White Magic

What White Magic does

White Magic is a privately held, for-profit Australian company headquartered in Brisbane that sells and supplies chemical-free cleaning products. The company was founded in 2001 and operates with a headcount in the 11-50 range, suggesting a small-to-mid-sized niche operator in the household cleaning category. Its short description explicitly identifies the firm as a seller and supplier of chemical-free cleaning products, indicating a positioning around environmentally and health-conscious consumer demand.

The company's go-to-market appears to involve direct online sales via its branded website (whitemagic.biz) alongside what is likely a wholesale or retail supply channel, although specific distribution, pricing, and customer-segment data are not disclosed in the available source material. The source data is notably sparse — many first-party data points (revenue, customers, partnerships, certifications, product catalog, management team) are either empty or unverified, with the corporate website reportedly returning only a verification screen at time of scraping. This severely limits visibility into product breadth, technology stack, supply chain, and competitive positioning beyond the stated chemical-free niche.

No AI/ML capabilities, patents, regulatory actions, funding events, mergers, leadership changes, or strategic partnerships are documented in the source. Investor-relevant signals — revenue, growth rate, ownership structure, and operating geographies — are likewise unavailable. The available evidence supports a baseline characterization of White Magic as a long-standing, privately held Australian niche cleaning-products supplier, but does not support detailed diligence conclusions on financial performance, moat depth, or expansion trajectory.

Name

White Magic

Website

https://whitemagic.biz

Company type

Private

Founded year

2001

Headcount range

11–50 employees

Short description

White Magic is a privately held Brisbane-based supplier founded in 2001 that sells chemical-free cleaning products to consumers, operating with 11-50 employees in the Australian household cleaning category.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

Heavy-Duty/Industrial-Strength All-Purpose Cleaners (Consumer) (CRAJAMAG), Specialty Household Cleaners (Glass, Oven/Grill, Toilet, Descalers, Disinfectants) (CRADAKAH)

Keywords

• Chemical-free cleaning products
• Eco-friendly cleaning supplies
• Household cleaning products
• Sustainable cleaning tools
• Natural cleaning accessories

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Core offering

White Magic sells and supplies chemical-free cleaning products. The company is headquartered in Brisbane, Australia, was founded in 2001, and operates with 11-50 employees focused on delivering cleaning solutions formulated without harsh chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• Chemical-Free Cleaning Products Cleaning products formulated without chemicals, sold and supplied by White Magic to customers seeking non-toxic household cleaning solutions.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Expansion highlights1 record

Direct peers

• Method Products: Method is a US-based brand of naturally derived, design-led household and personal cleaning products. It is directly comparable to White Magic for its chemical-free positioning, multi-surface cleaner SKUs, and consumer retail go-to-market.
• EcoStore (Seventh Generation ANZ): EcoStore is a New Zealand-founded natural and chemical-free household cleaning brand operating across Australia and New Zealand. It is a direct peer to White Magic given the same chemical-free cleaning category, overlapping ANZ distribution footprint, and similar target customer seeking non-toxic home products.
• Seventh Generation: Seventh Generation is a leading US plant-based, chemical-free household cleaning brand owned by Unilever. It is directly comparable to White Magic in product category, eco-positioning, and retail channel strategy, and represents the global template for a chemical-free cleaning brand at scale.
• Attitude (Bio Spectra): Attitude is a Canadian EWG-verified natural household cleaning and personal care brand. It is a direct peer to White Magic for its chemical-free, EWG-aligned positioning and multi-surface cleaner portfolio, and is expanding into international markets.
• Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) makes cruelty-free, plant-derived household cleaning products. It is a direct comparable to White Magic in product line (multi-surface, kitchen, bathroom), chemical-free stance, and mainstream retail distribution.
• Bio-D: Bio-D is a UK-based, ethically certified, chemical-free cleaning products manufacturer supplying retail and wholesale. It is a direct peer to White Magic given the chemical-free formulation, brand-owner supply model, and mid-sized independent operator profile.
• Ecover: Ecover is a Belgian pioneer of ecological, plant-based, biodegradable cleaning products sold globally. It is a direct peer to White Magic in the chemical-free household cleaning category, and the archetypal European eco-cleaning brand.

Broad incumbents

• Grove Collaborative: Grove Collaborative is a US publicly-traded, large-scale DTC and B2B platform for natural and sustainable household cleaning and personal care products. It is a broad incumbent comparable to White Magic as it sells competing chemical-free cleaning brands at scale and acts as a category consolidator.

Regional players

• SimplyClean: SimplyClean is an Australian family-owned maker of natural, low-toxin laundry and household cleaning products. It is a regional peer to White Magic given the shared Australian market, chemical-free positioning, and similar independent mid-sized brand profile.
• Enjo: Enjo is an Australian/European brand selling chemical-free cleaning using fibre-based textile tools (rather than chemical formulations). It is a regional peer to White Magic given the shared Australian HQ, chemical-free home-cleaning value proposition, and direct-sales / specialty retail channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• Xx.com/whitemagic_biz
• Facebookfacebook.com/whitemagic.ecoliving

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 White Magic