What MURCHISON-HUME LTD does

Murchison-Hume Ltd is a privately held, premium plant-based home and personal care company founded in 2008 with dual-market operations anchored in Sydney, Australia and Los Angeles, California. Its core product portfolio spans surface cleaners (all-purpose, bathroom, floor, glass), dishwashing liquids and refills, laundry care (detergent sheets, enzyme-based stain solution, all-purpose laundry soap), hand soaps and creams, room sprays, and cleaning accessories, all positioned around signature fragrance profiles (Original Fig, Australian White Grapefruit, Basil Mandarin Kale, Lemon Myrtle) and refillable packaging. The company has extended into skincare via the Heales Apothecary sub-brand, featuring Australian botanical ingredients such as finger lime caviar and eucalyptus, and distributes a small line of compostable cleaning tools and digital cleaning guides.

The business operates a direct-to-consumer e-commerce model on Shopify, with recurring revenue managed through Recharge Payments-powered Subscribe & Save subscriptions offering 20% off all SKUs and requiring a minimum of two deliveries per year. Pricing is positioned at a premium tier (hand soaps $29, dish soap $17-$40, surface cleaners $14-$16, laundry $16-$24, skincare $12-$59), with bundle pricing and clearance SKUs used to drive AOV and inventory turn. Two B2B channels supplement DTC: a wholesale program servicing US and Canada retailers through a dedicated Shopify wholesale portal requiring FEIN registration, and an Interior Designer & Trade Program offering preferential pricing to design professionals for project specification.

Manufacturing is split across the United States, Australia (Stain Solution, hand soap, hand cream, wool wash), and China (laundry detergent sheets and certain brushes manufactured exclusively for Murchison-Hume). The company holds no disclosed patents or trademarks, has not raised any funding rounds, and reports a headcount of 1-10 employees. Technology adoption is limited to standard commerce SaaS (Shopify, Recharge, Judge.me) with no AI/ML capabilities, API surface, or proprietary software systems.

Name

MURCHISON-HUME LTD

Legal name

Murchison-Hume USA

Website

https://murchison-hume.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Murchison-Hume Ltd is a privately held premium plant-based home and personal care brand founded in 2008, serving conscious consumers with refillable, plant-based cleaning, laundry, and skincare products sold primarily through Shopify direct-to-consumer e-commerce, subscriptions, and US/Canada wholesale and interior-design trade channels.

Ownership category

akta.pro rank

Product category

Eco-Friendly Home Care Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

akta.pro secondary industries

Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG), Scent & Freshness Additives (Scent Boosters, In-Wash Fragrance) (CRAJAAAI), Eco-Friendly Carpet, Upholstery & Fabric Care (Non-laundry) (CRAJAOAH), Hand Soap & Hand Wash (CRABAEAC)

Keywords

• Plant-based home care
• Eco-friendly cleaning products
• Natural laundry supplies
• Refillable cleaning systems
• Botanical personal care

Headquarters

HQ city

Sherman Oaks

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through their Shopify-powered online storefront selling plant-based home care products. Customers purchase individual products at standard retail prices with options for one-time purchases or subscription. Products include hand soaps ($29), dish soaps ($17-$40), laundry products ($16-$24), surface cleaners ($14-$16), and skincare ($12-$59).
2. Subscription/Recurring Revenue: Subscribe & Save program offering 20% discount on all products. Subscribers receive free shipping on orders over $50 within USA. Subscription terms require minimum two deliveries per calendar year before cancellation. Designed to drive recurring revenue and customer LTV.
3. Wholesale B2B: Wholesale program serving US and Canada retailers. Requires account registration and FEIN documentation. Serves as channel partner for expanding retail distribution beyond direct e-commerce.
4. Interior Designer & Trade Program: B2B trade program offering interior designers preferential pricing and access to products for client projects and design specifications.
5. Digital Downloads: Cleaning guides, checklists, and resources sold as digital downloads ($0.00-$0.00) including Universal Stain Removal Guide, Cleaning Card System, and themed checklists available immediately after purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Murchison-Hume manufactures and sells premium plant-based home care products including hand soaps, dish soaps, surface cleaners, laundry detergents, stain removers, and complementary personal care items. The company sells directly to consumers through its own e-commerce storefront with a subscription option, and also distributes via wholesale to retailers and a trade program for interior designers. All products feature non-toxic, plant-derived formulations with signature fragrances and are packaged in refillable glass bottles supported by concentrated refill pouches.

Product overview

Murchison-Hume is a premium plant-based home care company offering a comprehensive portfolio of cleaning and personal care products. The core product line includes hand soaps (Superlative Hand Soap), dishwashing products (Heirloom Dish Soap), surface cleaners (All-Purpose Cleaner, Bathroom Cleaner, Floor Cleaner, Glass Cleaner), and laundry care (Everything Laundry Soap, Laundry Detergent Sheets, The Stain Solution). The company emphasizes sustainability through refillable packaging, concentrate refills, and compostable cleaning tools. A complementary sub-brand, Heales Apothecary, extends into Australian botanical skincare with face oils, cleansers, serums, and body care products. All products feature signature fragrances (Original Fig, Australian White Grapefruit, Basil Mandarin Kale) and are free from harsh chemicals. The company operates on a direct-to-consumer e-commerce model with subscription options.

Differentiator

Problem solved

Functional benefit

Brands

• Heales Apothecary: Australian botanical skincare sub-brand featuring natural ingredients and certified organic formulas for face, body, and hair care.

Products and services

• Heirloom Dish Soap Premium plant-based dish soap in Original Fig scent with low-sudsing, easy-rinse formula for households seeking non-toxic dishwashing. Available in 17oz glass bottles or as refill concentrates, made in the USA.
• Heirloom Dish Soap Refill 32oz concentrated refill bottle for Heirloom Dish Soap in Original Fig or Australian White Grapefruit scents. One refill fills two standard 17oz bottles, packaged in 100% recyclable PET plastic.
• https://www.murchison-hume.com/cdn/shop/files/SOAPY.png?v=1766364496&width=1080 Premium natural hand soap enriched with plant extracts and glycerin. Non-drying formula designed for sensitive skin, available in 17oz refillable bottles, made in Australia.
• https://www.murchison-hume.com/cdn/shop/files/HSrefillFIGSHOP.jpg?v=1723664837&width=1080 32oz refill bottle with Shea butter and chamomile that refills two standard 17oz pump bottles, made in the USA.
• https://www.murchison-hume.com/cdn/shop/files/IMG_5923_edited_copy.jpg?v=1770767201&width=1080 Deeply hydrating hand cream with shea butter and natural oils. Non-drying formula for sensitive skin, made in Australia.
• https://www.murchison-hume.com/cdn/shop/files/IMG_4067_edited_shopify.jpg?v=1770685517&width=1080 Plant-based non-toxic surface cleaner safe for marble, granite, laminate, wood, ceramic, and water-safe surfaces. 17oz refillable spray bottle in Original Fig or Australian White Grapefruit scents, made in the USA.
• https://www.murchison-hume.com/cdn/shop/files/IMG_3592_edited_1.jpg?v=1729559541&width=1080 Plant-based non-toxic bathroom cleaning spray for tubs, showers, and toilets, available in Original Fig or Australian White Grapefruit scents.
• https://www.murchison-hume.com/cdn/shop/files/IMG_8395-EDIT.png?v=1738713258&width=1080 Plant-based no-rinse floor cleaner with trigger spray suitable for all floor types.
• https://www.murchison-hume.com/cdn/shop/files/GlassrefillpaperShop.jpg?v=1736622512&width=1080 Ammonia-free streak-free glass cleaner available as a refill concentrate.
• https://www.murchison-hume.com/cdn/shop/files/IMG_8773_edited.jpg?v=1770703142&width=1080 All-purpose plant-based laundry detergent safe for front/top-loading machines, hand-washing delicates, and dry-clean-only garments. 32oz bottle provides up to 94 loads, made in the USA.
• https://www.murchison-hume.com/cdn/shop/files/luxlanFIGurban.jpg?v=1736522190&width=1080 Pre-measured 100% biodegradable zero-waste laundry sheets providing mess-free laundry that dissolves completely in cold water. 40 sheets provide up to 80 loads, available in Original Fig or Basil Mandarin Kale scents, manufactured in China exclusively for Murchison-Hume.
• https://www.murchison-hume.com/cdn/shop/files/IMG_6221_e9a466f7-2760-4f9e-a285-01ac167a0e8a_2.jpg?v=1746094938&width=1080 Fabric-safe enzyme-based stain remover combining Protease, Amylase, Lipase, Cellulase, and Mannanase for grass, wine, ink, and sweat stain removal. 17oz recyclable PET bottle, made in Australia.
• https://www.murchison-hume.com/cdn/shop/files/IMG3180SHOPIFYEDIT.jpg?v=1744376995&width=1080 Gentle plant-based wool wash in Cedarwood and Lavender scent, safe for wool, silk, cashmere, and linen, made in Australia.
• https://www.murchison-hume.com/cdn/shop/files/IMG_6319_edited_Shopify.jpg?v=1761111727&width=1080 Fabric freshener and stain remover spray for clothing and upholstery, available in Basil Mandarin Kale scent.
• https://www.murchison-hume.com/cdn/shop/files/IMG_6742_edited_shopify.jpg?v=1770764611&width=1080 Natural plant-based room and linen spray for freshening fabrics and home fragrance.
• https://www.murchison-hume.com/cdn/shop/files/ShopcropFO1.jpg?v=1736444860&width=1080 Essential oil blends for home fragrance and laundry scenting.
• https://www.murchison-hume.com/cdn/shop/collections/IMG_0020.jpg?v=1770769690&width=1080 Premium Australian botanical skincare sub-brand featuring natural and certified organic ingredients for face, body, and hair care. Includes face cleansers, moisturizers, serums, body care, and wellness tools leveraging native Australian botanicals.
• Subscribe & Save Subscription Program Recurring delivery subscription offering 20% discount on all Murchison-Hume products with free shipping on orders over $50 within the USA. Minimum two deliveries per calendar year required before cancellation. Managed via Recharge Payments.
• Wholesale Program (US & Canada) B2B wholesale program for US and Canada retailers requiring FEIN documentation and account registration. Operates a separate wholesale portal at murchison-hume-us-wholesale.myshopify.com.
• Interior Designer & Trade Program B2B trade program providing interior designers and trade professionals preferential pricing and access for specifying Murchison-Hume products in residential, hospitality, and commercial design projects.

Quantifiable outcome

• 100% biodegradable (laundry sheets)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Grove Collaborative: Public DTC eco-cleaning brand and household essentials retailer. Direct competitor across plant-based cleaning, laundry, and personal care; comparable subscription model but with proprietary B Corp certification and broader product assortment.
• Blueland: DTC-first eco-cleaning brand built around refillable tablet system. Closely comparable to Murchison-Hume on refillable/sustainability positioning, subscription model, and premium DTC gtm; well-capitalized with $100M+ raised.
• Method Products: Plant-based, eco-friendly cleaning brand covering dish, surface, laundry, and hand care with design-forward packaging. Direct competitor to Murchison-Hume across nearly every category; owned by SC Johnson which provides major distribution advantages.
• The Laundress: Premium plant-based laundry and home care brand with strong design aesthetic and signature fragrances. Closely comparable to Murchison-Hume on product mix (laundry, surface, fragrance-led positioning), premium DTC model, and aesthetic-forward packaging — though now owned by Unilever.
• Koala Eco: Australian botanical cleaning brand with native Australian essential oils. Most directly comparable to Murchison-Hume on Australian botanical provenance, eco-formulation, and premium positioning — though focused exclusively on cleaning rather than the broader skincare/category extension M-H has built.

Broad incumbents

• Dr. Bronner's: Family-owned organic and fair-trade personal/household care brand. Comparable on plant-based formulation philosophy, cruelty-free, and organic positioning; significantly larger catalog spanning body care to all-purpose cleaners.
• Mrs. Meyer's Clean Day: SC Johnson-owned plant-derived cleaning brand with garden-inspired fragrances. Overlaps directly with Murchison-Hume's hand soap, dish, surface, and laundry categories at premium-but-accessible price points; much larger retail footprint.
• Seventh Generation: Unilever-owned plant-based cleaning and laundry brand. Direct category competitor to Murchison-Hume on laundry detergent and surface cleaners, with stronger mass-market distribution and third-party eco certifications (USDA BioPreferred).

Emerging players

• Branch Basics: Plant-based, non-toxic cleaning brand with concentrate-based refill system. Comparable to Murchison-Hume on refill economics and eco positioning; smaller scale and focused on multi-purpose concentrate model.

Regional players

• Attitude (Bio Spectra): Canadian plant-based, EWG-verified cleaning and personal care brand. Comparable on natural formulation and refillable packaging; primarily serves Canada/North America with broader mass-market distribution than Murchison-Hume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MurchisonHumeinfo
• Facebookfacebook.com/MurchisonHume
• LinkedInlinkedin.com/company/murchison-hume
• Instagraminstagram.com/murchisonhume
• TikToktiktok.com/@murchisonhume
• Pinterestpinterest.com/MurchisonHume

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 MURCHISON-HUME LTD