CleanLIFE
CleanLIFE is an Adelaide-based Australian manufacturer of plastic-free, plant-based wet wipes, selling directly to consumers via e-commerce and major retailers (Chemist Warehouse, Baby Bunting, Big W) plus B2B bulk formats through its CleanLIFE Pro commercial sub-brand for hospitality, aged care, and food service operators across Australia.
- Company typePrivate
- Founded2020
- HeadquartersAdelaide, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What CleanLIFE does
CleanLIFE is an Australian-made consumer goods brand of The Hygiene Co. Pty Ltd, founded in 2020 in Adelaide by Phil Scardigno and Corey White. The company manufactures plastic-free wet wipes from 100% plant-based fibres, formulated with Australian native botanical ingredients (Tea Tree, Kangaroo Island Eucalyptus, Byron Bay Lemon Myrtle, Davidson Plum, Snowflower, Rosella, and Jelly Bush Honey). Its core technology platform is plant-based fibre wipe substrates with biodegradable and AS/NZS 5328 certified flushable formulations, independently verified by Global Mark; CleanLIFE claims to be the first company in the world to achieve this certification. The portfolio spans six vertical categories: home cleaning (loo, fresh, floor, surface multi, surface vinegar, floor vinegar), body care (body, sweat, toosh, sticky), fem care (fem, mama, meno), baby care (baby, soothe baby), travel (2-in-1, covid), and three bundled kits. A commercial sub-brand, CleanLIFE Pro, extends the product line into B2B bulk formats (1000-wipe refills, vinegar bulk, antibacterial bulk, dry rolls) and dispensing systems for hospitality, food service, childcare, aged care, and commercial cleaning operators.
The company operates a dual-channel go-to-market model. On the consumer side, CleanLIFE sells direct-to-consumer through its Shopify-hosted e-commerce store (cleanlife.com.au) and distributes through major Australian retailers including Chemist Warehouse, Baby Bunting, Big W, IGA, Drakes, Foodland, LaManna, Chemist King, United Office Choice, Greensmith Grocery, and Amazon Australia. On the commercial side, CleanLIFE Pro sells bulk-format products and dispensing units directly to businesses across hospitality, food service, retail, childcare, aged care, gyms, and commercial cleaning. Pricing is unit-based across all tiers, ranging from $2.99 for a 15-wipe consumer pack to $139.99 for commercial bulk formats, with bundle pricing (e.g., $43.95 Everyday Family, $39.95 Everyday Home) and a 10% newsletter discount (NEWS10OFF) used as acquisition incentives. All sales are domestic; the company explicitly ships to Australian addresses only. The firm is founder-controlled, privately held, with no disclosed external institutional capital, and operates with approximately 77 employees.
CleanLIFE firmographics
Firmographics- Name
- CleanLIFE
- Legal name
- The Hygiene Co. Pty Ltd
- Website
- https://cleanlife.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CleanLIFE is an Adelaide-based Australian manufacturer of plastic-free, plant-based wet wipes, selling directly to consumers via e-commerce and major retailers (Chemist Warehouse, Baby Bunting, Big W) plus B2B bulk formats through its CleanLIFE Pro commercial sub-brand for hospitality, aged care, and food service operators across Australia.
- Ownership category
- akta.pro rank
CleanLIFE industry classification
Industry- Product category
- Personal Care Wipes
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Wipes (Baby, Flushable, Household, Personal) (CRADALAH)
- akta.pro secondary industries
- Body Wipes & Cleansing Towelettes (CRABAEAG), Wipes (All-Purpose Cleaning Wipes) (CRAJAMAJ), All-Purpose Eco Cleaners (CRAJAOAA), Heavy-Duty/Industrial-Strength All-Purpose Cleaners (Consumer) (CRAJAMAG), Wet Wipes & Flushable Wipes (Nonwoven-based) (IMAMAGAC)
Keywords
Where CleanLIFE is headquartered
LocationHeadquarters
- HQ city
- Adelaide
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
CleanLIFE business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: CleanLIFE sells directly to consumers through its e-commerce website cleanlife.com.au, offering individual products and bundled kits for home delivery across Australia. Products range from $2.99 per 15-wipe pack to $139.99 for larger commercial formats.
- Retail Distribution: Products sold through major Australian retail chains including Chemist Warehouse, Baby Bunting, Big W, IGA, Drakes, Foodland, LaManna, Rapid Clean, Chemist King, United Office Choice, Greensmith Grocery, and Amazon Australia.
- Commercial/Industrial (CleanLIFE Pro): B2B commercial hygiene range sold to businesses across hospitality, food service, retail, childcare, aged care, gyms, commercial cleaning, and workplaces. Bulk formats including 1000-wipe packs and dispensing systems for high-volume commercial cleaning operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual wipe packs - consumer retail |
| Unit Pricing | Pay-as-you-go | Bundle and kit products |
| Unit Pricing | Pay-as-you-go | Commercial bulk formats - CleanLIFE Pro |
| Other | Pay-as-you-go | Newsletter discount |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels7 records
CleanLIFE product offering
Product offeringCore offering
CleanLIFE is an Australian-made plastic-free wet wipe company producing home cleaning, body care, feminine care, baby care, and travel hygiene wipes. The company sells directly to consumers through its e-commerce site and to commercial customers through its CleanLIFE Pro range, with individual products priced from $2.99 to $139.99 and bundle pricing, newsletter subscriber discounts, and free shipping thresholds available.
Product overview
CleanLIFE is an Australian-made plastic-free wet wipe company offering a diversified portfolio across six product lines: home cleaning (loo, fresh, floor, surface multi, surface vinegar, floor vinegar), body care (body, sweat, toosh, sticky), fem care (fem, mama, meno), baby care (baby, soothe baby), and travel (2-in-1, covid). Products are made from 100% plant-based fibres, certified flushable to AS/NZS 5328 standard where applicable, and feature Australian native ingredients including Tea Tree, Kangaroo Island Eucalyptus, Lemon Myrtle, Sandalwood, Davidson Plum, Snowflower, Rosella, and Jelly Bush Honey. The company also operates CleanLIFE Pro, a commercial/industrial division offering bulk-format wipes (vinegar, antibacterial, dry rolls), dispensing systems (wall mount units, dispensers), and professional-grade cleaning solutions for hospitality, food service, retail, childcare, aged care, gyms, and commercial cleaning operations. The product ecosystem spans consumer retail packs through to high-volume commercial bulk formats, unified by plastic-free, biodegradable materials and skin-safe formulations.
Differentiator
Problem solved
Functional benefit
Brands
- CleanLIFE Pro: Commercial and industrial grade bulk wipes range including natural vinegar wipes and antibacterial wipes for commercial kitchens, food service, hospitality, retail, childcare, aged care, and workplace hygiene.
Products and services
- Home Cleaning Wipes Plastic-free household cleaning wipes for Australian consumers, covering toilet cleaning (loo clean), general-purpose cleaning (fresh clean), floor cleaning (floor clean, floor vinegar), and surface cleaning (surface multi, surface vinegar) use cases across kitchens, bathrooms, and general home surfaces.
- Body Care Wipes Plastic-free personal body wipes for everyday hygiene, including body clean, sweat clean, toosh clean, and sticky clean variants targeted at Australian consumers seeking sustainable on-the-go and at-home personal cleansing options.
- Feminine Care Wipes Plastic-free feminine hygiene wipes including fem clean for general use, mama clean for pregnancy, and meno clean for menopause-related care, targeted at Australian women seeking plastic-free intimate and lifecycle hygiene options.
- Baby Care Wipes Plastic-free baby wipes including baby clean for everyday cleansing and soothe baby for sensitive-skin care, targeted at Australian parents seeking gentle, plastic-free alternatives to mainstream baby wipes.
- Travel Hygiene Wipes Plastic-free travel-sized hygiene wipes including 2 in 1 clean and covid clean variants, designed for on-the-go use by Australian consumers who want portable, plastic-free cleansing while travelling or commuting.
- Bundle Packs Curated multi-pack bundles including everyday family, everyday home, and everyday travel bundles that combine products across CleanLIFE's range into single purchase units at bundle pricing for Australian consumers.
- CleanLIFE Pro Commercial Range Commercial-grade plastic-free wet wipe range under the CleanLIFE Pro sub-brand for Australian B2B customers in hospitality, facilities management, healthcare-adjacent operations, and industrial sectors that require bulk plastic-free hygiene solutions.
Quantifiable outcome
- Nappy rash incidences reduced from 25% to 5% during NICU trial at Canberra Hospital
- +2 more outcomes
Companies that use CleanLIFE
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles2 records
CleanLIFE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
CleanLIFE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Responsible Flushing Alliance (RFA)coreCleanLIFE's parent company The Hygiene Co. joined the Responsible Flushing Alliance coalition in December 2023. The RFA is a coalition of wipe manufacturers dedicated to improving consumer flushing habits and bringing awareness to wipes labeling. The partnership supports CleanLIFE's mission to educate consumers about responsible disposal of wet wipes and differentiate certified flushable products from non-flushable alternatives.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
CleanLIFE competitors and assessment
Company assessmentDirect peers
- WaterWipes: Irish-founded global baby and personal wipe brand positioned on minimal-ingredient, plant-based, plastic-free formulations. Closest direct competitor to CleanLIFE in the premium plastic-free baby/body wipe category and the most relevant international comparable.
- Eco by Naty: Swedish eco-friendly baby care brand offering plant-based, biodegradable wipes and nappies. Comparable as a sustainability-positioned smaller competitor overlapping with CleanLIFE's baby segment and premium eco positioning.
- Jackson Reece: UK-based plastic-free, biodegradable baby wipe brand using plant-based fibres. Competes with CleanLIFE in certified eco-friendly baby wipes and shares similar sustainability positioning and category focus.
Broad incumbents
- Diversey: Global commercial hygiene and cleaning solutions provider serving hospitality, food service and healthcare. Most relevant comparable for CleanLIFE Pro's commercial vertical expansion into B2B sanitation contracts.
- Ecolab: Global leader in water, hygiene and infection-prevention solutions serving commercial cleaning, food service, hospitality and healthcare. Comparable as the dominant scale incumbent in the institutional sanitation verticals CleanLIFE Pro targets.
- SC Johnson (Windex, Mrs. Meyer's): Family-owned global household products incumbent with surface cleaning wipes and Mrs. Meyer's eco-friendly line. Comparable as a family-controlled incumbent relevant to CleanLIFE's ownership profile and household cleaning category overlap.
- Nice-Pak: World's largest wet wipe manufacturer producing private-label and branded wipes across baby, household, and healthcare categories globally. Relevant as the dominant scale manufacturer and a likely acquirer or partner candidate for CleanLIFE's certified flushable technology.
- Procter & Gamble (Pampers): Global CPG incumbent with Pampers baby wipes, household surface wipes and feminine care offerings. Competes with CleanLIFE across baby, household and fem care with massive distribution and R&D scale advantages.
- Rockline Industries: Privately held global wet wipe manufacturer serving private-label and branded customers across consumer and commercial categories. Comparable as a scale manufacturer competing for the same retail and B2B accounts CleanLIFE targets.
- Kimberly-Clark (Huggies): Global consumer products giant whose Huggies baby wipes and Kleenex household wipes compete across CleanLIFE's full category range. Most relevant as the incumbent CleanLIFE must differentiate against through its plant-based and certified-flushable positioning.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
CleanLIFE social profiles
Digital presenceCleanLIFE compliance and trust
Trust signalCompliance1 record
CleanLIFE financial estimates
Financial estimateRevenue estimate
Valuation estimate
CleanLIFE leadership team
Management profileNumber of profiles
Profiles2 records
CleanLIFE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CleanLIFE 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 CleanLIFE
What does CleanLIFE do?
CleanLIFE is an Australian-made plastic-free wet wipe company producing home cleaning, body care, feminine care, baby care, and travel hygiene wipes. The company sells directly to consumers through its e-commerce site and to commercial customers through its CleanLIFE Pro range, with individual products priced from $2.99 to $139.99 and bundle pricing, newsletter subscriber discounts, and free shipping thresholds available.
Is CleanLIFE a public or private company?
CleanLIFE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CleanLIFE founded?
CleanLIFE was founded in 2020. It employs 51 to 100 people.
Where is CleanLIFE based?
CleanLIFE is headquartered in Adelaide, Australia, in the Oceania region.
How does CleanLIFE make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution and commercial/Industrial (CleanLIFE Pro).
Who are CleanLIFE's main competitors?
Direct peers on record are WaterWipes, Eco by Naty and Jackson Reece. Broad incumbents are Diversey, Ecolab, SC Johnson (Windex, Mrs. Meyer's), Nice-Pak, Procter & Gamble (Pampers), Rockline Industries and Kimberly-Clark (Huggies).
Does CleanLIFE have an API?
No public API is recorded for CleanLIFE.
What industry is CleanLIFE in?
CleanLIFE's product category is Personal Care Wipes. Its primary akta.pro industry code is CRADALAH, Wipes (Baby, Flushable, Household, Personal), with a secondary code of CRABAEAG, Body Wipes & Cleansing Towelettes. Its NAICS code is 32561 and its SIC code is 2840.