OxiClean's Slogans & Taglines

OxiClean is an American brand of household cleaners founded in 1997 by Max Appel as part of Orange Glo International in Denver, Colorado. The product was born from Appel's discovery of sodium percarbonate—a white, crystalline compound that releases oxygen when activated with water, creating a bubbling effect that lifts and separates organic stains such as grape juice, blood, and coffee. Rather than categorising it as merely a laundry pre-treater or carpet cleaner, Appel created the new "stain specialist" category, allowing the brand to capture market share from established competitors without direct confrontation. Core offerings today encompass the flagship Versatile Stain Remover, alongside liquid laundry detergent, detergent packs, sprays, carpet cleaners, and pool and spa products. The brand was famously marketed through television infomercials featuring the legendary pitchman Billy Mays, whose booming voice and high-energy demonstrations made the product a household name. In 2006, Church & Dwight acquired Orange Glo International—including OxiClean—for $325 million. Brand messaging has been anchored by the iconic tagline Powered by the air you breathe, activated by the water you drink, reflecting the product's oxygen-based cleaning technology. Today, OxiClean remains America's leading versatile stain fighter, distributed across tens of thousands of retailers worldwide.