What Resolve does

Resolve is a US consumer packaged goods brand focused on carpet and upholstery cleaning products, positioned by its parent Reckitt Benckiser (LON: RKT) as the #1 carpet cleaning brand in the United States. Its portfolio is organized around three sub-brands — Resolve for Daily Messes, Resolve Urine Destroyer, and Resolve Pet Expert / Pet Specialist — covering sprays, foams, trigger formulas, and machine-ready solutions designed for spot cleaning and deep extraction use cases.

The brand's differentiation rests on a stack of proprietary, trademarked formulation technologies. Odor Stop Technology is used across the Pet Expert line to neutralize pet-related odors; Urine Elimination Technology is described as a bio-based formulation targeting urine stains and smells; and Oxi + Odor Stop Technology is featured in the premium Ultra Pet variant. Resolve formulas are explicitly compatible with the Bissell, Hoover, and Rug Doctor rental and consumer carpet extraction machines, which collectively represent the dominant installed base of carpet cleaning hardware in US households.

Resolve operates a classic CPG commercial model: products are sold through mass-market retailers (grocery, mass merch, drug), major e-commerce marketplaces including Amazon, and a direct-to-consumer brand site (powerofresolve.com). Revenue is generated through one-time unit purchases of stain removers, sprays, foams, and cleaning kits, with the pet-owner household and families with young children identified as the core consumer segments. Brand-level financials are not publicly disclosed; reporting is consolidated within Reckitt's Hygiene/Home segment.

Name

Resolve

Legal name

Reckitt Benckiser LLC

Website

https://powerofresolve.com

Company type

Private

Operating status

Operating

Short description

Resolve is the US carpet and upholstery cleaning brand owned by Reckitt Benckiser, selling stain removers, odor neutralizers, and machine-ready formulas — including pet-focused sub-brands built on proprietary Odor Stop and Urine Elimination technologies — through mass retail, Amazon, and DTC, primarily serving US pet-owner households.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Pet Stain & Odor Removers for Carpets/Upholstery (CRAJALAI)

akta.pro secondary industries

Carpet & Rug Spot Removers (CRAJALAA), Carpet & Upholstery Foam/Shampoo Cleaners (CRAJALAB), Upholstery & Fabric Spot Cleaners (Non-laundry) (CRAJALAE), Carpet & Upholstery Pre-Treaters & Stain Lifters (CRAJALAD), Carpet & Upholstery Stain & Odor Removal (Pet/Smoke/Mold) (HSAEAIAE)

Keywords

• Carpet cleaning products
• Stain removal solutions
• Pet odor eliminators
• Upholstery cleaners
• Household cleaning brands

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cleaning Products: Resolve generates revenue through the sale of consumer carpet cleaning, stain removal, and odor elimination products. Products are sold in various formats including sprays, foam cleaners, carpet cleaning machine formulas, and brushing kits. Revenue comes from one-time product purchases at retail and e-commerce channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Resolve manufactures and sells consumer carpet and upholstery cleaning products under three main sub-brand lines organized by mess type: Daily Messes (spot/stain removers, heavy traffic foams, machine formulas, multi-fabric cleaners), Urine Destroyer (urine stain and odor removal with bio-based ingredients), and Pet Expert/Pet Specialist (pet mess removal using patented Odor Stop Technology). Products are sold in sprays, foam aerosols, concentrated steam-machine formulas, and Easy Clean Brushing Kits through retail stores, e-commerce platforms, and the brand's own online store.

Product overview

Resolve is a carpet and fabric cleaning brand owned by Reckitt Benckiser, positioned as America's #1 carpet cleaning brand. The product portfolio spans three main sub-brands organized by mess type: (1) Daily Messes products for everyday stains like food, wine, coffee, and mud, including the core Spot & Stain Remover, Heavy Traffic Foam, Carpet Cleaning Machine Formula, and Upholstery & Multi-Fabric Cleaner; (2) Urine Destroyer products using Urine Elimination Technology with 100% bio-based ingredients for pet and human urine accidents; and (3) Pet Expert and Pet Specialist sub-brands featuring Odor Stop Technology for pet messes including urine, feces, vomit, and mud. The Ultra Pet line offers premium Oxi + Odor Stop technology. Products are available in multiple formats including sprays, foam aerosols, concentrated machine formulas, and Easy Clean Brushing Kits. All pet products are labeled as safe for use around pets when used as directed.

Differentiator

Problem solved

Functional benefit

Products and services

• Resolve Carpet Cleaner The primary carpet cleaning brand positioned as America's #1 carpet cleaning brand, featuring stain-fighting power to tackle everyday household messes like food stains, beverage stains, and mud.
• Resolve Spot & Stain Remover A spray carpet and rug cleaner that destroys tough messes the first time, begins working in 30 seconds, and breaks down stains from red wine, food grease, mud, and coffee. Targeted at everyday household stain removal.
• Resolve Heavy Traffic Foam Carpet Cleaner High-powered foaming action that lifts tough messes away, delivering 5X benefits vs. vacuuming alone, including deep cleaning and odor neutralization for wide carpeted areas and heavy traffic zones.
• Resolve Carpet Cleaning Machine Formula 2X concentrated formula designed for use in popular steam machines (Bissell, Hoover, Rug Doctor compatible) that eliminates tough stains and deep cleans ground-in dirt from large carpeted areas up to 1600 square feet.
• Resolve Upholstery & Multi-Fabric Spot & Stain Remover Triple action formula (cleans, refreshes, neutralizes) that penetrates deep to lift and remove tough stains on household fabrics including couches, rugs, mattresses, curtains, and car upholstery.
• Resolve Urine Destroyer Product line using Urine Elimination Technology with 100% bio-based odor neutralization ingredient that permanently eliminates urine stains and neutralizes odors on contact, designed for pet and human urine accidents.
• Resolve Urine Destroyer: Stain & Odor Remover Destroys urine odors the first time with Urine Elimination Technology that penetrates deep to lift and remove urine stains, prevents resoiling, and discourages pet remarking.
• Resolve Urine Destroyer Carpet Cleaning Machine Formula 2X concentrated formula for steam machines that powers away tough urine odors, deep cleans urine accidents and pet stains, using only 2.3 fl. oz. per gallon of water.
• Resolve Pet Expert Stain & Odor Remover Pet-focused product featuring patented Odor Stop Technology that eliminates pet odors and is safe to use around pets and kids; removes tough pet messes including urine, feces, vomit, and tracked-in mud while neutralizing pet and household odors.
• Resolve Pet Expert Heavy Traffic Foam High-powered foaming formula for heavy-traffic pet areas with Odor Stop Technology, removing 3X more pet hair and 5X more dirt vs. vacuuming alone.
• Resolve Pet Expert Carpet Cleaning Machine Formula 2X concentrated steam machine formula with Odor Stop Technology that deep cleans ground-in dirt and pet stains like urine, vomit, and feces.
• Resolve Pet Expert Easy Clean Brushing Kit Cleaning kit combining upright brush, ergonomic handle, and 22oz Resolve Pet Expert Heavy Traffic Foam Can for easy deep cleaning without scrubbing on hands and knees.
• Resolve Pet Specialist Stain & Odor Remover Stain and odor remover targeting common pet messes including urine, feces, vomit, and dirt with a specialized pet-focused formula.
• Resolve Pet Specialist Heavy Traffic Foam Carpet Cleaner High-powered foaming action that destroys tough set-in stains and odors up to 7 days old like feces, vomit, and dirt, with 5X benefits vs. vacuuming alone.
• Resolve Pet Specialist Easy Clean Brushing Kit Cleaning kit combining upright brush, ergonomic handle, and 22oz Resolve Pet Specialist Heavy Traffic Foam Can for easy rug and carpet deep cleaning.
• Resolve Ultra Pet Stain & Odor Remover Premium pet stain remover using Oxi + Odor Stop technology that permanently removes odors, penetrates deep to lift pet, food, and other stains from carpets, upholstery, and area rugs.

Quantifiable outcome

• Removes 5X more dirt vs. vacuuming alone
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• BissellminorOthersBissell is mentioned as a compatible brand for steam cleaning machines that work with Resolve Carpet Cleaning Machine formulas. Bissell, Hoover, and Rug Doctor are referenced as compatible steam machine brands, indicating market interoperability rather than formal partnership.
• HooverminorOthersHoover is mentioned as a compatible brand for steam cleaning machines that work with Resolve Carpet Cleaning Machine formulas. Products are tested and recommended for use in Hoover steam machines.
• Rug DoctorminorOthersRug Doctor is mentioned as a compatible brand for steam cleaning machines that work with Resolve Carpet Cleaning Machine formulas. Products are tested and recommended for use in Rug Doctor cleaning machines.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• OxiClean: OxiClean is a major stain-removal brand that competes with Resolve on carpet spot cleaning and laundry pre-treatment. The Oxi + Odor Stop technology in Resolve Ultra Pet directly parallels OxiClean's oxygenated-cleaner positioning.
• Hoover: Hoover competes directly with Resolve on carpet cleaning formulas, including its own branded steam machine detergents. Hoover machines are listed as compatible with Resolve formulas, indicating direct category overlap in both machines and consumables.
• Nature's Miracle: Nature's Miracle is a leading brand in pet stain and odor removal, directly competing with Resolve's Pet Expert, Pet Specialist, Urine Destroyer, and Ultra Pet lines for the same pet-owner household purchase occasions.
• Rug Doctor: Rug Doctor is a direct competitor in deep-cleaning carpet machines and branded cleaning formulas. Resolve lists Rug Doctor as a compatible machine, and the two brands compete on the same rental/retail deep-cleaning occasion.
• Folex: Folex is a well-established spot and stain remover brand competing directly with Resolve Spot & Stain Remover on retail and professional cleaning channels.
• Bissell: Bissell is a direct competitor in carpet cleaning machines and formulas. Bissell sells its own branded carpet cleaning solutions and Resolve machine formulas are tested as compatible with Bissell machines — they compete head-to-head for the same household cleaning occasions and shelf space.
• Woolite: Woolite offers carpet and upholstery cleaners including rug and fabric care products that overlap with Resolve's Upholstery & Multi-Fabric Spot & Stain Remover and heavy traffic foam offerings.
• Simple Solution: Simple Solution is a direct competitor in pet stain and odor removers, offering sprays, foams, and machine formulas targeting pet messes. It competes head-to-head with Resolve's pet-focused sub-brands on retail shelves and e-commerce.

Peers

• Arm & Hammer (Church & Dwight):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ResolveUS
• Facebookfacebook.com/ResolveUS
• Instagraminstagram.com/resolvecleaner

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 Resolve