INEOS Hygienics

What INEOS Hygienics does

INEOS Hygienics, traded under the consumer-facing name 'INEOS Science + Performance', is a UK-based home care and personal hygiene brand founded in 2020 by Sir Jim Ratcliffe during the COVID-19 sanitiser shortage. Initially producing hand sanitiser for the UK NHS and other European health services on a not-for-profit basis, the company scaled to six factories across Europe within ten days and reached a run rate of one million bottles per month across the UK, Germany, France, and the US. After the acute demand was met, the business extended into a five-category consumer product portfolio: Household Cleaning (Multi-Room Cleaners and Wipes), Laundry (Non Bio Liquids, Capsules, Fabric Conditioner), Washing Up Liquid, Hand Wash, and Sanitiser (Gels, Sprays, and Cleansing Wipes). All products are built on a plant-based formulation platform that uses INEOS' proprietary Active Fragrance Technology with phytoncides, organised through the trademarked 'INEOS Fragrance Laboratory' system that maps 56 fragrance combinations to five benefit categories (Stress Relieving, Calming, Uplifting, Rejuvenating, Energising). Products are tested to EN1276, EN1500, EN1650, EN14476 and EN13697 antibacterial/antiviral standards where applicable, and the brand holds Leaping Bunny cruelty-free certification across both Household and Hand Wash ranges.

The core technology stack is therefore a chemical/formulation and supply-chain capability rather than a software or AI stack: pharmacopeia-grade alcohol (70% in gels, 75% in sprays), plant-derived surfactants, recyclable and refillable packaging, and biodegradable plant-fibre wipes. Operations are run through We Are Rise Brands from Newton Aycliffe, UK, while the brand sits under INEOS Group, a global petrochemicals conglomerate that provides manufacturing procurement, capital backing, and brand credibility. The company has no external funding rounds disclosed and operates as a privately held subsidiary venture.

Revenue is generated through a hybrid direct-to-consumer and retail-channel model: an owned e-commerce storefront on ineoshygienics.com, presence across every major UK grocery chain (Sainsbury's, Tesco, ASDA, Morrisons, Waitrose, Ocado), the Boots pharmacy chain, and the Amazon UK marketplace, plus a nascent B2B commercial line anchored by the INEOS Pro Dispenser for hospitality venues. Pricing is set at the retailer level and not publicly disclosed by the company. Customer segments are dominated by health-conscious general consumers in the UK and Republic of Ireland, with non-primary segments including hospitality venues and institutional/healthcare accounts. Marketing combines own-content (Content Hub blog), organic social (Instagram, Facebook, TikTok), the INEOS Go Humans Academy streaming service with 1851 Trust school outreach, athlete sponsorships (New Zealand All Blacks, INEOS Britannia, Black Ferns), and retailer-executed in-store activations. Recent strategic activity is concentrated in 2025: a June Sicilian Lemon + Cypress fragrance launch, a September packaging redesign across Cleaning and Laundry, and a November category-first shelf-tray rollout in 250 Sainsbury's superstores with a 'Smell Me' sampling panel.

Name

INEOS Hygienics

Legal name

INEOS Hygienics

Website

https://ineoshygienics.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

INEOS Hygienics is a UK-based home care and hygiene brand founded in 2020 by Sir Jim Ratcliffe, selling plant-based household cleaning, laundry, washing up, hand wash, and sanitiser products through major UK retailers and owned e-commerce.

Ownership category

akta.pro rank

Product category

Home Care and Hygiene Products

NAICS

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

SIC

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

akta.pro primary industry

Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

akta.pro secondary industries

Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF), Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Hand sanitiser products
• Household cleaning supplies
• Laundry care products
• Hand wash soap
• Plant-based hygiene

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: INEOS sells its full range of hygiene and cleaning products directly to consumers through its e-commerce website, offering household cleaning, laundry, washing up liquid, hand wash, and sanitiser products.
2. Retail Distribution: Products are distributed through major UK retailers including Sainsbury's, Tesco, ASDA, Morrisons, Waitrose, Ocado, Boots, and Amazon. This B2B2C model generates revenue through wholesale relationships with retailers.
3. B2B/Commercial Sanitiser Products: INEOS offers commercial products including the INEOS Pro Dispenser for hospitality venues and businesses, addressing B2B demand for professional-grade hand hygiene solutions.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

INEOS Hygienics manufactures and sells plant-based hygiene and home care products including alcohol-based hand sanitisers (gels and sprays), moisturising hand washes, antibacterial multi-room cleaners and wipes, non-bio laundry liquids and capsules, fabric conditioners, and 2-in-1 washing up liquids. The brand's signature Active Fragrance Technology with phytoncides combines functional cleaning with mood-enhancing fragrance benefits, organised through the proprietary INEOS Fragrance Laboratory.

Product overview

INEOS Hygienics (also called INEOS Science + Performance) is a home care and hygiene products brand founded in 2020 by Sir Jim Ratcliffe. The company offers a portfolio of five core product categories: Household Cleaning (Multi-Room Cleaners and Wipes), Laundry (Non Bio Laundry Liquids, Capsules, and Fabric Conditioners), Washing Up Liquid, Hand Wash, and Sanitiser (Gels, Sprays, and Cleansing Wipes). All products feature plant-based formulations with the brand's signature Active Fragrance Technology incorporating phytoncides for performance-enhancing wellbeing benefits. The INEOS Fragrance Laboratory organizes 56 fragrance combinations across five benefit categories (Stress Relieving, Calming, Uplifting, Rejuvenating, Energising), allowing consumers to match fragrances to desired mood outcomes. Products are cruelty-free (Leaping Bunny certified), predominantly vegan, and sold across major UK retailers including Sainsbury's, Tesco, ASDA, Boots, Morrisons, Waitrose, Ocado, and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Skin Science by INEOS: A range of personal care products featuring the same fragrance technology as the home care range, available at thescienceofskin.uk
• INEOS Go Humans Academy

Products and services

• INEOS Antibac Multi-Room Cleaner Antibacterial multi-room spray cleaner made with plant-based cleansers that kills 99.9% of bacteria and viruses. Available in multiple fragrances including Rhubarb + Pomegranate, Sea Minerals + Wild Jasmine, Sicilian Lemon + Cypress, and Bergamot + Cedarwood.
• INEOS Antibac Multi-Room Wipes Thick, plant-based cleaning wipes made with 100% renewable plant fibres that kill 99.9% of bacteria and viruses. Biodegradable within 12 weeks. Available in multiple fragrances.
• INEOS Non Bio Laundry Liquid Concentrated non-biological laundry detergent made with plant-based cleansers that removes stains without animal enzymes. Effective at 20°C and in short cycles. Available in multiple fragrances including Rhubarb + Pomegranate, Sea Minerals + Wild Jasmine, and Cotton + Linen Breeze for sensitive skin.
• INEOS Non Bio Laundry Capsules Pre-measured, 100% soluble non-biological laundry capsules delivering high-performance cleaning in a convenient, mess-free format. Available in Rhubarb + Pomegranate and Geranium + Birch fragrances.

Quantifiable outcome

• 80% of users felt their skin was softer and more moisturised after using INEOS hand wash
• +2 more outcomes

Named customers2 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

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Sainsbury'scoreChannel Partner/ Reseller/ Distributor · 24 November 2025INEOS implemented new Household Cleaning shelf trays in 250 larger format Sainsbury's superstores nationwide. This is a category first for the retailer, merchandising both Multi-Purpose Cleaning Spray and Cleaning Wipes together on shelf. The trays feature an innovative 'Smell Me' activation allowing consumers to trial fragrances before purchase.
• 1851 TrustminorStrategic or Co-development PartnerINEOS partnered with 1851 Trust, an organisation that works with schools and teachers to show INEOS Go Humans Academy masterclasses to students and develop lessons and activities around them to support youth development.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Seventh Generation: Established North American plant-based cleaning and laundry brand owned by Unilever. Comparable plant-based, cruelty-free, and efficacy-credentialed CPG platform but at meaningfully larger scale and broader geographic distribution than INEOS.
• Ecover: European ecological cleaning and laundry brand (now part of Method/Ecover under SC Johnson) with plant-based, biodegradable formulations. Comparable sustainability-led positioning across multi-surface, laundry, and dishwash categories at incumbent scale.
• Reckitt (Dettol / Finish / Vanish): Global CPG incumbent whose Dettol sanitiser brand is the dominant hospital-grade hygiene reference point cited in INEOS positioning. Competes directly with INEOS sanitiser, Pro Dispenser, and surface-cleaner SKUs across UK retail and B2B hospitality.
• PZ Cussons (Carex / Original Source): UK-listed personal care and hygiene manufacturer whose Carex hand wash and sanitiser lines compete directly with INEOS hand wash and sanitiser SKUs in UK grocery and pharmacy channels. Established incumbent in overlapping hand hygiene category.

Regional players

• Astonish: UK-based cleaning brand with strong value-tier presence in multi-surface cleaners, laundry, and dishwash across UK supermarkets. Comparable product mix but lower price positioning than INEOS, serving as the more affordable regional peer benchmark.

Direct peers

• The Pink Stuff: Viral UK cleaning brand spanning multi-surface sprays, bathroom cleaners, and laundry products sold across all major UK supermarkets. Direct peer demonstrating the challenger-brand trajectory in UK cleaning aisles that INEOS Hygienics is pursuing.
• Method Products: Pioneer of plant-based, design-led home cleaning products with biodegradable formulations and bold fragrance branding. Closest direct peer to INEOS on positioning — premium, plant-based, fragrance-forward cleaning across multi-surface, dish, and laundry categories.
• Faith in Nature: UK-based natural personal care and household brand covering hand wash, body care, and cleaning with plant-based formulations and fragrance variety. Direct peer with overlapping hand wash, sanitiser, and surface cleaner categories.
• Purdy & Figg: UK challenger brand selling plant-based multi-surface cleaners, washing-up liquids, and hand washes with curated fragrance storytelling. Direct peer with similar science-plus-wellness positioning, premium price point, and DTC + UK retail distribution model.
• Bio-D: UK-based manufacturer of plant-based, hypoallergenic cleaning, laundry, and personal care products with cruelty-free certification. Direct peer operating in overlapping UK grocery and independent channels with comparable sustainability-led value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/INEOSHygienics
• Facebookfacebook.com/INEOSGOHUMANS
• Instagraminstagram.com/ineoshome
• TikToktiktok.com/@ineosgohumans
• LinkedInlinkedin.com/company/ineoshygienics

Compliance2 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 INEOS Hygienics