Introducing Clorox PURE: Everyday defense against household allergens
By Robin Santos, Associate Director – Marketing
The Clorox brand is launching Clorox PURE – a revolutionary new line of daily air and fabric sprays designed to neutralize common household allergens, like pollen, dust mite matter and pet dander1 – to help millions of allergy sufferers take back control of their homes.
Why it matters
This launch is more than a product introduction; it’s a strategic expansion of the trust we’ve earned over the past century. By extending our brand equity in health and wellness into new territories, we’re unlocking a platform-level innovation that will serve as a foundation for sustained growth and relevance for years to come.
The opportunity
Allergies impact nearly 60 million Americans2, with symptoms such as sneezing, congestion, and itchy, watery eyes significantly impacting daily health and well-being. Allergy season is no longer limited to springtime; dust mite matter and pet dander can occur year-round.
Evidence indicates that allergy symptoms are worsening and lasting longer than before3.
What’s different
After years in the making and developed with allergists, Clorox PURE uses Aller-Fresh technology with a plant-based ingredient that renders allergens inactive4. This means it permanently changes the shape of the allergen’s active protein structure and stops allergens before they become allergies.
These are not cleaning products; they’re new, easy-to-use solutions that fit seamlessly into daily routines, helping manage allergens that can lurk in soft surfaces and in the air.
What’s next
A national campaign rolls out in early 2026. Consumers will be able to find Clorox PURE in-store in the air care aisle and online.
- Neutralizes non-living pollen, dust mite matter, pet dander it contacts when used as directed ↩︎
- https://www.cdc.gov/climate-health/php/effects/allergens-and-pollen.html ↩︎
- https://www.lung.org/blog/allergies-climate-change ↩︎
- www.cdc.gov/climate-health/php/effects/allergens-and-pollen.html ↩︎