Clorox
An American consumer-products company best known for Clorox bleach, household cleaning products, and a broad portfolio of food, personal-care, water-filtration, storage, and pet-care brands.
Last updated November 4, 2026
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Overview
Clorox is the principal consumer-facing brand and corporate identity of The Clorox Company, an American multinational manufacturer and marketer of consumer and professional products. The business began in 1913 as the Electro-Alkaline Company, established on the eastern side of San Francisco Bay by five investors who built what was described as the first commercial-scale liquid-bleach operation in the United States. The name Clorox combined references to chlorine and sodium hydroxide, the principal components of its original bleach. The early company faced weak demand because American households were unfamiliar with liquid bleach. A change in product formulation and consumer sampling helped make bleach more accessible for domestic use, and the company began shipping products beyond the West Coast during the late 1910s. Clorox became a public company in 1928 and adopted the name Clorox Chemical Company. Its distinctive diamond-based visual identity has remained an important part of the brand over time. During the Second World War, the company chose to preserve the concentration of its bleach rather than reduce product strength in response to chlorine-related shortages, accepting lower unit volumes while reinforcing a quality-oriented reputation. Procter & Gamble acquired Clorox in 1957, but the transaction was challenged by the Federal Trade Commission. The divestiture process ultimately required Procter & Gamble to sell the business, and Clorox became independent again on January 1, 1969. After independence, Clorox expanded beyond bleach through product development, licensing, and acquisitions. Its portfolio came to include hard-surface cleaners, drain cleaners, mildew removers, charcoal, salad dressings and condiments, water-filtration systems, food-storage products, trash bags, natural personal care, health supplements, and pet-care products. Important additions included Pine-Sol, Formula 409, Liquid-Plumr, Kingsford, Hidden Valley, Brita in the Americas, Burt's Bees, and the First Brands portfolio, whose brands included Glad and Handi-Wipes. The 1999 First Brands acquisition substantially enlarged the company and contributed to its first appearance on the Fortune 500 in 2000. The modern company sells through mass retailers, other retail outlets, e-commerce, distributors, medical-supply providers, and professional channels. Its business spans household cleaning, professional and healthcare cleaning, food, personal care, water filtration, food and waste storage, charcoal, and pet products. The namesake Clorox line remains centered on bleach, disinfectants, sanitizing products, and cleaning solutions, while the wider company portfolio gives it exposure to multiple consumer needs and purchasing occasions. The company has also emphasized sustainability, health and wellness, affordability, value, and multicultural consumer segments. It launched Green Works as a mainstream green-cleaning line in 2008 and integrated corporate-responsibility reporting with financial reporting in 2011. Clorox is a publicly traded company listed under the ticker CLX. The company continued to appear in the Fortune 500 through 2024. Its operations were disrupted by a cyberattack in 2023, which contributed to product shortages and a reported impact on revenue. Reference material also describes a proposed 2026 acquisition of Gojo Industries, the maker of Purell, and a 2026 announcement concerning Linda Rendle's planned departure as chief executive for health reasons; these future-dated developments should be independently rechecked against current company filings before being treated as settled historical facts.
History
The Electro-Alkaline Company was incorporated on May 3, 1913, by Archibald Taft, Edward Hughes, Charles Husband, Rufus Myers, and William Hussey. The founders invested in a factory serving the San Francisco Bay area and produced liquid bleach at commercial scale. The Clorox name referred to chlorine and sodium hydroxide. Because liquid bleach was unfamiliar to many households, the business initially struggled. William Murray took control in 1916 and became general manager. Annie Murray promoted a less concentrated household formulation and helped create demand by distributing small sample bottles through a grocery store. The company began shipping eastward through the Panama Canal in 1917. Clorox went public on the San Francisco Stock Exchange in 1928 and changed its corporate name to Clorox Chemical Company. Advertising helped establish a recognizable identity, including an animated bleach-bottle character called Butch. During the Second World War, chlorine-gas rationing affected the bleach industry. Clorox chose to sell fewer units rather than materially reduce the strength of its product, reinforcing the brand's association with efficacy. Procter & Gamble purchased Clorox in 1957. The Federal Trade Commission challenged the deal on competition grounds, and the dispute eventually reached the United States Supreme Court. Procter & Gamble was required to divest the business; the sale was completed on January 1, 1969. The independent company then pursued diversification. It introduced Clorox 2 all-fabric bleach in 1970 and expanded through products and acquisitions including Formula 409, Liquid-Plumr, Kingsford, Tilex, Hidden Valley, and Pine-Sol. It also developed a substantial food and household-storage presence. Clorox entered the American market for Brita water filters through a licensing and distribution arrangement in 1988. It obtained control of the brand in the United States and Canada in 1995 and secured the remaining Americas rights in 2000. The 1990 purchase of Pine-Sol strengthened its household-cleaning portfolio. In 1999, Clorox acquired First Brands, bringing in Glad, Handi-Wipes, STP, and other businesses. The deal was the company's largest acquisition at the time, approximately doubled its scale, and preceded its first Fortune 500 appearance in 2000. In 2002, Clorox formed a joint venture with Procter & Gamble involving Glad food-storage and waste-management products; Procter & Gamble later increased its minority interest to 20 percent. Clorox bought Burt's Bees in 2007 and launched Green Works nationally in 2008. It sold Armor All and STP to Avista Capital Partners in 2010 as part of a portfolio refocusing, then acquired Aplicare and HealthLink in 2011 to strengthen healthcare-related offerings. The company began combining corporate-responsibility information with financial reporting in 2011 and announced a strategic emphasis on sustainability, health and wellness, value, and multicultural consumers in 2013. It became a United Nations Global Compact signatory in 2015. The acquisition of Nutranext in 2018 broadened Clorox into supplements and natural health products. The company received recognition in sustainability and corporate-reputation rankings during the late 2010s. A new manufacturing facility opened in Martinsburg, West Virginia, in 2022 to support growth in cat litter. In 2023, a cyberattack affected operations, contributing to shortages and financial pressure. The reference material further reports proposed or announced developments in 2026 involving Gojo Industries and Linda Rendle, but those items require verification against primary filings because they are future-dated relative to much of the historical record.
- 2023
Cyberattack affects operations
[1]A cyber incident caused operational disruption, shortages, and revenue pressure.
- 2022
Martinsburg manufacturing facility opens
[1]A new West Virginia facility was opened to support cat-litter growth.
- 2018
Nutranext acquired
[1]Clorox expanded into supplements and natural health products.
- 2008
Green Works launched nationally
[1]Clorox introduced a green-cleaning line into mainstream retail cleaning aisles.
- 2007
Burt's Bees acquired
[1]Clorox entered a larger natural personal-care platform through the acquisition of Burt's Bees.
- 1999
First Brands acquired
[1]The acquisition added Glad, Handi-Wipes, STP, and other consumer brands.
- 1990
Pine-Sol acquired
[1]Clorox acquired Pine-Sol, expanding its household-cleaning portfolio.
- 1970
Clorox 2 introduced
[1]The company introduced an all-fabric bleach product, extending the namesake brand beyond its original bleach format.
- 1969
Clorox becomes independent
[1]Procter & Gamble completed the divestiture required after the antitrust case.
- 1957
Acquired by Procter & Gamble
[1]Procter & Gamble purchased Clorox, a transaction later challenged on antitrust grounds.
Products and positioning
A trusted, efficacy-led household and professional cleaning brand, with the corporate portfolio extending into food, personal care, water filtration, storage, charcoal, health, and pet care.
Household cleaning · 1913
Clorox Bleach and Disinfecting Products
The namesake portfolio includes liquid bleach, disinfecting products, wipes, sprays, and related household-cleaning solutions. It is built around chlorine-based efficacy and is the product family most closely associated with the Clorox name.
Hard-surface cleaners
Formula 409
Formula 409 is a household hard-surface-cleaning brand used for removing grease, dirt, and other residues from kitchen and household surfaces.
Household cleaners
Pine-Sol
Pine-Sol is a multipurpose household-cleaning brand used for floors and other hard surfaces. It became part of Clorox through acquisition in 1990.
Storage and waste management
Glad
Glad covers trash bags, food-storage bags, wraps, and containers, including GladWare. The brand is operated through a joint venture in which Procter & Gamble holds a minority interest.
Food
Hidden Valley
Hidden Valley is a food brand centered on ranch dressings, dips, mixes, sandwich spreads, croutons, toppings, and related meal accompaniments.
Outdoor cooking
Kingsford
Kingsford is a charcoal brand serving outdoor cooking and grilling occasions. It became part of Clorox during the company's diversification period.
Personal care
Burt's Bees
Burt's Bees offers natural-positioned personal-care and cosmetic products. Clorox acquired the brand in 2007, adding personal care to its household and food portfolio.
Water filtration · 1988
Brita
Brita provides consumer water-filtration systems in the Americas under Clorox's regional rights and ownership arrangements.
Natural cleaning products · 2008
Green Works
Green Works is a line positioned around naturally derived or environmentally oriented cleaning products. Clorox launched it nationally in 2008 as a mainstream green-cleaning offering.
Pet care
Fresh Step, Scoop Away, and Ever Clean
These brands form part of Clorox's cat-litter and pet-care portfolio, covering litter products for household cats and related odor-control needs.
Controversies
2020
Earth Island Institute sues companies over plastic packaging pollution in California
Earth Island Institute filed a lawsuit in a California court against Coca-Cola, Pepsi, Nestle USA, Procter & Gamble and other companies, seeking unspecified damages and an order requiring them to clean up plastic waste. The group alleges that plastic packaging from the companies is fouling California waters and says their products contributed to a global pollution crisis; these are allegations in the lawsuit, not a court determination.
2019
Animal-testing policy criticized
Clorox stated that it did not conduct animal testing except where required by law. PETA and other animal-advocacy organizations criticized the policy because the company continued selling in markets where testing requirements could apply.
2008
Green Works advertising and environmental claims challenged
The National Advertising Division advised Clorox to discontinue or modify claims suggesting that Green Works products performed as well as traditional cleaners. Environmental groups and other critics also questioned whether some ingredients and the broader portfolio supported the line's environmental positioning.
2006
Criticism of gendered laundry advertising
A national commercial depicting generations of women doing laundry was criticized by feminists for implying that laundry was primarily women's work. Earlier and later versions of the brand's laundry advertising attracted similar objections.
Marketing campaigns
- 2009Mad Men-inspired advertising
United States
Clorox created advertising in the vintage style associated with the television program Mad Men, including a campaign featuring a lipstick-marked shirt and a cleaning-related slogan.
Outcome. The campaign linked the brand to the program's period aesthetic while attracting criticism connected to gender stereotypes.
- 2008Green Works mainstream launch
United States
Clorox launched Green Works nationally in mainstream cleaning aisles, targeting consumers seeking products presented as more environmentally oriented.
Outcome. The line received support from the Sierra Club but also generated disputes over efficacy and environmental marketing claims.
- 1986Mama's Got the Magic of Clorox 2
United States
An advertising campaign for Clorox 2 used a prominent jingle performed by Dobie Gray and connected the product with household laundry performance.
Outcome. The campaign became a recognizable part of Clorox advertising, although its gendered domestic framing later drew criticism.
Brand decisions
2026
Proposed acquisition of Gojo IndustriesM&ABackground
Reference material describes a proposed expansion into hand sanitizers and professional hygiene through Gojo Industries.
Action taken
Clorox reportedly agreed to acquire Gojo Industries in an all-cash transaction.
Aftermath
The reported transaction status, completion, and terms require confirmation from current primary sources.
Reported transaction value. $2.25 billion (2026)
2018
Acquire NutranextM&ABackground
Clorox identified natural health and wellness as a growth area beyond traditional household cleaning.
Action taken
The company acquired Nutranext and its supplements businesses.
Aftermath
The acquisition expanded Clorox into vitamins, minerals, and hair, skin, and nail supplements.
Reported transaction value. Approximately $700 million (2018)
2008
Launch Green WorksProduct launchBackground
Growing consumer interest in environmentally oriented products created an opportunity in mainstream household cleaning.
Action taken
Clorox launched Green Works nationally in the regular cleaning aisle.
Aftermath
The line gained institutional support but faced challenges concerning efficacy and green-marketing claims.
1999
Acquire First BrandsM&ABackground
Clorox sought substantial scale and broader consumer-products exposure.
Action taken
It acquired First Brands, adding Glad, Handi-Wipes, STP, and other brands.
Aftermath
The transaction approximately doubled the company's size and preceded its first Fortune 500 ranking.
1957
Accept acquisition by Procter & GambleM&ABackground
Procter & Gamble sought to acquire Clorox, but the transaction raised concerns about concentration in household products.
Action taken
Clorox was acquired, then later divested after antitrust litigation.
Aftermath
The divestiture completed in 1969 and returned Clorox to independent ownership.
Recent events
Reported
The Clorox Company announces Fabian Garcia as CEO[5]
The Clorox Company announced that Fabian Garcia would become its CEO effective Jan. 5, 2027.
Reported
Clorox and Atlanta Hawks support Atlanta teachers[6]
Clorox and the Atlanta Hawks partnered on a teacher-support effort at Emma Hutchinson Elementary School that included cleaning supplies and donations for teachers and the school system.
Reported
CloroxPro and Convoy of Hope coordinate hurricane relief[7]
Clorox announced a multi-million-dollar donation of disinfecting products to Convoy of Hope. CloroxPro will work with Convoy of Hope on Hurricane Ida recovery and ongoing disaster relief.
Reported
CloroxPro launches TurboPro sprayer and disinfectant cleaner[8]
CloroxPro announced the launch of the Clorox TurboPro Electrostatic Sprayer and the Clorox TurboPro Disinfectant Cleaner for Sprayer Devices.
Reported
Clorox launches the Safer Today Alliance[9]
Clorox announced the Safer Today Alliance, a program developed with Cleveland Clinic and the CDC Foundation to provide guidance on increased safety measures in shared spaces.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
CloroxPro announces Clorox Total 360 ProPack launch[10]
CloroxPro announced the launch of the Clorox Total 360 ProPack, a mobile electrostatic disinfecting device featuring a backpack harness.
Uber and Clorox team up to provide wipes to drivers[11]
Uber teamed up with Clorox to help drivers keep their cars clean, with Uber set to give nearly 200,000 Clorox wipes to Chicago drivers.
Reported
United introduces CleanPlus with Clorox and Cleveland Clinic[12]
United introduced its United CleanPlus sanitisation and cleaning programme in partnership with Clorox and Cleveland Clinic. Clorox products were to roll out first at United hub airports in Chicago and Denver, while Cleveland Clinic experts would advise on technologies, training development and quality assurance.
Reported
United collaborates with Clorox and Cleveland Clinic on CleanPlus[13]
United Airlines brought Clorox and Cleveland Clinic into United CleanPlus: Clorox products are to be used at United hub airports, and Cleveland Clinic medical experts are to advise on protocols and related programs.
Reported
Earth Island Institute sues companies over plastic packaging pollution in California[4]
Earth Island Institute filed a lawsuit in a California court against Coca-Cola, Pepsi, Nestle USA, Procter & Gamble and other companies, seeking unspecified damages and an order requiring them to clean up plastic waste. The group alleges that plastic packaging from the companies is fouling California waters and says their products contributed to a global pollution crisis; these are allegations in the lawsuit, not a court determination.
Sources15 sources
- 1Cloroxen.wikipedia.org
- 2The Clorox Company official websitethecloroxcompany.com
- 3Clorox consumer websiteclorox.com
- 4Earth Island Institute sues companies over plastic packaging pollution in Californialatimes.com
- 5高乐氏公司宣布任命 Fabian Garcia 为首席执行官news.google.com
- 6高乐氏与亚特兰大老鹰队支持亚特兰大教师rollingout.com
- 7CloroxPro 与 Convoy of Hope 合作开展飓风救援yahoo.com
- 8CloroxPro 推出 TurboPro 喷雾器和消毒清洁剂prnewswire.com
- 9Clorox推出Safer Today Allianceprnewswire.com
- 10CloroxPro宣布推出Clorox Total 360 ProPackprnewswire.com
- 11Uber与Clorox合作向司机提供消毒湿巾1035kissfm.iheart.com
- 12美联航与Clorox及克利夫兰诊所推出CleanPlus计划businesstraveller.com
- 13United与Clorox及Cleveland Clinic合作推进CleanPlusprnewswire.com
- 14Glad通过Loop推出可回收食品袋prnewswire.com
- 15Coronavirus Chicago: Uber partners with Clorox to provide disinfecting wipes to driversabc7chicago.com
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