Aunt Fannie's
Aunt Fannie's is a privately held Portland, Oregon-based CPG company (founded 2015) that formulates and sells plant-based, vinegar-powered household cleaners, floor care, laundry, and fruit fly traps through D2C, Amazon, Walmart, Thrive Market, Grove Collaborative, and PetSmart, targeting health-conscious, pet-owning, and chemically-sensitive households.
- Company typePrivate
- Founded2015
- HeadquartersPortland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Aunt Fannie's does
Aunt Fannie's is a privately held, Portland, Oregon-based consumer packaged goods company founded in 2015 by Mat Franken, producing plant-based, vinegar-powered household cleaning and pest control products. The company sells through its own e-commerce storefront (auntfannies.com), a wholesale program, and a broad marketplace footprint including Amazon, Walmart, Thrive Market, Grove Collaborative, PetSmart, iHerb, PureFormulas, and Vitacost. The product portfolio spans three core pillars: household surface cleaners (All-Purpose, Bathroom, Wood, Granite + Stone, Glass + Window, Stainless Steel, Toy + Highchair), floor care (Hardwood and Multi-Surface concentrates), and the FlyPunch! fruit fly trap system, with adjacent lines in carpet refreshers, laundry detergents, sink refreshers, and cat-home sub-products.
The core technology combines food-grade distilled white vinegar (6% acidity), plant-derived sugar surfactants (e.g., Caprylyl/Myristyl Glucoside, Polyglyceryl-6 Caprylate), baking soda, citric acid, and 100% essential oils — explicitly excluding MIT, BIT, parabens, phthalates, sulfates, ammonia, bleach, and synthetic fragrances. Differentiating features include the proprietary ADD GOOD™ ingredient philosophy with full label disclosure, dermatologist-tested/hypoallergenic certification, EWG A-rated safety, Leaping Bunny and PETA cruelty-free certifications, and biodegradable wipe substrates. All products are manufactured in the USA, shelf-stable for ≥2 years, and priced in a $7–$43 unit range with bundle and 64oz refill formats.
The business model is one-time-purchase CPG retail across D2C, marketplace, and B2B/wholesale channels; there is no subscription or SaaS component. The company redirects D2C cart fulfillment to Amazon/Walmart, indicating reliance on marketplace logistics. Target customer segments are horizontal — health-conscious households, pet owners, families with infants, and chemically sensitive individuals — with product positioning centered on safety, transparency, and efficacy rather than price competition.
Aunt Fannie's firmographics
Firmographics- Name
- Aunt Fannie's
- Legal name
- Aunt Fannie, Inc.
- Website
- https://auntfannies.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Aunt Fannie's is a privately held Portland, Oregon-based CPG company (founded 2015) that formulates and sells plant-based, vinegar-powered household cleaners, floor care, laundry, and fruit fly traps through D2C, Amazon, Walmart, Thrive Market, Grove Collaborative, and PetSmart, targeting health-conscious, pet-owning, and chemically-sensitive households.
- Ownership category
- akta.pro rank
Aunt Fannie's industry classification
Industry- Product category
- Household Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Eco-Friendly Air Care & Odor Control (CRAJAOAI)
- akta.pro secondary industry
- Natural/Green Pest Control Products (CRAJAHAK)
Keywords
Where Aunt Fannie's is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aunt Fannie's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- Direct-to-Consumer E-Commerce: Products sold directly through auntfannies.com. The company notes customers are currently redirected to Amazon/Walmart for fulfillment. Covers full product catalog including sprays, wipes, floor cleaners, carpet refreshers, and bundles.
- Retail Marketplace Sales: Products sold through major online marketplaces including Amazon, Walmart, Thrive Market, Grove Collaborative, PetSmart, iHerb, PureFormulas, and Vitacost. Represents a significant distribution channel.
- Wholesale/B2B: Wholesale program for retailers and distributors, managed through wholesale inquiry page and direct contact with [email protected].
- Bundles and Value-Size Products: Product bundles (Whole Home Cleaning Bundle, Multi-Surface Clean Bundle, Wood Cleaning Bundle, etc.) and 64oz refill sizes drive higher average order value through cross-selling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | FlyPunch! Fruit Fly Trap |
| Unit Pricing | Pay-as-you-go | All-Purpose Cleaners |
| Unit Pricing | Pay-as-you-go | Floor Cleaners |
| Unit Pricing | Pay-as-you-go | Cleaning Wipes |
| Unit Pricing | Pay-as-you-go | Carpet Refresher |
| Unit Pricing | Pay-as-you-go | DIY / Extra Strength Cleaning Vinegar |
| Unit Pricing | Pay-as-you-go | Refill Products |
| Unit Pricing | Pay-as-you-go | Product Bundles |
| Unit Pricing | Pay-as-you-go | Laundry Products |
| Unit Pricing | Pay-as-you-go | Toilet Bowl Cleaner |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels6 records
Aunt Fannie's product offering
Product offeringCore offering
Aunt Fannie's manufactures and sells vinegar-based, plant-derived household cleaning and pest control products under its own brand. Its product line includes multi-surface cleaning sprays, floor cleaners, surface-specific cleaners, biodegradable wipes, laundry detergents, carpet refreshers, sink refreshers, and the FlyPunch! fruit fly trap system. Products are formulated with food-grade ingredients, essential oils, and no harsh preservatives, and are sold to residential consumers seeking non-toxic cleaning alternatives.
Product overview
Aunt Fannie's is a wellness-focused household cleaning and pest control brand centered on vinegar-based, plant-derived cleaning solutions. The product portfolio consists of three core pillars: (1) Household Cleaners including All-Purpose Cleaning Spray, Bathroom Cleaner, and specialty surface cleaners (Wood Surface, Granite + Stone, Glass + Window, Stainless Steel, Toy + Highchair) available in both spray and wipe formats; (2) Floor Care Products encompassing Hardwood Floor Cleaner and Multi-Surface Floor Cleaner in both standard and value/concentrated sizes; (3) FlyPunch! Fruit Fly Trap system for pest control; plus Laundry Detergents (standard and Extra Strength formulations), Carpet Refreshers, Sink Refreshers, and Cleaning Vinegar products. The brand offers product bundles for whole-home, room-specific (Bathroom, Kitchen), and surface-specific cleaning needs. All products emphasize natural ingredients, essential oil scents, hypoallergenic formulations, and safety around children and pets. Products are sold through the company's e-commerce site and third-party retailers including Amazon, Walmart, Thrive Market, Grove Collaborative, and PetSmart.
Differentiator
Problem solved
Functional benefit
Products and services
- All-Purpose Cleaning Spray Vinegar-based multi-surface cleaning spray available in Bright Lemon, Lavender, Eucalyptus, and Fragrance Free scents, for countertops, appliances, sinks, and fixtures.
- Bathroom Cleaner Vinegar-based bathroom cleaner for soap scum, grout, and mineral buildup on tubs, tile, toilets, and fixtures.
- Hardwood Floor Cleaner Ultra-concentrated lemon-scented floor cleaner safe for solid, engineered, bamboo, manufactured, laminated hardwood floors, and natural stone; 32oz makes 16 gallons.
- Multi-Surface Floor Cleaner Vinegar-powered floor cleaner for tile, vinyl, linoleum, laminate, sealed stone, and sealed concrete in Bright Lemon, Lavender, and Eucalyptus scents.
- Wood Surface Cleaner No-wax plant-based cleaner for wood tables, walls, counters, and shelves; no rinsing required, with bright lemon essential oil scent.
- Granite + Stone Cleaner Plant-based cleaner for quartz, granite, marble, and other sealed stone countertops with a streak-free finish and bright lemon scent.
- Glass + Window Cleaner Vinegar-powered streak-free cleaner for windows, mirrors, light fixtures, chrome, and stainless steel, with a hint of lavender.
- Stainless Steel Cleaner Vinegar-powered cleaner for stainless steel appliances including refrigerators, dishwashers, stoves, ovens, ranges, and microwaves; removes fingerprints and leaves streak-free shine.
- Toy + Highchair Cleaner Fragrance-free plant-based cleaner for daily use on highchairs, toys, car seats, playground equipment, and other hard surfaces around children.
- Toilet Bowl Cleaner Vinegar-based toilet bowl cleaner for bathroom cleaning.
- Wood Surface Cleaning Wipes 35-count lemon-scented biodegradable wipes for wood tables, furniture, counters, and shelves; no residue, no rinsing required.
- Glass + Window Cleaning Wipes 35-count biodegradable wipes for windows, mirrors, light fixtures, chrome, and stainless steel with a gentle lavender scent.
- All-Purpose Cleaning Wipes 100% biodegradable cleaning wipes for everyday messes throughout the home, made from non-bleached materials.
- Carpet Refresher Baking soda-powered carpet deodorizer for carpets, rugs, mattresses, dog beds, and upholstery, in Bright Lemon and Lavender scents.
- Sink Refresher Odor neutralizing product for kitchen and bathroom sinks.
- Laundry Detergent Powder laundry detergent powered by washing soda; each bag cleans 70 loads, available in Lavender and Fragrance Free, free from dyes and synthetic fragrances.
- Extra Strength Laundry Detergent Enzyme-powered laundry detergent for advanced cleaning and tough stain removal, in Eucalyptus and Fragrance Free.
- FlyPunch! Fruit Fly Trap Essential oil powered fruit fly trap using a specialized vinegar and ferment blend, safe for use around food and pets.
- Extra Strength Cleaning Vinegar Distilled white vinegar specifically formulated for cleaning with 6% acidity, with no added scents, dyes, or additives.
- Cleaning Vinegar Spray for Cat Homes Pet-safe cleaning vinegar spray formulated for homes with cats; neutralizes odors and refreshes spaces.
- Carpet Refresher for Cat Homes Carpet refresher formulated for homes with cats; neutralizes pet odors and refreshes carpets, rugs, and upholstery.
Quantifiable outcome
- EWG A-rated — highest safety rating from Environmental Working Group for all products evaluated
- +6 more outcomes
Companies that use Aunt Fannie's
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles6 records
Aunt Fannie's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Aunt Fannie's partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major, notable and minor.
- Amazon (amazon.com / amazon.ca)coreAmazon serves as the primary third-party fulfillment marketplace for Aunt Fannie's, handling order processing and delivery for both US and Canadian customers. Products are prominently listed and sold through Amazon's marketplace, with dedicated product pages for each SKU.
- Walmart (walmart.com)coreWalmart's online marketplace carries Aunt Fannie's products including cleaning sprays, floor cleaners, carpet refreshers, and bundles, providing mass-market distribution to Walmart's customer base.
- Thrive MarketmajorHealth-focused online marketplace aligned with Aunt Fannie's natural cleaning positioning. Carries cleaning vinegar sprays, floor cleaners, and specialty products for the health-conscious consumer demographic.
- Grove CollaborativemajorSustainable home products platform featuring Aunt Fannie's cleaning vinegar, floor cleaners, wipes, glass cleaner, and specialty products. Grove Collaborative is a B Corp certified company focused on sustainable consumer goods.
- PetSmartnotablePet specialty retailer carrying Aunt Fannie's pet-safe cleaning products including the Cleaning Vinegar Spray for Cat Homes, leveraging PetSmart's pet-owner customer base.
- iHerbnotableHealth and wellness online retailer carrying select Aunt Fannie's products (Wood Surface Cleaner, Granite + Stone Cleaner, Bathroom Cleaner, Stainless Steel Cleaner, Hardwood Floor Cleaner) for the health-conscious consumer segment.
- PureFormulasnotableOnline health-focused retailer offering Aunt Fannie's products (Wood Surface Cleaner, Granite + Stone Cleaner, All-Purpose Cleaner, Toy + Highchair Cleaner, Bathroom Cleaner, Glass + Window Cleaner, Stainless Steel Cleaner, Floor Cleaners, Carpet Refresher Pouches, Cleaning Wipes) to their allergy-sensitive and health-conscious customer base.
- VitacostminorHealth and wellness online retailer offering select Aunt Fannie's products (Glass + Window Cleaner in Lavender) to their wellness-focused customer base.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Aunt Fannie's competitors and assessment
Company assessmentEmerging players
- Branch Basics: Concentrated plant-based cleaning brand emphasizing human-safe, fragrance-free formulations. Niche peer with overlapping value proposition around ingredient transparency and human-safety testing.
- Dr. Bronner's: Family-owned natural soaps and cleaning castile products with strong ingredient-transparency ethos. Overlaps with Aunt Fannie's on natural-origin cleaning formulations and 100% transparent labeling, though Dr. Bronner's is concentrated in castile soap SKUs.
Direct peers
- Attitude (Attitude Living): Canadian EWG-verified natural cleaning brand offering sprays, floor cleaners, laundry, and dish products. Directly comparable plant-based, hypoallergenic positioning and North American distribution footprint.
- Seventh Generation: Unilever-owned household cleaning brand founded on plant-based, EWG-friendly formulations. Direct competitor with broader portfolio (laundry, dish, wipes, sprays) overlapping Aunt Fannie's SKU footprint and targeting similarly health-conscious households.
- Better Life: Plant-based cleaning brand offering naturally-derived sprays and wipes for kitchen, bathroom, glass, and floor surfaces. Closely comparable on plant-surfactant technology, EWG-conscious formulations, and specialty-surface niche SKUs.
- Method Products: Ecover-owned design-forward eco cleaning brand with multi-surface, bathroom, glass, and floor cleaners. Directly comparable on naturally-derived surfactant platform and design-led natural-home positioning.
- Mrs. Meyer's Clean Day: S.C. Johnson-owned plant-based household cleaning brand sold across grocery, mass, and natural channels. Directly comparable: essential-oil scented multi-purpose, bathroom, kitchen, and floor cleaners positioned on ingredient transparency and natural fragrance — the same core proposition Aunt Fannie's competes on.
Broad incumbents
- The Honest Company: Public CPG platform with eco-positioned household cleaning plus much broader personal care, baby, and beauty categories. Comparable brand-equity and ingredient transparency positioning, though Aunt Fannie's is single-category focused.
- ECOS (Earth Friendly Products): Family-owned eco cleaning brand with broad SKUs spanning laundry, dish, and surface cleaners. Comparable on plant-based, EWG-conscious positioning with much larger mass-market retail distribution.
Others
- Grove Collaborative: B Corp online retailer/distributor of natural household cleaning products, including its own branded product line and carrying competing brands like Aunt Fannie's. Functions as both partner and competitor for shelf access in the natural cleaning category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Aunt Fannie's social profiles
Digital presenceAunt Fannie's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aunt Fannie's leadership team
Management profileNumber of profiles
Profiles1 record
Aunt Fannie's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aunt Fannie's 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 Aunt Fannie's
What does Aunt Fannie's do?
Aunt Fannie's manufactures and sells vinegar-based, plant-derived household cleaning and pest control products under its own brand. Its product line includes multi-surface cleaning sprays, floor cleaners, surface-specific cleaners, biodegradable wipes, laundry detergents, carpet refreshers, sink refreshers, and the FlyPunch! fruit fly trap system. Products are formulated with food-grade ingredients, essential oils, and no harsh preservatives, and are sold to residential consumers seeking non-toxic cleaning alternatives.
Is Aunt Fannie's a public or private company?
Aunt Fannie's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Aunt Fannie's founded?
Aunt Fannie's was founded in 2015. It employs 11 to 50 people.
Where is Aunt Fannie's based?
Aunt Fannie's is headquartered in Portland, United States, in the North America region.
How does Aunt Fannie's make money?
Four revenue lines are on record. Direct-to-Consumer E-Commerce is the primary driver. The others are retail Marketplace Sales, wholesale/B2B and bundles and Value-Size Products.
Who are Aunt Fannie's's main competitors?
Emerging players on record are Branch Basics and Dr. Bronner's. Direct peers are Attitude (Attitude Living), Seventh Generation, Better Life, Method Products and Mrs. Meyer's Clean Day. Broad incumbents are The Honest Company and ECOS (Earth Friendly Products). Grove Collaborative is listed as an others.
Does Aunt Fannie's have an API?
No public API is recorded for Aunt Fannie's.
What industry is Aunt Fannie's in?
Aunt Fannie's's product category is Household Cleaning Products. Its primary akta.pro industry code is CRAJAOAI, Eco-Friendly Air Care & Odor Control, with a secondary code of CRAJAHAK, Natural/Green Pest Control Products. Its NAICS code is 32561 and its SIC code is 2840.