Swash
Swash is a Whirlpool Corporation-owned consumer brand selling 8x ultra-concentrated liquid laundry detergent with an Auto-Stop Top dispenser in three scent variants. It serves US and Canadian household consumers through Lowe's, Amazon, and Whirlpool's direct e-commerce platform.
- Company typePrivate
- Founded2014
- HeadquartersBenton Harbor, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Swash does
Swash is a consumer packaged goods brand that develops, manufactures, and sells ultra-concentrated liquid laundry detergent to household consumers in the United States and Canada. The company is wholly owned by Whirlpool Corporation (NYSE: WHR), the world's leading kitchen and laundry appliance company, and operates as a private brand from Whirlpool's Benton Harbor, Michigan headquarters. Swash targets general household consumers, fragrance-sensitive users, and experience-oriented buyers with a single product line — HE Ultra-Concentrated Liquid Laundry Detergent — offered in three scent variants (Smells Like Clean Laundry, Smells Like Nothing fragrance-free, and Smells Like Vacation).
The company's core technology is an 8x ultra-concentrated detergent formula paired with the trademarked Auto-Stop Top, an innovative cap mechanism that automatically ceases dispensing once the correct dose is reached (one squeeze for regular loads, two for large loads). The 30 fl oz bottle delivers 80 loads, is compatible with both HE and non-HE washing machines, and contains zero phosphates. Distribution operates through three channels: Lowe's (national home improvement retail), Amazon (global e-commerce marketplace), and Whirlpool's own direct-to-consumer e-commerce platform, with marketing supported by a content hub ("Smarter Cycles") and an email community ("Team Squeeze").
Swash's revenue model is straightforward one-time unit sales of a single product category at a premium $17.99 price point (approximately $0.22 per load), with no subscription, licensing, or recurring revenue component. The brand is positioned as the #1 recommended detergent by Whirlpool, Maytag, and Amana (all Whirlpool-owned appliance brands), and holds 4.5-4.6 star average ratings across roughly 379 customer reviews on its product pages. As a non-reportable subsidiary within Whirlpool Corporation's segment disclosures, Swash has no independent funding history, no management team disclosed separately, and no standalone financial reporting.
Swash firmographics
Firmographics- Name
- Swash
- Legal name
- Swash (Brand of Whirlpool Corporation)
- Website
- https://swash.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Swash is a Whirlpool Corporation-owned consumer brand selling 8x ultra-concentrated liquid laundry detergent with an Auto-Stop Top dispenser in three scent variants. It serves US and Canadian household consumers through Lowe's, Amazon, and Whirlpool's direct e-commerce platform.
- Ownership category
- akta.pro rank
Swash industry classification
Industry- Product category
- Laundry Detergent / Consumer Packaged Goods
- NAICS
- Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)
- akta.pro secondary industry
- Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)
Keywords
Where Swash is headquartered
LocationHeadquarters
- HQ city
- Benton Harbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Swash business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Laundry Detergent Sales: One-time purchase model for liquid laundry detergent products. Single product line with three scent variants (Smells Like Clean Laundry, Smells Like Nothing, Smells Like Vacation) sold in 30 fl oz bottles providing 80 loads each. Revenue generated through retail, e-commerce, and direct-to-consumer channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard bottle - 30 fl oz / 80 loads |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Swash product offering
Product offeringCore offering
Swash sells HE ultra-concentrated liquid laundry detergent in three scent variants. Each 30 fl oz bottle delivers 80 loads using an 8x concentrated, zero-phosphate formula and an Auto-Stop Top dispensing cap for precise, mess-free dosing.
Product overview
Swash is a laundry detergent brand owned by Whirlpool Corporation, offering a unified product line of HE Ultra-Concentrated Liquid Laundry Detergent available in three variants: Smells Like Clean Laundry (fresh linen), Smells Like Nothing (fragrance-free for sensitive skin), and Smells Like Vacation (tropical scent). All variants feature an 8x concentrated formula with an innovative Auto-Stop Top dispensing system that delivers precise dosing (one squeeze for regular loads, two for large loads), providing 80 loads per 30 fl oz bottle. The products are compatible with both HE and non-HE washing machines and contain zero phosphates.
Differentiator
Problem solved
Functional benefit
Products and services
- Swash® HE Ultra-Concentrated Liquid Laundry Detergent - Smells Like Clean Laundry Ultra-concentrated liquid laundry detergent with a fresh linen scent for household consumers. Features an 8x concentrated formula, Auto-Stop Top for precise dosing, and provides 80 loads per 30 fl oz bottle. HE and non-HE compatible, zero phosphates.
- Swash® HE Ultra-Concentrated Liquid Laundry Detergent - Smells Like Nothing Fragrance- and dye-free ultra-concentrated liquid laundry detergent designed for consumers with sensitive skin. Features an 8x concentrated formula with Auto-Stop Top for precise dosing, 80 loads per bottle, and HE/non-HE compatibility.
- Swash® HE Ultra-Concentrated Liquid Laundry Detergent - Smells Like Vacation Ultra-concentrated liquid laundry detergent with a tropical island-inspired scent featuring hints of tropical fruits and flowers. Features an 8x concentrated formula, Auto-Stop Top for precise dosing, and 80 loads per 30 fl oz bottle.
Quantifiable outcome
- 80 loads per 30 fl oz bottle (vs. typical 40-50 loads in standard bottles)
- +2 more outcomes
Companies that use Swash
Customer profileSegments3 records
Ideal customer profiles3 records
Swash technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Swash partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Whirlpool CorporationcoreSwash is a brand owned by Whirlpool Corporation, the world's leading kitchen and laundry appliance company. Whirlpool develops, manufactures, and distributes Swash laundry detergent products. Swash benefits from Whirlpool's 100+ years of laundry experience and extensive distribution network through Whirlpool, Maytag, and Amana brand channels.
- UsableNet IncminorUsableNet is Swash's web accessibility consultant partner, helping ensure the website meets Web Content Accessibility Guidelines (WCAG) and conforms with the Americans with Disabilities Act, European Accessibility Act, and similar regulations.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Swash competitors and assessment
Company assessmentDirect peers
- Gain (P&G): Gain is P&G's scent-forward laundry detergent line, directly competing with Swash's Smells Like Clean Laundry and Smells Like Vacation scented variants in the same grocery and mass channels.
- Persil: Persil is Henkel's premium laundry detergent brand and a direct competitor to Swash in the premium liquid detergent segment. Competes on concentrated formulas, stain-fighting, and premium positioning across US mass and grocery channels.
- all (Henkel): all free clear is Henkel's leading liquid laundry detergent for sensitive skin, directly competing with Swash's Smells Like Nothing fragrance-free variant. Shares the same target consumer (sensitive-skin households) and HE-compatible positioning.
- Mrs. Meyer's Clean Day: Mrs. Meyer's Clean Day (owned by S.C. Johnson) offers scented liquid laundry detergent positioned on pleasant fragrances and ingredient transparency, directly overlapping with Swash's scent-led Smells Like Clean Laundry and Smells Like Vacation variants.
- Tide (P&G): Tide is the #1 liquid laundry detergent brand in the US, made by Procter & Gamble. It is the most direct competitor to Swash, competing head-to-head on cleaning performance, scent variants, and HE compatibility in the same retail channels (Amazon, mass retailers, grocery).
- Arm & Hammer (Church & Dwight): Arm & Hammer liquid laundry detergent is a mass-market direct competitor sold in the same retailers as Swash (Amazon, mass, grocery). Competes on value, baking-soda-based cleaning claims, and HE compatibility.
- Seventh Generation: Seventh Generation offers plant-based liquid laundry detergent in the eco-conscious segment, competing with Swash's zero-phosphate, concentrated positioning. Overlaps on sensitive-skin SKUs and natural/eco-friendly retailer distribution.
Emerging players
- Dropps: Dropps is a DTC laundry detergent pod brand focused on eco-friendly, concentrated formats sold primarily online. Comparable to Swash on concentrated/eco-positioning but operates in pods (Swash is liquid) and uses a DTC-heavy model rather than Lowe's retail.
- Method Products: Method (owned by Ecover) produces premium, design-forward laundry and home cleaning products with eco-friendly positioning. Comparable to Swash in design-led branding and concentrated formulations, but broader category coverage (dish, surface, hand soap).
- Charlie's Soap: Charlie's Soap sells concentrated liquid laundry detergent emphasizing low-residue, eco-friendly chemistry. Comparable to Swash on ultra-concentrated format and minimal-waste positioning, but with a more niche, direct-to-consumer footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Swash social profiles
Digital presenceSwash financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swash leadership team
Management profileNumber of profiles
Profiles1 record
Swash funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swash 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 Swash
What does Swash do?
Swash sells HE ultra-concentrated liquid laundry detergent in three scent variants. Each 30 fl oz bottle delivers 80 loads using an 8x concentrated, zero-phosphate formula and an Auto-Stop Top dispensing cap for precise, mess-free dosing.
Is Swash a public or private company?
Swash is a private company. It is classified as corporate owned and is currently operating.
When was Swash founded?
Swash was founded in 2014. It employs 51 to 100 people.
Where is Swash based?
Swash is headquartered in Benton Harbor, United States, in the North America region.
How does Swash make money?
One revenue line is on record: laundry Detergent Sales.
Who are Swash's main competitors?
Direct peers on record are Gain (P&G), Persil, all (Henkel), Mrs. Meyer's Clean Day, Tide (P&G), Arm & Hammer (Church & Dwight) and Seventh Generation. Emerging players are Dropps, Method Products and Charlie's Soap.
Does Swash have an API?
No public API is recorded for Swash.
What industry is Swash in?
Swash's product category is Laundry Detergent / Consumer Packaged Goods. Its primary akta.pro industry code is CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets), with a secondary code of CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers). Its NAICS code is 325611 and its SIC code is 2840.