TacticScaleWhat Clorox Does & How It Makes Money (CLX)
Updated October 2026 · reflects Clorox's latest reported financials
Maker of Clorox bleach, Glad bags, Brita filters and household brands. Clorox earns revenue by manufacturing branded consumer and professional products and selling them at scale through retailers, e-commerce channels, distributors and a direct sales force.
How Clorox makes money
Clorox earns revenue by manufacturing branded consumer and professional products and selling them at scale through retailers, e-commerce channels, distributors and a direct sales force. Its portfolio of well-known brands supports repeat purchases of everyday essentials.
What Clorox does
The Clorox Company, founded in 1913 and headquartered in Oakland, California, is a consumer products company with a portfolio of widely recognized household brands. It reports four segments: Health and Wellness, Household, Lifestyle, and International. Its products cover home cleaning and disinfecting (Clorox, Pine-Sol, Formula 409, Tilex, Liquid-Plumr), bags and wraps (Glad), cat litter (Fresh Step, Scoop Away, Ever Clean), grilling (Kingsford), water filtration (Brita), natural personal care (Burt's Bees) and dressings and sauces (Hidden Valley). Clorox also serves professional customers with CloroxPro, Clorox Healthcare, Purell and GOJO cleaning and sanitizing products. It sells through mass retailers, grocery stores, warehouse clubs, dollar stores, specialty and military stores, third-party and owned e-commerce, and distributors. Because it focuses on everyday essentials, Clorox belongs to the consumer defensive sector.
Products & services
- Clorox bleach and disinfecting cleaners
- Glad bags and wraps
- Kingsford charcoal
- Fresh Step cat litter
- Brita water filters
- Burt's Bees personal care
- Hidden Valley dressings
What is Clorox worth?
On an owner-earnings DCF, Clorox's most-likely value is about $64 versus a recent price near $84 (23% above fair value). But TacticScale only calls a stock undervalued when the price sits below its conservative no-growth floor (~$45) with a margin of safety — so the honest verdict here is “Fairly priced — no edge.” Fair value earns its keep only at the extremes, not in the wide middle.
Price sits in the normal range — fair value isn't actionable here; it earns its keep only when price drops below the no-growth floor, or runs to roughly double the optimistic case.
⚠ High leverage — net debt is 9.5× annual cash flow. Net debt is subtracted from this fair value, but refinancing at higher rates, principal timing, and share dilution aren’t modeled — the equity can be worth far less if cash flow weakens.
Analysis, not advice. Fair value is a margin-of-safety estimate from a deterministic owner-earnings DCF, not a price target or recommendation. See the full breakdown →
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