2 Pure

What 2 Pure does

2Pure is a UK-based, privately held manufacturer and direct-to-consumer seller of proprietary cleaning products, founded in 2011 and operating from Prudhoe with returns/operations support out of Newcastle upon Tyne (Fleet House, Brunswick Industrial Estate). The company's product line is built around its patented 2Pure Technology, a molecular-level stain and odor elimination chemistry positioned as a replacement for traditional enzyme-based cleaners; independent laboratory testing cited by the company reported 40% greater odor elimination versus a leading UK brand. The range includes the consumer 'It's Gone' sub-line (Stain Remover at $14 USD for 250ml and Air Purifier at $9 USD using a Flairosol delivery system), the 'Pet Fresh' range targeting small-pet and equine pet owners (Hutch & Cage at $10 USD), and the professional 'Equissential' line (1-litre trigger spray at $21 USD and a 5-litre concentrate at $68 USD) aimed at commercial, industrial, and equestrian customers. Products are sold primarily through the company's Shopify-hosted DTC website at 2pureproducts.co.uk with USD and GBP pricing, supplemented by an Amazon UK marketplace presence and a 'Sell Our Products' retailer recruitment program.

The business runs a pure-transaction revenue model: one-time unit sales with no subscriptions or recurring fees disclosed, prices ranging from $9 to $68 USD per SKU, and a 14-day return/refund policy. Customer segments span pet owners and general households (primary), with commercial/industrial buyers and equine facility operators as secondary use cases. Distribution is anchored by a partnership with Bunzl Cleaning & Hygiene Supplies for commercial channels and supported by content marketing (blog), email capture, and a 2Pure Points loyalty scheme. There is no public disclosure of revenue, funding history, ownership structure, or senior leadership team in the available data, and the company exhibits a horizontal segmentation approach across consumer, pet, professional, and equine use cases.

Name

2 Pure

Legal name

2Pure

Website

https://2pureproducts.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

2Pure is a UK-based DTC brand selling patented molecular-level stain and odor elimination cleaning products to pet owners, households, and commercial/equine buyers via its website, Amazon UK, and a Bunzl distribution partnership.

Ownership category

akta.pro rank

Product category

Specialty Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Pet and Pet Supplies Retailers (459910), Health and Personal Care Retailers (4561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays) (CRADAKAD)

akta.pro secondary industries

Pet Stain & Odor Removers for Carpets/Upholstery (CRAJALAI), Fabric Deodorizers & Odor Neutralizers (Non-laundry) (CRAJALAF), Pet Cleaning & Habitat Maintenance Retail (Cage/Aquarium cleaners, filters) (CRALAHAN), Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Stain removal products
• Odor elimination sprays
• Pet cleaning supplies
• Household cleaning solutions
• Commercial cleaning products

Headquarters

HQ city

Prudhoe

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for cleaning products sold directly through e-commerce website and Amazon marketplace. Products include stain removers, odor eliminators, and pet-specific cleaning solutions at various price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

2Pure manufactures and sells proprietary cleaning products under patented 2Pure Technology that eliminates stains and odors at the molecular level, replacing traditional enzyme-based formulations. The product portfolio spans the consumer 'It's Gone' line (stain remover and air purifier), the 'Pet Fresh' range for small animal enclosures, and the professional 'Equissential' line sold in 1L trigger sprays and 5L concentrates for equine and commercial facilities. All products are marketed as 100% organic, non-toxic, pet-friendly, and baby-friendly, distributed through the company's own Shopify e-commerce store and the Amazon UK marketplace.

Product overview

2Pure offers a portfolio of proprietary cleaning and odour elimination products built around patented 2Pure Technology. The core product lines include: the 'It's Gone' consumer range (Stain Remover and Air Purifier) for multi-surface stain removal and air purification in homes; the 'Pet Fresh' range for pet-safe stain and odour removal; and the 'Equissential' professional/equine product line sold in 1L trigger sprays and 5L concentrates. All products use the company's patented technology that eliminates stains and odours at the molecular level, replacing traditional enzyme technology. Products are distributed through the company website and Amazon UK, with a 100% satisfaction guarantee and 14-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• 2Pure It's Gone Stain Remover

Quantifiable outcome

• 40% more odor elimination than leading UK brand enzyme technology
• +2 more outcomes

Segments4 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

One partnership is on record.

• Bunzl Cleaning & Hygiene SuppliesnotableChannel Partner/ Reseller/ DistributorBunzl Cleaning & Hygiene Supplies, a major UK cleaning supplies distributor, has recognized 2Pure technology as 'the most exciting all-purpose cleaner in the world,' indicating commercial distribution relationship for industrial/ commercial cleaning products.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Ecozone: UK eco-cleaning brand with stain remover, laundry, and pet hygiene SKUs. Directly comparable as another UK-anchored "non-toxic, sustainable" cleaning CPG competing for the same eco-conscious household buyer.
• Simple Solution: Pet-focused stain and odor remover brand (Bramton Company). Comparable in target customer (pet owners), positioning (enzymatic/biological cleaning), and channel mix (mass retail and Amazon).
• Nature's Miracle: Leading pet-specific stain and odor removal brand owned by Spectrum Brands. Directly comparable because it competes in the same pet urine/stain/odor category with enzymatic chemistry that 2Pure claims to outperform.
• Astonish: Independent UK cleaning-products brand with multi-surface cleaners, stain removers, and pet range. Comparable as a UK-rooted specialty cleaning CPG brand selling through grocery and Amazon alongside its own DTC site.
• Dr. Beckmann: UK-based specialist in stain-removal and cleaning products (e.g., Carpet Fresh, Pet & Household) sold through grocery and online channels. Closely comparable as a specialized stain/odor elimination brand targeting households and pet owners with a similar problem-focused product set.

Broad incumbents

• OxiClean (Church & Dwight): US-anchored oxygen-bleach stain remover brand with wide grocery distribution. Comparable as a category-defining stain remover against whose claims 2Pure's efficacy story is positioned.
• Folex: Specialist instant carpet stain remover brand. Comparable as a focused instant-action stain-removal product sold in similar retail and online channels.
• Vanish (Reckitt Benckiser): Leading UK fabric and carpet stain-removal brand within Reckitt's portfolio. Comparable category leader competing for the same at-home stain-removal occasions.
• Resolve (Reckitt Benckiser): Mass-market stain-removal brand owned by Reckitt, including Resolve carpet and laundry lines. Comparable as the dominant UK/US shelf brand in 2Pure's core stain-removal category, with vastly broader distribution and ad spend.

Others

• Bunzl Cleaning & Hygiene Supplies: Large UK/international distributor of janitorial and hygiene supplies that already stocks 2Pure products. Relevant as the channel partner that bridges 2Pure into the B2B/institutional cleaning market, not a direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/2purepetfresh
• Facebookfacebook.com/2PureItsGone
• LinkedInlinkedin.com/company/2pure-products

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 2 Pure