As days become shorter and darkness sets in earlier, consumers rely on household cleaning rituals to pick up their spirits. Household cleaning was once considered a dreadful chore that often got pushed to the bottom of mounting to-do lists. But a survey by home cleaning brand Norwex found more than half (52%) of Americans and Canadians admit to enjoying the act of cleaning their homes. And for good reason: It makes them feel better. In fact, 44% turn to tidying as a way to relieve stress.

“For me, cleaning has always been a way to slow down and focus on just one thing,” Courtney Landry, product development director & home cleaning expert at Norwex, told Happi. “So much of our day is filled with multitasking and noise, but cleaning forces you to be present, to pay attention to a single task and see the result of your effort right away. There’s something incredibly satisfying about that sense of visible accomplishment, whether it’s a sparkling kitchen counter or freshly folded laundry.”

CLEANING CONNOISSEURS

Tidy homeowners and apartment dwellers are connoisseurs of quality cleaning products. Per the survey, efficacy most influences purchasing decisions, but there are others. Harsh chemicals top the list of product dealbreakers for shoppers; 94% of respondents said selecting safer ingredients is key when making their cleaning product purchases. 

“Consumers today are more aware than ever of what goes into the products they use every day, and they’re looking for safer alternatives that align with their values,” said Landry. “Twenty-six  percent of people say they choose their cleaning products based on how safe they are for kids and pets, making it one of the top motivators for switching to ‘cleaner’ options. At the same time, 41% say their biggest turnoff is an overpowering chemical smell, which reinforces how much people want products that not only work well, but also feel better to use in their homes.”

Harsh chemicals found in conventional cleaning products, she said, can cause short-term issues like skin and respiratory irritation, which have been linked to long-term health and environmental concerns. Norwex says its mission has been to provide safer, sustainable products that don’t compromise on performance. The brand, on the market for over three decades, formulates with naturally-derived and enzyme-based ingredients. Paired with broader Norwex innovations, like its microfiber technology, these solutions deliver a deep, effective clean that helps families mitigate their exposure to harsh chemicals while preserving the planet, per officials. Norwex’s bestsellers include The Safe Haven 5 Set inclusive of the EnviroCloth, Dusting Mitt, Powder Cleaning Paste and PowerZyme Laundry Detergent—all designed to work in unison to create healthier home environment. 

Another household cleaning brand that prioritizes sustainability and human health without compromising efficacy is Safely. It was founded in the Covid era by Emma Grede and Kris Jenner after her daughter, Kourtney Kardashian Barker, a mother of four, raised concerns over harsh chemicals in cleaning products. Safely touts eco-friendly formulas that offer a powerful clean without added anxiety over harsh chemicals. 

WIPE OUT

Last month, the brand’s best-selling Multi-Surface Wipes entered Amazon with a reimagined scent trio and a redesign to garner greater accessibility. Safely President Jelina Saliu said the launch was a “direct response” to brand fans who love a quick, effective clean with additional scent options. 

“We believe a clean home is a clean state of mind, and our new wipes make that easier than ever,” Saliu said in a news release. Safely’s Multi-Surface Wipes packaging serves as a stylish accent to complement fashionable countertops, while leaning into the lifestyle elements of each nature-inspired scent: Calm, Coast, Fig and Mimosa. 

SPIC AND SPAN STATS
Check out Circana’s household cleaning sales data for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 ended Sept. 7, 2025.

CloroxPro, the maker of Clorox professional products, also launched cleaning wipes this past fall – but designed specifically for laptop cleaning. Clorox Screen+ Sanitizing Wipes are touted a “breakthrough” product designed specifically for cleaning and sanitizing touchscreens, laptops, tablets, keyboards and other sensitive electronics. Screen+ Sanitizing Wipes kills 99.9% of bacteria and removes fingerprints, dust and smudges without damaging delicate screens.

Studies show that electronics are understandably dirty and germy, speeding the spread of pathogens like MRSA and E. coli from shared devices and screens. Over half of consumers (55%) list screens among the most important items to be regularly cleaned and disinfected in a workplace, per CloroxPro’s recent Clean Index Report. The brand saw a gap in the market for such wipes as the need increases for high-quality cleaning solutions for electronics as offices, schools, food service facilities and other shared spaces become more tech centric.

Officials tout Clorox Screen+Sanitizing Wipes as economical given a laptop’s replacement to be roughly $3,000 and a professional cleaning in the ballpark of $100 per device. 

CLEARING THE AIR 

On the topic of clean workstations, Lysol found those pleasant smells extend into the conference room. A new survey commissioned by the Reckitt-owned brand’s Pro Solutions found over 70% of on-site workers say they’ve avoided shared spaces like meeting rooms due to malodors or stuffy air. What’s more, as high as 60% of respondents said smelly workplace restrooms deterred them from using the toilet. The findings suggest a strong link between odor, perceived cleanliness and comfort. Concern abounds among 78% of employees regarding the presence of airborne viruses like cold, flu and Covid-19 in their workplaces. A whopping 80% of employees would feel more comfortable going into the office knowing the air was actively sanitized. 

With cold and flu season here, a new survey by the American Cleaning Institute (ACI) revealed 79% of US households miss key opportunities to reduce the spread of illness through proactive cleaning. While 72% of Americans say they change their cleaning habits in some form during this time, only 22% proactively adjust routines for the entire season—a drop from 27% in 2024, per a survey conducted by Wakefield Research for ACI. Less than half (46%) admit to unhygienic behaviors when sick, including not washing or sanitizing hands after coughing/sneezing (22%) and reusing bedsheets after recovering (19%).

“Since the pandemic, there has been growth in germ consciousness and increasing awareness on the importance of cleaning and disinfecting surfaces regularly to prevent the spread of viruses and bacteria,” said Benoit Veryser, VP-US marketing for Lysol. “Consumers continue to maintain their habits of cleaning and disinfecting consistently to protect their families from the spread of germs in the home, which keeps Lysol Disinfecting Wipes top-of-mind.”

‘SICK OF MISSING OUT’

According to Lysol, these absences stink for business. Brand research revealed nearly $226 billion is lost annually by US businesses due to employee absences. To help employers eliminate these concerns (and malodors), Lysol Pro Solutions introduced Lysol Air Sanitizer for offices, schools and commercial facilities. The product is Environmental Protection Agency-approved to kill 99.9% of viruses and bacteria and eliminate airborne odors, offering a new standard for workplace air care. 

The same is extending from the boardroom to the classroom. This back-to-school season, Lysol embarked on a mission to fight a new phenomenon, SOMO (Sick of Missing Out). The brand recruited actress, Broadway star and mom of two Lea Michele to prevent it through germ education and prevention. The storybook marketing campaign was made possible through its HERE for Healthy School initiative, now in its seventh year. Lysol launched the HERE for Healthy Schools initiative in 2019 to help curb the spread of illness-causing germs and promote a clean environment at home and in school using Lysol Disinfecting Wipes and Lysol Disinfectant Spray. In addition to building on its strong relationships with key education organizations, including the National Parent Teacher Association, National Education Association and National Association of Elementary Schools Principals, Lysol has continued to tap into classroom insights as it relates to healthy habits in the classroom for elementary age students. 

In “The Story of SOMO,” Michele shares a fictional storybook regaling of one student’s experience with SOMO. She encouraged parents to prepare for back-to-school season with Lysol’s Disinfecting Wipes and Disinfectant Spray, which kills 99.9% of viruses and bacteria on surfaces at home and in classrooms. Per the American Cleaning Institute (ACI), Americans are overlooking key high-touch points for dirt and grime. Eighty-one percent forget at least one area when cleaning, including switches (45%), doorknobs (39%) and vents (39%). Seasonal habits remain unbalanced; 58% deep clean in spring, while only 27% doing so during cold and flu season.

“As both a doctor and a mom of small children, I know how easily one person’s cold can turn into a whole household’s problem,” said Maryal Concepcion, MD, FAAFP, a board-certified family physician in rural Calaveras County, California. “The reality is that simple habits—like wiping down doorknobs, light switches and phones, and washing our hands more often—can go a long way toward keeping our families healthier and avoiding days lost to illness.”

Michele concurs. 

“As a mom, I’m aware of the simple ways we can help protect our children from the spread of germs,” Michele said. “During back-to-school shopping, it’s easy to think about the clothes and supplies, but Lysol is an important part of my routine to start the year off right – because fewer days home sick from school means more moments for them to enjoy!”

In 2024, Lysol teamed up with kids’ co-design lab “The Giant Room” to create Lysol Minilabs Science Kits for over 4,000 Title 1 classrooms nationwide. The kits focus on germ education and reinforcing healthy habits in the classroom in an interactive way. The brand says it’s preparing updated Minilabs Science Kits for distribution to more classrooms during the 2025-2026 school year.   

BROADWAY INSPIRED

Inspired by “The Great White Way,” brands are hopping on the metaphorical broom, getting in on the “Wicked” scent trend ahead of the November 21 theatrical release of “Wicked: For Good.” In celebration of Universal Pictures’ conclusion to 2024’s “Wicked,” P&G brands Gain, Febreze and Dawn are inviting household cleaners to “Get Scent to Oz” with limited-edition Wicked: For Good product collections featuring scents to “enchant” their everyday fabric- and homecare routines.

“As a leader in fragrance, we’re thrilled to partner with Universal Pictures’ ‘Wicked: For Good’ to bring these extraordinary scents – powered by the freshness of Gain – to life across P&G’s fan-favorite fabric and home care products,” said Ben Sattler, Gain senior brand director. “Whether fans are doing a laundry load, freshening a room or even washing a dish, with these collections, they’ll ‘Get Scent to Oz’ before they even hit the theaters.”

The Gain collection contains Detergent Flings that provide a powerful clean and vibrant freshness for laundry, available in Fantabulous Floral with notes of hibiscus, peony and vanilla. The brand’s In-Wash Scent Boosters deliver long-lasting freshness through dual-scent technology for fragrance that lasts from wash to wear. 

In the kitchen, Dawn’s Powerwash Spray delivers the power of an overnight soak in minutes and removes up to 99% of grease and grime.

Febreze’s Air Mist delivers freshness in every spray to fight unwanted smells and transform the air with high-quality scent. Plug Air Freshener Refill fills rooms with scent that lasts for 50 days (on low setting) without fading. 

BRANDS POUR INTO AUTUMN CORE

With Autumn here, beauty consumers bid adieu to the Guava Girl Summer aesthetic and traded trips to the shore for the long, winding drives and kaleidoscopic foliage of Autumn Core. With the trend garnering over 23.5 million average weekly TikTok views, consumers are embracing sweater weather with flannel shirts, home décor, seasonal mood boards and fragrances to say, “Happy Fall.”

Air Wick, another Reckitt-owned brand rooted in home fragrance’s marriage of décor and music, introduced its limited-edition Essential Mist Starter Kit in a trio of autumn-centric scents. The diffuser sets the fall vibes with a range of fragrance options and portable design. Scents are in-line with current gourmand, fruit and nature trends.

The Apple Cinnamon Medley Essential Mist Starter Kit, available at Walmart and Amazon, emits the comforting aroma of fresh-baked apple pie. Fresh Pine & Juniper Essential Mist evokes the crisp, festive scent of a freshly cut tree. Ripe Cranberry & Currant Essential Mist is billed a blend of sugared berries, tart cranberry and red apple.

To get into the fall/winter 2025-2026 spirit, Kim Berg, Air Wick fragrance expert, suggests cozying up at home with one of Air Wick’s limited time fall fragrances like Air Wick’s Apple Cinnamon Medley Essential Mist. 

Air Wick targeted autumn-inspired scents, like Apple Cinnamon Medley, Fresh Pine & Juniper, and Ripe Cranberry & Currant, by first analyzing fall trends that consumers seek, then capturing the key olfactive notes to bring them to life, said Berg. 

“Consumers embrace classic fall experiences and lean into nostalgia this season,” she told Happi. “From the warm aroma of freshly baked apples to the crisp, woodsy scent of pine, to the sweet-tart notes of sugared cranberries, there’s an Air Wick fragrance for everyone.”

Berg said Air Wick Essential Mist simultaneously glows and transforms best-in-class fragrances into a gentle mist, designed to create a multisensory experience and an always-inviting space. Air Wick says it aims to elevate home atmospheres with an authentic and natural-smelling fragrance experience that will create a sensorial fall moment.

“Air Wick products provide any space with noticeable, long-lasting fragrance to set the mood—whether you’re looking for a nostalgic, comforting scent like Apple Cinnamon Medley or a fresh, outdoorsy vibe, like Fresh Pine and Juniper, a home fragrance is essential for the season,” said Berg. “Don’t be afraid to layer a scent as you create various fall “moments” in your home. From your design aesthetic to room décor to fragrance…We are living our best Pinterest lives!”

This fall 2025, SC Johnson’s Glade also rolled out a fall home fragrance collection—also with plenty of customer input. Following Harris Poll results, the brand ascertained that while Americans may be keen on pumpkin-picking and carving, it’s not their most orange-heart-emoji scent. In fact, 55% and 49% of Americans, respectively, prefer cinnamon and apple scents with only 29% preferring pumpkin spice, which keen-nosed Americans are calling “overhyped.” However, among those who dislike pumpkin spice, more than half (64%) still use fall scents at home and 56% continue to buy fall products. When it comes to scented candles, Americans are waking up and smelling the pumpkin. More than half (53%) prefer pumpkin spice candles over coffee at 36%. Good old Gen Z are among the biggest pumpkin spice consumers with a whopping 93% buying fall-scented or flavored products each year.

With these results in hand, Glade released three new scents in a variety of formats from single-to-three-wick candles to room spray in its “Falliday Collection.” This features Warm Apple & Spices; Pumpkin & Ginger; and Embers & Sandalwood available at Walmart, Amazon, Target, Kroger, Sam’s Club, Dollar General and Family Dollar. 

DISHING ON DETERGENT

According to Aleksandra Kruszewska, senior research and development manager for automatic dishwashing at Finish, dishwashing manufacturers are evolving their product formulas. This includes creating monodosed pods wrapped in dissolvable film like Finish Ultimate and Quantum. 

“At Finish, we’re constantly improving our formulas by introducing ingredients that target the most consumer-relevant soils and address consumer cooking habits,” she said. 

The efficiency of Finish pods, available at Walmart, Target and Amazon, is attributed to curated ingredients: enzymes to remove protein and starch residues, bleach to tackle stains like coffee and tomato, and surfactants to release greasy, burnt-on food, she said. 

“We correlate these findings with scientific solutions to create the most effective products for our shoppers,” said Kruszewska. “For example, to tackle the most stubborn soil, we carefully select the exact type and level of ingredient to be released at the right time during the machine cycle.”