Citrus Magic

What Citrus Magic does

Citrus Magic is a U.S. consumer brand of Beaumont Products, Inc., founded in 1991 by Hank Picken and headquartered in Kennesaw, Georgia. The company develops and markets natural, citrus-based household products spanning odor-eliminating sprays, solid air fresheners, all-purpose cleaners, disinfectant sprays, stain removers, and moisture absorbers, with sub-lines targeted at pets, automobiles, and closets. Its core technical platform centers on proprietary citrus-derived chemistry, including the DEOessence blend, probiotic formulations, and vegetable enzymes, paired with patented 360Dispense packaging for spray products. The company also offers a USDA-certified organic spray line and a broader Herbaceous Collection beyond its original citrus positioning.

The business operates as a mass-market CPG brand, distributing through more than 120,000 retail points in the United States, anchored by national mass and grocery retailers (Walmart, Target) and major e-commerce platforms (Amazon). It has expanded into quick-commerce and specialty channels such as Instacart and Vitacart, alongside direct-to-consumer e-commerce. The customer base is the long-tail of U.S. household consumers, pet owners, and rideshare/auto users, with no disclosed enterprise or B2B anchor accounts.

Citrus Magic is a privately held, veteran-founded company with 51-100 employees and no disclosed external funding rounds or institutional investors. Growth is being pursued through product-line extension, channel diversification, and adjacency expansion into household cleaning, rather than through M&A, geographic internationalization, or technology-platform plays. The company carries certifications including USDA Organic and CARB compliance, which function as regulatory trust signals in the natural household-care category.

Name

Citrus Magic

Legal name

Beaumont Products, Inc.

Website

https://citrusmagic.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Home Air Care & Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Home air care
• Natural air fresheners
• Odor eliminators
• Moisture absorbers
• Household cleaners

Headquarters

HQ city

Kennesaw

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, Personnel, Marketing or Sales

Revenue model

1. Consumer Air Freshener Products: One-time purchase model for spray and solid air freshener products sold through retail channels and direct-to-consumer e-commerce. Products include various scent variants in different sizes (1.36oz, 3oz, 6oz, 8oz) and formulations (standard, organic, herbaceous).

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Citrus Magic manufactures and markets a branded line of citrus-based home care products, including aerosol and solid air fresheners, odor eliminators, moisture absorbers, all-purpose and specialty cleaners, and laundry/fabric-care items. Products are sold under the Citrus Magic brand to end consumers through mass-market retailers and online marketplaces. The portfolio is built around naturally inspired, citrus-derived formulations and proprietary odor-neutralization technology.

Product overview

Citrus Magic is a citrus-based air care brand offering a comprehensive portfolio of odor-eliminating products. The core product lines include Odor Eliminating Air Freshener Sprays (with standard, organic, herbaceous, auto, and pet-specific variants), Solid Air Fresheners (for at-home, auto, closet, and pet use), Cleaning Products (all-purpose cleaners, disinfectants, and stain removers), and Moisture Absorbers. All products leverage real citrus ingredients and natural odor-elimination technology rather than masking odors. The brand operates as a single unified portfolio under the Citrus Magic name, with sub-lines differentiated by use case (home, auto, pet, closet) and formulation type (standard, organic, herbaceous). The company was founded in 1991 and is owned by Beaumont Products, Inc.

Differentiator

Problem solved

Functional benefit

Products and services

• Citrus Magic Air Freshener Sprays Aerosol and pump air freshener sprays formulated with citrus-derived fragrance and odor-neutralizing ingredients for everyday room freshening in kitchens, bathrooms, and living areas. Sold to U.S. household consumers through mass-market retail and online channels.
• Citrus Magic Solid Air Fresheners Long-lasting solid and gel air fresheners that provide continuous citrus-based odor neutralization in small spaces such as bathrooms, closets, and trash areas. Targeted at everyday household consumers.
• Citrus Magic Odor Eliminators Targeted odor-elimination products that use proprietary DEOessence technology to neutralize odors rather than mask them. Designed for households dealing with persistent smells from pets, smoke, cooking, and other common sources.
• Citrus Magic Moisture Absorbers Moisture- and humidity-absorbing products (such as DampRid-style pouches and tubs) that pull excess moisture from enclosed spaces to help prevent mildew, odors, and dampness. Targeted at U.S. household consumers for use in closets, bathrooms, basements, and storage areas.
• Citrus Magic All-Purpose & Specialty Cleaners Citrus- and probiotic-based household cleaners, including all-purpose and specialty surface-cleaning formulations, designed to clean effectively while aligning with the brand's naturally inspired ingredient positioning. Sold to U.S. household consumers through retail and online channels.

Quantifiable outcome

• Products last up to 4 times longer than conventional sprays due to 100% active ingredients with no water or propellants
• +2 more outcomes

Named customers2 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

Feature7 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Method Products: Method is a design-led, naturally-derived cleaning and air care brand (now under Ecover/People Against Dirty). Competes with Citrus Magic's cleaning line and herbaceous spray collection on natural-ingredient positioning and premium retail placement.
• Febreze (Procter & Gamble): Febreze is the dominant mass-market odor-eliminating spray brand from P&G. It directly competes with Citrus Magic in the same air care category, sold in the same major retailers (Walmart, Target, Amazon) and positioning on odor elimination rather than masking.
• Seventh Generation: Seventh Generation is a Unilever-owned plant-based home care brand spanning cleaners, paper, and air care. Closely comparable on the clean/natural platform and USDA-style ingredient transparency claims, competing for the same wellness-focused household shopper.
• Mrs. Meyer's Clean Day (SC Johnson): Mrs. Meyer's is SC Johnson's natural-ingredient home care brand, including air fresheners. Closest incumbent competitor to Citrus Magic on the "naturally derived / better-for-you" positioning, sharing the same retail shelf and consumer demographic.
• Glade (SC Johnson): Glade is a flagship SC Johnson air freshener line with sprays, solids, and plugins spanning candles and plug-ins. Directly comparable product form factors and distribution channels to Citrus Magic's sprays and solid air fresheners.
• Air Wick (Reckitt): Air Wick is a Reckitt-owned air freshener brand with sprays, oils, and warmer products. Sells through the same national retailers and competes head-to-head with Citrus Magic in the spray and solid freshener categories.
• Renuzit (Henkel/formerly Dial): Renuzit is a long-standing solid air freshener brand with adjustable intensity cones. Directly comparable to Citrus Magic's solid air freshener line, including price-tier positioning in mass retail.

Broad incumbents

• Yankee Candle (Newell Brands): Yankee Candle is a Newell-owned home fragrance brand spanning candles, car fresheners, and plug-ins. Overlaps with Citrus Magic's auto spray and seasonal scent collections in the home fragrance purchase occasion.

Emerging players

• Puracy: Puracy is a smaller plant-based home care brand (cleaners, hand soap, laundry) with a direct-to-consumer and Amazon-heavy distribution model. Comparable to Citrus Magic on natural-ingredient positioning and overlapping product categories (cleaners, pet).

Regional players

• Better Homes & Gardens Air Freshener (Walmart private label): Walmart's Better Homes & Gardens air freshener line is the dominant private-label competitor on the same retail shelf where Citrus Magic is featured. Comparable form factors (sprays, solids) at lower price points directly threaten Citrus Magic's mid-tier positioning in Walmart stores.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheRealCitrusMagic
• Facebookfacebook.com/citrusmagic
• Instagraminstagram.com/thecitrusmagic
• TikToktiktok.com/@citrusmagic
• Pinterestpinterest.com/The_Citrus_Magic
• Xx.com/thecitrusmagic
• LinkedInlinkedin.com/company/citrus-magic

Compliance6 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 Citrus Magic