Febreze

What Febreze does

Febreze is a mass-market consumer packaged goods brand wholly owned by The Procter & Gamble Company (NYSE: PG), headquartered in Cincinnati, Ohio. The brand manufactures and sells a platform of air-freshening and odor-elimination products spanning eight format categories: Febreze AIR (room spray), Febreze PLUG and PLUG Scent Booster (plug-in air fresheners with adjustable scent control), Febreze FABRIC and Touch (fabric refreshers), Febreze CAR (vent-clip fresheners), Febreze BATHROOM (bathroom-specific devices), Febreze CANDLES (scented pillar candles), Febreze PET (pet-owner variants), and Febreze TRASH Odor Fighter (kitchen waste devices). At the technology layer, Febreze's products are built around Odor-Clear Technology, which uses cyclodextrin — a starch molecule derived from corn, cassava, and potatoes and discovered by a P&G scientist in 1994 — to trap and lock away odor molecules rather than masking them. Aerosol formats use 100% natural nitrogen propellant in place of flammable hydrocarbons, and the brand's ingredient portfolio includes sodium citrate, sodium maleate, and polyamine polymer formulations tuned to neutralize specific odor classes.

Febreze generates revenue through consumer product sales distributed across mass-market retail channels — primarily Target, Walmart, and Amazon in the US — with e-commerce also operated through febreze.com. Products are priced for accessibility, with MSRP starting at $3.99 for standard AIR, PLUG, CAR, and FABRIC SKUs and approximately $5.94 for the TRASH Odor Fighter starter kit; premium Luxe and Heavy Duty variants occupy higher price tiers. The brand sells in 12+ countries spanning North America, Europe, Asia, and Oceania, leveraging P&G's global distribution infrastructure. Marketing is delivered through P&G's consumer channels, including organic social (Facebook, Twitter, YouTube, Pinterest), brand-website content (tips, articles, how-to guides), retail in-store activation, and the P&G Good Everyday savings platform. Annual product cycles include the Scent of the Year program — in its fifth edition for 2026 with 'Tranquil Cyprus Coves' — which functions as a brand-equity and premiumization lever. Febreze serves general consumer households as its primary horizontal segment, with secondary targets including pet owners and wellness/self-care-oriented consumers seeking intentional home atmospheres.

Name

Febreze

Legal name

Procter & Gamble

Website

https://febreze.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Febreze is a Procter & Gamble-owned mass-market brand that sells air fresheners, fabric refreshers, plug-in devices, candles, and pet and trash odor fighters built on cyclodextrin-based Odor-Clear Technology, serving general consumer households across 12+ countries through major retailers and e-commerce.

Ownership category

akta.pro rank

Product category

Home Air Fresheners

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), 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

Aerosol Air Fresheners & Sprays (CRAJAEAA)

akta.pro secondary industries

Odor Eliminators & Neutralizers (Non-fragrance) (CRAJAEAF), Carpet & Fabric Protectants & Stain Repellents (CRAJALAG), Specialty Surface Disinfectants (Mold/Mildew, Bathroom, Multi-surface) (CRAJANAJ)

Keywords

• Home air fresheners
• Odor elimination products
• Fabric refreshers
• Plug-in air fresheners
• Consumer fragrance products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Febreze generates revenue through the sale of air fresheners, odor-fighting products, and related consumables across multiple product formats including sprays, plug-ins, car fresheners, fabric refreshers, candles, and trash odor fighters. Products are sold at mass-market retail price points starting at $3.99 MSRP.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Febreze manufactures and sells a multi-format portfolio of air fresheners and odor-fighting consumer products for the home and on-the-go use. Core product lines include Febreze AIR (room mist sprays), Febreze PLUG and PLUG Scent Booster (adjustable plug-in air fresheners), Febreze FABRIC and Touch (fabric refreshers), Febreze CAR (car vent clips), Febreze BATHROOM (bathroom-specific fresheners), Febreze CANDLES (scented pillar candles), Febreze PET (pet odor fighters), and Febreze TRASH Odor Fighter (trash can odor devices). All products are built on Febreze's proprietary cyclodextrin-based Odor-Clear Technology, with room sprays using 100% natural nitrogen propellant.

Product overview

Febreze is an air freshener and odor-fighting product brand owned by Procter & Gamble. The product portfolio consists of a platform of complementary delivery formats that work together to provide whole-home freshness: Febreze AIR (room spray), Febreze PLUG and PLUG Scent Booster (plug-in air fresheners with adjustable scent control), Febreze FABRIC and Touch (fabric refreshers), Febreze CAR (car vent clips), Febreze BATHROOM (bathroom-specific freshness), Febreze CANDLES (scented pillar candles), Febreze PET (pet odor fighters), and Febreze TRASH Odor Fighter (trash can freshness devices). The brand also maintains the annual Scent of the Year program featuring signature fragrances like Tranquil Cyprus Coves (2026) and Vanilla Suede (2025). Products use Febreze Odor-Clear Technology with cyclodextrin-based odor trapping and 100% natural nitrogen propellant in sprays. With over 200 products across various scent families including citrus/fruity, floral/sweet, fresh/airy, holiday, spring, luxe, and heavy duty formulations, the brand serves mass-market consumers seeking home and on-the-go odor elimination.

Differentiator

Problem solved

Functional benefit

Products and services

• Febreze AIR Room freshener spray providing instant odor fighting and long-lasting freshness. Uses 100% natural nitrogen propellant and delivers up to six hours of freshness through a super fine mist that stays in the air longer. Designed for mass-market consumer households seeking whole-room freshness.
• Febreze PLUG Plug-in air freshener with adjustable scent control. Features fresh technology allowing users to set preferred freshness levels, available with a variety of scented oil refills for continuous home fragrance.
• Febreze PLUG Scent Booster Long-lasting scent booster air freshener with adjustable scent control. Uses plug-in warmer technology with scented oil refills, designed to deliver extended continuous freshness in the home.
• Febreze FABRIC Fabric refresher spray that instantly fights fabric odors without washing. Uses Febreze Odor-Clear Technology with cyclodextrin to trap and eliminate odors from fabrics, the original product that launched the Febreze brand.
• Febreze CAR Car vent clip freshener providing adjustable freshness on the go. Clips onto vehicle air vents to deliver consistent fragrance while driving, targeting consumers who want on-the-go odor elimination beyond the home.
• Febreze BATHROOM Bathroom-specific air freshener providing up to 45 days of freshness. Designed to combat bathroom odors continuously and keep the space smelling fresh between manual applications.
• Febreze CANDLES Scented pillar candles offering cozy, chic home fragrance. Available in various scents including floral, fresh, and luxe varieties for consumers seeking decorative and atmospheric fragrance delivery.
• Febreze PET Pet odor fighter product line specifically formulated to eliminate pet-related odors. Includes fabric, air, and bathroom variants designed for the unique needs of homes with dogs, cats, and other animals.
• Febreze TRASH Odor Fighter Trash can odor fighter designed to reduce up to 99% of trash odors in kitchen garbage cans. Compact device delivering 45 days of continuous freshness, compatible with various bin types using 3M tape. For mass-market consumers seeking continuous kitchen odor control.
• Febreze Touch Touch fabric spray offering on-the-go fabric refreshing with a convenient application method, designed for consumers who need quick fabric freshening outside of full laundering cycles.
• Febreze Scent of the Year Collection Annual fragrance collection featuring the company's signature Scent of the Year. Includes 2026 Tranquil Cyprus Coves (citrus, nectarine, sea breeze), 2025 Vanilla Suede (alpine, wildflower, cedar), and 2024 Romance & Desire (champagne spritz, pink rose petals) — all part of the Premium Destinations Collection.

Quantifiable outcome

• Reduces up to 99% of trash odors
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Mrs. Meyer's Clean Day: Mrs. Meyer's (SC Johnson) is an emerging natural/home fragrance brand offering air fresheners and cleaning products with garden-inspired scents. Overlaps with Febreze's eco-friendly product direction and targets similar wellness-focused consumers.
• Method Products: Method (Ecover, acquired by SC Johnson) offers design-forward, naturally-derived home cleaning and air-care products. Overlaps with Febreze in air freshener and surface care, particularly for sustainability-minded consumers.

Broad incumbents

• Lysol: Lysol (Reckitt) is a broader cleaning and disinfection brand whose surface disinfectant and bathroom product lines overlap with Febreze's bathroom and surface-care positioning. A broader incumbent with deeper disinfection moat but less specialized air-care focus.
• Yankee Candle: Yankee Candle (Newell Brands) is a leading home fragrance brand with strong candle positioning and a growing air-care line. Competes with Febreze CANDLES and PLUG formats at slightly more premium price points.
• Bath & Body Works: Bath & Body Works is a broader home fragrance and personal-care retailer with strong candle and room spray lines. Competes with Febreze in home fragrance gifting and lifestyle categories at slightly premium price tiers.
• Pledge (SC Johnson): Pledge (SC Johnson) is a household cleaning and dusting brand whose surface-care and air-freshening products overlap with Febreze BATHROOM and FABRIC categories. Operates in adjacent cleaning sub-categories within the same retail set.

Direct peers

• Renuzit: Renuzit (Henkel) is a long-standing mass-market air freshener brand focused on adjustable gel-based air fresheners and sprays. Competes with Febreze in mass retail at similar price points, particularly in the low-cost segment.
• Air Wick: Air Wick (Reckitt) offers air fresheners, plug-ins, sprays, and essential-oil-based products in the same mass-market channels as Febreze. Comparable product breadth (AIR, Plug, CAR, Candle) and direct competition for the same household-odor use cases.
• Glade: Glade is SC Johnson's flagship air freshener brand, offering aerosol sprays, plug-ins, candles, and automatic sprays. It is the most direct head-to-head competitor to Febreze in mass-market air care with similar product formats, retail channels, and price points.

Others

• Doterra: Doterra is an essential oils and wellness brand whose diffusers and natural home fragrance products overlap with Febreze's PLUG and AIR formats among wellness-driven consumers. Serves as an adjacent ecosystem player in home aromatherapy rather than a direct mass-market competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Febreze_Fresh
• YouTubeyoutube.com/user/febreze
• Facebookfacebook.com/febreze
• Pinterestpinterest.com/FebrezeUS
• LinkedInlinkedin.com/company/febreze

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 Febreze