Astonish

What Astonish does

Astonish, legally The London Oil Refining Company Ltd., is a UK-based, family-owned manufacturer of household and personal care cleaning products, founded around 1970 by Howard Moss's father and now led by Moss as owner-manager. The company operates a single purpose-built site near Bradford, West Yorkshire, where product development, manufacturing and packaging are conducted under one roof, producing over 60 SKUs across general household, bathroom, kitchen, floor, laundry and personal care categories. Core technology centres on plant-based and biodegradable formulations, including natural micro-mineral particles for cream cleaners, orange-oil grease cutting in oven cleaner, dirt-repelling coatings in floor cleaners, and surfactants derived from natural sources — all formulated to be vegan and cruelty-free under Leaping Bunny and Vegan Society certifications.

Astonish generates revenue primarily through wholesale product sales to UK retailers, spanning discounters (Home Bargains, B&M, Poundland), major supermarkets (Tesco, Sainsbury's, Morrisons, Asda, Waitrose, Co-op), home and garden chains (The Range, Wilko, B&Q), food retailers (Iceland, Farmfoods) and online marketplaces (Amazon, Ocado). Individual unit prices range from £1.25 to £8.00, with curated bundles (e.g., Monthly Essentials Bundle at £32.99) and 'As Seen on TV' ad-bundle packs adding higher-margin SKUs. A complementary direct-to-consumer channel via astonish.co.uk offers a 10% subscription discount with 1-, 2- or 3-month cadence. Distribution is supported by a co-located logistics partner operating 5 branded lorries, and brand marketing combines a £1.5m TV campaign (oven cleaner range) with Instagram, email and a Tips & Hacks blog. Customers are end consumers — primarily value-conscious UK households, eco-conscious/vegan buyers, and fragrance-led shoppers — purchased via the retail channel network.

Name

Astonish

Legal name

The London Oil Refining Company Ltd.

Website

https://astonish.co.uk

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Astonish is a second-generation, family-owned UK manufacturer of vegan, cruelty-free household and personal care cleaning products, producing 60+ SKUs from its Bradford facility and selling them across discounters, major supermarkets and online retailers throughout the United Kingdom.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

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

General All-Purpose Cleaners (CRAJAMAA)

akta.pro secondary industries

Eco-Friendly Specialty Cleaners (Oven, Degreasers, Limescale, Metal) (CRAJAOAK), Appliance & Specialty Hard Surface Cleaners (Oven/BBQ/Cooktop) (CRAJACAH)

Keywords

• Household cleaning products
• Laundry stain removers
• Bathroom cleaners
• Kitchen cleaning sprays
• Dishwasher tablets

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Retail Distribution: One-time product sales through retail partners including discount retailers, major supermarkets, and value chains across the UK. Products sold through retailers as regular stock items.
2. Product Sales - Direct E-commerce: Direct-to-consumer sales through own website with subscription option offering 10% discount. Free shipping on orders over £30.
3. Product Sales - TV-Advertised Products: Higher-margin products featured in TV advertising campaigns, such as oven cleaner range with £1.5m TV campaign investment.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Astonish manufactures and sells approximately 60 own-label household and automotive cleaning products — including trigger sprays, cream cleaners, wipes, dishwasher tablets, fabric stain removers, bath products and specialty cleaners (oven, mould, machine carpet shampoo) — under the Astonish brand. The company sells these consumer packaged goods primarily through major UK retailers (supermarkets and discount/home stores) and via its own direct e-commerce site.

Product overview

Astonish is a UK-based homecare brand offering over 60 household cleaning and personal care products. The portfolio includes General Household cleaners (Window & Glass Cleaner, Cream Cleaners, Multi-Purpose Cleaners, Disinfectants), Bathroom products (Bathroom Cleaner, Daily Shower Shine, Mould Stain Remover), Kitchen cleaners (Oven & Grill Cleaner, Kitchen Cleaner, Dishwasher Tablets), Floor care products (Floor Cleaners, Carpet Shampoo), Laundry products (Laundry Cleanser, Stain Removers), and Personal Care items (Handwashes, Bath Soaks, Shower Products, Hair Care). Products are sold as both individual items and curated bundles like the Monthly Essentials Bundle. All products are certified vegan and cruelty-free, manufactured locally in West Yorkshire. Recent launches include an 11-SKU expansion with a Tropical Edition collection and new fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• Astonish Monthly Essentials Bundle Multi-product bundle packaging of Astonish's core household cleaning essentials, sold direct-to-consumer as a convenience bundle.
• Window & Glass Cleaner Eucalyptus & Lemon Trigger spray for streak-free cleaning of windows and glass surfaces, in a scented eucalyptus & lemon variant.
• Cream Cleaner Lemon Lemon-scented mild abrasive cream cleaner for use on kitchen and bathroom surfaces.
• Multi-Purpose Cleaner with Bleach Multi-surface bleach-based cleaning spray intended for general-purpose household cleaning.
• Bathroom Cleaner White Jasmine & Basil Bathroom cleaning spray with jasmine & basil fragrance for limescale, soap scum and general bathroom surfaces.
• Daily Shower Shine White Lilies Routine shower spray designed for daily use to prevent water marks and soap residue, in a White Lilies variant.
• Cream Cleaner with Bleach Cream cleaner with bleach for stain removal on hard kitchen and bathroom surfaces.
• Specialist Mould Stain Remover Specialist household spray formulated for removing mould and mildew stains from bathroom and household surfaces.
• Specialist Oven & Grill Cleaner Heavy-duty cleaner designed for removing burnt-on grease and grime from ovens and grills.
• Kitchen Cleaner Zesty Lemon Lemon-scented spray for kitchen surfaces to cut grease and everyday food messes.
• Floor Cleaner Zesty Lemon Zesty lemon-scented floor cleaning solution for general household floors.
• Specialist Floor Cleaner Lavender Blossom Lavender blossom specialist floor cleaner targeted at deeper cleaning of household floors.
• Specialist Carpet Care Machine Carpet Shampoo Carpet shampoo formulated for use in carpet cleaning machines to deep clean carpets and upholstery.
• Protect + Care Laundry Cleanser Laundry cleanser additive used in the wash cycle for fabric hygiene and garment care.
• Oxy Active Non Bio Fabric Stain Remover Oxygen-bleach based non-bio stain remover used as a laundry pre-treatment to lift stains from fabrics.
• Bath Soak Refreshing Golden Glow Bath soak liquid for use in the bathtub, in a Golden Glow variant.
• Serene Deep Blue Bath Soak Bath soak liquid for use in the bathtub, in a Serene Deep Blue variant.
• Antibacterial Handwash Antibacterial liquid handwash for household use, available in a range of fragrance variants.
• Tropical Edition Collection Special edition / tropical-variant cleaning range launched as part of a multi-SKU rollout including several new SKUs.
• Concentrated Disinfectant Concentrated household disinfectant sold in multiple fragrance variants for general disinfection.
• All in 1 Dishwasher Tablets All-in-one dishwasher tablets for use in automatic dishwashers to clean dishes, glasses and cutlery.
• The Good One Natural Power Cleaning Paste Natural-ingredient cleaning paste marketed under the Good One sub-line for use on tough stains across the home.
• Pet Fresh Floor Cleaner Floor cleaner targeted at households with pets, formulated to address pet-related odours and messes.

Quantifiable outcome

• Products kill 99.9% of bacteria on fabrics and surfaces
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Local Distribution PartnercoreOthersAstonish uses a local distribution partner located next to their manufacturing facility near Bradford in West Yorkshire. The company has recently taken on and branded 5 lorries to keep road miles efficient and minimize environmental impact.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Pink Stuff: UK-based household cleaning brand built around a viral cream cleaner; competes head-to-head with Astonish in the value/affordable UK mass channel with similar discount-retailer distribution and 'As Seen on TV' marketing.
• Stardrops: UK value-priced cleaning brand (owned by Star Brands) with overlapping portfolio of cream cleaners, disinfectants, and kitchen/bathroom sprays sold in discounters and supermarkets — directly comparable price points and channels to Astonish.
• Bio-D: UK-manufactured, vegan, cruelty-free household cleaning brand with plant-based formulations; directly comparable ethical positioning and UK independent manufacturer profile to Astonish, often competing for the same eco-conscious shopper.
• Ecover: Pioneer in plant-based, biodegradable household cleaning (now part of SC Johnson); competes with Astonish on the same eco/plant-based claim space, particularly in supermarkets and online.
• Faith in Nature: UK-based natural and vegan household and personal care brand; overlapping portfolio (handwash, laundry, cleaning) and ethical positioning with Astonish, with comparable UK distribution footprint.
• Dr. Beckmann: Specialist household cleaning brand with strong UK presence in stain removers, laundry additives, and household cleaners; overlaps directly with Astonish's laundry and specialist cleaner ranges.

Broad incumbents

• Cif (Unilever): Global mass-market cream and spray cleaner brand owned by Unilever; competes with Astonish in cream cleaners, kitchen and bathroom sprays across mainstream UK grocery with substantially larger marketing and trade budgets.
• Dettol (Reckitt): Category-leading disinfectant and surface cleaning brand owned by Reckitt; competes with Astonish's concentrated disinfectants and antibacterial surface cleansers across UK grocery and pharmacy channels.
• Method Products: Plant-based, design-led household cleaning brand (now Ecover/SC Johnson); comparable eco-positioning and product aesthetics to Astonish's plant-based range, but with much broader international distribution.

Emerging players

• Pro-Kleen: UK-based value-positioned cleaning brand focused on outdoor, automotive, and household categories; overlaps with Astonish on value-channel distribution and similar end-consumer price points.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/astonishcleaners
• Xx.com/Astonishcleaner
• Facebookfacebook.com/AstonishCleaners
• LinkedInlinkedin.com/company/astonish-cleaning-products

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Astonish