The Clorox Company stands as one of America’s most recognized consumer goods manufacturers. Founded in 1913 in Oakland, California, the company began as a small bleach factory and transformed into a multinational corporation with a diverse portfolio of household brands.
Clorox operates through four primary segments: Health and Wellness, Household, Lifestyle, and International. The company’s product lineup includes cleaning supplies, cat litter, charcoal, water filtration systems, and natural personal care items. Major brands under the Clorox umbrella include Pine-Sol, Glad, Brita, Hidden Valley, Kingsford, Fresh Step, and Burt’s Bees.
Headquartered in Oakland since its founding, Clorox now operates in approximately 25 countries. The company maintains its position as a leader in the cleaning products industry while expanding into wellness and sustainability-focused categories.
Clorox History
Clorox Co-founders
Clorox Revenue
Clorox generated $7.1 billion in net sales during fiscal year 2025. The company experienced modest growth after recovering from a significant cyberattack in 2023 that disrupted operations.
Health and Wellness represents the largest revenue segment, followed by Household and Lifestyle products. The U.S. market accounts for approximately 86% of total revenue.
Clorox Acquisitions
Clorox has built its diverse portfolio through strategic acquisitions spanning decades. Following independence from Procter & Gamble in 1969, the company pursued aggressive expansion through targeted purchases that complemented its core cleaning business.
The 1970s marked Clorox’s first major diversification phase. The company acquired Formula 409 and Liquid-Plumr in 1969, Kingsford charcoal in 1973, and Hidden Valley Ranch dressings in 1972. These purchases established Clorox’s presence beyond bleach into household cleaning, outdoor grilling, and food products.
Pine-Sol joined the portfolio in 1990, strengthening Clorox’s position in floor and surface cleaners. The company entered the water filtration market through a licensing agreement with Brita in 1988 and later acquired full rights for the Americas market.
The 1999 acquisition of First Brands Corporation for approximately $2 billion transformed Clorox. This deal brought Glad bags and wraps, Fresh Step and Scoop Away cat litters, and STP automotive products. The First Brands purchase doubled the company’s size and propelled it onto the Fortune 500 list.
Burt’s Bees arrived in 2007, marking Clorox’s entry into natural personal care. The company continued expanding its health portfolio with Aplicare and HealthLink in 2011, Renew Life probiotics in 2016, and Nutranext supplements in 2018. Most recently, Clorox announced the $2.25 billion acquisition of Gojo Industries in January 2026 to acquire the Purell hand sanitizer brand.
Clorox Competitors
Clorox operates in a competitive consumer goods market dominated by larger multinational corporations. The company faces challenges from both global giants with extensive marketing budgets and emerging eco-friendly brands capturing health-conscious consumers.
| Company | Headquarters | Key Competing Brands |
|---|---|---|
| Procter & Gamble | Cincinnati, USA | Tide, Febreze, Swiffer, Dawn |
| Unilever | London, UK | Domestos, Cif, Seventh Generation |
| Reckitt Benckiser | Slough, UK | Lysol, Dettol, Air Wick, Finish |
| Colgate-Palmolive | New York, USA | Palmolive, Ajax, Softsoap |
| SC Johnson | Racine, USA | Windex, Pledge, Glade, Scrubbing Bubbles |
| Henkel | Düsseldorf, Germany | Persil, Purex, Bref |
| Church & Dwight | Ewing, USA | Arm & Hammer, OxiClean |
| Ecolab | St. Paul, USA | Professional cleaning solutions |
| Kimberly-Clark | Irving, USA | Scott, Cottonelle |
| Seventh Generation | Burlington, USA | Plant-based cleaning products |
Clorox Market Cap
Clorox trades on the New York Stock Exchange under the ticker symbol CLX. As of January 2026, the company’s market capitalization stands at approximately $14 billion.
The stock reached an all-time high of $201.97 in August 2020 during the COVID-19 pandemic when demand for disinfecting products surged. Market cap has since declined as pandemic-era demand normalized and the company faced a cyberattack in 2023.
FAQs
When was Clorox founded?
Clorox was founded on May 3, 1913, in Oakland, California. Five businessmen invested $100 each to establish the Electro-Alkaline Company, which produced America’s first commercial liquid bleach.
Who owns Clorox?
Clorox is a publicly traded company on the NYSE under ticker CLX. Institutional investors hold the majority of shares, with Vanguard Group being the largest shareholder. No single entity controls the company.
What brands does Clorox own?
Clorox owns Clorox bleach, Pine-Sol, Glad, Brita, Hidden Valley, Kingsford, Fresh Step, Burt’s Bees, Liquid-Plumr, Formula 409, and Tilex, among other household brands.
Where is Clorox headquarters located?
Clorox headquarters is located in Oakland, California, where the company has been based since its founding in 1913. The company operates globally from this location.
How much revenue does Clorox generate annually?
Clorox generated approximately $7.1 billion in net sales during fiscal year 2025. The company’s revenue comes primarily from cleaning products, household goods, and lifestyle brands sold worldwide.