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 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 […]
Clorox is transforming how we plan, forecast, and operate our supply chain—moving from manual processes to predictive, data-informed decision-making. In a recent Consumer Goods Technology article, Eva Choe, Clorox’s chief procurement officer, shares how predictive analytics is helping teams improve accuracy, reduce complexity, and move faster with greater confidence in a constantly changing environment. Highlights […]
Key takeaways At Clorox, putting people at the center of our work shapes how we learn, collaborate, and grow. That commitment came to life during this year’s Consumer Week, when our Food and Burt’s Bees teammates joined engaging sessions to connect more deeply with the consumers and communities we serve. From immersive learning sessions to hands-on […]
By Ericka Santos, Glad Brand Experience Lead – Marketing, and Jeff Stiglic, Glad Innovation – R&D Launched in January 2026 and gaining momentum, Glad LeakGuard is the first kitchen trash bag with new liquid-locking technology designed to solve the category’s No. 1 unmet need: leak protection. Able to absorb* up to 100x their weight in […]
Hannah Houts is a brand manager for Glad, focused on shaping the next generation of innovation for the brand. Across roles, she’s been drawn to the same challenge: owning the business end-to-end and finding new ways to move it forward. “When you work in brand, you’re connecting the work across teams and turning it into […]
By Linda Rendle, Chair and CEO Today, we announced that, after 23 years at Clorox and much thoughtful consideration, I have asked the Board to begin a search for our company’s next CEO.  I will remain chair and CEO during the search, and I am fully committed to ensuring a smooth transition to the leader the Board […]
By Rachel Kastigar, Dean Ferracane, and Lauren Taymor Pine-Sol is launching four social-inspired, on-trend scents exclusively on TikTok Shop to test a faster, more social-first approach to product development and relevance with younger consumers. Why it matters Social media is a learning lab. Not just for marketing and content, but for actual product innovation. This […]
By Eric Schwartz, Chief Marketing Officer and Gina Kelly, Chief Customer Officer As the United States prepares to celebrate its 250th anniversary this summer, Clorox brands are leaning into one of the biggest cultural moments of the year. From shelf to screen, our portfolio is activating with purpose, scale, and creativity to deepen connections with […]
Material Event filed 2026-05-13
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.
Similar Brands
Kimberly-Clark
Kimberly-Clark is a Dallas-based global consumer goods company manufacturing personal care, tissue, and health products under the Huggies (diapers), Kleenex (facial tissues), Scott (paper towels/toile
Mondelez International
Mondelēz International, Inc. is the world's second-largest confectionery company by revenue and a leading global snacks manufacturer, headquartered in Chicago, Illinois. The company was spun off from
Procter & Gamble
Procter & Gamble was founded in 1837 in Cincinnati, Ohio, where it remains headquartered, and has grown into one of the world's largest consumer goods companies with a portfolio of approximately 65 br
Amazon
Amazon was founded in 1994 by Jeff Bezos in Bellevue, Washington as an online bookstore operating from a garage, with the stated ambition of becoming "the everything store" — a long-term vision that p
Tapestry
Tapestry, Inc. is an American house of modern luxury brands, owning Coach, Kate Spade New York, and Stuart Weitzman. Founded as Coach in 1941 and rebranded as Tapestry in 2017 to signal its transforma
Kenvue
Kenvue Inc. is a Skillman, New Jersey-based consumer health company — publicly traded on the New York Stock Exchange (NYSE: KVUE) as an S&P 500 Consumer Staples component — marketing and selling over-
Compare Clorox with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Clorox? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Clorox Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Clorox vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →