Bombril

What Bombril does

Bombril S.A. is a Brazilian heritage consumer goods company founded in 1948 by Roberto Sampaio Ferreira, publicly listed on B3 (Brasil, Bolsa e Balcão) under ticker BOBR4, headquartered in São Bernardo do Campo, São Paulo. The company manufactures and sells household cleaning and personal care products across more than 16 brands and approximately 300+ SKUs, organized into a multi-brand platform: flagship steel wool/synthetic sponges (Bombril/Bom Bril), dishwashing and surface cleaners (Limpol), fabric care (Mon Bijou), disinfection and perfuming (Pinho Bril, Kalipto), saponaceous cleaners (Sapólio), and specialty lines (Brillo, Força Azul, Limpex, Polibril, Q'Brilho, Q'Lustro, Remobril, Prá-Lixo). Underlying production centers on cleaning product formulations — steel wool, synthetic sponges, detergents, disinfectants, softeners, and saponaceous cleaners — manufactured at three industrial complexes (São Bernardo do Campo/SP, Sete Lagoas/MG, Abreu e Lima/PE) producing approximately 250,000 tons annually and employing over 2,400 people.

Bombril's business model is a traditional FMCG sales-led go-to-market: products are sold through major supermarket chains, regional wholesalers, and distributors that reach 99% of Brazilian households, supported by six regional sales offices (KEY ACCOUNT, São Paulo, Minas Gerais, Nordeste, Norte, Rio de Janeiro) and an export division. The company generates revenue through hardware sales of consumer packaged goods at retail price points. FY2022 gross revenue reached a historical high of R$ 2.14 billion, with Q4 2022 EBITDA of R$ 189.7 million and a 36.8% gross margin, indicating scale leverage. Multi-channel marketing includes social media (Instagram, Facebook, TikTok, Kwai), sponsorship of MasterChef Brasil, and presence on e-commerce marketplaces (Mercado Livre, Shopee).

The company's primary customer segment is Brazilian households (B2C), with a horizontal segmentation across home cleaning, laundry care, kitchen care, bathroom cleaning, surface disinfection, fabric care, and perfuming. Notable structural risks include ownership concentration (Newco Internacional Limited controls 95% of ordinary shares), ongoing judicial recovery (recuperação judicial), a March 2025 workplace violence incident at the São Bernardo do Campo facility, and the company's reliance on its iconic brand equity in mature, low-growth FMCG categories.

Name

Bombril

Legal name

Bombril

Website

https://bombril.com.br

Company type

Public

Founded year

1948

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bombril is a Brazilian heritage FMCG company founded in 1948 that manufactures and sells household cleaning products — steel wool, sponges, detergents, disinfectants, and softeners — across 16+ brands and 300+ SKUs, reaching 99% of Brazilian households through three industrial complexes and nationwide retail distribution. Listed on B3 (BOBR4).

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

akta.pro secondary industries

Dishwashing Powders & Pastes (Hand Wash) (CRAJABAC), Microfiber Cloths, Wipes & Cleaning Towels (Reusable) (CRAJAIAD), Trash Bags & Bin Liners (CRAJAGAA)

Keywords

• Household cleaning products
• Steel wool sponges
• Dishwashing detergents
• Fabric care softeners
• Disinfectants cleaners

Headquarters

HQ city

São Bernardo Do Campo

HQ country

Brazil

HQ region

Latin America

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Consumer household cleaning products: Bombril generates revenue through the manufacture and sale of cleaning and household care products including steel wool sponges, synthetic sponges, detergents, bar soap, saponaceous products, disinfectants, cleaners, softeners, liquid clothes wash, ironing facilitators, perfumed sachets, and air fresheners under multiple brands across approximately 300+ SKUs.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Bombril manufactures and sells household cleaning products including steel wool pads, synthetic sponges, dishwashing detergents, fabric softeners, disinfectants, saponaceous cleaners, polishes, drain openers, and cleaning cloths. The company operates a multi-brand portfolio of more than 16 brands and approximately 300 SKUs (including Bom Bril, Limpol, Mon Bijou, Pinho Bril, Sapólio, and Kalipto) distributed through supermarkets, retail chains, and e-commerce platforms reaching 99% of Brazilian households.

Product overview

Bombril is a Brazilian consumer goods company offering a diversified portfolio of household cleaning and personal care products across more than 16 brands and approximately 217-300+ product items. The portfolio is organized as a multi-brand platform with flagship brands (Bombril, Limpol, Mon Bijou, Sapólio, Pinho Bril, Kalipto) serving core cleaning and laundry care categories, complemented by specialty brands (Brillo, Força Azul, Limpex, Polibril, Prá-Lixo, Q'Brilho, Q'Lustro, Remobril) addressing niche cleaning needs. The core Bombril brand provides the foundational steel wool and synthetic sponge products, while Limpol serves dishwashing and surface cleaning, Mon Bijou covers fabric care from washing to ironing, Pinho Bril and Kalipto address disinfection and perfuming, and Sapólio provides saponaceous cleaners. The company operates three industrial complexes in São Bernardo do Campo (SP), Sete Lagoas (MG), and Abreu e Lima (PE), producing approximately 250,000 tons annually and reaching 99% of Brazilian households.

Differentiator

Problem solved

Functional benefit

Brands

• Bombril: Steel wool and synthetic sponge products - the flagship brand synonymous with the category and with absolute leadership in the Brazilian market.
• Limpol
• Mon Bijou
• Pinho Bril
• Sapólio
• Kalipto
• Brillo
• Força Azul
• Limpex
• Polibril
• Q'Brilho
• Prá-Lixo
• Remobril

Products and services

• Bom Bril The flagship Bombril brand offering steel wool pads, synthetic sponges, and multi-use scrubbers for household cleaning, polished surfaces, and dishware. Bom Bril is synonymous with the steel wool category in Brazil and holds absolute market leadership.
• Limpol Dishwashing detergent and multi-surface cleaning brand offering liquid dish soap, gel concentrates, machine dishwasher detergent, baby-safe formulas, and cleaners including perfumed, heavy-duty, glass, and metal variants.
• Mon Bijou Fabric care brand providing a complete laundry journey from wash to iron, including concentrated and regular fabric softeners, liquid and powder laundry detergents, stain removers, rust removers, garment perfumes, washing machine cleaners, anti-mold products, and ironing aids.
• Pinho Bril Pine-scented disinfectant and cleaning products brand offering disinfectants in 500ml, 1L, 1.75L, and 5L sizes, toilet cleaners, and lime-scale removal sprays and squeeze bottles.
• Sapólio Saponaceous cleaning products brand offering creamy multi-use cleaner, active foam, powder multi-use, bar soap, and metal polish variants for household cleaning and metal care.
• Kalipto Disinfectant and air freshener brand offering concentrated and standard disinfectants (500ml, 750ml, 2L, 5L sizes) with perfuming properties for household disinfection and odor control.
• Brillo Steel wool brand offering graded steel wool pads (0, 1, 2) for heavy-duty cleaning, paint and plaster removal, wood finish cleaning, rust removal, and wallpaper stripping, plus stainless steel mesh sponges for eco-friendly cleaning.
• Força Azul Drain unclogging and degreasing products line including formulas for clearing sinks, drains, and toilets, plus specialized products for removing baked-on grease from ovens, grills, and gas burners.
• Limpex High-absorbency cleaning cloths that replace traditional rags and flannels, featuring antibacterial action, quick-drying properties, and odor resistance for multi-surface cleaning.
• Polibril Metal polish product with easy application and exclusive anti-stain action that cleans, preserves, and provides long-lasting shine without scratching surfaces.
• Prá-Lixo Practical and resistant trash bags available in various sizes for any type of trash bin, offering convenience and efficiency in daily waste management.
• Q'Brilho Shoe polish and furniture polish line; shoe polish forms a thin film to restore shine and protect without buffing, while furniture polish repels water, prevents dust accumulation, and provides dry shine with natural wax protection for multi-surfaces.
• Q'Lustro Steel wool sponge designed for polishing pots, cutlery, stoves, hardware, tools, glass, cups, crystals, domestic utensils, wooden furniture, ceramics, tiles, and more.
• Remobril High-performance stain remover line for difficult cleaning jobs, efficiently removing deep dirt from floors, formica, tiles, glass, and carpets.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TPC (Terceirizada de Produção e Comércio)minorOthersTPC is an outsourced company that manages factory operations at Bombril's São Bernardo do Campo facility. Following a workplace incident in March 2025, TPC stated it is supporting victims' families and conducting an internal investigation.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Procter & Gamble Brasil: Competing through brands like Ariel, Downy, and Ace in laundry and surface cleaning. Multinational FMCG incumbent with overlapping categories in fabric care and household cleaning relevant to Bombril's Mon Bijou and Limpol portfolios.
• Reckitt Benckiser Brasil: Operates Veja, SBP, and Vanish in Brazil — direct overlap in dishwashing (Veja), disinfection (SBP), and laundry care. Multinational incumbent with strong brand equity in the same price-sensitive Brazilian cleaning aisles.
• SC Johnson Brasil: Operates brands like Pato, Mr. Músculo, and Raid in Brazil. Direct overlap in disinfectants, bathroom cleaners, and insecticides adjacent to Bombril's Pinho Bril and Kalipto portfolios.
• Colgate-Palmolive Brasil: Multinational with households and personal care products, including AJAX cleaners and Palmolive dish soap that overlap with Bombril's dishwashing and surface cleaning ranges.
• Unilever Brasil: Brazilian subsidiary of Unilever, competing with brands like Brilhante, Omo, and Cif across laundry, dishwashing, and home care. Multinational incumbent with broader portfolio and deeper R&D budgets in the same household cleaning categories.
• Henkel Brasil: German multinational operating in laundry, home care, and adhesives. Competes via brands like Bref and Fofo in adjacent categories overlapping Limpol (dishwashing) and Mon Bijou (fabric softeners).

Direct peers

• Ypê: Brazilian-owned cleaning products manufacturer headquartered in Amparo, SP, producing detergents, fabric softeners, dishwashing, and household cleaners. Direct competitor in Brazilian CPG cleaning categories with similar breadth across dishwashing, laundry, and surface cleaning.
• Flora Produtos de Limpeza: Brazilian regional manufacturer of household cleaning products including detergents, disinfectants, and cleaners. Smaller direct competitor in the same mid-market Brazilian cleaning category where Bombril operates.

Emerging players

• Church & Dwight: U.S. household products company (Arm & Hammer, OxiClean) with growing presence in global cleaning categories. Adjacent competitor in specialty cleaning formulations relevant to Bombril's Sapólio and Pinho Bril lines.

Regional players

• Kimberly-Clark Brasil: Multinational hygiene and tissue products company operating in Brazil with cleaning-adjacent product lines. Comparable in scale and consumer channels to Bombril, though more focused on paper-based hygiene than chemical cleaning formulations.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeinstagram.com/bombriloficial
• Facebookfacebook.com/BombrilOficial
• LinkedInlinkedin.com/company/bombril
• Instagraminstagram.com/bombriloficial/?hl=pt-br
• TikToktiktok.com/@bombril.oficial?lang=pt-BR
• Xx.com/bombriloficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

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 Bombril