What Frosch does

Frosch is a German-origin eco-friendly household cleaning brand founded in 1986 by Werner & Mertz. Its core products are plant-based cleaning formulations — including dishwashing liquids, all-purpose cleaners, glass cleaners, kitchen cleaners, scouring cleansers, and universal cleaners — made with natural ingredients of vegetable origin such as aloe vera, baking soda, grapefruit extracts, and lemon, packaged in 100% recyclable bottles. The company operates a state-of-the-art research facility in Germany under the European Union's strict EMAS environmental scheme and maintains its own water treatment plant, with dermatologist-developed gentle formulas differentiating its sensitive variants. Frosch holds the Reader's Digest 'Germany's Most Trusted Brand' designation for 15+ consecutive years, establishing strong consumer trust equity in its home market.

In the United States, Frosch operates through Frosch USA, launched in 2015 via an exclusive distribution partnership with Ezzi Imports LLC, which manages all U.S. warehousing and fulfillment. The U.S. business runs a pure direct-to-consumer e-commerce model through froschusa.com, selling a 13-product collection at unit prices ranging from $4.29 to $5.99, with free shipping on orders over $25, a 30-day satisfaction guarantee, and Shop Pay installment options. The target customer is U.S. households seeking effective cleaning products that are safe for families, pets, and the environment, without compromising on cleaning performance. Marketing relies on owned digital channels — the e-commerce site, Instagram (@froschusa), and organic search — emphasizing the brand's German heritage and sustainability credentials.

Name

Frosch

Legal name

Frosch USA

Website

http://froschusa.com/

Company type

Private

Founded year

1986

Operating status

Operating

Short description

Frosch is a German eco-friendly household cleaning brand founded in 1986 by Werner & Mertz. It sells plant-based, dermatologist-developed cleaning products in 100% recyclable packaging directly to U.S. consumers via its e-commerce site froschusa.com, operating in the U.S. since 2015 through exclusive distributor Ezzi Imports LLC.

Ownership category

akta.pro rank

Product category

Eco-Friendly Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

akta.pro primary industry

Eco-Friendly Concentrates, Refills & Packaging Systems (CRAJAOAL)

akta.pro secondary industry

Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ)

Keywords

• Eco-friendly cleaning products
• Plant-based household cleaners
• Natural dishwashing liquid
• Recyclable cleaning packaging
• German cleaning brand

Headquarters

HQ city

Germany

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Frosch generates revenue through direct-to-consumer e-commerce sales of its eco-friendly cleaning products. Products are sold as individual units at fixed price points, with free shipping offered on orders over $25.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Frosch manufactures and sells a portfolio of plant-based, eco-friendly household cleaning products including dishwashing liquid, all-purpose cleaner, glass cleaner, kitchen cleaner, scouring cleanser, and universal cleaner. Products are made in Germany with natural ingredients of vegetable origin and packaged in 100% recyclable bottles, sold directly to U.S. households through the Frosch USA e-commerce storefront with free shipping over $25 and a 30-day satisfaction guarantee.

Product overview

Frosch is a single-brand portfolio of premium eco-friendly cleaning products manufactured in Germany since 1986. The product line includes six featured offerings across cleaning categories: dishwashing liquid (Aloe Vera), all-purpose cleaner (Baking Soda), glass cleaner (Bio Spirit), kitchen cleaner (Grapefruit), scouring cleanser (Lemon Cream), and universal cleaner (Lavender). The full collection encompasses 13 products total, all formulated with plant-based ingredients in 100% recyclable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Aloe Vera Dishwashing Liquid Dishwashing liquid enriched with natural aloe vera that is gentle on hands and powerful on grease, designed for U.S. households seeking skin-friendly cleaning products. Priced at $4.99 per unit.
• Baking Soda All-Purpose Cleaner All-purpose cleaner formulated with baking soda for powerful natural cleaning across kitchen, bathroom, and other surfaces. Priced at $5.49 per unit and intended for households seeking effective eco-friendly surface cleaning.
• Bio Spirit Glass Cleaner Alcohol-based glass cleaner delivering streak-free shine for windows, mirrors, and car glass. Priced at $4.29 per unit and targeted at consumers wanting effective glass cleaning with Frosch's natural positioning.
• Grapefruit Kitchen Cleaner Kitchen cleaner that cuts through grease with natural grapefruit extracts and leaves a fresh scent. Priced at $5.99 per unit and designed for U.S. households looking for plant-based kitchen cleaning.
• Lemon Cream Scouring Cleanser Scouring cleanser with natural lemon formula that is tough on stains yet gentle on surfaces. Priced at $4.79 per unit and intended for households needing a plant-based abrasive cleaning option.
• Lavender Universal Cleaner Skin-friendly multi-surface universal cleaner with calming lavender scent for use across the home. Priced at $4.49 per unit and targeted at consumers seeking a versatile plant-based cleaner.

Segments1 record

Ideal customer profiles1 record

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.

• Ezzi Imports LLCcoreChannel Partner/ Reseller/ Distributor · 1 January 2015Ezzi Imports LLC is the exclusive U.S. importer and distributor of Frosch products, managing all warehousing and distribution operations for the American market. This partnership enabled Frosch to enter the U.S. market in 2015, previously only available in Germany and select export markets.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Method Products: Design-forward, plant-based cleaning brand (dish, surface, laundry, bathroom) competing in the same eco-conscious household niche as Frosch, with similar recyclable packaging commitments.
• Seventh Generation: Plant-based household cleaning and laundry brand offering dish, surface, and specialty cleaners marketed on natural ingredients and sustainability — the closest U.S. mass-distributed analogue to Frosch's positioning.
• Mrs. Meyer's Clean Day: SC Johnson-owned line of garden-inspired, plant-derived household cleaners (dish, all-purpose, glass, laundry) sold in grocery and mass channels; directly comparable category coverage and eco-positioning to Frosch.
• ECOS (Earth Friendly Products): Family-owned maker of plant-based, biodegradable household cleaners (dish, laundry, all-purpose) sold in U.S. grocery and online channels — a directly comparable natural-formulation competitor to Frosch.
• Ecover: Pioneering European eco-cleaning brand with plant-based and mineral-based formulations across dish, laundry, and surface categories — directly comparable European heritage and sustainability positioning to Frosch.
• Better Life: Plant-based, 'safer-for-kids-and-pets' household cleaners (dish, all-purpose, bathroom, glass) sold across U.S. natural and grocery channels; mirrors Frosch's positioning around efficacy plus family safety.
• The Laundress: Premium, naturally-derived laundry and home cleaning brand with a design-led DTC presence; comparable to Frosch in the premium natural-cleaning niche with overlapping dish/surface categories.
• Puracy: Naturally derived, plant- and mineral-based household cleaners (dish, all-purpose, glass, bathroom) sold primarily DTC; comparable ingredient philosophy and DTC-first go-to-market approach.
• Grove Collaborative: U.S. DTC-first eco-household brand and retailer selling plant-based cleaners alongside its private-label Grove Co. line; comparable eco-positioning and DTC channel model to Frosch USA.

Emerging players

• Branch Basics: Plant- and mineral-based multi-surface cleaner sold DTC with a concentrate-and-refill model; comparable plant-based ethos with narrower but overlapping cleaning range versus Frosch.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/froschusa
• Xx.com/froschusa
• Facebookfacebook.com/froschusa

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 Frosch