Vi-Jon

What Vi-Jon does

Vi-Jon is a St. Louis-based private brand dry goods manufacturer founded in 1908, specializing in powder and salt-based personal care products including Epsom salts (offered in Lavender, Eucalyptus, Rosemary Mint, Peppermint, and Unscented variants with customizable fragrance and pouch sizes), baby powders (including corn starch and lavender formulations), foot powder, body powder, and shower/bath powder. The company operates an on-site micro testing lab, a dedicated quality control workforce, and a regulatory compliance team covering state and federal requirements. Manufacturing is anchored at the company's headquarters at 8800 Page Ave., St. Louis, MO, with a second modern manufacturing and distribution complex in the Nashville, Tennessee metropolitan area, together producing over 3,500 private brand SKUs sold to more than 200 retail and industrial customers across North America.

Vi-Jon's business model is B2B private label manufacturing with quote-based pricing: the company sells through a network of brokers and sales agents to major retailers serving retail, eCommerce, and away-from-home channels. Historically, Vi-Jon also produced mouthwash (becoming the largest U.S. private brand mouthwash producer by 1984), nail polish remover, petroleum jelly, and antibacterial soap, and launched the Germ-X hand sanitizer brand in 1997. Following a 1997 merger with Cumberland-Swan and a 1994 acquisition of Hunt Products, Vi-Jon grew to five manufacturing and distribution centers by 2008.

In August 2020, Vi-Jon became a 100% employee-owned organization via an ESOP, and in January 2024 the parent reorganized into Emprise Group (ESOP holding company) and Vivos Holdings (CPG operating company). Under Vivos, three operating subsidiaries were formed — Consumer Product Partners (private brand liquid-fill products and contract manufacturing), UpLift Brands (Germ-X, Citroma, Sonoma Spa, Mountain Falls, Alpine Extreme branded products), and INSPR Labs (R&D and analytical services) — with Vi-Jon continuing as the private label dry goods business. The Emprise parent has signaled intent to build a diversified CPG and industrial investment portfolio through organic growth and brand acquisitions, while the mesothelioma-related litigation against Vi-Jon LLC (a $10.2M verdict alongside other talc defendants) represents a notable legacy liability risk tied to historical talc-based products.

Name

Vi-Jon

Legal name

Vi-Jon LLC

Website

https://vijon.com

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Vi-Jon is the oldest U.S. private label manufacturer (founded 1908), producing Epsom salts, baby powders, and personal care dry goods for over 200 retail and industrial customers across North America. It operates as a subsidiary of Emprise Group, a 100% employee-owned ESOP holding company.

Ownership category

akta.pro rank

Product category

Private Label Personal Care Manufacturing

NAICS

Toilet Preparation Manufacturing (32562), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Private label manufacturing
• Personal care products
• Bath products
• Powder products
• Consumer goods manufacturing

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Private Brand Dry Goods Sales: Manufacturing and selling private brand dry goods bath and personal care products including Epsom salts and baby powders through retail and industrial distribution channels
2. Contract Manufacturing Services: Provider of contract manufacturing services to other consumer products companies

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Vi-Jon manufactures private brand dry goods bath and personal care products, including Epsom salts in multiple fragrances, baby powder, foot powder, body powder, shower and bath powder, and therapy soak salts. The company produces these on a private label basis for retailers, eCommerce sellers, industrial customers, and distributors across North America, operating two manufacturing complexes in the St. Louis and Nashville/Smyrna, Tennessee areas.

Product overview

Vi-Jon is a private brand dry goods bath and personal care products manufacturer, offering Epsom salts in multiple fragrances (Lavender, Eucalyptus, Rosemary Mint, Peppermint, and Unscented) along with baby powder, foot powder, body powder, and shower/bath powder products. The company operates as one of the subsidiaries under Emprise Group (formerly Vi-Jon Holding), providing private label solutions for retail, eCommerce, and away-from-home channels. Vi-Jon is the oldest private label manufacturer in the U.S., founded in 1908, and is now 100% employee-owned through an ESOP program.

Differentiator

Problem solved

Functional benefit

Brands

• Germ-X: Hand sanitizer and antibacterial product brand under UpLift Brands subsidiary
• Citroma
• Sonoma Spa
• Mountain Falls
• Alpine Extreme

Products and services

• Epsom Salt Scented and unscented Epsom salt products for bath and personal care use, manufactured on a private label basis for retailers, with options to add fragrance to a standard unscented base and package in multiple pouch sizes.
• Baby Powder Baby powder products for infant care, manufactured on a private label basis for retailers in standard, corn starch, and scented (e.g., Lavender) variants.
• Foot Powder Foot powder products for personal hygiene, manufactured on a private label basis for retailers and industrial customers.
• Body Powder Body powder products for personal care, manufactured on a private label basis for retailers and industrial customers.
• Shower and Bath Powder Shower and bath powder products for personal hygiene, manufactured on a private label basis.
• Therapy Soak Epsom Salt Therapy soak Epsom salt product for bath and personal care, manufactured on a private label basis.

Quantifiable outcome

• Over 200 retail and industrial customers served across North America
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

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.

• Vivos HoldingscoreOthers · 4 January 2024Vivos Holdings is a consumer packaged goods holding company within the Emprise Group structure, focused on providing household and personal care products. Its businesses include Consumer Product Partners (private brand liquid-fill products), UpLift Brands (branded health/beauty/personal care), and INSPR Labs (analytical and laboratory services). Vi-Jon operates as a subsidiary under this structure.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• TreeHouse Foods: U.S.-listed private label CPG manufacturer producing shelf-stable foods and household/personal care products for retail and foodservice customers. Comparable by private label manufacturing model, multi-category product breadth, and large retailer customer base.
• Mana Products: Private label manufacturer of color cosmetics, skin care, bath, and personal care products for retailers and emerging brands. Comparable as a private label personal care/bath manufacturer with similar B2B contract manufacturing model.
• Hain Celestial Group: Manufacturer and seller of organic, natural, and private label health, beauty, and personal care products across multiple retail channels. Comparable as a personal care and bath manufacturer with significant private label exposure to mass retailers.
• Nice-Pak Products: Leading private label wet wipes and personal care manufacturer serving retail, industrial, and healthcare channels. Comparable as a private label personal care manufacturer with similar retail customer base and contract manufacturing capabilities; explicitly linked on Vi-Jon's corporate website as a related entity.
• KDC/One: Contract manufacturer of personal care, beauty, and household products for leading brands and retailers. Highly comparable as a B2B formulator and packager of personal care products serving similar retail customers.
• McBride plc: Europe's largest manufacturer of private label household and personal care products, including bath, laundry, and hygiene categories. Closest pure-play peer by business model — B2B contract and private label manufacturing for major retailers — though primarily serving European markets.
• Consumer Product Partners: Sister subsidiary under Emprise Group, operating as a leading private brand liquid-fill household and personal care manufacturer with 3,500+ SKUs sold to 200+ retail and industrial customers. Most directly comparable entity to Vi-Jon — same holding company, same private label go-to-market, same North America retail channel.

Broad incumbents

• Church & Dwight: Major branded CPG manufacturer with extensive personal care, household, and oral care portfolio (Arm & Hammer, Batiste, OxiClean). Comparable as a broad incumbent in the personal care/bath category, though branded rather than private label.
• Henkel AG: Global manufacturer of laundry & home care, beauty care, and adhesive technologies, including private label and contract manufacturing services for personal care. Comparable as a broad incumbent with overlapping bath/personal care and contract manufacturing capabilities.

Emerging players

• Prime Matter Labs: Independent contract manufacturer formulating and producing personal care, beauty, and bath products for emerging and established brands. Comparable as a private label/contract personal care manufacturer, though smaller and more brand-DTC focused than Vi-Jon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/germxpro
• Facebookfacebook.com/ViJonInc
• LinkedInlinkedin.com/company/vi-jon

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Vi-Jon