Mary Ellen Products

What Mary Ellen Products does

Mary Ellen Products is a privately held, founder-owned consumer products company headquartered in Eagan, Minnesota, that designs, manufactures, and sells a line of household cleaning, laundry, stain removal, odor elimination, ironing, and personal care products directly to consumers through its e-commerce website maryellenproducts.com. The company was founded by Mary Ellen Pinkham, whose personal brand — built on over 13 million hint books sold, a #1 New York Times bestseller, and a six-season HGTV show — anchors the company's marketing and consumer trust.

The product portfolio spans five categories: Ironing Solutions (Best Press starch alternative, I Hate Ironing wrinkle remover, men's and women's wrinkle releasers), Laundry and Stains (Formula 1 and Formula 2 stain removers for white and colored fabrics, Best Wash neutral pH detergent, Bye Bye Baby Stains), Odor Solutions (AtmosKlear enzyme-based odor eliminator, Fabric Smell Away, Urine Trouble, Pet Smell Away), Personal Care (Men At Work and Made By Hand hand therapy gels), and accessories (continuous spray bottles). Core technical differentiators include proprietary enzyme-based odor elimination that destroys odors at the molecular level rather than masking them, a dual-formula stain removal system specialized for white versus colored fabrics, a neutral pH detergent safe for delicates including silk and cashmere, and continuous spray bottle technology.

The business operates exclusively as a direct-to-consumer e-commerce company with no retail, marketplace, or wholesale distribution. Pricing is pay-as-you-go unit pricing with products ranging from $5.99 for accessories to $48.99 for gallon-sized AtmosKlear. The customer base is fragmented across at least five distinct segments — general household consumers (primary), pet owners, quilters and sewists, professionals, and manual laborers — with no enterprise or institutional customers. The company is woman-owned, 100% American designed and manufactured, and operates with a staff of 1-10 employees from a single Minnesota facility.

Name

Mary Ellen Products

Legal name

Mary Ellen Products

Website

https://maryellenproducts.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Mary Ellen Products is a privately held, woman-owned, US-manufactured consumer products company that sells enzyme-based odor eliminators, stain removers, ironing aids, and hand care products directly to consumers through its e-commerce website, serving households, pet owners, quilters, professionals, and manual laborers.

Ownership category

akta.pro rank

Product category

Household Fabric Care and Cleaning Products

NAICS

Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Stain Removers & Pre-Treats (Sprays, Sticks, Soaks) (CRADAKAC)

akta.pro secondary industries

Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids) (CRADAKAE), Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), Specialty Stain Removers & Spot Treatments (Non-laundry) (CRAJAKAJ)

Keywords

• Stain removal products
• Odor elimination sprays
• Starch alternatives
• Fabric care solutions
• Household cleaning products

Headquarters

HQ city

Eagan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of cleaning, laundry, ironing, odor elimination, and personal care products through the company's e-commerce website. Products are sold in various sizes with tiered pricing for larger quantities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Mary Ellen Products manufactures and sells a line of American-made household fabric care, stain removal, odor elimination, laundry, and personal care products directly to consumers through its own e-commerce website. The portfolio includes Best Press spray starch alternatives, Formula 1 and Formula 2 stain removers differentiated by fabric color, enzyme-based AtmosKlear odor eliminator, and hand therapy gels Men At Work and Made By Hand.

Product overview

Mary Ellen Products offers a diversified line of household cleaning and personal care products centered around stain removal, odor elimination, and fabric care. The core product portfolio includes Best Press (spray starch alternatives in multiple scents and sizes), Formula 1 and Formula 2 stain removers for white and colored fabrics respectively, the AtmosKlear enzyme-based odor elimination system, and personal care hand gels (Made By Hand and Men At Work). Products are organized into categories: Ironing Solutions (Best Press, I Hate Ironing, wrinkle releasers), Laundry & Stains (Formula 1/2 stain removers, Best Wash, Bye Bye Baby Stains), Odor & Scent Solutions (AtmosKlear, Fabric Smell Away, Urine Trouble), Pet Care Solutions, and Personal Care Solutions. The company also offers accessories like the Continuous Spray Bottle and Funnel Attachment. All products are designed and manufactured in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• Best Press Spray starch and sizing alternative that eliminates flaking, clogging, and white residue on dark fabrics, with a stain shield and wrinkle resistance. Available in multiple scents including Scent Free, Lavender Fields, Caribbean Beach, Cherry Blossom, Citrus Grove, Linen Fresh, Peaches & Cream, Tea Rose Garden, Lemon Mist, Myrtle and Pine, in 16.9 oz, 33.8 oz, and Gallon sizes.
• The Other Best Press #2 Organic starch alternative formulated for quilting techniques. Makes appliqués and tiny fabric pieces easier to handle, prevents fabric shifting or stretching while sewing, and adds body to flimsy thin fabrics. Not a replacement for original Best Press.
• I Hate Ironing Wrinkle remover spray alternative to ironing. Applied by hanging the garment, spraying 8 inches away in a sweeping motion until slightly damp, pulling out wrinkles, smoothing downward, and letting hang to dry. Odorless formula.
• Best Press Gems - 2 oz (6-pack) Six-pack of 2 oz Best Press bottles in assorted scents for sampling and travel use, with two scent combinations available.
• Men's Wrinkle Eliminator Wrinkle elimination spray for men's clothing described as an iron in a bottle. Works on t-shirts through dress shirts, scent-free.
• Men's Scent-Free Best Press Best Press formulation for men's clothing in a 5 oz continuous spray bottle, providing starch alternative with sharp crease capability for collars, pleats, and sleeves, scent-free.
• Women's Wrinkle Releaser Wrinkle releaser formulated for women's clothing using a continuous spray bottle to mist entire garments and eliminate wrinkles completely.
• Women's Scent-Free Best Press Best Press formulation for women's clothing in a 5 oz continuous spray bottle, providing starch alternative for clothing appearance, scent-free.
• Best Wash for Precious Fabrics Laundry detergent and stain remover for delicate fabrics including lingerie, lace, silk, cashmere, and fine wool. Neutral pH formula with no bleach, caustics, or phosphates; low-sudsing and safe for virtually every fabric.
• Formula 1 Stain Remover Stain remover for white and bleachable fabrics that removes ink, wine, blood, oil, makeup, and coffee stains. Applied by saturating the stain and soaking the garment for a few minutes.
• Formula 2 Stain Remover Stain remover for colored fabrics that removes ink, wine, blood, oil, makeup, and coffee stains. Applied by saturating the stain and soaking the garment for a few minutes. Safe for all colorfast, washable fabrics.
• Formula 1 & 2 Stain Remover Set Bundle of both Formula 1 (for white fabrics) and Formula 2 (for colored fabrics) stain removers at a discounted price.
• Bye Bye Baby Stains Formula 1 Stain remover specifically designed for white baby clothing that removes formula, food, juice, accidents, and wine stains. Not a bleach and safe for baby skin. No rubbing or scrubbing required.
• Bye Bye Baby Stains Formula 2 Stain remover for colored baby fabrics that quickly removes spills and stains from baby clothing including formula, food, juice, accidents, and wine.
• Bye Bye Baby Stains Set Bundle of both Formula 1 (white fabrics) and Formula 2 (colored fabrics) Bye Bye Baby Stains removers for comprehensive baby clothing stain removal.
• Send Tough Bathroom Stains Down the Drain Bathroom stain remover for lime, mineral deposits, rust, water marks, and soap scum. Cleans chrome, stainless steel, glass, porcelain, fiberglass, uncultured marble, tile, and white grouting.
• AtmosKlear #1 rated enzyme-based odor eliminator that destroys odors rather than masking them. Non-toxic and biodegradable. Originally used by commercial and industrial users. Available in 16 oz, 32 oz, and Gallon sizes.
• Fabric Smell Away Odor remover for fabrics aimed at quilters, seamstresses, sewers, and crafters. Safe for all fabrics and can also be used in the air. Biodegradable, non-toxic, unscented, and eliminates odors on contact.
• Urine Trouble Pet odor and stain eliminator with powerful enzymes that destroy odor on contact combined with a stain-removing formula, designed for tough pet stains and smells.
• Men At Work Hand repair gel for rough, cracked hands containing White Willow Bark (with salicin similar to aspirin), Aloe Vera, and Tea Tree Oil with antiseptic properties. Treats pain, headache, and inflammatory conditions like bursitis and tendinitis.
• Made By Hand Hand therapy gel originally designed for quilters. Soothes swollen, sore hands without greasy residue. Quick-drying gel with White Willow Bark for pain and inflammatory conditions, providing immediate relief for overworked hands.
• 10 oz Continuous Spray Bottle Continuous spray bottle holding 10 oz of product that releases a continuous fine mist when the trigger is held, eliminating repeated squeezing and ideal for large-area spraying.
• Continuous Spray Bottle Funnel Attachment Funnel attachment that screws onto the top of the empty Mary Ellen continuous spray bottle for easy refilling without spilling, splashing, or wasting product. Only works with Mary Ellen's continuous spray bottle.

Quantifiable outcome

• AtmosKlear rated #1 odor eliminator on the market with enzyme-based technology that destroys odor on contact
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• BissellcoreGTM or Marketing PartnerMary Ellen became a spokesperson for Bissell with its new home steam extraction machine, a top-of-the-line deep cleaning machine for home use retailing at $299. The product sold 250,000 units, breaking all records in the floor care industry. She also completed an infomercial for The Little Green Clean Machine for Bissell, with commercials running on national and cable TV for over a year.
• PalmoliveminorGTM or Marketing PartnerMary Ellen has successfully produced premium items for Palmolive, demonstrating her brand extension capabilities with major consumer goods companies.
• BoraxminorGTM or Marketing PartnerMary Ellen has successfully produced premium items for Borax as part of her product licensing and brand extension work.
• PlaytexminorGTM or Marketing PartnerMary Ellen has successfully produced premium items for Playtex as part of her product licensing and brand extension work.
• BicminorGTM or Marketing PartnerMary Ellen has successfully produced premium items for Bic as part of her product licensing and brand extension work.
• Warner BookscoreStrategic or Co-development PartnerIn 1979, Mary Ellen linked up with Warner Books which published a revised edition of her hint book. The book became a gigantic hit and led to her publishing empire with multiple successful titles.
• Crown PublishersminorStrategic or Co-development PartnerMary Ellen's The Complete Home Reference Book was published by Crown and bought by four book clubs.
• St. Martin's PressminorStrategic or Co-development PartnerMary Ellen's Guide to Good Enough Housekeeping was published by St. Martin's Press in May 2002 and elected by all four book clubs.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Carbona: Specialty stain-removal brand offering targeted formulas for ink, grease, wine, food, and carpet stains. Directly comparable to Mary Ellen's Formula 1/2 line and Bye Bye Baby Stains in the stain-remover category, with similar product architecture of multiple specialized SKUs.
• Fresh Wave: Natural odor elimination brand offering sprays, sachets, and mists for home, fabric, and pet odors. Comparable to AtmosKlear and Urine Trouble with a similar natural/non-toxic positioning targeting health-conscious consumers.
• The Laundress: Premium fabric care and laundry brand offering specialty detergents, stain treatments, and fabric fresheners to style-conscious consumers. Closely comparable to Mary Ellen Products in target customer (premium DTC, household consumers), product mix (specialty stain/odor/laundry solutions), and brand-led positioning. Now owned by Unilever, illustrating both the brand-equity ceiling and exit potential.
• Soak Wash: Specialty laundry liquid brand focused on delicates, hand-knits, and fine fabrics using gentle formulations. Closely comparable to Mary Ellen's Best Wash neutral-pH detergent for lingerie, silk, cashmere, and fine wool — same specialty positioning in the delicates/fine-fabrics sub-segment.
• Faultless Starch: Heritage spray starch and sizing brand offering ironing aids and starch alternatives. Most directly comparable to Mary Ellen's flagship Best Press product line and 'I Hate Ironing' wrinkle releaser in the laundry-finishing category.
• Nature's Miracle: Leading pet stain and odor removal brand using enzymatic formulas to neutralize pet messes. Directly comparable to Mary Ellen's Urine Trouble and Pet Smell Away products in the enzyme-based pet odor/stain category.

Broad incumbents

• Method Products: Eco-friendly cleaning products brand (now part of Ecover/People Against Dirty) offering surface cleaners, laundry, and dish products. Comparable to Mary Ellen's positioning on non-toxic, biodegradable, USA-made formulations, with broader surface-care scope and significantly larger retail distribution.
• Febreze: Procter & Gamble's mass-market odor elimination brand spanning fabric, air, and car fresheners. Directly competes with AtmosKlear and Fabric Smell Away but at vastly greater scale, broader distribution, and lower price points; relevant as the category-defining incumbent Mary Ellen must position around.
• Downy Wrinkle Releaser: P&G's mass-market wrinkle-releasing spray as an ironing alternative. Directly competes with Mary Ellen's 'I Hate Ironing,' Men's Wrinkle Eliminator, and Women's Wrinkle Releaser but with national mass-retail distribution that Mary Ellen lacks.

Emerging players

• Motsenbocker's Lift Off: Specialty stain-removal brand with multiple targeted formulas for inks, adhesives, grease, and graffiti. Comparable to Mary Ellen's Formula 1/2 specialized stain approach with a similar multi-SKU, use-case-segmented product architecture in the stain-removal category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maryellenproducts
• LinkedInlinkedin.com/company/mary-ellen-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mary Ellen Products