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 →By Ericka Santos, Glad Brand Experience Lead – Marketing, Edward Neves, Glad Innovation – R&D, Megan Trudo, Associate Marketing Manager – Marketing, Aaron Tornheim, Associate Marketing Manager – Marketing, and Will Borlik, Scientist II – R&D, Fatima Hussain, Senior Scientist – R&D What started as a seasonal innovation from Glad in 2025 has grown into […]
By Sharon Daugherty, Manager—Social Impact At Clorox, our purpose is clear: We champion people to be well and thrive every single day. That purpose lives not only in the products we create, but in the hearts of our teammates whose volunteerism through our Every Hour Counts program extends deep into our communities to reach those […]
By Iris Chen, Food Innovation Associate Marketing Manager – Hidden Valley Ranch Halloween is all about embracing the unexpected, and this year, Hidden Valley Ranch is bringing a little extra surprise to the table. Meet Spooky Ranch: a limited-edition Halloween offering that transforms the iconic creamy ranch fans know and love into a festive seasonal […]
As general manager of Clorox AMEA (Asia, Middle East/North Africa, Europe and Australia/New Zealand), Todd Brock leads businesses across dozens of markets around the world. In a recent appearance on the Sustainable Ambition podcast, he shared lessons from more than three decades of leadership, including how to build sustainable organizations — those that can deliver […]
Raymond Law, General Manager – Greater China and Korea It’s not easy to stand out during one of China’s biggest shopping moments, but our International Business Unit’s EverClean litter brand did just that on JD.com during this year’s 618 Grand Promotion — and built on strong results across the second half of fiscal year 2026 […]
By Sadie Dorf, Earned Social and Influencer Manager — Hidden Valley Ranch Some marketing campaigns ask consumers to pay attention. Hidden Valley Ranch’s Ranchbassador program gave them a reason to participate. Launched on National Ranch Day last March in celebration of America’s upcoming 250th anniversary, the program set out to answer a simple question: what […]
By Serena Ditkoff, brand manager – Burt’s Bees Burt’s Bees is expanding our lip-care portfolio with squeezy Hydrating Lip Balms and Hydrating Lip Tints, new offerings that combine moisturizing care, fun flavors and sheer color in a convenient, squeezy form. You can find them at Walmart, Walgreens, burtsbees.com and your favorite online retailers. This innovation […]
Supply chains have evolved far beyond manufacturing to being a competitive advantage for companies. In a recent episode of The Momentum Flow podcast, Pascal Montilus, senior vice president and chief supply chain officer, shared how embracing an end-to-end perspective drives growth. He also underscored the importance of harnessing technology, including artificial intelligence (AI), and operating […]
From breakthrough products to smarter ways of working, innovation powers how Clorox wins with consumers and creates long-term value. That’s why we’re proud to share that The Clorox Company has been recognized by Forbes as one of its inaugural America’s Most Innovative Large Companies, a distinction that celebrates organizations reshaping their businesses and industries through […]
By Brooke Taylor, Director of Marketing – Cleaning When Clorox introduced ToiletWand more than two decades ago, it tackled one of the biggest challenges in home cleaning: nobody likes cleaning the toilet. The product made one of the most dreaded chores simpler, cleaner and more convenient, creating an entirely new category in the process. But […]
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 […]
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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