The Global Air Freshener Market was valued at USD 8.56 Billion in 2023 and is projected to reach USD 10.82 Billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 2.9% during the forecast period (2023–2030). This stable growth is fueled by rising concerns over indoor air quality, increased consumer spending on home care products, and the expanding demand for ambient scenting solutions in commercial spaces and automobiles.

As consumer preferences shift towards wellness, sustainability, and personalized sensory experiences, the industry is being reshaped by brands that innovate with natural ingredients, smart technology, and eco-friendly packaging. In this blog, we profile the Top 10 Companies in the Air Freshener Industry—a blend of global consumer goods giants, specialty brands, and innovators defining the future of fragrance.

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🔟 1. Procter & Gamble Co.

Headquarters: Cincinnati, Ohio, USA
Key Brands: Febreze, Gain, Swiffer

Procter & Gamble is a dominant force in the global air care market, primarily through its powerhouse brand, Febreze. Febreze offers a wide range of products including sprays, plug-ins, and car air fresheners, leveraging powerful odor-elimination technology. The company’s extensive distribution network and strong R&D capabilities keep it at the forefront of the industry.

Sustainability & Innovation Initiatives:

• Commitment to 100% recyclable packaging by 2030
• Development of plant-based and bio-derived fragrance ingredients
• Partnerships with retailers for refillable product systems

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9️⃣ 2. Reckitt Benckiser Group PLC

Headquarters: Slough, United Kingdom
Key Brands: Air Wick, Lysol

Reckitt Benckiser’s Air Wick brand is a global leader in the air freshener segment, offering aerosol sprays, essential oil diffusers, and automatic sprayers. The brand is known for its diverse scent portfolios and innovative formats designed for both home and professional use.

Sustainability & Innovation Initiatives:

• Air Wick’s “Nature’s Inspiration” line featuring natural essential oils
• Ambient scenting partnerships with hospitality and retail sectors
• Global goals for reduced plastic use and increased post-consumer recycled content

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8️⃣ 3. SC Johnson & Son, Inc.

Headquarters: Racine, Wisconsin, USA
Key Brands: Glade, Oust, Windex

SC Johnson is a family-owned company with a strong legacy in household cleaning and air care. Its Glade brand is one of the most recognized names globally, offering candles, sprays, plug-in scented oils, and automatic dispensers. The company emphasizes scientific innovation in scent delivery and odor neutralization.

Sustainability & Innovation Initiatives:

• Transparent ingredient disclosure through the SC Johnson ingredient database
• Glade “Earth Loves” collection with sustainably sourced ingredients
• Investment in circular economy initiatives for packaging

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7️⃣ 4. Henkel AG & Co. KGaA

Headquarters: Düsseldorf, Germany
Key Brands: Bref, Somat, Pril

While Henkel is widely known for its adhesives and laundry detergents, its air care division, particularly strong in the European market, offers effective solutions for toilets and living spaces. The company focuses on powerful, long-lasting fragrance technology.

Sustainability & Innovation Initiatives:

• Ambitious packaging targets aligned with a circular economy
• Development of concentrated formulas to reduce environmental footprint
• Integration of biodegradable ingredients in fragrances

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6️⃣ 5. Church & Dwight Co., Inc.

Headquarters: Ewing, New Jersey, USA
Key Brands: ARM & HAMMER, OxiClean, Batiste

Church & Dwight leverages its trusted ARM & HAMMER brand to offer air fresheners that capitalize on the odor-neutralizing power of baking soda. Their products range from baking soda pouches and refrigerator packs to aerosol sprays, appealing to consumers seeking effective and simple solutions.

Sustainability & Innovation Initiatives:

• Use of naturally derived baking soda as a core active ingredient
• Focus on value-oriented and multi-purpose products
• Packaging reduction and lightweighting initiatives

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5️⃣ 6. Car-Freshner Corporation

Headquarters: Watertown, New York, USA
Key Brands: Little Trees

Car-Freshner Corporation is the iconic specialist in automotive air fresheners, famous for its pine tree-shaped Little Trees air fresheners. The company has a cult following and a dominant position in the automotive aftermarket, with products available in service stations and retailers worldwide.

Sustainability & Innovation Initiatives:

• Expansion of scent portfolio beyond traditional formats
• Exploration of longer-lasting and clip-on vent styles
• Licensing agreements for branded fragrances (e.g., with tire and automotive companies)

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4️⃣ 7. Godrej Consumer Products Limited

Headquarters: Mumbai, India
Key Brands: Good Knight, Aer, Hit

Godrej is a major player in the fast-growing Asian market, particularly in India. Its product portfolio includes mosquito repellent vaporizers that double as air fresheners (Good Knight) and a range of air care sprays and gels under the Aer brand, tailored to local preferences and climatic conditions.

Sustainability & Innovation Initiatives:

• Focus on developing affordable products for mass-market consumers
• Investment in natural and herbal ingredient-based formulations
• Water-conserving and environmentally safe manufacturing processes

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3️⃣ 8. Kobayashi Pharmaceutical Co., Ltd.

Headquarters: Osaka, Japan
Key Brands: Sara Sara, Deo-Ace, Bathclin

Kobayashi is a leading player in the Japanese and broader Asian air care markets, renowned for its innovative and high-quality products. The company specializes in deodorizing gels, blocks, and toilet rim blocks that offer continuous fragrance release, popular in both residential and commercial settings.

Sustainability & Innovation Initiatives:

• Pioneering water-based and low-VOC (Volatile Organic Compound) formulations
• Compact and efficient product designs to minimize waste
• Strong R&D focus on efficacy and user safety

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2️⃣ 9. Farcent Enterprise Co., Ltd.

Headquarters: Taipei, Taiwan
Key Brands: Farcent, P&G (under license in some regions)

Farcent Enterprise is a significant manufacturer and distributor of home care products across Asia. The company produces a wide array of air fresheners, including gel cans, charcoal bags, and car perfumes, and is known for its strong manufacturing capabilities and extensive distribution network.

Sustainability & Innovation Initiatives:

• Development of activated charcoal and bamboo charcoal-based purifiers
• Expansion into premium and designer fragrance segments
• Emphasis on eco-packaging and recyclable materials

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1️⃣ 10. Newell Brands Inc.

Headquarters: Atlanta, Georgia, USA
Key Brands: Yankee Candle, WoodWick, Chesapeake Bay Candle

Newell Brands, through its acquisition of Yankee Candle, is a global leader in the highly fragrant candle segment, which is a key category within air freshening. Yankee Candle is synonymous with a vast array of scents and has a strong retail presence and loyal customer base.

Sustainability & Innovation Initiatives:

• Yankee Candle’s “Pure Radiance” line using a proprietary wax blend for cleaner burning
• Development of decorative and gift-oriented products to enhance the home ambiance segment
• Initiatives to source sustainable ingredients for fragrances

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Air Freshener Market – View in Detailed Research Report

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🌿 Outlook: The Future of Air Fresheners Is Smarter, Safer, and More Sustainable

The air freshener market is evolving beyond simple odor masking. The focus is now on creating healthier indoor environments through advanced purification, smart home integration, and a strong emphasis on natural, non-toxic ingredients.

📈 Key Trends Shaping the Market:

• Rapid growth in smart and connected air care devices that sync with home assistants and allow for app-controlled scent scheduling.
• Increasing consumer demand for natural, organic, and essential oil-based formulations due to rising health awareness.
• Expansion of ambient scent marketing in hotels, retail stores, and corporate offices to enhance customer experience and brand identity.
• Stricter regulations on VOC emissions driving innovation in water-based and low-emission technologies.

Get Full Report Here:
Air Freshener Market – View in Detailed Research Report

The companies listed above are not just selling fragrances—they are providing solutions for well-being, leveraging science and sustainability to transform the air we breathe in our homes, cars, and workplaces.