Clorox expands product portfolio with launch of two allergen nutralizer spray 

USA – Clorox has launched Clorox PURE Allergen Neutralizer, a new line that formally takes the company into the air care segment with daily sprays targeting common indoor allergens such as pollen, dust mite matter and pet dander. 

The range is positioned as a home wellness solution that goes beyond traditional cleaning, aiming to help allergy‑prone households manage triggers present both in the air and on soft surfaces.

The Clorox PURE line comprises daily air and fabric-focused sprays formulated to neutralize non-living household allergens rather than simply masking them. 

Tad Kittredge, Vice President of Marketing and Innovation at The Clorox Company, stated,  “For more than 100 years, Clorox has earned consumers’ trust by focusing on what matters most to them — making everyday life a little easier.”

“Today, managing household allergens can feel overwhelming, especially for those with allergies. With Clorox™ PURE™, we’re extending our homecare expertise to the air and soft surfaces that cause allergy fighters the most challenges, simplifying a complex problem by neutralizing allergens at the source. It’s another way we’re helping consumers feel more comfortable and confident in their homes,”

The formulas are powered by a plant-based active ingredient marketed as Aller-Fresh Technology, which is described as altering the structure of allergen proteins so they can no longer bind to receptors in the body and trigger symptoms such as congestion, sneezing and itchy, watery eyes.

The products are positioned for everyday use in high-traffic living areas, bedrooms and spaces shared with pets, reinforcing a preventative approach to allergy management rather than occasional, symptom-driven intervention.

The line is available in a curated set of four fragrances, Clean Breeze, Ocean Mist, Nighttime Calm and Energizing Citrus, developed with allergy-conscious consumers in mind, with the collection formulated without dozens of commonly cited fragrance allergens to appeal to sensitive users. 

This emphasis on a “clean” scent profile aligns with the brand’s broader effort to balance sensorial appeal with reduced exposure to fragrance allergens in an air care format.

Clorox frames PURE as a first-of-its-kind allergen neutralizer line that extends the company’s expertise from surfaces into indoor air and soft furnishings, effectively broadening its role from cleaning specialist to home wellness partner. 

The launch is supported by broad retail distribution, including major mass and online channels as well as the brand’s own direct-to-consumer site, underscoring expectations for scale within the emerging allergen-focused air care niche.

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