Mr. Clean
Mr. Clean is a Procter & Gamble-owned household cleaning brand that manufactures and sells Magic Erasers, multi-surface liquids, Clean Freak sprays, and cleaning tools to mass-market household consumers across the U.S. and Canada.
- Company typePrivate
- Founded1958
- HeadquartersCincinnati, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mr. Clean does
Mr. Clean is a Procter & Gamble-owned household cleaning brand headquartered in Cincinnati, Ohio, with roots dating to 1958. The brand manufactures and supplies a portfolio of consumer cleaning products sold through major retailers across the United States and Canada, targeting general household consumers as its primary segment. It also serves an emerging beauty and wellness consumer segment through products positioned for self-care routines.
Mr. Clean firmographics
Firmographics- Name
- Mr. Clean
- Legal name
- Mr. Clean
- Website
- https://mrclean.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mr. Clean is a Procter & Gamble-owned household cleaning brand that manufactures and sells Magic Erasers, multi-surface liquids, Clean Freak sprays, and cleaning tools to mass-market household consumers across the U.S. and Canada.
- Ownership category
- akta.pro rank
Mr. Clean industry classification
Industry- Product category
- Household Cleaning Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561), Broom, Brush, and Mop Manufacturing (339994)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
- akta.pro secondary industries
- Kitchen & Household Sponges, Scrubbers & Scouring Pads (CRAJAGAJ), Sponges, Scouring Pads & Scrubbers (CRAJAIAC), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF)
Keywords
Where Mr. Clean is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mr. Clean business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D
Revenue model
- Consumer Cleaning Products Sales: Mr. Clean generates revenue through the sale of its consumer cleaning products including Magic Erasers, Multi-Surface Liquids, Multi-Purpose Sprays, and Cleaning Tools through retail distribution channels. Products are sold as consumables at major retailers nationwide.
- Coupons and Rewards Program: The brand offers P&G Good Everyday rewards program for USA and Canada where consumers can sign up for coupons, free samples, sweepstakes, and gift cards, driving customer retention and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Magic Eraser products available in multiple pack sizes |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Mr. Clean product offering
Product offeringCore offering
Mr. Clean manufactures and sells consumer household cleaning products including its proprietary Durafoam Magic Eraser melamine sponge line, 2X concentrated multi-surface liquid cleaners, Clean Freak multi-purpose spray cleaners, and the Shower & Tub Scrubber cleaning tool. The portfolio addresses kitchen grease, bathroom soap scum, scuff marks, and general household messes, sold primarily through mass retailers and P&G's e-commerce channels in the United States and Canada.
Product overview
Mr. Clean is a Procter & Gamble-owned household cleaning brand centered on its iconic Magic Eraser product line, the flagship Durafoam sponge technology that uses water-activated micro-scrubbers for cleaning various surfaces. The product portfolio includes three main categories: (1) Magic Erasers - foam cleaning sponges available in Kitchen Grease, Shower & Tub, and Whole Home variants in multiple scents; (2) Multi-Surface Liquids - concentrated all-purpose cleaners in various scents (Watermelon, Ocean, Hawaiian Aloha, Lavender, Unstopables, Gain, Meadows & Rain) plus an Antibacterial formula; and (3) Multi-Purpose Sprays - the Clean Freak line of spray cleaners including Kitchen, Bathroom, and Antibacterial variants. The brand also offers the Shower & Tub Scrubber tool and the Butler Tools sub-brand of cleaning implements. The Mr. Clean mascot is the central brand identity, and products leverage partnerships with Dawn (for grease-fighting power), Gain, Febreze, and Unstopables (for scents).
Differentiator
Problem solved
Functional benefit
Brands
- Magic Eraser: Mr. Clean's signature melamine foam cleaning product line that removes marks and stains with water alone.
- Clean Freak
- Mr. Clean Butler Tools
Products and services
- Mr. Clean Magic Eraser Sponge Whole Home Extra Durable XL Mr. Clean's longest-lasting Magic Eraser sponge with 75% more scrubbing power than standard Whole Home Extra Durable and 5X longer durability, designed for large tough messes on car wheels, patio furniture, grill grates, and other demanding surfaces inside and outside the home. Activated with water alone using water-activated micro-scrubbers.
- Mr. Clean Magic Eraser Sponge Whole Home Extra Durable Whole-home Magic Eraser sponge with water-activated micro-scrubbers that is 5X stronger than leading all-purpose bleach sprays and lasts 2X longer than other erasers. Cleans 150+ messes with water alone across the kitchen, bathroom, walls, and floors.
- Mr. Clean Magic Eraser Sponge Whole Home Classic Classic everyday Magic Eraser sponge designed for routine household messes, cleaning 100+ mess types with water alone. Activated by wetting, squeezing, and erasing without additional cleaners.
- Mr. Clean Magic Eraser Kitchen Grease Sponge Foaming Magic Eraser infused with the cleaning power of Dawn, activated with water alone to cut through 100% of kitchen grease and grime. Suitable for stovetops, microwaves, sinks, backsplashes, countertops, cabinets, and air fryers. Available in Clean Scent and Unstopables Fresh Scent.
- Mr. Clean Magic Eraser Sponge Shower & Tub Cleaner Foaming Magic Eraser for bathrooms infused with the cleaning power of Dawn, cutting through 100% of soap scum and grime. Delivers 10X cleaning power versus sprays and lasts 5X longer when used with the Shower & Tub Scrubber. Available in Lemon and Lavender scents.
- Mr. Clean Magic Eraser Shower & Tub Scrubber Starter Kit Cleaning tool featuring a 360-degree rotating head and built-in squeegee for streak-free finish, providing deep bathroom cleaning in half the time versus sprays. Starter kit includes 1 scrubber handle and 2 Lavender foaming Magic Erasers, and the erasers last 5X longer when used with the scrubber.
- Mr. Clean Multi-Surface Liquid Cleaners 2X concentrated all-purpose liquid cleaners that cut through 100% of dirt, grease and grime for use throughout the home including linoleum, tile, finished hardwood floors, toilets, bathtubs, sinks, and garbage cans outside. Available in Watermelon, Ocean, Hawaiian Aloha, Lavender, Unstopables Fresh, Gain Original Fresh, and Febreze Meadows & Rain scents. 2X concentrated formulas use 55% less plastic and 47% less water versus Mr. Clean Original.
- Mr. Clean Antibacterial Multi-Surface Cleaner Antibacterial all-purpose multi-surface cleaner that kills 99.9% of bacteria and viruses including SARS-CoV-2, Human Coronavirus, RSV, Influenza A Virus, Salmonella enterica, Staphylococcus aureus, and Candida albicans. Delivers 6-in-1 action as a cleaner, disinfectant, freshener, antifungal, deodorizer, and virucide, with Lemon Scent.
- Mr. Clean Clean Freak Multi-Purpose Spray Cleaner Multi-purpose spray cleaner line with Power Nozzle for large coverage that cuts grease and grime on contact. Effective on kitchen surfaces, backsplashes, shower tiles, glass stovetops, and stainless steel. Includes Kitchen, Bathroom (Grapefruit), and Antibacterial variants. Winner of Product of the Year award (Lemon Zest Scent).
- Mr. Clean Butler Tools Cleaning Tools Sub-brand of cleaning implements including bath and bowl brushes, mops, brooms, disposable and reusable gloves, cellulose sponges, sponge cloths, and scrubber sponges for comprehensive household cleaning across multiple surfaces and rooms.
Quantifiable outcome
- Shower & Tub Scrubber provides deep clean in half the time vs sprays
- +7 more outcomes
Companies that use Mr. Clean
Customer profileSegments2 records
Ideal customer profiles2 records
Mr. Clean technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mr. Clean partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Publicis Groupe / PGOne / MSLcorePublicis Groupe's PGOne team and MSL developed the Mr. Clean retirement/unretirement marketing campaign featuring animated press conference and social media activations, generating coverage from major news outlets.
- ZillowminorZillow partnered with P&G for the Maui property showcase as part of the Mr. Clean unretirement campaign, featuring a property promotion alongside the product launch.
- The MaidsminorThe Maids is a residential cleaning service that is the ONLY residential cleaning service trusted by Mr. Clean. Partnership positions Mr. Clean products as recommended for use with professional cleaning services.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Mr. Clean competitors and assessment
Company assessmentDirect peers
- Reckitt Benckiser (Lysol): Reckitt's Lysol brand competes head-to-head with Mr. Clean's Antibacterial cleaners and disinfecting products, particularly relevant given the bacterial/virucidal efficacy claims overlap. Reckitt operates globally and its surface cleaning products share the same retail channels and consumer occasions as Mr. Clean.
- Scotch-Brite (3M): Scotch-Brite is a direct competitor in household scrub sponges, scrubbers, and cleaning tools, including the classic green scrubber. The brand represents 3M's offering in the same Magic Eraser / foam sponge category and competes at retail shelf for share of scrubber purchases.
- Method Products (SC Johnson): Method Products is a direct competitor in naturally-derived, design-forward multi-purpose and bathroom cleaners targeted at premium and design-conscious consumers. Now owned by SC Johnson, Method represents the premium positioning that Mr. Clean's "Everything Shower" aesthetic pivot is moving toward.
- Clorox Company: Clorox manufactures Clorox bleach and a portfolio of household cleaning products directly competing with Mr. Clean's multi-surface cleaners and disinfectants. Headquartered in Oakland with nationwide retail distribution, Clorox represents the most direct large-scale competitor in the same shelf categories.
- O-Cedar (Freudenberg Household Products): O-Cedar is a direct competitor in household cleaning tools — mops, brooms, sponges, and scrubbers — overlapping directly with Mr. Clean Butler Tools sub-brand. The brand competes at retail for the same cleaning implement budget share.
- Seventh Generation (Unilever): Seventh Generation competes directly in plant-based, eco-friendly multi-purpose cleaners and disinfectants, addressing the same sustainability-minded consumer segment that Mr. Clean's concentrated formulas target. Owned by Unilever, the brand is a meaningful private-label alternative in natural cleaning.
Broad incumbents
- SC Johnson & Son: SC Johnson competes through Windex, Pledge, Mrs. Meyer's Clean Day, and Scrubbing Bubbles — all directly overlapping with Mr. Clean's multi-surface and specialty cleaners. As a privately held diversified CPG company, SC Johnson shares P&G-like scale and similar distribution dynamics in household cleaning.
- Colgate-Palmolive (Ajax, Palmolive): Colgate-Palmolive's Ajax dish soap and Palmolive cleaners directly overlap with Mr. Clean's dish and multi-surface cleaning products. As another diversified CPG major, Colgate-Palmolive shares retail relationships and competitive dynamics in the same household aisle as Mr. Clean.
- Henkel (Persil, all): Henkel competes through Persil, all, and other cleaning brands across categories overlapping Mr. Clean. As a major global household care player, Henkel provides direct competitive intelligence on international expansion possibilities and category innovation benchmarks relevant to Mr. Clean's trajectory.
Emerging players
- Scrub Daddy: Scrub Daddy is a direct competitor in the foam/sponge cleaning category, with viral Shark Tank-era growth and a tech-forward product line directly challenging Mr. Clean Magic Eraser. Represents the most visible emerging challenger in the core Magic Eraser category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Mr. Clean social profiles
Digital presenceMr. Clean compliance and trust
Trust signalCompliance1 record
Mr. Clean financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mr. Clean leadership team
Management profileNumber of profiles
Mr. Clean funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mr. Clean 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 Mr. Clean
What does Mr. Clean do?
Mr. Clean manufactures and sells consumer household cleaning products including its proprietary Durafoam Magic Eraser melamine sponge line, 2X concentrated multi-surface liquid cleaners, Clean Freak multi-purpose spray cleaners, and the Shower & Tub Scrubber cleaning tool. The portfolio addresses kitchen grease, bathroom soap scum, scuff marks, and general household messes, sold primarily through mass retailers and P&G's e-commerce channels in the United States and Canada.
Is Mr. Clean a public or private company?
Mr. Clean is a private company. It is classified as corporate owned and is currently operating.
When was Mr. Clean founded?
Mr. Clean was founded in 1958. It employs 11 to 50 people.
Where is Mr. Clean based?
Mr. Clean is headquartered in Cincinnati, United States, in the North America region.
How does Mr. Clean make money?
Two revenue lines are on record. Consumer Cleaning Products Sales are the primary driver. The others are coupons and Rewards Program.
Who are Mr. Clean's main competitors?
Direct peers on record are Reckitt Benckiser (Lysol), Scotch-Brite (3M), Method Products (SC Johnson), Clorox Company, O-Cedar (Freudenberg Household Products) and Seventh Generation (Unilever). Broad incumbents are SC Johnson & Son, Colgate-Palmolive (Ajax, Palmolive) and Henkel (Persil, all). Scrub Daddy is listed as an emerging player.
Does Mr. Clean have an API?
No public API is recorded for Mr. Clean.
What industry is Mr. Clean in?
Mr. Clean's product category is Household Cleaning Products. Its primary akta.pro industry code is CRADAKAG, Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen), with a secondary code of CRAJAGAJ, Kitchen & Household Sponges, Scrubbers & Scouring Pads. Its NAICS code is 3256 and its SIC code is 2840.