Fresh Wave
Fresh Wave is a privately held, US-based consumer products company that sells plant-based natural odor elimination products (gels, sprays, laundry boosters, refills, and packs) directly to consumers through e-commerce and retail, targeting pet owners, families with children, and general household consumers.
- Company typePrivate
- Founded-
- HeadquartersLong Grove, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fresh Wave does
Fresh Wave is a privately held, US-based consumer products company that develops and sells plant-based natural odor elimination products. The portfolio spans continuous-release gels (15oz jars, 63oz refills, 248oz bulk refills, and a Gel Eco-Refill Kit with reusable glass jars), air sprays, fabric sprays, laundry boosters, small-space deodorizing packs, vacuum beads, and candles, available in Original, Lavender, Lemon, and Orange scents. Core technology is plant-based odor-absorbing formulations developed by scientists, positioned as a natural, non-toxic alternative to synthetic air fresheners and safe for people, pets, and the environment. Products are organized by format and by use-case collection (Pet, Baby & Kids, Bathrooms, Smoke, Sports & Fitness, Cars & Vehicles).\n\nThe company operates a direct-to-consumer model through its Shopify-hosted e-commerce site (freshwaveworks.com) and also distributes through physical retail stores. Revenue is generated through one-time product purchases plus a recurring refill stream (gel refills and bulk bucket refills), with pricing ranging from $9.99 for small packs to $139.99 for the 2-gallon gel bucket refill. Target customer segments are pet owners, families with children, smoke-odor-affected households, sports/fitness enthusiasts, and general household consumers. Marketing is driven by content (blog), email, and earned media, with brand visibility in Forbes, Good Morning America, Live with Kelly and Ryan, The View, Parents, Good Housekeeping, and USA Today.\n\nThe company is private, US-domiciled, and operates only domestically. No funding rounds, headcount, leadership team, financial performance, patents, or M&A activity are disclosed in the source data.
Fresh Wave firmographics
Firmographics- Name
- Fresh Wave
- Legal name
- Fresh Wave
- Website
- https://freshwaveworks.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fresh Wave is a privately held, US-based consumer products company that sells plant-based natural odor elimination products (gels, sprays, laundry boosters, refills, and packs) directly to consumers through e-commerce and retail, targeting pet owners, families with children, and general household consumers.
- Ownership category
- akta.pro rank
Fresh Wave industry classification
Industry- Product category
- Household Odor Elimination Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Odor Eliminators & Neutralizers (Non-fragrance) (CRAJAEAF)
- akta.pro secondary industries
- Aerosol Air Fresheners & Sprays (CRAJAEAA), Smoke, Pet & Kitchen Odor Control (Specialized Odor Solutions) (CRAJAEAJ), Eco-Friendly Air Care & Odor Control (CRAJAOAI)
Keywords
Where Fresh Wave is headquartered
LocationHeadquarters
- HQ city
- Long Grove
- HQ country
- United States
- HQ region
- North America
Markets served
Fresh Wave business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Product Sales: Direct consumer sales of odor elimination products including gels, sprays, laundry boosters, packs, refills, and kits. Revenue is generated through one-time product purchases and refill purchases. The company offers various size options from small 7oz gel containers to large 248oz bulk refills.
- Refill Sales: Ongoing sales of refill products including gel refills and bucket refills for returning customers who have purchased initial product containers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Unit Products |
| Unit Pricing | Pay-as-you-go | Bundle/Multi-Unit Products |
| Unit Pricing | Pay-as-you-go | Large Volume Refills |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Fresh Wave product offering
Product offeringCore offering
Fresh Wave manufactures and sells a line of plant-based household odor elimination products, including continuous-release gel jars and bulk refills, air and fabric sprays, laundry boosters, small-space packs, vacuum beads, and scented candles. Products are formulated to absorb (rather than mask) odors from pets, smoke, sports gear, babies, kitchens, bathrooms, cars, and general living spaces, and are sold directly to consumers online and in physical stores.
Product overview
Fresh Wave is a natural odor elimination product line consisting of multiple product types designed to fight household odors using plant-based ingredients. The core product family includes Gel products in various sizes (15 oz jars, 63 oz refills, 248 oz bulk buckets), Air Sprays and Fabric Sprays in 8-fl oz sizes, Laundry Booster for fabric odor removal, and Packs for small-space odor control. Products are available in Original, Lavender, Lemon, and Orange scents. The offerings are organized into shop-by-type categories (Gels, Sprays, Packs, Refills, Laundry Booster, Vacuum Beads, Candles) and shop-by-odor categories (Baby & Kids, Bathrooms, Cars & Vehicles, Pet Odors, Smoke Odors, Sports & Fitness), with specialized Pet Collection offerings. The product line positions itself as a natural, plant-based alternative to conventional odor elimination products, with formulations created by scientists and safe for people, pets, and the planet.
Differentiator
Problem solved
Functional benefit
Companies that use Fresh Wave
Customer profileSegments5 records
Ideal customer profiles4 records
Fresh Wave technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fresh Wave partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Fresh Wave competitors and assessment
Company assessmentBroad incumbents
- Febreze (Procter & Gamble): Febreze is the dominant mass-market odor-elimination brand under P&G, competing across gels, sprays, plugins, and fabric refreshers. It is the primary category incumbent Fresh Wave must displace on shelves and in consumer consideration.
- Better Homes & Gardens (Walmart) Air Care: Walmart's Better Homes & Gardens air care line offers low-priced candles, sprays, and plugins in mass retail. Comparable as a broad incumbent whose price-value proposition pressures premium D2C competitors like Fresh Wave.
- Air Wick (Reckitt): Air Wick, owned by Reckitt, offers air fresheners, plugins, candles, and essential-oil-inspired scents across mass retail. Relevant as another broad incumbent covering the same household odor categories as Fresh Wave.
- Glade (SC Johnson): Glade is SC Johnson's flagship air care brand covering sprays, plugins, candles, and gels. Comparable as the second mass-market air-freshening incumbent whose distribution depth Fresh Wave must compete against.
Direct peers
- Enviroscent: Enviroscent makes natural, non-toxic home fragrance products including candles, room sprays, and odor-eliminating gels. Direct competitor to Fresh Wave's air spray, gel, and home fragrance lines on ingredient philosophy and gift/premium positioning.
- Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) sells plant-derived, cruelty-free household cleaning and air care products. It directly competes with Fresh Wave's natural, scent-driven positioning across surface care, laundry, and air freshening.
- Puracy: Puracy is a DTC brand specializing in plant-based, non-toxic household cleaners, laundry, and natural deodorizers. Comparable to Fresh Wave on customer profile (health-conscious families, pet owners), channel strategy (DTC + retail), and ingredient positioning.
- Method Products: Method (owned by SC Johnson/Ecover) targets design-conscious consumers with naturally derived, biodegradable cleaning and air care products. Highly comparable to Fresh Wave on plant-based positioning and DTC-plus-mass-retail distribution.
- The Laundress: The Laundress (now under Unilever/SEB) sells premium, plant-based laundry detergents, fabric sprays, and home fragrances. Comparable to Fresh Wave on the laundry-booster and fabric-spray SKUs and on premium natural positioning.
Emerging players
- Biokleen: Biokleen produces plant-based, eco-friendly household cleaners and laundry products. Comparable to Fresh Wave's eco-friendly, plant-based narrative though it skews more toward cleaning agents than continuous-release odor-control formats.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fresh Wave social profiles
Digital presenceFresh Wave financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fresh Wave leadership team
Management profileNumber of profiles
Fresh Wave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fresh Wave M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fresh Wave
What does Fresh Wave do?
Fresh Wave manufactures and sells a line of plant-based household odor elimination products, including continuous-release gel jars and bulk refills, air and fabric sprays, laundry boosters, small-space packs, vacuum beads, and scented candles. Products are formulated to absorb (rather than mask) odors from pets, smoke, sports gear, babies, kitchens, bathrooms, cars, and general living spaces, and are sold directly to consumers online and in physical stores.
Is Fresh Wave a public or private company?
Fresh Wave is a private company. It is classified as unknown and is currently operating.
When was Fresh Wave founded?
Fresh Wave was founded in -1. It employs 51 to 100 people.
Where is Fresh Wave based?
Fresh Wave is headquartered in Long Grove, United States, in the North America region.
How does Fresh Wave make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are refill Sales.
Who are Fresh Wave's main competitors?
Broad incumbents on record are Febreze (Procter & Gamble), Better Homes & Gardens (Walmart) Air Care, Air Wick (Reckitt) and Glade (SC Johnson). Direct peers are Enviroscent, Mrs. Meyer's Clean Day, Puracy, Method Products and The Laundress. Biokleen is listed as an emerging player.
Does Fresh Wave have an API?
No public API is recorded for Fresh Wave.
What industry is Fresh Wave in?
Fresh Wave's product category is Household Odor Elimination Products. Its primary akta.pro industry code is CRAJAEAF, Odor Eliminators & Neutralizers (Non-fragrance), with a secondary code of CRAJAEAA, Aerosol Air Fresheners & Sprays. Its NAICS code is 32561 and its SIC code is 2840.