• Environmentally Safe Natural Indoor & Outdoor Surface Cleaner All-purpose biodegradable cleaner for indoor and outdoor surfaces including grills, stovetops, windows, patio furniture, tubs, tiles, driveways, and siding; available from 32oz to 5 gallons.
• Environmentally Safe Natural Kitchen & Bath Household Cleaner Food-safe kitchen and bath cleaner that breaks down grime without harmful residue or streaks; EPA Safer Choice Certified; available in 32oz, 75oz, and 107oz refill sizes.
• 1001 Heavy Duty Degreaser - Biodegradable Water-based, biodegradable concentrated degreaser for 1,001+ uses including grills, patios, RVs, upholstery, cars, countertops, and heavy machinery; available in 32oz and 1 gallon sizes.
• Ultimate First Time Users Package Combo kit including 30 loads of laundry packets, oxygen bleach for whitening and stain-fighting, and hard water booster.
• Ultimate Hard Water Solution Package Package combining hard water booster, laundry powder for up to 50 loads, and oxygen bleach for homes with hard water issues.
• Ultimate Diaper & Children's Clothes Package Package including 50 loads of liquid laundry detergent, oxygen bleach (2.64 lbs), and hard water booster for cleaning diapers and children's clothing.
• Charlie's Professional Powder Laundry Detergent Ultra-concentrated industrial powder detergent cleansing 1,500 loads per 5-gallon bucket; hypoallergenic, residue-free, no fragrances, dyes, or brighteners.
• Charlie's Professional Liquid Laundry Detergent Liquid industrial detergent cleansing 640 loads per 5-gallon bucket; effective odor removal for sweat and detergent residues; biodegradable and septic-safe.
• Charlie's Professional All Purpose Cleaner - Ready to Use Pre-mixed commercial-grade all-purpose cleaner for counters, floors, tile, stone, and appliances; biodegradable with no lye, phosphates, bleach, dyes, or perfumes.
• Charlie's Professional All Purpose Cleaner - Concentrate Highly concentrated industrial-strength degreaser for equipment, vehicles, and warehouses; low-foaming, no fillers, cuts through oils, sludge, tar, and smoke stains.
• Charlie's Professional Odor Out Neutralizes FOG (fats, oils, grease)-related odors; biodegradable and rust-inhibiting with no special equipment required.

Quantifiable outcome

• Clothes dry up to 25% faster with Dryer Balls, reducing energy consumption
• +3 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered regional.

• Michael AngregionalChannel Partner/ Reseller/ DistributorInternational distributor for Charlie's Soap products in the Philippines market, enabling regional retail and consumer access.
• Go GreensregionalChannel Partner/ Reseller/ DistributorInternational distributor for Charlie's Soap products in South Korea, providing access to the Korean consumer market for natural cleaning products.
• Shanghai World Trade Co. LtdregionalChannel Partner/ Reseller/ DistributorInternational distributor for Charlie's Soap products in China, facilitating retail and wholesale distribution in the Chinese market.
• PravadaregionalChannel Partner/ Reseller/ DistributorInternational distributor for Charlie's Soap products in Canada, serving Canadian retail and consumer markets.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Laundress: Premium eco-friendly laundry care brand (detergents, stain removers, fabric care) with concentration on delicates and natural ingredients. Comparable target consumer (sensitive-skin, premium) and category adjacency.
• Biokleen: Eco-friendly, biodegradable laundry and household cleaning products. Closely overlapping product categories (laundry detergent, stain removers, all-purpose cleaners) with comparable natural-ingredient positioning.
• Dr. Bronner's: Family-owned natural soap and cleaning products company with biodegradable, plant-based formulations. Comparable independent/family-owned structure, organic positioning, and multi-channel retail presence.
• Puracy: Plant-based, natural laundry and household cleaners targeting health-conscious consumers and sensitive-skin households. Comparable product range, brand positioning, and DTC-led distribution model.
• Seventh Generation: Eco-friendly household and laundry cleaning brand (laundry detergents, disinfectants, surface cleaners) now owned by Unilever. Direct competitor to Charlie's Soap across natural laundry detergents and household cleaners, sold through the same natural/grocery retail channels.
• Mrs. Meyer's Clean Day: Plant-derived household cleaning products including laundry detergents and surface cleaners, owned by SC Johnson. Comparable eco-positioning, premium pricing, and multi-channel retail distribution to Charlie's Soap.
• ECOS (Earth Friendly Products): Plant-based, biodegradable laundry detergents and household cleaners with EPA Safer Choice certifications. Closely comparable product portfolio, certification positioning, and sustainability claims.

Broad incumbents

• Grove Collaborative: Certified B Corp e-commerce retailer of natural household essentials including its own private-label brand. Functions as both a sales channel and a direct brand competitor to Charlie's Soap in the eco-friendly cleaning category.
• Ecover: Pioneer in plant-based, biodegradable household cleaning products (laundry, dish, surface) now owned by SC Johnson's method brand portfolio. Comparable eco-positioning and category overlap at international retail.
• Method Products: Design-led, plant-based household cleaning brand (laundry, dish, surface) with wide national retail distribution. Broader portfolio than Charlie's Soap but overlapping eco-positioning and consumer target.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/charliesoap3
• YouTubeyoutube.com/charliesoap
• Facebookfacebook.com/charliesoap
• Instagraminstagram.com/charlies_soap

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 Charlie's Soap