9 Elements

What 9 Elements does

9 Elements is a U.S. consumer goods brand that formulates and markets a vinegar-powered laundry detergent line under a strict 'never more than 9 ingredients' formulation philosophy. The core product line consists of four fragrance variants — Citrus, Eucalyptus, Lavender, and Unscented — sold in 65 fl oz and 92 fl oz sizes. Each variant is positioned around low-pH, plant-based cleansing designed to address three converging consumer pain points: irritation from conventional detergent additives, hard-water residue buildup, and the loss of cleaning efficacy when standard household vinegar is diluted with water.

Technically, the differentiation rests on a concentrated vinegar-powered formula claimed to deliver the cleaning equivalent of five cups of vinegar per bottle, while remaining compatible with cold-water cycles and high-efficiency machines. The formulas are free of artificial preservatives, dyes, thickeners, and brighteners, and carry the EPA Safer Choice label and USDA Certified Biobased Product certification. The company was founded by scientists Sunny and Sarah, motivated by Sunny's chronic health condition and Sarah's newborn's severe skin rashes, which led them to pursue limited-ingredient, plant-based cleaning chemistry.

Commercially, 9 Elements sells direct-to-consumer through nine-elements.com and distributes through physical retail stores and major online retailers in the United States. It is wholly owned and operated by Procter & Gamble, leveraging P&G's manufacturing, retail relationships, and consumer-product supply chain. Pricing is not publicly disclosed, marketing is concentrated on organic Instagram and Facebook channels, and the geographic footprint is restricted to the U.S. The brand serves health-conscious consumers with sensitive skin, eco-conscious shoppers, pet-owning households, and buyers in hard-water regions — a horizontal segmentation approach within a single product category.

Name

9 Elements

Legal name

9 Elements (Brand of Procter & Gamble)

Website

https://nine-elements.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

9 Elements is a Procter & Gamble-owned CPG brand selling a vinegar-powered laundry detergent line in four fragrance variants, formulated with never more than nine ingredients for sensitive-skin and eco-conscious U.S. consumers through retail and DTC channels.

Ownership category

akta.pro rank

Product category

Laundry Detergents

NAICS

Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

Keywords

• Laundry detergents
• Vinegar-powered cleaners
• Eco-friendly cleaning
• Sensitive skin detergents
• Plant-based cleaners

Headquarters

HQ city

Ohio

HQ country

United States

HQ region

North America

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. Laundry Detergent Sales: Direct sales of vinegar-powered laundry detergent products through retail stores and online channels. Products are available in four variants: Citrus, Eucalyptus, Lavender, and Unscented. Sold in 65 fl oz and 92 fl oz bottle sizes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

9 Elements manufactures and sells vinegar-powered laundry detergents formulated with no more than 9 ingredients per product. The line is offered in four scent variants (Citrus, Eucalyptus, Lavender, Unscented) in 65 fl oz and 92 fl oz sizes, and is positioned for health-conscious and eco-conscious consumers seeking effective cleaning without harsh chemicals, dyes, or artificial preservatives. The brand is owned and operated by Procter & Gamble.

Product overview

9 Elements is a cleaning product brand owned by Procter & Gamble, offering a line of vinegar-powered laundry detergents with four distinct variants: Citrus, Eucalyptus, Lavender, and Unscented. Each product contains never more than 9 simple ingredients, featuring plant-based cleaning agents and avoiding artificial preservatives, dyes, thickeners, and brighteners. The product line is EPA Safer Choice certified and USDA Certified Biobased, positioning itself as an eco-friendly and sensitive-skin-friendly cleaning solution. Founded by scientists Sunny and Sarah who developed these limited-ingredient, plant-based formulas to address skin sensitivities.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Concentrated formula equivalent to 5 cups of vinegar in one bottle
• +2 more outcomes

Named customers3 records

Segments3 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

One partnership is on record.

• Procter & Gambleparent_companyOthers9 Elements is a brand owned and operated by Procter & Gamble (P&G). The company leverages P&G's manufacturing, distribution, and retail relationships to bring eco-friendly limited-ingredient cleaning products to market. The footer states '© 2026 Procter & Gamble'.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Honest Company: Household and personal care brand with a limited-ingredient, sensitive-skin and eco positioning; laundry and home-cleaning SKUs overlap directly with 9 Elements' target consumers.
• Seventh Generation: Plant-based, EPA Safer Choice-certified laundry detergent brand targeting eco-conscious and sensitive-skin consumers; competes with 9 Elements in the same eco-clean retail aisle with a similar ingredient-transparency positioning.
• Mrs. Meyer's Clean Day: Cruelty-free, garden-inspired laundry and home-care brand owned by P&G; competes head-to-head with 9 Elements inside P&G's eco portfolio and on retail shelves, sharing the same parent-company distribution.
• Ecover: Plant-based, biodegradable laundry detergent and cleaning brand selling through natural and conventional retail; directly comparable eco-clean positioning and product format to 9 Elements.

Emerging players

• Dropps: Direct-to-consumer eco-friendly laundry detergent and stain-remover brand selling pods and liquid detergents online; comparable eco-and-clean-ingredients positioning targeting a similar consumer.
• Branch Basics: Concentrated, non-toxic, fragrance-free laundry and home-care brand with an ingredient-minimalist philosophy; comparable minimal-ingredient, sensitive-skin positioning to 9 Elements' 9-ingredient cap.
• Puracy: Plant-based, natural laundry and home-cleaning brand focused on sensitive-skin and baby-safe use cases; overlaps with 9 Elements on ingredient transparency and consumer-segment targeting.
• Dr. Bronner's: Organic, fair-trade, plant-based soap and cleaning product company; overlaps in natural and sensitive-skin household cleaning, though not directly competing in liquid detergent (more castile soap).

Broad incumbents

• Tide (P&G): P&G's flagship laundry detergent brand with the largest US market share; 9 Elements is an eco-specialist brand riding alongside Tide under P&G's portfolio and competes for the same eco-conscious shopper at the margin.
• all (Henkel): Mass-market laundry detergent brand offering free-clear and sensitive variants with similar gentle/sensitive-skin and HE-machine positioning to 9 Elements, sitting on shelf across US retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nineelements
• Instagraminstagram.com/nine-elements
• LinkedInlinkedin.com/company/9-elements

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 9 Elements