OxiClean

OxiClean is an American household-cleaning brand centered on oxygen-based stain-removal products for laundry and general household use. Its best-known product is OxiClean Versatile Stain Remover, a powdered formulation marketed for several uses: as a laundry additive, a treatment for individual spots and stains, and a cleaner for selected household surfaces. The brand is associated with formulations whose active cleaning chemistry includes sodium percarbonate, a compound that releases hydrogen peroxide when dissolved in water. The resulting oxygen-based action is positioned as a way to loosen and remove stains without relying primarily on chlorine bleach. The brand was introduced in 1997 by Orange Glo International. Its early growth was closely tied to direct-response television advertising, particularly infomercials. Beginning in 2000, the product was promoted in the United States and Canada by television demonstrator Billy Mays, whose energetic presentation helped make OxiClean recognizable to a broad consumer audience. Mays became strongly associated with the brand, while his friend and fellow demonstrator Anthony Sullivan also appeared in its promotional activities. OxiClean and its presenters were later featured on the Discovery Channel program PitchMen, which documented product-promotion and direct-response marketing activity. Church & Dwight acquired Orange Glo International in 2006, bringing OxiClean into the portfolio of the company known for household and personal-care brands. The acquisition expanded OxiClean's distribution and product development resources. After the transaction, the brand moved beyond its original stain-remover positioning into a broader laundry-care range. The OxiClean Detergent Ball was introduced as part of that expansion, followed by OxiClean Liquid Laundry Detergent in 2014. Its portfolio has included powder stain removers, laundry stain treatments, sprays, detergent products, laundry-enhancing packets and specialized formulations. Examples include OxiClean Laundry Stain Remover, OxiClean MaxForce Spray, OxiClean Power Paks, OxiClean Triple Power Stain Fighter, OxiClean White Revive and OxiClean Baby Stain Soaker. These products address different use cases, including pre-treatment, whitening or brightening, everyday laundry boosting, concentrated stain treatment and cleaning of baby-related stains. OxiClean competes in the laundry-additives and stain-removal categories with products such as Clorox 2 and Biz Laundry Booster. Its market positioning emphasizes versatility, oxygen-based cleaning and strong performance against difficult stains. The brand remains marketed by Church & Dwight and is best understood as a consumer product brand within the company's broader household-products portfolio.

OxiClean originated in 1997 under Orange Glo International as a household cleaner and stain-removal brand. Its principal early proposition was an oxygen-based approach to stain treatment, with OxiClean Versatile Stain Remover positioned for use in laundry, spot treatment and certain household-cleaning tasks. The product's chemistry has been associated with sodium percarbonate, which releases hydrogen peroxide in water and supports oxygen-based cleaning action. The brand's initial public identity was shaped less by conventional retail advertising than by direct-response television. From 2000, OxiClean was promoted in infomercials in the United States and Canada by Billy Mays. His highly demonstrative presentation style helped communicate the product's stain-removal claims and made him closely identified with the brand. Anthony Sullivan, another television product demonstrator and Mays's friend and colleague, was also associated with OxiClean promotion. Their work was later visible through PitchMen, a Discovery Channel program focused on product pitching and television marketing. A major ownership change occurred in 2006, when Church & Dwight acquired Orange Glo International. The transaction transferred OxiClean into Church & Dwight's household-products portfolio and gave the brand access to a larger consumer-products organization. Under the new ownership, OxiClean developed beyond a core powdered stain remover. The OxiClean Detergent Ball represented an early move into a broader laundry offering, while later products addressed pre-treatment, concentrated spraying, laundry boosting, whitening and specialized cleaning needs. The brand subsequently added liquid laundry detergent in 2014. Its product family has included OxiClean Laundry Stain Remover, MaxForce Spray, Power Paks, Triple Power Stain Fighter, White Revive and Baby Stain Soaker. Together, these products extend the brand across everyday laundry maintenance, difficult-stain treatment, whitening or brightening and specialized fabric-care applications. OxiClean operates in competitive categories that include laundry additives, stain removers and household cleaners. Clorox 2 and Biz Laundry Booster are identified as competing products, although their formulations differ. OxiClean's continuing identity rests on versatile use, oxygen-based stain removal and a broad laundry-care portfolio. The brand remains owned and marketed by Church & Dwight.

• 2014

  Liquid laundry detergent introduced

  [1]OxiCleanen.wikipedia.org

  OxiClean entered liquid laundry detergent as an additional format in its laundry portfolio.

• 2009

  Change in prominent product presenter

  [1]OxiCleanen.wikipedia.org

  After Billy Mays's death, Anthony Sullivan became the prominent associated presenter in continuing OxiClean promotion.

• 2006

  Acquisition by Church & Dwight

  [1]OxiCleanen.wikipedia.org

  Church & Dwight acquired Orange Glo International and brought OxiClean into its brand portfolio.

• 2006

  Expansion into detergent products

  [1]OxiCleanen.wikipedia.org

  The brand introduced the OxiClean Detergent Ball as part of its broader laundry-care expansion.

• 2000

  Infomercial promotion begins

  [1]OxiCleanen.wikipedia.org

  OxiClean began prominent infomercial promotion in the United States and Canada featuring Billy Mays.

• 1997

  Brand introduction

  [1]OxiCleanen.wikipedia.org

  Orange Glo International introduced OxiClean as a household-cleaning and stain-removal brand.

Mass-market household cleaning focused on versatile, oxygen-based stain removal for laundry and selected household-cleaning applications.

• Powdered stain remover and laundry additive · 1997

  OxiClean Versatile Stain Remover

  The brand's signature powdered product is marketed for multiple cleaning roles, including use as a laundry additive, a spot stain remover and a household cleaner. Its oxygen-based formulation is associated with sodium percarbonate, which releases hydrogen peroxide when dissolved in water.

• Laundry stain treatment

  OxiClean Laundry Stain Remover

  A laundry-focused stain-removal product designed to supplement washing and address stains on washable fabrics. It represents the brand's core extension from a general-purpose powder into more explicitly targeted laundry care.

• Stain-remover spray

  OxiClean MaxForce Spray

  A spray-format treatment intended for direct application to individual stains before laundering. The format gives consumers a more targeted alternative to adding a powder to a full wash load.

• Laundry detergent packets

  OxiClean Power Paks

  Pre-portioned laundry products that extend OxiClean's stain-fighting positioning into a convenient single-use format. The product line reflects the brand's movement into broader detergent and laundry-consumable formats.

• Laundry stain treatment

  OxiClean Triple Power Stain Fighter

  A stain-fighting product marketed as part of the brand's higher-performance laundry range. It is positioned for consumers seeking a more concentrated or specialized treatment for difficult stains.

• Laundry whitener and brightener

  OxiClean White Revive

  A laundry-care product focused on restoring or maintaining the appearance of white fabrics. It broadens the brand's application from stain removal into whitening and fabric appearance care.

• Specialized laundry stain soaker

  OxiClean Baby Stain Soaker

  A specialized stain-soaking product aimed at laundry associated with baby-related stains. Its inclusion in the portfolio shows OxiClean's use of occasion- and consumer-segment-specific product positioning.

• Laundry detergent product · 2006

  OxiClean Detergent Ball

  A detergent-format product introduced after Church & Dwight acquired Orange Glo International. It marked an early step in the brand's expansion from stain remover into a wider laundry product system.

• Liquid laundry detergent · 2014

  OxiClean Liquid Laundry Detergent

  A liquid detergent introduced in 2014, extending the OxiClean name into a conventional detergent format while retaining the brand's emphasis on stain-fighting performance.

• 2000Billy Mays infomercials

  United States · Canada

  OxiClean used direct-response infomercials featuring Billy Mays to demonstrate the product's cleaning and stain-removal claims. The campaign helped establish the brand's recognizable television-sales identity.

  Outcome. Billy Mays became strongly associated with OxiClean, and the brand continued to use television product demonstrators after his death.

  Source
• PitchMen television exposure

  United States

  Billy Mays and Anthony Sullivan appeared on the Discovery Channel program PitchMen, where OxiClean was featured in the context of product pitching and direct-response marketing.

  Outcome. The program reinforced the public association between OxiClean and its television demonstrators.

  Source

• 2014

  Launch liquid laundry detergentProduct launch

  Background

  The brand's existing laundry-additive and stain-removal products provided a platform for entering a mainstream detergent format.

  Action taken

  OxiClean introduced Liquid Laundry Detergent.

  Aftermath

  The launch further expanded OxiClean's presence across routine laundry washing rather than only supplemental stain treatment.

  Source

• 2006

  Acquire Orange Glo InternationalM&A

  Background

  Church & Dwight sought to obtain Orange Glo International and its household-cleaning brands, including OxiClean.

  Action taken

  Church & Dwight completed the acquisition and assumed ownership of OxiClean.

  Aftermath

  OxiClean became part of Church & Dwight's portfolio and subsequently broadened its range of laundry products.

  Source

• 2006

  Expand from stain remover into laundry careStrategy

  Background

  After the change in ownership, OxiClean had an opportunity to extend its established stain-removal identity into adjacent laundry categories.

  Action taken

  The brand introduced the OxiClean Detergent Ball and later developed additional detergent, packet, spray and specialized laundry products.

  Aftermath

  OxiClean evolved from a primarily stain-removal brand into a broader laundry-care portfolio.

  Source

1. 1OxiCleanen.wikipedia.org