On January 13, 2026, The Clorox Company unveiled Clorox™ PURE™ Allergen Neutralizer, marking its entry into the $5 billion U.S. air care category and expanding the brand beyond traditional cleaning products. The new line uses plant-based Aller-Fresh™ Technology to denature protein structures in airborne and fabric allergens such as pollen, dust mite matter and pet dander. It includes Daily Air Spray for living spaces and Fabric & Carpet Spray for soft surfaces, each available in four hypoallergenic fragrances: Clean Breeze, Ocean Mist, Nighttime Calm and Energizing Citrus. Clorox projects this extension will add 1.5 points of organic growth in fiscal 2026 and expects national retail roll-out through key partners like Walmart and Amazon by the end of Q1.

Nineteen brokerages covering CLX maintain an average rating of “Reduce,” with 4 sell, 14 hold and 1 buy recommendations. After reporting 0.85 EPS in Q1—beating consensus by $0.07—Clorox saw revenue decline 18.9% year-over-year to $1.43 billion, driven by volume pressures in cleaning and water filtration. The company’s net margin held at 11.7% and return on equity stood at 358%. Management reiterated FY2026 EPS guidance of 5.95–6.30, while analysts model 7.15 EPS for the year. Institutional ownership remains high at 78.5%, and insiders recently added to positions, signaling confidence at the board level.