Glade
Glade is the air care brand of S.C. Johnson & Son, Inc., selling candles, PlugIns diffusers, automatic sprays, wax melts, aromatherapy products, and a Small Room Freshener to mainstream US and UK households for odor elimination and ambient home fragrance.
- Company typePrivate
- Founded1956
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Glade does
Glade is the air care brand of S.C. Johnson & Son, Inc., a privately held, family-owned consumer products company founded in 1886 and headquartered in Racine, Wisconsin. S.C. Johnson acquired the Glade brand in 1966, and it now operates as a core asset within the parent's household products portfolio alongside categories such as home care, pest control, and storage. The brand serves mainstream consumer households in the United States and the United Kingdom, addressing the core use cases of household odor elimination, ambient fragrance for living spaces, seasonal home ambiance, and wellness-oriented aromatherapy.
The product portfolio spans six format families — candles (single-wick, 2in1 dual-scent, and 3-wick), PlugIns electric diffusers (Scented Oil, Scented Oil Plus with smart features such as rest mode and automatic shut-off, CustomScent with a twist-to-blend dial, and Scent Flow with boosted delivery), automatic and manual aerosol sprays, flameless wax melts, aromatherapy plugin oil warmers with ceramic heating, and a newly launched battery-free Small Room Freshener. Underlying technology is concentrated in ceramic heating elements for oil diffusion, automatic time-release aerosol mechanisms (refills lasting up to 70 days), and rotary-dial blending mechanics for customizable scent. Sustainable inputs — recycled paperboard packaging, post-consumer recycled plastic and steel, and natural-propellants — are positioned as product attributes rather than as differentiated mechanics.
Glade operates a wholesale GTM model that funnels through major grocery, mass merchandise, and home goods chains, with demand-generation layered on via retail media networks (including a 2026 Omnicom Media partnership awarded at The Drum Awards for Commerce Media) and a direct social presence on Facebook, Instagram, Pinterest, and YouTube. Revenue mechanics follow a classic razor-and-blade structure: hardware warmers and automatic spray units are sold at mass-market price points to seed an installed base, with the consumable refill stream (PlugIns oils, spray cans, wax melt packs, candles) generating ongoing repeat purchase. Brand-level revenue is not separately disclosed; reporting is consolidated within S.C. Johnson & Son.
Glade firmographics
Firmographics- Name
- Glade
- Legal name
- S.C. Johnson & Son, Inc.
- Website
- https://glade.com
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Glade is the air care brand of S.C. Johnson & Son, Inc., selling candles, PlugIns diffusers, automatic sprays, wax melts, aromatherapy products, and a Small Room Freshener to mainstream US and UK households for odor elimination and ambient home fragrance.
- Ownership category
- akta.pro rank
Glade industry classification
Industry- Product category
- Home Fragrance and Air Care
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), 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 industries
- Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
Keywords
Where Glade is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Glade business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Home Fragrance Hardware (Warmers/Units): Sale of initial purchase items including PlugIns warmers, automatic spray units, and candle holders. These devices create the recurring demand for refill products.
- Consumable Refills: Ongoing sales of fragrance refills for PlugIns, automatic sprays, wax melts, and candle repurchases. The razor-and-blade model drives repeat purchases with refill bottles designed for one-time use.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Glade product offering
Product offeringCore offering
Glade designs, manufactures, and sells home fragrance consumer products including candles, PlugIns electric scented oil warmers and refills, automatic and manual air freshener sprays, flameless wax melts, aromatherapy plugins, and a new Small Room Freshener. The business uses a razor-and-blade model, combining initial hardware sales (warmers, spray units, candle holders) with recurring consumable fragrance refills in 50+ scent variants across Fresh, Fruity, Floral, Warm, CustomScent, and Limited Edition families.
Product overview
Glade is a home fragrance brand from SC Johnson offering a comprehensive portfolio of air care products including candles (single-wick, 2in1 dual-scent, and 3-wick formats), plugin electric diffusers (PlugIns Scented Oil, PlugIns Scented Oil Plus with smart features, CustomScent customizable system, and Scent Flow), automatic and manual sprays, flameless wax melts, aromatherapy products, and a new Small Room Freshener. The products are distributed across multiple fragrance families (Fresh, Fruity, Floral, Warm, Limited Edition, and CustomScent) crafted by master perfumers using essential oils. The brand emphasizes sustainable packaging with recyclable materials and post-consumer recycled content.
Differentiator
Problem solved
Functional benefit
Products and services
- Glade Candles Home fragrance candles available in single-wick, 2in1 (dual scent), and 3-wick formats, crafted with essential oils and designed to fill rooms with fragrance. Targeted at consumer households seeking ambient home fragrance and mood setting.
- Glade PlugIns Scented Oil
- Glade PlugIns Scented Oil Plus
- Glade PlugIns CustomScent
- Glade PlugIns Scent Flow
- Glade Automatic Spray
- Glade Odor Fighting Soft Mist Air Freshener Manual spray air freshener that fights everyday odors with 100% natural propellant, free from dyes, phthalates, and parabens, in recyclable steel cans. Targeted at consumers seeking on-demand odor elimination.
- Glade Aromatherapy Plugin-scented oil products infused with essential oils for mood-enhancing aromatherapy, with advanced ceramic heating technology lasting up to 100 days. Targeted at consumers seeking essential oil-based mood and relaxation benefits.
- Glade Small Room Freshener Portable, battery-free freshener with refillable design for small spaces like bathrooms, closets, and kitchens, requiring no cords or batteries. Targeted at consumers seeking effortless fragrance in small spaces.
Quantifiable outcome
- Automatic spray refills provide up to 70 days of freshness
- +3 more outcomes
Companies that use Glade
Customer profileSegments1 record
Ideal customer profiles1 record
Glade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Glade partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Omnicom MediacoreGlade partnered with Omnicom Media for their Unified Approach to Winter Commerce campaign that addressed the challenge of maximizing Q4 winter season sales amid a fragmented UK retail landscape. The campaign tackled shopper multi-loyalty and siloed retail media ecosystems with constrained budgets and no cross-retailer data solution. The campaign received highly commended recognition at The Drum Awards for Commerce Media 2026.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Glade competitors and assessment
Company assessmentDirect peers
- Yankee Candle: Yankee Candle, owned by Newell Brands, is a leading candle brand competing directly with Glade's candle portfolio. It targets similar mainstream consumers with a similar broad scent portfolio and seasonal limited editions, distributed through the same retail channels.
- Air Wick: Air Wick is Reckitt Benckiser's home fragrance brand, competing head-to-head with Glade in plugin air fresheners, sprays, candles, and essential-oil diffusers. Both brands target the same mass-market consumer via grocery and mass-retail channels with overlapping product portfolios.
- Febreze: Febreze is Procter & Gamble's flagship home air care brand, offering sprays, plug-in air fresheners, wax melts, and fabric refreshers. It is Glade's closest direct competitor across nearly every product category, with comparable product formats, retail channels, and target consumers.
Peers
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Glade social profiles
Digital presenceGlade compliance and trust
Trust signalCompliance4 records
Glade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Glade leadership team
Management profileNumber of profiles
Glade funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Glade 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 Glade
What does Glade do?
Glade designs, manufactures, and sells home fragrance consumer products including candles, PlugIns electric scented oil warmers and refills, automatic and manual air freshener sprays, flameless wax melts, aromatherapy plugins, and a new Small Room Freshener. The business uses a razor-and-blade model, combining initial hardware sales (warmers, spray units, candle holders) with recurring consumable fragrance refills in 50+ scent variants across Fresh, Fruity, Floral, Warm, CustomScent, and Limited Edition families.
Is Glade a public or private company?
Glade is a private company. It is classified as corporate owned and is currently operating.
When was Glade founded?
Glade was founded in 1956. It employs 51 to 100 people.
Where is Glade based?
Glade is headquartered in London, United Kingdom, in the Europe region.
How does Glade make money?
Two revenue lines are on record. Home Fragrance Hardware (Warmers/Units) is the primary driver. The others are consumable Refills.
Who are Glade's main competitors?
Direct peers on record are Yankee Candle, Air Wick and Febreze. Renuzit is listed as a peer.
Does Glade have an API?
No public API is recorded for Glade.
What industry is Glade in?
Glade's product category is Home Fragrance and Air Care. Its primary akta.pro industry code is CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers), with a secondary code of CRAJAEAD, Scented Candles & Wax Melts (Home Fragrance). Its SIC code is 2844.