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OxiClean

OxiClean is an brand of oxygenated products, best known for its Stain Remover powder, which serves as a additive, spot treatment, and multipurpose cleaner for fabrics, carpets, and hard surfaces. The product's core ingredient, , reacts with water to release oxygen bubbles that penetrate and break down stains, emulsify oils, and prevent dirt from redepositing during washing. Marketed as the #1 stain fighter brand, OxiClean offers a range of formulations including powders, liquids, pretreaters, detergents, and sanitizers designed for , , and general home . Developed in the late 1990s by Orange Glo International, a Denver-based company founded by Max Appel in the with a focus on cleaners, OxiClean was initially launched from a garage operation by Appel and his sons in 1998. The brand exploded in popularity through direct-response starting in October 2000, prominently featuring pitchman , whose energetic endorsements helped it achieve over $300 million in annual sales within a decade. In 2006, Co., Inc., acquired Orange Glo International—including OxiClean—for $325 million, integrating it into their portfolio of household brands and expanding its distribution through retail channels while maintaining the strategy. OxiClean's success stems from its oxygen-based technology, which provides effective without , appealing to consumers seeking safer alternatives for whites, colors, and delicates. The brand has evolved to include specialized products like OxiClean Odor Blasters and laundry boosters, emphasizing versatility and ease of use, such as soaking or in-wash applications. Today, owned by , OxiClean remains a leading name in , with ongoing innovations in eco-friendly and multi-surface solutions.

History

Founding of Orange Glo International

Orange Glo International was established in 1986 as Appel Mountain, Inc. by Max Appel and his wife in their garage in Denver, Colorado. The company originated from the couple's desire to create effective cleaning products free from harsh, toxic chemicals, driven by Max Appel's background as a professional fundraiser for charities and consultant to environmental and medical organizations, where he developed an interest in natural, pleasant-smelling alternatives. With his experience as a salesman and networker, Max Appel led the family's experimentation with natural ingredients, particularly 100% cold-pressed oil, to formulate a toluene-free furniture polish that could remove grease, grime, and waxy buildup while protecting wood surfaces. This hands-on process in their home workspace marked the beginning of a focus on non-toxic household cleaners. The inaugural product, Orange Glo Wood Cleaner & Polish, was developed and initially sold directly at home and garden s and state fairs, where the Appels personally demonstrated its efficacy to build early customer interest. Leveraging Max Appel's sales expertise, the family recruited a team of trade show professionals and hired temporary workers to handle growing orders, transitioning from garage production to outsourced manufacturing by 1992 as demand increased. This approach fueled rapid expansion, transforming the single-product venture into a multi-million-dollar by the mid-1990s through consistent presence at fairs and early adoption of infomercials to reach broader audiences. To diversify its portfolio, Orange Glo International introduced additional non-toxic cleaners in the early , such as Orange Clean Multi-Purpose Cleaner in 1992, which extended the brand's natural citrus-based formula to general household surfaces. By the early , the company further built its lineup with Kaboom, a chlorine-free cleaner targeting , and , enhancing its reputation for innovative, eco-friendly solutions. These product additions solidified Orange Glo's position in the cleaning industry prior to exploring advanced oxygenated formulations.

Development and Launch of OxiClean

In the mid-1990s, Max Appel, founder of Orange Glo International, led the development of OxiClean as an innovative stain remover, drawing on existing peroxide-based cleaning technologies to create a more effective, oxygen-activated powder formula for household use. This invention stemmed from Appel's ongoing commitment to natural, non-toxic products, building on the company's earlier ethos of cleaners. OxiClean was launched in 1997 as OxiClean Versatile Stain Remover, initially targeting household cleaning needs through direct sales channels like the Home Shopping Network and early retail partnerships. The product faced initial sales hurdles as a small-scale operation produced in limited quantities from Orange Glo's facilities, but it quickly gained traction via product demonstrations that highlighted its stain-lifting capabilities. By 1998, infomercials propelled sales to $12 million, marking a breakthrough that established OxiClean as Orange Glo's flagship product by the late . Key milestones in the product's early expansion included entry into national distribution, with adopting OxiClean in late 1999, followed by Wal-Mart in early 2000, which significantly scaled availability across the U.S. Around 2000, the first major TV campaigns further accelerated growth, transforming OxiClean from a niche offering into a dominant player in the market.

Acquisition and Expansion under Church & Dwight

In July 2006, Co., Inc. acquired Orange Glo International, the maker of OxiClean, for $325 million in cash, marking a significant expansion of its household products portfolio. This deal integrated OxiClean alongside 's flagship brand, leveraging the latter's established distribution network to bolster OxiClean's market presence in the laundry additives segment. The acquisition closed in the third quarter of 2006, pending regulatory approvals, and immediately provided with a strong foothold in the $1 billion U.S. laundry pre-wash category, where OxiClean held a leading position. Following the acquisition, pursued strategies to enhance OxiClean's retail distribution and global reach. The brand expanded into major U.S. retailers such as and , capitalizing on Church & Dwight's existing channels to increase shelf space and accessibility beyond its initial direct-response marketing origins. In the late , OxiClean entered international markets as part of Church & Dwight's broader push into , , and , aligning with the company's growing division. These efforts diversified the product line through new formulations and extensions, such as multi-surface cleaners, while modernizing packaging and advertising to appeal to broader consumer segments. Under Church & Dwight's ownership, OxiClean experienced substantial growth, contributing to the company's overall surpassing $5 billion annually by the early . Pre-acquisition, OxiClean accounted for about two-thirds of Glo's nearly $200 million in fiscal ; post-acquisition, it became one of Church & Dwight's "power brands," representing a key driver of in the consumer domestic segment. By 2024, the company's reached $6.107 billion, reflecting a 4.1% year-over-year increase, with OxiClean continuing to drive growth through consistent category leadership. In 2025, the company continued its expansion, with quarterly reports indicating sustained performance in household products including OxiClean. As of 2025, has emphasized in OxiClean's development, including initiatives like the Save-the-Sneaker campaign to promote for reusable items and reduce . The brand has also adopted eco-friendly packaging measures, such as recyclable materials, in line with the company's goal of carbon neutrality for Scope 1 and 2 emissions by 2025. These efforts reflect ongoing innovation to align OxiClean with environmental priorities while maintaining its core stain-fighting efficacy.

Product Overview

Chemical Composition

OxiClean's core formulation centers on sodium percarbonate (CAS 15630-89-4), an oxygen-based bleaching agent that comprises 30-40% by weight of the product, serving as the primary active ingredient. This compound is a stable, powdered adduct of sodium carbonate and hydrogen peroxide, providing an oxygen release mechanism when dissolved in water. Complementing sodium percarbonate are supporting ingredients that enhance the product's stability and performance. Sodium carbonate (CAS 497-19-8), also known as washing soda, makes up 55-70% by weight and contributes to the formulation's alkalinity, creating an optimal pH environment for cleaning. The ranges for these primary ingredients are approximate as reported in safety data sheets for regulatory purposes, with surfactants and minor components comprising the balance to total 100%. Surfactants, such as C12-15 alcohols ethoxylated (CAS 68131-39-5), are included at 1-5% by weight to improve wetting and suspend soils during use. Additionally, polymers like polyacrylic acid are present in trace amounts (<1%) to prevent redeposition of dirt onto fabrics. In "Free" variants of OxiClean, such as the Versatile Stain Remover Free, the composition excludes dyes and fragrances to minimize potential allergens and sensitivities, while retaining the core blend of , , and . Exact proportions may vary slightly by product batch, as specific concentrations are often protected as trade secrets under regulations like 29 CFR 1910.1200. OxiClean does not contain phosphates or , but the product carries warnings for (H302) and serious eye damage (H318) upon direct contact. Users are advised to wear protective and gloves, and to store the product in a cool, dry place away from to prevent premature decomposition.

Mechanism of Action

OxiClean operates through an oxygen-based cleaning mechanism where its primary active ingredient, , dissolves in water to release (H₂O₂) and . The then decomposes to produce oxygen bubbles, which actively oxidize and break down organic stains such as food, blood, and grass. This activation process begins upon contact with water, generating that target the molecular structure of stains, lifting them from fabrics without damaging colors. The primary chemical reaction for decomposition of is: $2\mathrm{Na}_2\mathrm{CO}_3 \cdot 3\mathrm{H}_2\mathrm{O}_2 \rightarrow 2\mathrm{Na}_2\mathrm{CO}_3 + 3\mathrm{H}_2\mathrm{O}_2 The released subsequently decomposes as: $2\mathrm{H}_2\mathrm{O}_2 \rightarrow 2\mathrm{H}_2\mathrm{O} + \mathrm{O}_2 This produces oxygen bubbles for mechanical agitation to dislodge particles while the degrades chromophores. Synergistic effects among the components enhance overall efficacy: elevates the solution's to optimize stain breakdown, while emulsify and suspend oils and greases for easier removal. OxiClean is effective in water of any temperature but performs best in warm to hot water, where the reaction proceeds more rapidly. Compared to , OxiClean is color-safe for most fabrics, produces no harsh fumes, and decomposes into eco-friendly byproducts like , oxygen, and soda ash (), making it a gentler alternative for household cleaning.

Product Variants

Stain Removal Products

OxiClean's flagship product is the Stain Remover, available in both and forms, designed for multi-surface cleaning on water-washable fabrics, carpets, , and hard surfaces. The variant, when mixed with , releases oxygen to break down stains through an oxygenated cleaning mechanism, making it suitable for soaking larger items or areas like and rugs. The form, often in spray format, allows for targeted application on clothing, fabrics, and household surfaces such as kitchen counters or bathroom fixtures. Specialized variants include OxiClean Max Force, formulated for tackling tough, dried-on stains with five targeted stain fighters that address grease, oil, food residues, dirt, and protein-based marks like grass or blood. This line features a spray for quick spot treatment and a gel stick for application on vertical surfaces, such as hanging garments or upholstery, where liquids might run. Another variant, OxiClean Odor Blasters, combines with odor elimination, targeting smells embedded in fabrics from sources like sweat, musty towels, or body odors while also addressing associated stains. It is available as a powder additive that neutralizes odors through oxygen activation and fragrance enhancement. These products support various usage formats to accommodate different cleaning scenarios: powders like and Odor Blasters are ideal for soaking, where users dissolve the measured amount in warm (up to one per ) and submerge items for 1 to 6 hours depending on stain severity. Sprays, such as Max Force or the liquid spray, enable treatment by saturating the affected area and allowing it to stand for 5 minutes up to several days before rinsing or washing. Gels, exemplified by the Max Force Gel Stick, provide precise application for vertical or hard-to-reach surfaces, rubbed directly into the stain and left to penetrate before laundering. Always test on an inconspicuous area first to ensure colorfastness. The products primarily target organic stains common in households, including wine spills, marks, and messes such as or vomit on fabrics and carpets. For pre-treating, apply the product directly to the , gently work it in with a or cloth if needed, and allow penetration time based on the product's instructions before rinsing or proceeding to a full clean; for persistent organic residues, extended soaking enhances efficacy.

Laundry and Fabric Care Products

OxiClean offers several laundry boosters designed to enhance regular detergents during washing cycles, providing color-safe whitening and brightening effects through oxygen-based stain fighting. The OxiClean Versatile Stain Remover Powder serves as a primary additive, which users can incorporate directly into the washing machine to boost stain removal and brighten fabrics without chlorine. This powder dissolves in water to release oxygen that targets stains and dullness, making it suitable for everyday laundry routines on colorfast materials. Similarly, the OxiClean Laundry Stain Remover Spray allows for pre-treatment of stains before adding clothes to the wash, ensuring targeted application for improved whitening results when combined with standard detergents. In addition to boosters, OxiClean provides full laundry detergents that integrate capabilities with comprehensive cleaning agents. Products such as the Plus OxiClean Liquid combine oxygen-powered stain fighters with for effective cleaning, whitening, and control in both liquid and powder forms. These detergents are formulated for high-efficiency (HE) machines, where dosing starts at one-quarter to one-third of the recommended amount to account for lower usage, preventing overuse while maintaining performance. The OxiClean Paks in Sparkling Fresh scent offer a convenient, pre-measured option that dissolves in the wash for similar benefits, emphasizing ease of use in standard or HE washers. Specialized lines within OxiClean's laundry offerings address specific fabric care needs, such as reviving dingy whites and eliminating odors from . The OxiClean White Revive Laundry Whitener + Stain Remover, available in liquid, powder, and pak formats, functions as a non- alternative that boosts detergents to whiten whites up to 40 percent better than traditional per load, while remaining safe for colors. For odor control, the OxiClean Odor Blasters Versatile Odor & Stain Remover Powder targets persistent smells in items like sweaty and musty towels, acting as an in-wash additive to neutralize odors at the source. These products are generally compatible with most washable fabrics, excluding , , , and their blends to avoid damage, and are color-safe for vibrant textiles when used as directed. Dosing guidelines vary by product but typically involve adding one scoop of per load or following package lines for soaks, with adjustments for HE machines to optimize efficacy and fabric safety. The oxygen-based mechanism briefly enhances wash cycles by breaking down organic residues without harsh chemicals, supporting overall fabric care.

Marketing and Advertising

Infomercial Strategy

OxiClean's infomercial strategy originated in the late 1990s under Orange Glo International, which began airing 30-minute direct-response television (DRTV) infomercials in 1998 to showcase its cleaning capabilities. These long-form programs emphasized live demonstrations of the product's oxygen-based formula dissolving tough stains on fabrics, carpets, and surfaces, allowing viewers to witness immediate results without the need for scrubbing or harsh chemicals. This format drew from the company's earlier success with home shopping network appearances, transitioning to dedicated infomercial slots on late-night and cable channels to build consumer awareness and drive direct sales. By focusing on relatable household messes, the infomercials positioned OxiClean as an accessible, powerful alternative to traditional cleaners. Key tactics in these early infomercials included high-energy scripting that created urgency and excitement, paired with striking before-and-after visuals to illustrate efficacy, such as red wine disappearing from in seconds. Limited-time offers, like discounted multi-packs or bonus items, were prominently featured to encourage immediate purchases, while toll-free phone lines and fulfillment centers handled orders efficiently, processing up to 15,000 calls per week at peak. This direct-response model not only educated consumers on the product's versatility but also facilitated rapid through phone-based ordering, minimizing retail distribution initially. For instance, demonstrations often highlighted how OxiClean tackled organic stains like food or pet messes, reinforcing its multi-purpose appeal in a single, engaging narrative. The strategy proved highly effective, with infomercials generating $12 million in sales in alone and propelling Orange Glo's overall revenue to $86 million by 1999, ranking it among the fastest-growing private companies. By the early , this approach had scaled to hundreds of millions in annual revenue, peaking around $330 million in 2002, largely attributed to the sustained DRTV campaigns that accounted for the majority of OxiClean's . These results underscored the power of demonstration-driven advertising in the consumer goods sector, where visual proof of performance converted viewers into buyers at high rates. Following the 2006 acquisition by , OxiClean's advertising evolved to incorporate shorter TV spots, such as 15- and 30-second formats, alongside emerging channels, while preserving the core demo-heavy style to maintain brand familiarity. This shift supported broader expansion and online sales, adapting to changing viewer habits and media landscapes without abandoning the proven visual that defined its origins. By 2023, advertising comprised approximately 70% of 's media mix, enabling targeted campaigns that extended OxiClean's reach beyond traditional TV. By 2025, this had increased to approximately 82%.

Endorsements and Key Spokespersons

became a prominent spokesperson for OxiClean starting in the late , appearing in infomercials showcasing its stain-removing capabilities with his signature loud and enthusiastic delivery that emphasized demonstrations of the product's effectiveness on tough stains like wine and grass. A major national campaign in 2000 further boosted visibility. Over the next nine years, Mays starred in numerous OxiClean infomercials as part of his broader portfolio of dozens of promotions for various "" products, including cross-promotions where OxiClean was bundled or referenced alongside his other endorsements, such as Mighty Putty, to leverage shared direct-response marketing channels. His high-energy style, often featuring rapid-fire pitches and on-screen demos, helped solidify OxiClean's brand identity in the competitive cleaning product market. Anthony served as a key co-host and collaborator with Mays in early OxiClean demonstrations, contributing to the format by assisting in live product tests and co-developing scripts. Following Mays' sudden death in June 2009 at age 50, transitioned to become the lead endorser for OxiClean, appearing in subsequent commercials and maintaining the enthusiastic demo-driven approach while producing spots through his company, Productions. Later campaigns shifted toward professional actors and voiceover narrations to sustain the brand's visibility without relying on a single personality. Mays' endorsements significantly boosted OxiClean's market performance, with sales significantly increasing following his national in , transforming the product from a niche offering into a multimillion-dollar annual seller exceeding $100 million. Even after his passing, the continued airing of Mays' archived infomercials led to a 20-30% sales uptick in the immediate aftermath, prompting tributes that included fan placements of OxiClean bottles at his gravesite and ongoing use of his footage in promotional compilations. These efforts underscored Mays' enduring role in elevating OxiClean's cultural and profile through personal endorsement integration.

Reception and Legacy

Effectiveness and Consumer Feedback

OxiClean products have shown strong performance in independent laboratory tests, particularly for removing organic stains such as grass, blood, and food-based marks. Consumer Reports evaluations of the OxiClean MaxForce spray, for example, rated it as first-rate for eliminating grass and blood stains after a brief 5-minute soak, as well as excelling on chocolate ice cream and black coffee with an overnight treatment. The formula's oxygen-based action contributes to these results by breaking down stain molecules effectively on protein and pigment-based soils. While effective on a range of stains, including some oily ones like and body oil, OxiClean's powder variants perform best when paired with detergents containing for heavy grease or oil residues, as the oxygen alone targets oxidation more than emulsification. In broader testing by Wirecutter, oxygen products like OxiClean outperformed basic home remedies such as and for set-in stains, with natural options providing only partial removal on tough organic marks like or grass. Consumer feedback reflects this efficacy, with OxiClean Stain Remover averaging 4.8 out of 5 stars across over 32,000 reviews as of November 2025, where users frequently highlight its versatility for , , and surfaces. Positive comments emphasize quick action on everyday spills and set-in dirt, though some note incomplete dissolution leading to powdery residue. The product's environmental claims are supported by U.S. EPA Safer Choice for several variants, including the Stain Remover Free, verifying safer ingredients that minimize environmental impact compared to traditional bleaches. However, limitations include unsuitability for delicate fabrics like or , where it may cause damage, and potential color fading on vibrant dyes if dosages exceed recommendations.

Cultural Impact and Controversies

OxiClean and its spokesperson left a significant mark on through high-energy infomercials that became fodder for and online humor. The animated series parodied Mays in its episode "Dead Celebrities," where his ghost persistently pitches products to a child, exaggerating the relentless salesmanship associated with OxiClean ads. Mays' bombastic delivery, including catchphrases like "Hi, I'm Billy Mays here for OxiClean!" and the oft-misremembered "But wait, there's more!," evolved into enduring internet memes following his death, symbolizing the over-the-top world of direct-response television. These elements cemented OxiClean's place in 2000s nostalgia, with Mays' enthusiastic endorsements inspiring fan dubs and tributes that highlighted the product's cultural ubiquity. The death of on June 28, 2009, at age 50 from further amplified OxiClean's cultural narrative, as an revealed cocaine use in the days prior had contributed to his condition. While no evidence linked the substance use to OxiClean or its marketing, the revelation fueled public speculation about the physical toll of Mays' high-octane performance style in infomercials, prompting broader discussions on the demands of direct-response advertising. His passing did not halt the ads, which continued airing posthumously, adding a layer of eerie legacy to the brand's visibility. Criticisms of OxiClean have centered on its composition and advertising, with detractors noting that the , , breaks down into and soda ash, akin to generic oxygen es, leading to perceptions of it as an overpriced repackaging of common chemicals. In 2016, the National Advertising Division recommended that discontinue certain OxiClean White Revive claims implying it was a safer alternative to traditional without adequate substantiation, addressing concerns over potentially misleading messaging. Earlier, in 2009, faced a coalition lawsuit alongside other cleaners for failing to disclose ingredients under New York law, highlighting transparency issues in household . Despite controversies, OxiClean's infomercial-driven success influenced direct-response television (DRTV) trends, demonstrating how demonstration-based ads could propel niche products to mass-market dominance and inspiring similar high-energy campaigns for household goods. Its acquisition by Church & Dwight in 2006 for $325 million elevated the company's portfolio, transforming OxiClean into a $200 million annual brand that enhanced overall household recognition for the firm. As of 2024, OxiClean continued to drive growth in Church & Dwight's household products segment, contributing to overall sales increases reported in the company's annual results.

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