Brand Intelligence Graphcompany
Company Overview
About Clorox
Clorox Company is an Oakland, California-based multinational consumer goods company — listed on NYSE (NYSE: CLX) — manufacturing and marketing cleaning, disinfecting, and household products under the Clorox, Pine-Sol, Glad, Hidden Valley, Burt's Bees, and Brita brands across 100+ countries, generating $7.1 billion in revenue in fiscal year 2024. Founded in 1913 (as Electro-Alkaline Company) and known primarily for bleach-based cleaning and disinfecting products, Clorox diversified through decades of brand acquisitions into food (Hidden Valley Ranch), natural personal care (Burt's Bees), water filtration (Brita), bags and wraps (Glad), and professional cleaning (Clorox Pro).
Business Model & Competitive Advantage
Clorox's core cleaning portfolio holds dominant positions in the US bleach market (Clorox bleach has 60%+ US market share) and disinfecting wipes category — the Clorox and Lysol (Reckitt) brands together define the US disinfectant market. The COVID-19 pandemic drove unprecedented Clorox demand (2020-2021 revenue surge), followed by supply chain challenges (a cyberattack in August 2023 disrupted operations for months, reducing fiscal 2024 earnings) and the structural challenge of returning to normal cleaning product demand after pandemic elevated stockpiling. Burt's Bees (natural personal care) and Hidden Valley (the #1 US ranch dressing brand) provide diversification outside the household cleaning core.
Competitive Landscape 2025–2026
In 2025, Clorox (NYSE: CLX) competes in the household cleaning and personal care market with Reckitt (LON: RKT, Lysol, Dettol disinfectants), Procter & Gamble (NYSE: PG, Mr. Clean, Febreze), and SC Johnson (private, Windex, Pledge) for household cleaning product shelf space and consumer loyalty. The 2023 cyberattack recovery and ongoing brand portfolio rationalization (Clorox divested its nuts business and other non-core brands) have been operational priorities. The 2025 strategy focuses on disinfecting product innovation (concentrated formats, sustainable packaging), rebuilding Burt's Bees growth in the natural personal care category, and expanding international revenue to reduce North American concentration.
Recent Activity
View all →As back-to-school season kicks into high gear, our Clorox brands are meeting consumers in the moments that matter most — from dorm move-ins and classroom preparation, to lunch packing, cleanup and everyday routines. Across brands we’re showing up with timely, useful support that helps families, students, teachers and retail partners make the most of one […]
Mauricio De la Peña, vice president, Supply Chain Services & Transformation, recently joined the Supply Chain Now podcast to share his view on digital transformation, aligned with how Clorox is establishing a future-fit supply chain as part of our enterprise Supply Chain strategy. He also discusses the importance of upskilling teammates to help drive long-term […]
Get to know Jessica Birnbaum, director of sales for the Purell consumer business. In this role, she leads retail go-to-market strategy and helps shape the multi-year innovation roadmap driving the next phase of growth for Clorox’s newly acquired Purell portfolio. “Purell is an exciting business to be a part of because it combines the strength […]
By Linda Rendle, Chair and Chief Executive Officer Today we reported our fourth-quarter and fiscal year 2026 results. Fiscal year 2026 was an important transition year for Clorox. While we continued to operate in a challenging consumer and macroeconomic environment, we also completed several foundational initiatives that strengthened our business and positioned us for improved […]
Material Event filed 2026-07-31
Quarterly Report filed 2026-07-31
Consumers today don’t always discover products the way they did a decade ago. Increasingly, inspiration, entertainment and shopping are all happening in the same place—and for Clorox, that presents an opportunity to learn, connect and innovate in new ways. In a recent Modern Retail feature, Rita Gorenberg, senior director of brand experience, shared how Clorox […]
By Rhonda Mitchell, Sales Director – Canada Clorox offered this really unique opportunity where it was a global organization that had the heart and agility of a small company. That’s what made it appealing to me. My role is dynamic, and I never have the same day twice. I’ve been encouraged to grow every step […]
By Jenny Shroff & Paul Escajadillo, Burt’s Bees Customer Sales Planning Team Consumers told this story first. On TikTok, cherry had become shorthand for something elevated, nostalgic and shareable, growing 53% year-over-year before most brands had noticed. Our Burt’s Bees team noticed. We took that signal into the lab, created a cherry vanilla formulation that […]
By Kyle Whitaker, Brand Experience Associate Director — Kingsford, and Sydney Taylor, Social & Influencer SME — Kingsford Today, our Kingsford brand launches Pit Stops, a new YouTube series that brings celebrity guests and everyday grillers together around the barbecue. Produced with Spark, Clorox’s new social-first content engine, the series came to life with a […]
By Kate Dinham, Studio Lead — Cleaning Canada Clorox Scentiva has arrived in Canada to make cleaning feel more like a sensory ritual than a chore. That idea came to life at an influencer event in May, designed to immerse creators in Scentiva and spark social conversation. Why it matters The event was a strategic […]
By Amanda Kaplan, Brand Engagement – Brita Our Brita brand has partnered with Bravo’s Kyle Richards, who hosted an Amazon Live event on Monday, June 15, designed to engage consumers ahead of Amazon Prime Day to drive sales of featured Brita products. Why it matters This activation blends social-first storytelling with commerce, meeting consumers where […]
Key Differentiators
Market Leader
Clorox is recognized as a market leader in the Consumer Goods sector, demonstrating strong industry presence and customer trust.
Enterprise Scale
With $7.1B in revenue, Clorox operates at enterprise scale with proven market validation.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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