Clorox

Corporate brand

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 October 29, 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]Cloroxen.wikipedia.org
A cyber incident caused operational disruption, shortages, and revenue pressure.
2022
Martinsburg manufacturing facility opens
[1]Cloroxen.wikipedia.org
A new West Virginia facility was opened to support cat-litter growth.
2018
Nutranext acquired
[1]Cloroxen.wikipedia.org
Clorox expanded into supplements and natural health products.
2008
Green Works launched nationally
[1]Cloroxen.wikipedia.org
Clorox introduced a green-cleaning line into mainstream retail cleaning aisles.
2007
Burt's Bees acquired
[1]Cloroxen.wikipedia.org
Clorox entered a larger natural personal-care platform through the acquisition of Burt's Bees.
1999
First Brands acquired
[1]Cloroxen.wikipedia.org
The acquisition added Glad, Handi-Wipes, STP, and other consumer brands.
1990
Pine-Sol acquired
[1]Cloroxen.wikipedia.org
Clorox acquired Pine-Sol, expanding its household-cleaning portfolio.
1970
Clorox 2 introduced
[1]Cloroxen.wikipedia.org
The company introduced an all-fabric bleach product, extending the namesake brand beyond its original bleach format.
1969
Clorox becomes independent
[1]Cloroxen.wikipedia.org
Procter & Gamble completed the divestiture required after the antitrust case.
1957
Acquired by Procter & Gamble
[1]Cloroxen.wikipedia.org
Procter & Gamble purchased Clorox, a transaction later challenged on antitrust grounds.
1928
Company goes public
[1]Cloroxen.wikipedia.org
The business listed on the San Francisco Stock Exchange and adopted the Clorox Chemical Company name.
1917
East Coast distribution begins
[1]Cloroxen.wikipedia.org
Clorox began shipping bleach to the eastern United States through the Panama Canal.
1916
William Murray takes control
[1]Cloroxen.wikipedia.org
William Murray became general manager and helped redirect the company toward household bleach.
1913
Electro-Alkaline Company founded
[1]Cloroxen.wikipedia.org
The company was established in the San Francisco Bay area as a commercial-scale liquid-bleach manufacturer.

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.
Source
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.
Source
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.
Source
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.
Source

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.
Source
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.
Source
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.
Source

Brand decisions

2026
Proposed acquisition of Gojo IndustriesM&A
Background
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)
Source
2018
Acquire NutranextM&A
Background
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)
Source
2008
Launch Green WorksProduct launch
Background
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.
Source
1999
Acquire First BrandsM&A
Background
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.
Source
1957
Accept acquisition by Procter & GambleM&A
Background
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.
Source

Recent events

2026
Clorox agrees to acquire Gojo Industries[1]Cloroxen.wikipedia.org
M&A
Reference material states that Clorox agreed to acquire Gojo Industries, maker of Purell, in an all-cash transaction reportedly valued at $2.25 billion. The transaction and consideration should be verified in company filings.
2026
Clorox completes acquisition of GOJO Industries, adding Purell[5]Clorox completes acquisition of GOJO Industries, adding Purellinvestors.thecloroxcompany.com
M&A
The company announced completion of its previously announced acquisition of GOJO Industries. The transaction added the Purell brand and GOJO’s consumer and business-to-business health-and-hygiene capabilities; the acquired business was described as Clorox Purell.
2023
Cyberattack disrupts Clorox operations[1]Cloroxen.wikipedia.org
Other
A cyberattack disrupted company information systems and operations, contributing to product shortages and a negative effect on revenue.
2022
Clorox launches the Start Clean brand platform[6]Clorox launches the Start Clean brand platformadweek.com
Campaign
A campaign connected a clean physical environment with emotional wellbeing and presented cleaning as a possible reset after a difficult period.
2018
Clorox acquires Nutranext[1]Cloroxen.wikipedia.org
M&A
Clorox acquired Nutranext, a maker of natural multivitamins, specialty minerals, and supplements for hair, skin, and nails, for approximately $700 million according to the reference material.
2008
Clorox launches Green Works in mainstream cleaning aisles[1]Cloroxen.wikipedia.org
Product launch · Campaign
Clorox introduced Green Works as a mainstream line of products positioned around naturally derived or environmentally oriented cleaning.
2007
Clorox acquires Burt's Bees[1]Cloroxen.wikipedia.org
M&A
Clorox added Burt's Bees, expanding its presence in natural personal care and cosmetics.
1999
Clorox acquires First Brands[1]Cloroxen.wikipedia.org
M&A
The acquisition of First Brands, formerly Union Carbide's consumer-products division, brought brands including Glad, Handi-Wipes, and STP into the portfolio and significantly enlarged the company.
1969
FTC divestiture of Clorox from Procter & Gamble[1]Cloroxen.wikipedia.org
Regulation · M&A
Following antitrust litigation, Procter & Gamble divested Clorox, restoring the company to independent ownership.
Clorox and Good Mythical Morning launch Unleash the Bleach[7]Clorox and Good Mythical Morning launch Unleash the Bleachthecloroxcompany.com
Campaign · Product launch
A social-first creator partnership with Rhett and Link used humor and a long-form Good Mythical Morning episode to make bleach more approachable to younger consumers.

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