What EC30 does

EC30 is a wholly-owned consumer brand of Procter & Gamble (NYSE: PG) that sells water-activated cleaning and personal care products in solid, unit-dose form directly to US consumers through its e-commerce site ec30clean.com. Founded in 2013, the company markets laundry detergent swatches, toilet cleaner pouches, body wash, shampoo, conditioner, and hand wash, with toothpaste announced for early 2026. Multiple SKUs (shave cream, toilet cleaner, body wash, laundry detergent) are currently marked discontinued on the company's website, indicating active portfolio rationalization.

The core technology delivers concentrated cleaning formulas as dry swatches that activate upon contact with water, eliminating up to 80% of the water content found in traditional liquid products and removing the need for plastic bottle packaging. The platform rests on 50+ patents developed over more than a decade by P&G engineers, using polyvinyl alcohol-based soluble containers and a 4-step science-based safety process consistent with FDA, EPA, EU, and WHO standards. Products are manufactured in Cincinnati, Ohio, with distribution and returns handled through Mason, Ohio.

EC30 operates a product-led, direct-to-consumer business model, selling both one-time purchases and a subscription program with recurring delivery, discounts, free shipping, and loyalty rewards. The company ships only to the contiguous 48 US states via UPS and does not maintain retail, marketplace, or wholesale distribution channels. The customer base consists of individual eco-conscious consumers and travelers, with marketing focused on environmental benefits, P&G heritage, and third-party recognition such as the 2023 Better Homes & Garden 'Best Eco-Friendly Toilet Cleaner' award.

Name

EC30

Legal name

EC30

Website

https://ec30clean.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

EC30 is a wholly-owned Procter & Gamble brand selling water-activated cleaning and personal care swatches directly to US consumers via e-commerce, leveraging 50+ patents to eliminate plastic bottles and water content from products.

Ownership category

akta.pro rank

Product category

Eco-Friendly Household Cleaning & Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Toilet Preparation Manufacturing (32562)

SIC

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

akta.pro primary industry

Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE)

akta.pro secondary industry

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

Keywords

• Eco-friendly cleaning products
• Water-activated swatches
• Plastic-free personal care
• Concentrated cleaning formulas
• Sustainable home care

Headquarters

HQ city

Mason

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: EC30 sells its water-activated cleaning products (laundry detergent swatches, toilet cleaner pouches, body wash, shampoo, conditioner, hand wash, shave cream) directly to consumers through its website ec30clean.com. Products are sold as individual items and in trial kits.
2. Subscription/Membership Program: EC30 offers a subscription program that automatically delivers products on a customer-selected schedule with discounts and free shipping. The subscription can be managed online (skip, modify, cancel). Email reminders are sent 7 days before processing recurring orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

EC30 designs, manufactures, and sells a portfolio of water-activated cleaning and personal care swatches/pouches — including toilet cleaner, laundry detergent, body wash, shampoo, conditioner, and hand wash — that dissolve and activate when exposed to water, eliminating plastic bottles and the up to 80% water content found in traditional liquid products. Products are sold directly to consumers through ec30clean.com as individual items, in trial kits, and via a subscription program.

Product overview

EC30, from Procter & Gamble (the inventors of Ivory Soap), is a portfolio of water-activated cleaning and personal care products manufactured in Cincinnati, Ohio. The product line consists of dissolvable solid-format products including toilet cleaner, laundry detergent, body wash, shave cream (discontinued), shampoo, conditioner, hand wash, and a trial kit. All products use water-activated swatch or pouch technology based on 50+ patents, eliminating the need for water and plastic bottles in packaging. Concentrated formulas stretch into nearly 2 miles of threads ready for activation at home. The company follows a rigorous 4-step science-based safety process consistent with FDA, EPA, EU, and WHO standards.

Differentiator

Problem solved

Functional benefit

Products and services

• EC30 Toilet Cleaner Dissolvable toilet cleaner pouch that activates in water, designed for individual consumer household toilet cleaning. Recognized as 'Best Eco-Friendly Toilet Cleaner' in the 2023 Better Homes & Garden Smart Cleaning Awards.
• EC30 Laundry Detergent Multi-award winning laundry detergent swatch in recyclable paper packaging (excludes shipper packaging) for individual consumer household laundry use.
• Ocean Revive Body Wash Water-activated body wash swatch with seaweed essence, soothing minerals, and crisp bergamot, formulated for individual consumer shower use and best activated with a loofah or sponge.
• EC30 Shampoo Water-activated shampoo swatch that dissolves under the shower stream, containing sodium decyl sulfate for deep cleaning and bis-aminopropyl dimethicone for shine.
• EC30 Conditioner Water-activated conditioner swatch containing stearyl alcohol and behentrimonium methosulfate to deliver moisture and softness.

Quantifiable outcome

• Traditional liquids contain up to 80% water - EC30 eliminates this
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 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.

• Procter & GamblecoreStrategic or Co-development PartnerEC30 is a Procter & Gamble brand, developed from the innovative minds of P&G's best engineers. The technology is based on over fifty patents and represents P&G's next cleaning breakthrough. EC30 operates with P&G's science-based safety processes consistent with regulatory agencies such as US FDA, EPA, EU, and WHO.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dropps: Dropps is a DTC brand selling eco-friendly laundry and dishwasher detergent pods and powders. Closely comparable to EC30's laundry swatches — single-dose, plastic-lite, eco-positioned, and sold direct.
• Grove Collaborative: Grove Collaborative sells eco-friendly household cleaning and personal care products via a DTC subscription model with a plastic-reduction mission. Overlaps with EC30 in products (laundry, hand wash, body care) and in DTC subscription GTM.
• Blueland: Blueland sells eco-friendly, water-activated tablet and powder formats for household cleaning (laundry, dish, bathroom, multi-surface) direct-to-consumer. Its reusable bottle + dissolvable tablet model directly parallels EC30's plastic-free, water-activated approach and target consumer.
• Seventh Generation: Seventh Generation (a Unilever brand) makes plant-based, eco-certified laundry detergents, dish soaps, and household cleaners. Directly competes with EC30 in eco-friendly household cleaning and shares sustainability-driven positioning.
• Mrs. Meyer's Clean Day: Mrs. Meyer's (SC Johnson) makes plant-derived household cleaners and personal care products with eco/gentle positioning. Competes with EC30 in eco-friendly laundry, toilet, and hand care categories.
• Method Products: Method produces eco-friendly household and personal care cleaners (laundry, dish, bathroom, hand wash, body wash) with a sustainability-forward design aesthetic. Same category overlap and eco-positioning as EC30, but Method competes in liquid/bottle form.

Emerging players

• Dr. Bronner's: Dr. Bronner's makes concentrated castile soap-based personal care and household products with strong eco and ethical positioning. Overlaps with EC30's personal-care swatch line in target consumer and multi-surface use cases.
• Common Good: Common Good makes refillable, plant-based laundry and household cleaners sold direct and through natural retailers. Its refill-and-reduce-plastic model targets the same eco-conscious consumer that EC30's swatch model addresses.

Broad incumbents

• Unilever (Persil, Seventh Generation): Unilever is a global CPG incumbent with laundry, dish, and personal care brands (Persil, Seventh Generation, Dove, Seventh Generation). It is the most direct large-scale incumbent competing for the eco-cleaning consumer EC30 targets.
• Procter & Gamble (parent brands: Tide, Mr. Clean, Cascade): P&G is the parent company of EC30 but also the dominant incumbent in laundry (Tide), dish (Cascade), and surface care (Mr. Clean). P&G could absorb or compete with EC30's innovations if the swatch format gains traction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ec30clean

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 EC30