Pro Formula

Name

Pro Formula

Legal name

Pro Formula

Website

https://proformula.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

UK & Ireland

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales through Trade Partners: Pro Formula generates revenue through the sale of professional cleaning products distributed exclusively via third-party retail partners including Amazon, Lyreco, Alliance Online, Booker, and other authorised distributors. The company does not sell products directly.
2. Unilever Brand Licensing: Pro Formula brings together trusted Unilever brands and professional cleaning expertise. The company leverages licensed Unilever brand formulations (Cif, Comfort, Domestos, Persil, Sun, Lux, Surf) for professional/commercial use.

Go-to-market motion1 record

Distribution channels9 records

Marketing channels6 records

Core offering

Pro Formula is a professional cleaning products brand operated by Diversey (a Solenis Company) that brings together trusted Unilever consumer brands (Cif, Surf, Comfort, Domestos, Persil, Sun, Lux, Dove, Sunlight) for commercial and professional use. The portfolio spans kitchen cleaners, washroom cleaners, laundry detergents, fabric conditioners, dishwash products, floor cleaners, disinfectants, bleach, drain unblockers, and biodegradable wipes. Products are sold exclusively through third-party trade partners and distributors in the UK and Ireland, serving food service, hospitality, care homes, offices, and the HORECA sector.

Product overview

Pro Formula is a professional cleaning products portfolio by Diversey (a Solenis Company), bringing together trusted Unilever brands including Cif, Comfort, Domestos, Persil, Sun, Lux, Dove, and Surf. The portfolio consists of professional-grade cleaning chemicals organized by room/area application (Kitchen, Washroom, Floor, Interior, Laundry, Dishwash) and sector (Food Service, Hospitality, Care Home, Office, HORECA, Restaurants). Products include degreasers, disinfectants, glass cleaners, cream cleaners, oven cleaners, washroom cleaners, fabric conditioners, laundry detergents, bleach products, drain unblockers, wood care products, and biodegradable wipes. The portfolio offers both concentrated and ready-to-use formulations with various fragrances and specialized features such as limescale prevention, antimicrobial properties, and eco-friendly options. Products are sold through third-party trade partners including Amazon, Lyreco, Alliance, Booker, and others.

Differentiator

Problem solved

Functional benefit

Brands

• Cif Professional: Professional cleaning products including Power Cleaner Degreaser, Glass & Multi Surface Cleaner, Cream White, and various concentrates for kitchen, washroom, and floor applications.
• Comfort Professional
• Domestos Professional
• Surf Professional
• Persil Professional
• Sun Professional
• Dove Professional
• Lux Professional

Products and services

• Cif Professional Power Cleaner Degreaser 750ml A powerful degreaser that quickly dissolves grease and dirt. Perfume free and aluminum safe, suitable for most kitchen surfaces including utensils, pots, pans, cookers, hoods, filters, floors, walls, doors, and drains. For professional kitchen and food service use.
• Cif Professional Glass & Multi Surface Cleaner 750ml A ready-to-use cleaner that quickly removes grime and grease, leaving streak-free shine on windows and interior surfaces including mirrors, tables, and other hard surfaces. Features patented ONT Odour Neutraliser Technology effective against mould and mildew odours.
• Cif Cream White 750ml A multipurpose hard surface cream cleaner with micro-particles for use in washroom and kitchen. Delivers results on burnt-on food, tough grease, soap scum, and watermarks on ceramic, enamel, plastic, stainless steel, and vitroceramics.
• Comfort Sensitive Pure Professional Concentrated Fabric Conditioner 240W 4.8L A hypoallergenic and dermatologically tested concentrated fabric conditioner providing soft and fresh linens for sensitive skin. Provides 240 washes per bottle with Pure fragrance. For hospitality and care home laundry operations.
• Cif 2in1 Kitchen Cleaner Disinfectant 'Safeguard' 750ml A highly effective detergent disinfectant for one-step cleaning and disinfection of all hard surfaces including food premises. Kills bacteria and yeast in 30 seconds and enveloped viruses (including coronaviruses) in 1 minute. Cuts through grease and dried-on food.
• Cif Professional Oven & Grill Cleaner 750ml A powerful cleaner that removes stubborn grease and carbon deposits from ovens and grills. Features a non-hazardous, non-corrosive formulation. For commercial kitchen and food service operations.
• Cif Pro Formula Cream 750ml A versatile cream cleaner packed with millions of natural cleaning particles for excellent performance on tough stains without damaging delicate surfaces such as enamel and paintwork. Suitable for kitchen and bathroom cleaning.
• Cif Professional 2in1 Washroom Cleaner 750ml A washroom cleaner that removes limescale, dirt, and soap residue, providing sparkling results with long-lasting fresh fragrance. Cleans and descales bathtubs, showers, wash basins, WC, chrome, stainless steel, plastics, and ceramic.
• Cif Professional All Purpose Cleaner Lemon Fresh 5L A pleasantly fragranced all-purpose cleaner for fast and effective daily cleaning of unpolished floors, walls, paintwork, ceramics, laminates, plastics, and all other washable hard surfaces. Effective on grease, grime, mould, mildew, and urine odours. Bulk 5L format for cost-effective professional use.
• Comfort Fresh Blue Professional Concentrated Fabric Conditioner 240 washes 4.8L A concentrated fabric conditioner delivering 5-star soft and fresh fabrics with Blue Skies fragrance. Provides 3x longer-lasting freshness and helps maintain fabric quality. For professional laundry operations.
• Comfort Fresh Classic Blue Professional Fabric Conditioner 77 washes 4.8L A fabric conditioner with Blue Skies fragrance delivering effective softening of fabrics with a fresh scent. Helps maintain fabrics for longer. 77 washes per 4.8L bottle.
• Comfort Sensorial Tropical Professional Concentrated Fabric Conditioner 240 Washes 4.8L A concentrated fabric conditioner with Tropical Lily fragrance providing 5-star soft and fresh fabrics. Offers 3x longer-lasting freshness and helps maintain fabric quality.
• Domestos Professional Urinal Blocks 150pcs Urinal blocks suitable for use in all urinals. Features fresh fragrance, will not block outlets, and consists of water-soluble tablets that mask urine smell. For commercial washrooms.
• Domestos Professional Bleach Citrus 5L A versatile thick bleach that kills all known germs and viruses. Features Anti-Limescale active molecules that stick below the waterline to remove stains and prevent limescale buildup up to 3x longer. Gel formula with citrus fragrance. Bulk 5L format.
• Domestos Professional Drain Unblocker Gel 1L An effective drain unblocker gel for kitchens and bathrooms with 15-minute quick action. Safe for all pipes, sinks through standing water, kills odours, and prevents buildup. Features child-proof cap.
• Domestos Professional Bleach Original 5L A versatile bleach that kills all known germs and viruses. Features Anti-Limescale active molecules with gel formula that works beneath the water level for long-lasting protection. Bulk 5L format.
• Comfort Professional Blue Skies Fabric Conditioner Concentrated Autodosed 10L 400 Washes An autodosed fabric conditioner with the same formula as Comfort Professional Blue Skies Concentrated. Features fresh outdoor scent, helps reduce static, and prolongs fabric life. Wall-mountable. 400 washes per 10L container for large commercial laundry operations.
• Comfort Sensitive Classic Pure Professional Fabric Conditioner 77 washes 4.8L A hypoallergenic and dermatologically tested fabric conditioner with Pure fragrance. Provides gentle softness suitable for sensitive skin and fabrics. For hospitality and care home laundry.
• Surf White Professional Laundry Powder 150W 7.5kg A laundry powder with powerful active oxygen for excellent whiteness and deep cleaning. Contains enzymes for efficient stain removal even at low temperatures. Provides 150 washes with long-lasting fresh fragrance. 7.5kg bulk pack for professional use.
• Surf Pro Formula Tropical Lily & Ylang Ylang Liquid 2x5L 100W A liquid detergent made with recycled plastics bottle (100% recyclable). Tackles tough stains at low temperatures thanks to enzymes and leaves long-lasting fresh fragrance. Provides 100 washes.
• Cif Alcohol Plus 750ml A ready-to-use ethanol-based disinfectant spray for food and kitchen environments. Kills 99.99% of viruses including Coronaviruses in 60 seconds and 99.999% of bacteria, yeasts, and fungi in 15 seconds. Evaporates completely leaving no residue.
• Cif Pro Formula Clean and Shine Biodegradable Wipes 4x100pc Biodegradable cleaning wipes made from no-plastic, 100% viscose substrate. Ideal for quick but powerful cleaning of most hard surfaces including light switches, remote controls, door handles, and waste bins. Leaves fresh fragrance.
• Cif Professional Wood Polish 750ml A wood polish with unique blend of waxes that removes dust, fingermarks, smudges, and stains, leaving a deep long-lasting shine. Suitable for wood, vinyl, plastic, ceramic, and enamel finishes.
• Cif Professional Wood Floor Cleaner 5L A floor cleaner specially formulated to thoroughly clean dirt from sealed wood surfaces without damaging them. Maintains original appearance with no rinse needed and residue-free results. Bulk 5L format.
• Cif Professional Power Cleaner Degreaser Concentrate 5L A concentrated degreaser that quickly dissolves grease and dirt. Available as concentrated form for dilution for large surfaces. Aluminum safe, suitable for kitchen utensils, cookers, hoods, filters, floors, walls, doors, and drains. Bulk 5L format.
• Cif Professional 2in1 Kitchen Cleaner Disinfectant Spray 750ml A perfume-free cleaner and disinfectant for all surfaces in food premises. Effective against a wide range of microorganisms with powerful grease-cutting and dried-on food removal.
• Cif Professional All Purpose Cleaner Pine Fresh 5L A pleasantly fragranced all-purpose cleaner for fast and simple daily cleaning of unpolished floors, walls, paintwork, ceramics, laminates, plastics, and all other washable hard surfaces. No bleach stains or smell. Pine fragrance, bulk 5L format.

Quantifiable outcome

• Domestos Anti-Limescale provides up to 3x longer limescale protection
• +3 more outcomes

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered flagship, core and major.

• Diversey (a Solenis Company)flagshipStrategic or Co-development PartnerPro Formula is operated by Diversey, a Solenis Company. Diversey is a leading provider of professional cleaning, hygiene, and disinfection solutions. The company collects and processes enquiries submitted through the Pro Formula website.
• UnilevercoreStrategic or Co-development PartnerPro Formula brings together trusted Unilever brands (Cif, Surf, Comfort, Domestos, Persil, Sun, Lux, Sunlight) and professional cleaning expertise. Pro Formula is a brand under Unilever Professional.
• LyrecomajorChannel Partner/ Reseller/ DistributorMajor office supplies and workplace solutions distributor serving businesses across UK and Ireland. Stocks Pro Formula professional cleaning products.
• Alliance OnlinemajorChannel Partner/ Reseller/ DistributorNational distributor of catering and cleaning supplies for professional users. Stocks full range of Pro Formula products including Cif, Comfort, Domestos, Persil, and Sun brands.
• BookermajorChannel Partner/ Reseller/ DistributorWholesale caterers supplying the catering and food service industry. Stocks Pro Formula products including Domestos Professional, Comfort, and Sun Professional brands.
• AmazonmajorChannel Partner/ Reseller/ DistributorGlobal marketplace for Pro Formula products reaching consumers and small businesses across UK. Stocks Cif Professional, Domestos Professional, and other brands.
• Musgrave MarketPlacemajorChannel Partner/ Reseller/ DistributorIreland's leading wholesale food retailer and supplier serving the hospitality sector. Stocks Pro Formula products for Irish market.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sutter Professional: Italian professional cleaning brand offering a broad portfolio of detergents, disinfectants and floor care for HORECA and facility management — a comparable mid-sized specialized B2B cleaning manufacturer targeting the same end customers as Pro Formula.
• SC Johnson Professional: Operates a dedicated B2B professional cleaning and hygiene business that adapts trusted consumer brand expertise for commercial users — closely mirroring Pro Formula's licensing-and-reformulation model for institutional customers.
• Reckitt Professional: Reckitt has historically operated professional lines built around Dettol, Lysol and Cillit Bang — directly analogous to Pro Formula's strategy of repurposing consumer brands (Unilever) for B2B hygiene and cleaning channels.
• Dr. Schnell Chemie: German manufacturer of professional cleaning, disinfection and hygiene products for commercial kitchens, hotels and care facilities — competes head-to-head with Pro Formula in Central European HORECA and healthcare channels.
• Buzil: European manufacturer of professional cleaning products and systems, offering a comprehensive HORECA and facility care range — a similarly structured mid-market branded competitor to Pro Formula in professional cleaning chemistry.
• P&G Professional: P&G's B2B division historically licensed consumer brands (Ariel, Fairy, Mr. Proper) into professional cleaning — essentially the same model as Pro Formula's Unilever brand licensing, making it a structurally identical peer.
• Diversey (Solenis): Diversey is the operator of Pro Formula and a direct peer in the professional cleaning, hygiene and disinfection space, serving the same HORECA, healthcare and facility management customers globally with a wider proprietary portfolio.
• Christeyns: Belgian-based specialist in professional laundry, kitchen and facility hygiene chemicals — directly comparable to Pro Formula's professional laundry (Comfort/Surf) and kitchen disinfection lines serving hospitality customers.

Broad incumbents

• Ecolab: Global leader in professional cleaning, sanitization and water management serving hospitality, food service and healthcare — overlaps directly with Pro Formula's verticals but at vastly larger scale and with its own branded chemistry rather than licensed consumer brands.

Emerging players

• Kärcher Professional: Global leader in professional cleaning equipment and increasingly cleaning chemistry/detergents — adjacent rather than direct overlap with Pro Formula, but serves the same HORECA and facility management buyers with complementary solutions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cleanmybusiness
• LinkedInlinkedin.com/company/pro-formu%C5%82a
• Instagraminstagram.com/proformula_uk_ire

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 Pro Formula