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 (2024–2030). This steady growth is fueled by rising consumer focus on indoor air quality, increasing urbanization, and the proliferation of innovative, smart, and natural product formulations across residential, commercial, and automotive sectors.

As the industry shifts towards health-conscious and personalized scent experiences, the leading players are driving innovation in sustainability, technology, and global distribution. In this blog, we profile the Top 10 Companies in the Air Freshener Industry—a dynamic mix of global consumer goods giants, specialty brands, and technology innovators shaping the future of ambient air care.

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🔟 1. Procter & Gamble Co.

Headquarters: Cincinnati, Ohio, USA
Key Offering: Febreze fabric and air sprays, plug-ins, car vent clips

Procter & Gamble, through its iconic Febreze brand, is a dominant force in the global air freshener market. The brand is recognized for its odor-elimination technology and has a vast portfolio catering to different consumer needs, from everyday room freshening to specialized fabric care. Their extensive distribution network ensures global market penetration.

Sustainability & Innovation Initiatives:

• Commitment to 100% renewable electricity for manufacturing and 100% recyclable or reusable packaging by 2030.
• Development of plant-based and sustainably sourced ingredients for product formulations.
• Continuous innovation in long-lasting scent delivery systems for plug-ins and sprays.

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9️⃣ 2. Reckitt Benckiser Group PLC

Headquarters: Slough, United Kingdom
Key Offering: Air Wick plug-ins, sprays, essential oil diffusers, automatic sprays

Reckitt Benckiser’s Air Wick brand is a global leader, renowned for its wide variety of fragrances and product formats. The brand heavily invests in marketing and product development, focusing on creating immersive scent experiences and convenient, automated solutions for modern households.

Sustainability & Innovation Initiatives:

• Partnership with the Wildlife Habitat Council to plant wildflowers and support pollinators.
• Launch of refillable and natural product lines, including Essential Mist diffusers.
• Development of smart home-compatible automatic spray devices.

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8️⃣ 3. SC Johnson & Son, Inc.

Headquarters: Racine, Wisconsin, USA
Key Offering: Glade plugins, sprays, candles, automatic room sprays

SC Johnson is a family-owned company with a strong heritage in household products. Its Glade brand is a major player, known for its innovative scent releases and seasonal collections. The company emphasizes transparency in ingredient disclosure through its industry-leading SC Johnson ingredient list.

Sustainability & Innovation Initiatives:

• Pioneering the use of 100% recycled ocean-bound plastic in some spray bottles.
• Investment in renewable energy for manufacturing facilities worldwide.
• Introduction of wax melts and essential oil-based collections to meet natural demand.

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7️⃣ 4. Henkel AG & Co. KGaA

Headquarters: Düsseldorf, Germany
Key Offering: Bref air fresheners, professional hygiene solutions

Henkel holds a significant position in the European market and beyond, primarily through brands like Bref. While its portfolio includes consumer air care, Henkel also has a strong B2B segment, providing air care solutions for professional and industrial cleaning and facility management.

Sustainability & Innovation Initiatives:

• Ambitious sustainability framework aiming for a circular economy and climate-positive operations.
• Development of highly efficient, long-lasting professional air care systems to reduce waste.
• Focus on water-based and VOC-compliant formulations for improved indoor air quality.

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6️⃣ 5. Church & Dwight Co., Inc.

Headquarters: Ewing, New Jersey, USA
Key Offering: Arm & Hammer air purifying bags, sprays, plug-ins

Church & Dwight leverages the powerful trust in its Arm & Hammer brand, which is synonymous with baking soda’s natural odor-absorbing properties. This gives them a unique competitive edge in the “natural” and “elimination” segments of the air freshener market, distinguishing them from purely fragrance-masking competitors.

Sustainability & Innovation Initiatives:

• Core product line based on naturally occurring baking soda for safe odor neutralization.
• Development of air purifying bags that are rechargeable and reusable.
• Focus on EPA Safer Choice certified products for consumer safety.

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5️⃣ 6. Car-Freshner Corporation

Headquarters: Watertown, New York, USA
Key Offering: Little Trees car air fresheners

Car-Freshner Corporation is the undisputed leader in the automotive air freshener segment with its iconic Little Trees brand. The company’s signature pine-tree-shaped cardboard fresheners are a cultural icon. They have expanded their line to include vent clips, sprays, and other forms, maintaining a dominant share in the global car air care market.

Sustainability & Innovation Initiatives:

• Exploring sustainable material alternatives for their classic tree-shaped products.
• Expansion into longer-lasting, liquid-based vent clip systems to reduce plastic waste.
• Diversifying fragrance portfolios to include premium and novelty scents.

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4️⃣ 7. Kobayashi Pharmaceutical Co., Ltd.

Headquarters: Osaka, Japan
Key Offering: Sara Sara dry aerosol sprays, gel-type deodorizers, toilet rim blocks

Kobayashi is a leading healthcare and consumer products company in Asia, with a strong footprint in air care. They are known for innovative product formats, particularly their “dry” aerosol technology (Sara Sara) and highly effective gel-type deodorizers for shoes, bathrooms, and small spaces, popular across Asia-Pacific.

Sustainability & Innovation Initiatives:

• Strong R&D focus on deodorizing and antibacterial technologies, not just fragrance.
• Development of compact, space-saving products for urban dwellings.
• Commitment to reducing environmental impact through efficient packaging and formulations.

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3️⃣ 8. Godrej Consumer Products Limited

Headquarters: Mumbai, India
Key Offering: Good Knight aerosols, mats; Hit aerosol sprays

Godrej is a major player in emerging markets, especially in India and Africa. Its product portfolio is diverse, spanning from insecticide-based air care (Good Knight) to general air fresheners. The company has a deep understanding of local consumer preferences and price sensitivities, driving its growth in high-potential regions.

Sustainability & Innovation Initiatives:

• Focus on developing affordable, effective products for mass-market consumers.
• Investment in natural and herbal ingredient-based formulations for the domestic market.
• Expansion of distribution networks into rural and semi-urban areas.

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2️⃣ 9. Farcent Enterprise Co., Ltd.

Headquarters: Taipei, Taiwan
Key Offering: Fragrance cards, gel cans, essential oil diffusers

Farcent is a prominent specialty manufacturer and marketer of air care products, with a strong presence across Asia. The company is known for its aesthetically pleasing designs and a wide array of product types, including popular fragrance cards for closets and drawers. They are a key supplier and innovator in the APAC region.

Sustainability & Innovation Initiatives:

• Specialization in passive air freshening solutions that require no electricity.
• Development of premium essential oil blends for the growing wellness segment.
• Strong OEM and ODM capabilities, supplying major retailers with private-label products.

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1️⃣ 10. Newell Brands Inc.

Headquarters: Atlanta, Georgia, USA
Key Offering: WoodWick candles, Yankee Candle brand

Newell Brands, through its acquisition of Yankee Candle, is a powerhouse in the premium and decorative air care segment, particularly in the candle category. Yankee Candle is one of the world’s leading designers, manufacturers, and distributors of scented candles, offering a vast range of fragrances and styles that create ambiance as well as freshen the air.

Sustainability & Innovation Initiatives:

• Focus on decorative, experiential products that cater to the gift and home décor market.
• Use of natural wax blends and high-quality, curated fragrance oils.
• Innovation in candle technology, such as the WoodWick brand with its signature crackling sound.

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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 experiencing a significant transformation. While traditional sprays and plug-ins continue to dominate sales volume, the industry is rapidly embracing natural ingredients, smart technology integration, and circular economy principles.

📈 Key Trends Shaping the Market:

• Rising demand for natural, organic, and essential oil-based formulations due to health and environmental concerns.
• Integration with smart home ecosystems, allowing for app-controlled scent scheduling and dispersal.
• Growth in refillable and zero-waste product systems to reduce plastic consumption.
• Expansion of functional air care, combining fragrance with air purification, humidification, or insect repellency.

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

The companies listed above are not only defining today’s scent landscapes—they’re pioneering the healthy and connected future of indoor air care.