WHOOSH Australia

What WHOOSH Australia does

WHOOSH Australia is a private direct-to-consumer retailer and the exclusive Australian and New Zealand distributor of the WHOOSH! brand screen-cleaning product line. It sells a proprietary, non-toxic, biology-based micro-emulsion formula designed to lift oil and grime from electronic screens (phones, tablets, laptops, monitors, TVs, gaming devices, in-car displays) and from coated eyewear without degrading oleophobic or anti-reflective coatings, positioning the product against alcohol/ammonia-based competitors such as Laser, Moki, and Bright Wipe. The catalogue spans six spray formats (8mL Pocket to 500mL refillable), three pre-moistened wipe SKUs (20/70/100 packs), microfibre cloths, and two value bundles, retailing from AUD $19.95 to $120.00. A 950mL refill pack is scheduled for April 2026 release.

The business operates a multi-channel go-to-market: a Shopify e-commerce storefront (whoosh.net.au) with same-day dispatch from a single North Ryde, NSW warehouse; a B2B bulk/enterprise channel serving schools, hospitals, government organisations, and corporate clients via quote-based supply agreements; Australian bricks-and-mortar retail distribution; and international availability through whoosh.com (US/Canada), sbsupply.nl (Europe), and the Amazon marketplace. Its most commercially important credential is being the screen cleaner used in Apple retail stores globally, which functions as both a brand endorsement and a category trust signal. Marketing relies on a content-heavy blog (device-specific cleaning guides, SEO comparison content, coating science), email newsletter, and organic social, with Safety Data Sheets available for institutional procurement.

WHOOSH Australia is an operating entity within the private Australian parent The Glue Group, holding ACN 612 411 668 and ABN 14 612 411 668. No revenue, headcount, or funding data is disclosed; the company is actively trading, supports AU/NZ fulfillment, and has no reported regulatory actions, M&A, or leadership changes on file.

Name

WHOOSH Australia

Legal name

WHOOSH Australia

Website

https://whoosh.net.au

Company type

Private

Founded year

2025

Operating status

Operating

Short description

WHOOSH Australia is a private D2C retailer and exclusive Australian/NZ distributor of WHOOSH! brand screen cleaning products, selling a proprietary non-toxic micro-emulsion formula via e-commerce, B2B bulk, and retail channels to consumers, schools, hospitals, government, and corporate clients.

Ownership category

akta.pro rank

Product category

Consumer Cleaning Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

akta.pro secondary industry

Foaming All-Purpose Cleaners (CRAJAMAK)

Keywords

• Screen cleaning sprays
• Screen cleaning wipes
• Microfibre cleaning cloths
• Tech hygiene products
• Device cleaning solutions

Headquarters

HQ city

North Ryde

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through whoosh.net.au with products shipped via Australia Post. Revenue generated from screen cleaning sprays, wipes, microfibre cloths, and value bundles sold at various price points from $19.95 to $120.00.
2. B2B Bulk/Enterprise Sales: Bulk sales to businesses, schools, hospitals, and government organisations. Supply agreements and custom quotes available for organisations purchasing for internal use or retail resale.
3. Retail/Reseller Distribution: Products available through bricks & mortar retailers across Australia, Amazon marketplace, and regional distributors (sbsupply.nl for Europe, whoosh.com for US/Canada).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

WHOOSH Australia distributes and retails the WHOOSH! brand of non-toxic, biology-based micro-emulsion screen cleaning sprays, pre-moistened wipes and microfibre cloths under its own Shopify storefront (whoosh.net.au), supplying Australian and New Zealand consumers, B2B bulk buyers, and local retail resellers from its North Ryde NSW warehouse. The product line is built around a proprietary coating-safe formula designed to lift fingerprints, oils and smudges without stripping oleophobic or anti-reflective coatings on phones, tablets, laptops, monitors, TVs, in-car displays and glasses.

Product overview

WHOOSH Australia offers a range of screen cleaning products based on a proprietary non-toxic, alcohol-free, ammonia-free biology-based micro-emulsion formula. The product line includes spray cleaners in six sizes (8mL pocket, 30mL Go, 80mL Grab n Go, 100mL Go XL, 500mL refillable, and 100mL+8mL Duo combo), pre-moistened wipe formats in three sizes (20, 70, and 100 packs), value bundles (Pro Bundle and Pro Max Bundle), and standalone microfibre cloths (XL 3-pack). The same WHOOSH! formula is also marketed for cleaning glasses and prescription lenses. All products share the same core cleaning technology designed to protect oleophobic and anti-reflective coatings on phones, tablets, laptops, monitors, TVs, and in-car displays.

Differentiator

Problem solved

Functional benefit

Products and services

• WHOOSH! Pocket 8mL Screen Cleaner with Microfibre Cloth Compact 8mL pocket spray with microfibre cloth for on-the-go cleaning of phone, tablet and laptop screens, sold to individual consumers.
• WHOOSH! Go 30mL Screen Cleaner with Microfibre Cloth Portable 30mL screen cleaner spray with microfibre cloth for travel-friendly cleaning of phones, tablets and laptops, targeted at consumers.
• WHOOSH! Grab n Go 80mL Screen Cleaner with Microsuede Cloth Compact 80mL bottle with built-in microfibre cloth providing an all-in-one solution for cleaning phone, tablet and laptop screens on the go.
• WHOOSH! Go XL 100mL Screen Cleaner with Microfibre Cloth Larger 100mL portable screen cleaner with microfibre cloth for phones, tablets, laptops and larger displays on the go.
• WHOOSH! 500mL Refillable Screen Shine with Microfibre Cloth Large 500mL refillable screen cleaner ideal for homes and workplaces with multiple devices; non-toxic formula works on all screens and leaves no streaks.
• WHOOSH! Duo Screen Cleaner 100mL + 8mL with 2 Microfibre Cloths Combo pack with full-size 100mL spray and pocket 8mL spray plus 2 microfibre cloths, offering at-home and on-the-go screen cleaning.
• WHOOSH! Screen Shine Cleaning Wipes (20 Pack) Pre-moistened wipes in a resealable pouch for safely cleaning phone, tablet, laptop and TV screens without streaks or fingerprints.
• WHOOSH! Screen Shine Cleaning Wipes (70 Pack) Large canister with 70 pre-moistened wipes for streak-free cleaning of phones, tablets, laptops and shared screens.
• WHOOSH! Screen Shine Cleaning Wipes (100 Pack) with Micro-Suede Cloth 100-count biodegradable screen cleaning wipes in a canister with an orange microfibre polishing cloth.
• WHOOSH! Pro Bundle Complete screen cleaning kit containing 500mL Screen Shine spray with microfibre cloth and a 3-pack of premium microfibre cloths.
• WHOOSH! Pro Max Bundle High-capacity bundle with two 500mL Screen Shine sprays with microfibre cloths and a 3-pack of premium microfibre cloths for homes, offices and shared devices.
• WHOOSH! XL Microfibre Cleaning Cloth for Screens (3 Pack) Three large premium orange microfibre cloths for streak-free cleaning of screens, glasses and devices.
• WHOOSH! 950mL Refill Pack Larger 950mL refill pack using the same WHOOSH! Screen Shine formula, designed to refill existing WHOOSH! bottles and kits, targeted at homes and workplaces.

Quantifiable outcome

• Non-toxic, alcohol-free, ammonia-free formula safe for frequent daily use without degrading screen coatings
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 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.

• Apple StorescoreChannel Partner/ Reseller/ DistributorWHOOSH! is the screen cleaner used in Apple retail stores globally for cleaning demo devices and customer-facing displays. This is the brand's primary trust credential and differentiator from competitors. Apple-specific cleaning guidance recommends WHOOSH! as the safe option for their devices.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Belkin: Global consumer electronics accessories leader (owned by Foxconn) offering cables, chargers and screen-protection products. Overlaps with WHOOSH! via device-care SKUs sold through the same retail channels but is far broader in scope.
• Endust for Electronics: Established electronics cleaning products brand offering sprays, wipes and cloths for screens and devices. A long-standing incumbent in the same product category, broader distribution footprint but less premium positioning.

Direct peers

• Care Touch: Specialist in screen-cleaning wipes, microfibre cloths and lens-cleaning products for electronics and eyewear. Closely overlaps with WHOOSH! on wipes SKUs and on the screen/glasses cleaning use cases.
• Bright Wipe: Screen-cleaning brand named directly by WHOOSH! as a head-to-head competitor. Likely a private-label or small specialist in the same device-cleaning category.
• WHOOSH (US/Canada): North American arm of the same WHOOSH! screen cleaning brand, distributing the identical biology-based micro-emulsion formula across the US and Canada. Most direct peer — same brand, same product line, parallel regional distributor model.
• Moki: Australian consumer electronics accessories brand offering tech cases, cables, headphones and screen-cleaning-adjacent products. Explicitly named in WHOOSH! competitor comparisons, targeting similar retail and consumer segments in Australia.
• iCloth: Specialist screen and device cleaning wipe brand with aviation and enterprise customers. Competes in the same device-cleaning wipes category and targets similar institutional B2B use cases.
• Laser: Australian consumer electronics accessories company selling cables, chargers, and device-care products including screen-cleaning wipes. Directly named by WHOOSH! as a competitor in the AU market.

Others

• Whoosh Holdings (global brand owner): The upstream global brand entity that owns the WHOOSH! trademark and underlying biology-based micro-emulsion formula. Relevant as the IP and brand licensor that WHOOSH Australia depends on for product supply and brand authority.

Emerging players

• Ecomoist: Eco-positioned screen-cleaning spray brand using biodegradable, plant-based formulas. Comparable on device-cleaning sprays and shares the sustainability narrative WHOOSH! uses for its refillable packaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 WHOOSH Australia