Fresh Home

What Fresh Home does

Fresh Home is a privately held, Vietnam-based direct-to-consumer e-commerce company headquartered in Hanoi that sells household cleaning and home fragrance products to Vietnamese consumers. Its portfolio spans six core SKUs: reed diffusers (Lọ tỏa hương) that use capillary-action diffusion of natural essential oils without electricity; toilet bowl cleaning cups (Cốc sạch bồn cầu) that auto-dispense cleaning solution per flush for 2-3 months per unit; biological drain cleaning gel (Gel thông tắc sinh học) using enzyme-based formulations to decompose organic matter without corroding pipes; kitchen cleaners (Nước lau bếp); multi-purpose cleaning sprays (Chai sạch đa năng); and floor cleaners (Nước lau sàn). The product line is positioned around natural, chemical-free formulations marketed as safe for households with children.

The company's underlying technology is rooted in biological chemistry rather than AI or software — proprietary enzyme-based biological agents, slow-release gel matrices, and natural essential oil blends. It distributes through a multi-channel social-commerce stack: an owned e-commerce storefront at freshhome.store, a Shopee Mall marketplace presence, organic social on Facebook (FreshHome.2026) and TikTok (@freshhome2006), and direct messaging-based ordering. Payment options include COD, bank transfer, and online payments, with nationwide Vietnam delivery of 2-5 business days.

Fresh Home operates a one-time-purchase transaction model with no subscription tier. Pricing is set in Vietnamese dong at 55,000-99,000 VND per single unit (roughly USD 2-4) and 140,000-179,000 VND for multi-unit combo bundles. There is no disclosed revenue, headcount, management team, funding history, or office address, and the company appears to be bootstrapped and independently owned. Awards, patents, partnerships, and certifications are all absent from the source data.

Name

Fresh Home

Legal name

Fresh Home

Website

https://freshhome.store

Company type

Private

Operating status

Operating

Short description

Fresh Home is a Hanoi-based, privately held Vietnamese D2C e-commerce company selling six SKUs of natural household cleaning products (toilet cups, biological drain gel, floor/kitchen/multi-purpose cleaners) and reed-diffuser home fragrances to Vietnamese families via its own website, Shopee, Facebook, and TikTok.

Ownership category

akta.pro rank

Product category

Household Cleaning and Home Fragrance Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

akta.pro secondary industries

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Natural/Eco All-Purpose Cleaners (CRAJAMAM), Natural & Clean Fragrance (CRABADAG), Eco-Friendly Air Care & Odor Control (CRAJAOAI)

Keywords

• Home cleaning products
• Reed diffuser fragrance
• Biological drain cleaner
• Toilet cleaning cup
• Household floor cleaner

Headquarters

HQ city

Hanoi

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Individual Product Sales: Fresh Home generates revenue through direct sales of household cleaning and air freshening products to individual consumers. Products include toilet bowl cleaning cups (65,000₫ per unit), floor cleaners (55,000₫ per 100ml), reed diffusers, and biological drain gels (99,000₫ per unit). All products are sold at one-time purchase prices with no subscription model.
2. Combo/Bundle Packages: The company offers bundled packages at discounted prices compared to individual purchases, such as Combo 3 units of the same product (ranging from 140,000₫ to 179,000₫). These combo packages provide volume discounts while encouraging larger basket values.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fresh Home is a Vietnamese e-commerce brand that manufactures and sells household cleaning and home fragrance products directly to consumers. Its portfolio includes biological toilet cleaning cups, enzyme-based drain unclogging gel, kitchen and multi-purpose cleaners, gentle floor cleaners, and reed diffusers formulated with natural essential oils. Products are sold through its own website, the Shopee marketplace, and social commerce channels with nationwide delivery across Vietnam.

Product overview

Fresh Home is a Vietnamese household cleaning and home fragrance products company offering a portfolio of six core product lines: Lọ tỏa hương (reed diffusers) for continuous natural room fragrance; Cốc sạch bồn cầu (toilet cleaning cups) for automatic toilet bowl cleaning and deodorization; Nước lau bếp (kitchen cleaners) and Chai sạch đa năng (multi-purpose cleaning sprays) for kitchen and surface cleaning; Gel thông tắc sinh học (biological drain unblocking gels) for pipe maintenance; and Nước lau sàn (floor cleaners) for floor care. The company positions its products around natural, biological, and safe formulations free from harmful chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• Reed Diffuser (Lọ tỏa hương)

Quantifiable outcome

• Cốc sạch bồn cầu provides up to 3 months of continuous toilet cleaning with a single unit
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mrs. Meyer's Clean Day: Mrs. Meyer's Clean Day (SC Johnson-owned) is a US household cleaning brand built around plant-derived ingredients and aromatherapy-inspired scents. Directly comparable to Fresh Home on eco-friendly household cleaning positioning and overlapping SKUs (all-purpose, kitchen, bathroom, and toilet care).
• Method Products: Method Products is an eco-friendly cleaning brand offering plant-based, naturally scented household cleaners across kitchen, bathroom, and multi-surface categories. Comparable to Fresh Home on natural-ingredient positioning, design-led branding, and overlapping product categories spanning fragrance and surface cleaning.
• Better Life: Better Life is a US-based brand offering non-toxic, plant-based household cleaning products across kitchen, bathroom, and multi-purpose cleaning. Comparable to Fresh Home on natural-ingredient positioning and product range, particularly around drain and toilet cleaning solutions.
• Seventh Generation: Seventh Generation (Unilever-owned) is a leading eco-friendly household cleaning brand with plant-based formulations and broad cleaning SKUs. Comparable to Fresh Home on natural, non-toxic positioning and household cleaning portfolio spanning kitchen, bathroom, and floor care.
• Nest Fragrances: Nest Fragrances is a premium home fragrance brand offering reed diffusers, candles, and room sprays with sophisticated scent profiles. Directly comparable to Fresh Home's reed diffuser and home fragrance product line, with overlap on multi-fragrance reed diffuser SKUs and natural positioning.

Broad incumbents

• SC Johnson (Glade): SC Johnson is a global CPG major whose Glade brand dominates home air care, including reed diffusers, plug-ins, and air fresheners. Overlaps with Fresh Home's home fragrance category and competes in household cleaning via Mr. Muscle and related brands at much larger scale.
• P&G (Febreze): Procter & Gamble's Febreze is a global market leader in home air fresheners and odor elimination across plug-in, spray, and candle formats. Directly comparable to Fresh Home's home fragrance positioning with extensive retail distribution and larger marketing budget.
• Reckitt Benckiser (Harpic): Reckitt Benckiser is a global CPG major whose Harpic brand dominates toilet cleaning products in many markets including Southeast Asia. Directly competes with Fresh Home's toilet cleaning cup category and broader bathroom cleaning positioning at global incumbent scale.
• Yankee Candle: Yankee Candle is a major home fragrance brand offering scented candles, reed diffusers, and air fresheners at scale. Comparable to Fresh Home's home fragrance category, particularly on scented candles and reed diffusers, with much broader distribution and brand recognition.

Regional players

• Unilever Vietnam (Sunlight/Lifebuoy): Unilever Vietnam operates leading household cleaning brands including Sunlight (dishwashing) and Lifebuoy (surface cleaning) with deep retailer relationships across Vietnam. Directly competes with Fresh Home in the Vietnamese household cleaning market at a regional incumbent scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/FreshHome.2026
• TikToktiktok.com/@freshhome2006

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 Fresh Home