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 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
By Raymond Law, General Manager – Greater China and Korea I’ve been with Clorox for two decades, but I still remember when I first came here. My boss called me to say, “Come down to Starbucks. Let’s talk about your first day.” He talked to me about Clorox values, and they are the same 20 […]
Material Event filed 2026-05-01
Quarterly Report filed 2026-05-01
By Linda Rendle, Chair and Chief Executive Officer We just reported our third‑quarter fiscal year 2026 results, reflecting mixed performance across the business. As we entered the year, we were clear that fiscal 2026 would require a disciplined, phased approach. The front half was deliberately focused on implementing and stabilizing our new U.S. ERP system, […]
By Lauren Aplin, Brand Experience Lead – Marketing Fresh Step is showing up in a big way for National Pet Month in May, activating across community, retail, and e-commerce to celebrate pets and help more of them find loving homes – all while fueling growth for our business. Why it matters National Pet Month is […]
By Gabrielle Laurent, Brand Experience Manager – Burt’s Bees This month, Burt’s Bees and Grillo’s Pickles are teaming up for an unexpected, buzzworthy collaboration that brings pickle-inspired freshness to hydrating lip balm. Launching as an in-store exclusive at Walmart, the limited-edition Fresh Cucumber Dill lip balm taps into one of today’s most surprising consumer cravings: […]
By Gabrielle Laurent, Brand Experience Manager – Burt’s Bees This month, Burt’s Bees and Grillo’s Pickles are teaming up for an unexpected, buzzworthy collaboration that brings pickle-inspired freshness to hydrating lip balm. Launching as an in-store exclusive at Walmart, the limited-edition Fresh Cucumber Dill lip balm taps into one of today’s most surprising consumer cravings: […]
By Sharon Daugherty, Manager—Social Impact Making a positive impact goes beyond the work we do — it’s part of who we are and supports our purpose to champion people to be well and thrive every single day. And often, it starts small. A few hours. A simple act. A decision to show up. That’s the […]
By Sharon Daugherty, Manager—Social Impact Making a positive impact goes beyond the work we do — it’s part of who we are and supports our purpose to champion people to be well and thrive every single day. And often, it starts small. A few hours. A simple act. A decision to show up. That’s the […]
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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