Cleanipedia
Cleanipedia is a Unilever-owned, free multilingual content platform that publishes household cleaning, laundry, stain-removal, and sustainability advice across 15+ country-specific websites, serving general consumers as a content marketing resource for Unilever's home care brands.
- Company typePrivate
- Founded2013
- HeadquartersDubai, United Arab Emirates
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What Cleanipedia does
Cleanipedia is a consumer-facing content platform owned and operated by Unilever that publishes household cleaning, laundry, stain-removal, and sustainability advice. The site launched in 2013 and has since accumulated over 1,000 articles organized into nine categories (Bathroom Cleaning, Clothing Care, Family, Floor and Surface Cleaning, In the Home, Kitchen Cleaning, Laundry, Out of Home, and Sustainability), claiming to have reached 28 million users. Content is localized into 15+ languages across 15+ country-specific domains, with dedicated regional sites getsetclean.in (India) and temizsozluk.com.tr (Turkey) extending the footprint into South Asia and Turkey.
The underlying technology is a multilingual content management and publishing platform rather than a software product or SaaS application; it offers no API, no SDK, and no mobile app. The platform supports interactive features including a Cleaning Personality Test, polling widgets, an email newsletter signup, and a #CleanTok creator community on TikTok, but core delivery is editorial articles distributed through cleanipedia.com and five social channels (TikTok, Instagram, YouTube, Pinterest, Facebook), aggregating roughly 144k followers. Cleanipedia does not have independent products, patents, or proprietary technology beyond its content library and localized web properties.
The business model is content marketing: the site is free to consumers, generates no direct subscription, advertising, or commerce revenue, and functions as an always-on brand and education resource for Unilever's home care portfolio, with Unilever-owned brands such as Persil referenced within editorial content. There are no disclosed paying customers, no B2B contracts, and no public revenue figures; the platform's economic value accrues to Unilever in the form of brand engagement and product affinity rather than as a discrete revenue line.
Cleanipedia firmographics
Firmographics- Name
- Cleanipedia
- Legal name
- Cleanipedia (operated by Unilever)
- Website
- https://cleanipedia.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Short description
- Cleanipedia is a Unilever-owned, free multilingual content platform that publishes household cleaning, laundry, stain-removal, and sustainability advice across 15+ country-specific websites, serving general consumers as a content marketing resource for Unilever's home care brands.
- Ownership category
- akta.pro rank
Cleanipedia industry classification
Industry- Product category
- Consumer Cleaning Content & Advice
- akta.pro primary industry
- Whole-Home Deep Cleaning (Top-to-Bottom Intensive) (HSAEABAC)
- akta.pro secondary industries
- Bathroom Deep Cleaning (Tile/Grout, Descaling, Mold/Mildew) (HSAEABAB), Deep Dusting & High-Reach Cleaning (Ceilings, Fans, Vents, Baseboards) (HSAEABAG)
Keywords
Where Cleanipedia is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Markets served
Cleanipedia business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Content Marketing Platform: Cleanipedia functions as a content marketing platform for Unilever brands, providing free cleaning advice to consumers while promoting Unilever products (such as Persil Bio detergent). The site references Unilever brands like Persil in its content.
Distribution channels2 records
Marketing channels8 records
Cleanipedia product offering
Product offeringCore offering
Cleanipedia is a free, content-based informational website that publishes practical cleaning tips, how-to guides, and stain removal advice across categories including bathroom cleaning, laundry, kitchen cleaning, floor care, and sustainability. The platform distributes educational articles and short-form video content through its website and social media channels (TikTok, Instagram, YouTube, Pinterest, Facebook), serving as a content marketing resource for parent company Unilever's cleaning product brands.
Product overview
Cleanipedia is a content-based cleaning advice platform organized into nine primary content categories: Bathroom Cleaning (24 articles), Clothing Care (50 articles), Family (approximately 24 articles), Floor and Surface Cleaning (66 articles), In the Home (83 articles), Kitchen Cleaning (46 articles), Laundry (105 articles), Out of Home (20 articles), and Sustainability (11 articles). The platform provides educational cleaning tips, how-to guides, and stain removal advice across these categories. It also offers interactive features including a Cleaning Personality Test, a community polling/voting system, and a #CleanTok community connection. Cleanipedia does not offer a technical product or software platform with distinct product modules—it is a reference content library.
Differentiator
Problem solved
Functional benefit
Products and services
- Laundry Cleaning Guides
Quantifiable outcome
- 28 million people helped
- +2 more outcomes
Companies that use Cleanipedia
Customer profileSegments1 record
Ideal customer profiles1 record
Cleanipedia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Cleanipedia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- UnilevercoreCleanipedia is owned and operated by Unilever. The platform serves as a content marketing resource providing cleaning tips while promoting Unilever brands such as Persil. The site references Unilever products in its content.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Cleanipedia competitors and assessment
Company assessmentBroad incumbents
- This Old House: This Old House is an established home improvement media brand offering content on home maintenance, cleaning, and renovation. While broader in scope than Cleanipedia, it competes for the same DIY-oriented homeowners seeking cleaning and home care advice.
- HGTV: HGTV is a Discovery/Warner Bros. home and lifestyle media brand offering content on home improvement, cleaning, and design. While broader than Cleanipedia, it competes for the same audience of homeowners seeking cleaning and home care content.
- Better Homes & Gardens: Better Homes & Gardens is a Meredith/Dotdash media brand covering home cleaning, gardening, and lifestyle topics. It is comparable as a long-established consumer media platform targeting homeowners with practical home care advice.
Direct peers
- Real Simple: Real Simple is a Dotdash Meredith lifestyle media brand offering practical advice on home cleaning, organization, and everyday life. It competes directly with Cleanipedia for the same audience of homeowners and families seeking cleaning content.
- P&G Everyday: P&G Everyday is Procter & Gamble's content marketing platform offering household cleaning and lifestyle advice, directly comparable to Cleanipedia's Unilever-owned model. Both serve as brand-owned media properties for major CPG companies targeting cleaning consumers.
- Good Housekeeping: Good Housekeeping is a Hearst-owned media brand providing expert-verified cleaning tips, home care advice, and product recommendations. It is a direct competitor in the cleaning content space with established brand authority similar to Cleanipedia's Unilever-backed approach.
- The Spruce: The Spruce is a leading home cleaning and lifestyle content platform owned by Dotdash Meredith, offering how-to guides, cleaning tips, and home organization advice. It is directly comparable as a content-driven platform focused on household cleaning and home improvement topics.
- Martha Stewart: Martha Stewart is a Dotdash Meredith media brand focused on home, cleaning, and lifestyle content with strong brand authority. It overlaps with Cleanipedia in providing expert cleaning and home maintenance advice to consumers.
Emerging players
- A Cleaning Story: A Cleaning Story is an emerging UK cleaning content creator on Instagram and TikTok, representing the rise of independent cleaning personalities who capture audience share away from brand-controlled cleaning platforms like Cleanipedia.
- Mrs Hinch Made Me Do It: Mrs Hinch is a UK-based social media cleaning personality who has built a massive cleaning content community across Instagram and TikTok. It represents the creator-led model that competes with Cleanipedia's brand-controlled content approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Cleanipedia social profiles
Digital presenceCleanipedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cleanipedia leadership team
Management profileNumber of profiles
Profiles1 record
Cleanipedia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cleanipedia 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 Cleanipedia
What does Cleanipedia do?
Cleanipedia is a free, content-based informational website that publishes practical cleaning tips, how-to guides, and stain removal advice across categories including bathroom cleaning, laundry, kitchen cleaning, floor care, and sustainability. The platform distributes educational articles and short-form video content through its website and social media channels (TikTok, Instagram, YouTube, Pinterest, Facebook), serving as a content marketing resource for parent company Unilever's cleaning product brands.
Is Cleanipedia a public or private company?
Cleanipedia is a private company. It is classified as corporate owned and is currently operating.
When was Cleanipedia founded?
Cleanipedia was founded in 2013.
Where is Cleanipedia based?
Cleanipedia is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Cleanipedia make money?
One revenue line is on record: content Marketing Platform.
Who are Cleanipedia's main competitors?
Broad incumbents on record are This Old House, HGTV and Better Homes & Gardens. Direct peers are Real Simple, P&G Everyday, Good Housekeeping, The Spruce and Martha Stewart. Emerging players are A Cleaning Story and Mrs Hinch Made Me Do It.
Does Cleanipedia have an API?
No public API is recorded for Cleanipedia.
What industry is Cleanipedia in?
Cleanipedia's product category is Consumer Cleaning Content & Advice. Its primary akta.pro industry code is HSAEABAC, Whole-Home Deep Cleaning (Top-to-Bottom Intensive), with a secondary code of HSAEABAB, Bathroom Deep Cleaning (Tile/Grout, Descaling, Mold/Mildew).