What AlEn USA does

AlEn USA is the wholly-owned North American subsidiary of Industrias AlEn S.A. de C.V. (Grupo AlEn), a Mexican household cleaning conglomerate founded in 1949. Headquartered in Houston, Texas at 14825 Northwest Freeway, the company manufactures and distributes a portfolio of household cleaning and laundry care products across 14 brands and more than 30 categories, including Cloralen (bleach and bathroom cleaners), Pinalen (multipurpose cleaners, degreasers, dishwashing liquids with proprietary ACTI SENSE and Scent Boost technologies), Ensueño (fabric softeners and detergents), Flash, Xtra-Pine, and Pine-o-Pine. Beyond consumer goods, AlEn USA sells industrial chemicals (sodium hypochlorite, pine tar, camphene, dipentene) and recycled plastic resins (PET flakes, HDPE pellets, preforms, lids) sourced from approximately 50,000 tons of annual post-consumer recycling capacity operated by its parent.

The company's revenue model is product sales-based across two streams: consumer retail through mass merchants — including a flagship first-year partnership with Kroger covering 250 locations plus planned Walmart activations, primarily targeting US Hispanic consumers through culturally relevant campaigns such as Hispanic Heritage Month — and B2B industrial chemicals and recycled plastics to sectors including agriculture, food, paper, pharmaceuticals, and water treatment. Distribution is supported by three US warehouses in Houston TX, Ontario CA, and Atlanta GA, supplemented by owned e-commerce storefronts (shop.alenusa.com and brand-specific sites). Vertically integrated raw-material supply is anchored by the Grupo Agroforestal joint venture with Agroindustrias Unidas de México (AMSA), covering 10,000 hectares of palm and 5,000 hectares of pine plantations, and by two PROFEPA clean-industry-certified recycling facilities. AlEn USA is privately held, with no external institutional investors, public listings, or documented funding rounds in the available data.

Name

AlEn USA

Legal name

AlEn USA, LLC

Website

https://alenusa.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

AlEn USA is the Houston-based North American subsidiary of Mexican conglomerate Grupo AlEn, manufacturing and distributing 14 brands of household cleaning and laundry products (Cloralen, Pinalen, Ensueño, Flash) plus industrial chemicals and recycled plastics through Kroger, Walmart, and direct e-commerce channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

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

1. Consumer Cleaning Products: Sale of household cleaning and laundry care products through mass retail channels and direct-to-consumer e-commerce. Products include multipurpose cleaners, bleach, fabric softeners, laundry detergents, and dishwashing liquids sold under multiple brand names.
2. Industrial Chemical Products: Production and sale of industrial chemical products including sodium hypochlorite, pine tar, camphene, and dipentene to industrial markets including agriculture, chemical, painting, food, glass, paper, pharmaceutical industries, textile bleaching, and wastewater treatment.
3. Plastic Resins: Sale of recycled plastic materials including PET flakes, HDPE pellets, preforms, and lids derived from post-consumer bottle recycling to industrial manufacturers for bottles, films, containers, and injection parts.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

AlEn USA manufactures and sells branded household cleaning and laundry care products across 14 brands (including Cloralen, Pinalen, Ensueño, Flash, Xtra-Pine, and Pine-o-Pine) covering bleach, multipurpose cleaners, fabric softeners, laundry detergents, and dishwashing liquids. It also produces and sells industrial chemical and natural products (sodium hypochlorite, pine tar, camphene, dipentene) and recycled plastic resins (PET flakes, HDPE pellets, preforms, lids, aluminum) to industrial buyers.

Product overview

AlEn USA is the North American subsidiary of Grupo AlEn (Industrias AlEn S.A. de C.V.), offering a diversified portfolio of home cleaning and laundry care products under brands including Pinalen, Cloralen, Ensueño, Flash, Xtra-Pine, and Pine-o-Pine, alongside industrial chemical and plastic products. The product portfolio encompasses multipurpose cleaners, fabric softeners, laundry detergents, bleach products, bathroom cleaners, dishwashing liquids, and industrial products including sodium hypochlorite, natural products (Pine Tar, Camphene, Dipentene), and plastic resins (PET Flakes, HDPE Pellets, Preforms, Lids, Aluminum). The company operates 5 manufacturing plants and 2 recycling facilities, producing both consumer products for the US market and industrial raw materials.

Differentiator

Problem solved

Functional benefit

Brands

• Cloralen: Bleach and cleaning products brand preferred by Smart Value Shoppers delivering high-performance cleaning at an affordable price.
• Pinalen
• Ensueño
• Lemi Shine
• Art of Green
• Flash
• Xtra-Pine
• Pine-o-Pine
• Pinol

Products and services

• Pinalen Multipurpose Cleaners Multipurpose cleaner brand offering Pinalen Original (180+ uses with pine oil), Pinalen Max Aromas with Scent Boost Technology (24-30 hour fragrance), Pinalen Max Power sprays and wipes, Pinalen Degreaser with pine oil, Pinalen Glass & Surface Cleaner (ammonia-free, streak-free), and Pinalen Dishwashing Liquid with ACTI SENSE Fragrance for household consumers.
• Cloralen Bleach and Cleaning Products Bleach-based cleaning brand including Cloralen Triple Action Bleach, Cloralen Aromas Bleach, Splash-Free Bleach, Max Ultragel, Concentrated Bleach, Disinfectant Bleach, Platinum, Stain Remover, Bathroom Cleaner (40% more bleach power), Multipurpose Cleaner, and Toilet Bowl Cleaner for laundry and household cleaning.
• Ensueño Fabric Softeners and Laundry Care Laundry care brand offering Ensueño Max (35+ day fragrance, color fading protection), Ensueño Original (biodegradable, 100% recycled bottle), Ensueño Naturals (USDA Biobased Certified, plant-based), Ensueño Baby (hypoallergenic, aloe vera), Ensueño Liquid Detergent (3-in-1, biodegradable, recycled plastic bottle), and Ensueño Dryer Sheets for household consumers.
• Pinol by Ensueño Laundry Detergent Powder laundry detergent with easily-dissolving formula, stain-fighting power, and fragrance suitable for soaking, hand washing, and standard machine washing; targeted at household consumers seeking affordable performance.
• Flash Multipurpose Cleaners Line of aromatic multipurpose cleaners that shine surfaces without leaving residue; triple-action cleaning with long-lasting Lavender, Spring Break, Cherry Blossom, and Lemon Twist scents for household consumers.
• Xtra-Pine Multipurpose Cleaner Multipurpose household cleaner with natural pine oil that cleans and deodorizes at an affordable price across multiple sizes; targeted at value-seeking household consumers.
• Pine-o-Pine Concentrated Pine Oil Cleaner Concentrated pine oil cleaner with over 60 years of heritage used throughout the house for cleaning, grease removal, sink and drain unclogging, and deodorizing.
• Lemi Shine Cleaning Products Cleaning products brand in the AlEn USA portfolio for household cleaning needs.
• Art of Green Product Line Sustainability-focused cleaning product line from AlEn USA, leveraging sustainably sourced natural raw materials to deliver environmentally conscious home cleaning solutions for household consumers.
• Sodium Hypochlorite (Industrial) Strongly oxidizing chemical compound obtained via caustic soda and chlorine reaction by electrolysis; supplied to industrial buyers in agriculture, chemical, painting, food, glass, paper, pharmaceutical industries, and water treatment.
• Pine Tar (Industrial) Yellow transparent solid with turpentine odor, used in the manufacture of paper, paint, rubber, soap, printing ink, varnishes, adhesives, and welding compounds, supplied to industrial buyers.
• Camphene (Industrial) Terpene compound generated from isomerization of alpha pinene with camphor-like odor, used as an intermediate in the production of camphor, isobornyl acetate, and other fragrances for industrial buyers.
• Dipentene (Industrial) Volatile liquid obtained from distillation of terpineol containing menthadienes such as dl-limonene and terpinolene; used in solvent mixes for paints and varnishes and as an intermediate in fragrance production for industrial buyers.
• PET Flakes (Recycled Resin) Recycled PET flakes produced from post-consumer bottle recycling; lightweight, strong material processed by blow, injection, and extrusion molding to produce bottles, films, and injection parts for industrial packaging and plastics manufacturers.
• HDPE Pellets (Recycled Resin) High-density polyethylene pellets produced from recycled post-consumer bottles with good chemical resistance and moisture barrier properties; supplied for manufacturing bottles, pipes, containers, and other plastic products.
• Recycled PET Preforms Recycled PET preforms for bottle blowing through blow molding manufacturing processes; sold to industrial packaging manufacturers.
• Polypropylene Bottle Lids Polypropylene lids for bottles with 28 to 45 radius, supplied for bottle sealing applications to industrial packaging manufacturers.
• Recycled Aluminum Recycled aluminum cans that can be used as raw material in the fabrication of different industrial products, supplied to industrial buyers.

Quantifiable outcome

• Pinalen Original has over 180 proven uses for multipurpose cleaning
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• KrogercoreChannel Partner/ Reseller/ Distributor · 15 September 2025First-year retail partnership for Hispanic Heritage Month activations at 250 Kroger locations including Food 4 Less stores. Shoppers receive discounts on AlEn products alongside digital and in-store engagement activities from September 15 through October 15.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 15 September 2025Planned retail activations with Walmart similar to Kroger partnership for Hispanic Heritage Month marketing campaigns and in-store engagement activities.
• Agroindustrias Unidas de México (AMSA)coreStrategic or Co-development PartnerJoint venture partner in Grupo Agroforestal for development of commercial pine and palm tree plantations in southern Mexico. AMSA is a subsidiary ofGrupo AlEn dedicated to sustainable agriculture and raw material sourcing. Operations began in 2011 with 10,000 hectares of palm trees and 5,000 hectares of pine trees planted.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Procter & Gamble: Owns Tide, Mr. Clean, Dawn, Cascade and Fairy — the dominant US mass-market laundry and dishwashing brands competing with Ensueño, Pinalen and Pinalen Dishwashing. Multi-billion-dollar trade spend dwarfs AlEn's promotional capacity.
• Church & Dwight: Owns Arm & Hammer, OxiClean, Kaboom and XTRA laundry — directly competes in US laundry detergent (XTRA competes with Ensueño), baking-soda cleaners and stain-remover categories. A major scale player against AlEn's middle-tier price positioning.
• The Clorox Company: Largest US specialty cleaning products company (Clorox bleach, Pine-Sol, Tilex), the most direct incumbents to Cloralen and Pinalen. Both compete in multipurpose cleaners, bleach, and bathroom cleaning, but Clorox has a vastly broader US mainstream distribution footprint.
• Henkel: Owns Purex, all, Persil and Seventh Generation in the US laundry and cleaning category — competes head-to-head with Ensueño fabric softener and Pinol laundry detergent. Brings powerful private-label and sustainable (Seventh Generation) competition.
• SC Johnson: Owns Mr. Muscle, Scrubbing Bubbles, Windex and Pledge in the specialty cleaning category — competes directly with Pinalen and Flash multipurpose cleaners and bathroom products across US grocery channels.
• Reckitt Benckiser: Owns Lysol, Resolve, Finish and Woolite — overlaps in bleach/cleaner, dishwashing and laundry categories with Cloralen and Ensueño. Significant disinfection/sanitation category overlap with industrial chemicals.

Emerging players

• Indorama Ventures: Global PET resin producer overlapping with AlEn's recycled PET flakes and preforms business in plastic resins for bottles and packaging. Relevant for the industrial plastic resins revenue stream.
• Ecolab: Major industrial/institutional cleaning chemicals supplier with overlap to AlEn's industrial chemicals business (sodium hypochlorite, sanitation compounds). Less overlap in retail household channel.

Direct peers

• Colgate-Palmolive: Owns Fabuloso, Ajax, Murphy's Oil Soap and Palmolive — Fabuloso is the closest mainstream competing Hispanic-targeted multipurpose cleaner and a critical benchmark for AlEn's Pinalen brand in US mass retail.

Regional players

• Olin Corporation: Leading North American chlor-alkali producer and major sodium hypochlorite supplier — direct competitor for AlEn USA's industrial chemical product line across water treatment, agriculture, and industrial applications.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/alen-usa

Compliance3 records

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 AlEn USA