Airpure
- Company typePrivate
- Founded2008
- HeadquartersBury, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Airpure firmographics
Firmographics- Name
- Airpure
- Legal name
- AirPure International Limited
- Website
- https://airpure.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Airpure industry classification
Industry- Product category
- Home Fragrance and Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)
- akta.pro secondary industries
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Car & Small-Space Air Care (Automotive/Closet/Travel) (CRAJAEAH), Odor Eliminators & Neutralizers (Non-fragrance) (CRAJAEAF)
Keywords
Where Airpure is headquartered
LocationHeadquarters
- HQ city
- Bury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Airpure business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Direct E-commerce Sales: Airpure generates revenue through its own e-commerce platform selling air fresheners, cleaning products, candles, wax melts, and laundry products directly to consumers. Products are sold at various price points from £0.75 to £24.99, with free delivery on orders over £15.
- Retail Distribution: Products are sold through third-party UK retailers including Amazon, discount stores, pharmacy chains, and independent shops, generating revenue through wholesale distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Economy products including scented beads and basic air fresheners |
| Unit Pricing | Pay-as-you-go | Standard cleaning and air care products |
| Unit Pricing | Pay-as-you-go | Premium fragrance and home diffuser products |
| Unit Pricing | Pay-as-you-go | Delivery threshold model |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Airpure product offering
Product offeringCore offering
Airpure designs, manufactures, and distributes its own-branded home fragrance and household cleaning products — including candles, reed diffusers, air fresheners, laundry products, and pet care items — selling them through its own e-commerce site, major UK discount retailers, and distributors in over 40 international markets.
Product overview
Airpure is a family-run UK company (founded 2008) that operates an online store offering home fragrance and cleaning products. The product portfolio includes air fresheners (refill tins, trigger sprays, gel twist, scented beads), cleaning products (disinfectants, toilet cleaners, bathroom cleaners, Scrub-a-Duck cleaning tools), wax melts and electric/ceramic wax melters, scented candles (mini me, jar candles, vapoWax aromatherapy candles), laundry products (INCREDiBALLS scented laundry sheets, washing balls, dryer balls, scent boosters), health and wellbeing items (body sprays, pillow mist, hair & body mist), pet care products (Naturally Gone odour removers, Pet Proud carpet freshener), car air fresheners including licensed Coca-Cola, Fanta, and Sprite branded products, and reed diffusers in various sizes. Key sub-brands include Scrub-a-Duck (cleaning tools), INCREDiBALLS (laundry), Designer Collection (luxury fragrances), and VapoWax (aromatherapy for breathing). The company exports to over 40 countries worldwide and has received both the Queen's Award for Enterprise (2020) and King's Award for Enterprise (2025) for international trade.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Over 15 years of continuous vegan-friendly and cruelty-free production
- +2 more outcomes
Companies that use Airpure
Customer profileSegments4 records
Airpure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Airpure partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International Retail Partners (40+ countries)coreAirpure has developed international partnerships with retailers and consumers in over 40 countries worldwide. These distribution partnerships have been recognised through the King's Award for Enterprise in International Trade 2025, demonstrating the strength of their global retail network.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Airpure competitors and assessment
Company assessmentBroad incumbents
- Febreze: Procter & Gamble's leading air- and fabric-freshener brand with sprays, plug-ins, wax melts and car fresheners — competes head-on with Airpure's air-freshener, plug-in and laundry scent-booster lines at mass retail.
- Air Wick: Reckitt Benckiser's flagship air-freshener brand (sprays, gels, plug-ins, candles, oils) — a broad incumbent in the same air-care and home-fragrance category Airpure competes in across UK and European retailers.
- Glade: SC Johnson brand offering air sprays, gels, plug-ins and candles — a broad incumbent in the same UK and European shelf space where Airpure's air-care and candle SKUs are stocked.
Direct peers
- Yankee Candle: US-originated premium candle and home fragrance brand (now part of Newell Brands) selling scented candles, wax melts, diffusers and car air fresheners globally — the closest like-for-like product portfolio to Airpure's candle/wax-melt/diffuser/fragrance range.
- Wax Melts UK: Specialist UK retailer of wax melts, scented candles and home fragrance products — directly competes with Airpure's wax melts and electric/ceramic wax melter range via UK e-commerce.
- WoodWick: Yankee Candle/Newell's premium scented-candle brand with crackling wooden wicks and home fragrance — directly comparable to Airpure's Mini Me, jar candles and VapoWax aromatherapy candle range.
- The White Company: UK premium home-fragrance and lifestyle retailer selling candles, reed diffusers, pillow mists and room sprays — comparable to Airpure's higher-priced Designer Collection and reed diffuser ranges.
- Voluspa: US-based luxury scented candle and home fragrance brand selling across department stores, specialty retail and DTC — overlaps directly with Airpure's candle, diffuser and giftable home-fragrance positioning.
- Nest Fragrances: Premium home-fragrance house offering candles, reed diffusers and body mists through department-store and DTC channels — comparable to Airpure's Designer Collection, body sprays and pillow-mist SKUs at the premium end.
Emerging players
- Method Products: Ecover-method home and laundry care brand with eco-friendly positioning and strongly designed packaging — comparable to Airpure's cleaning range and Naturally Gone pet stain/odour remover in ethics-led positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Airpure social profiles
Digital presenceAirpure compliance and trust
Trust signalCompliance5 records
Airpure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Airpure leadership team
Management profileNumber of profiles
Airpure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Airpure 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 Airpure
What does Airpure do?
Airpure designs, manufactures, and distributes its own-branded home fragrance and household cleaning products — including candles, reed diffusers, air fresheners, laundry products, and pet care items — selling them through its own e-commerce site, major UK discount retailers, and distributors in over 40 international markets.
Is Airpure a public or private company?
Airpure is a private company. It is currently operating.
When was Airpure founded?
Airpure was founded in 2008. It employs 11 to 50 people.
Where is Airpure based?
Airpure is headquartered in Bury, United Kingdom, in the Europe region.
How does Airpure make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Airpure's main competitors?
Broad incumbents on record are Febreze, Air Wick and Glade. Direct peers are Yankee Candle, Wax Melts UK, WoodWick, The White Company, Voluspa and Nest Fragrances. Method Products is listed as an emerging player.
Does Airpure have an API?
No public API is recorded for Airpure.
What industry is Airpure in?
Airpure's product category is Home Fragrance and Cleaning Products. Its primary akta.pro industry code is CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers), with a secondary code of CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays). Its NAICS code is 32561 and its SIC code is 2840.