When it comes to household cleaning, innovation and sustainability are becoming increasingly crucial. Astonish has emerged as a beloved brand that combines both elements with quality and affordability. Founded in the early 1980s, Astonish’s journey from a small family business to an internationally recognised brand is a testament to its commitment to meeting the evolving needs of consumers. We sat down with Managing Director Howard Moss to explore the company’s rich history, core values, innovative product range, and how Astonish has navigated industry changes while remaining focused on sustainability.
The Origins of Astonish
Astonish was formed in the early 1980s as part of a vision laid out by the Moss family. Howard Moss, the current managing director, shared that the company started as a second-generation family business. “It was originally started by my father in the early ’80s under a separate brand. He was purchasing cleaning products and demonstrating them before the Astonish brand was formally established in the mid-80s,” Howard explained.
From these humble beginnings, Astonish quickly made their mark in the competitive cleaning products market. “Over the years, we’ve expanded to offer over 50 products across home cleaning, laundry, stain removal, and personal care hygiene,” Howard shared.
The company’s growth was fuelled by its ability to adapt to changing consumer habits. As supermarket chains grew in prominence, Astonish was well-positioned to take advantage of retail spaces, ensuring its products were available across major UK retailers such as Tesco, Sainsbury’s, Asda, and Aldi.
Core Values: Innovation, Quality, and Sustainability
Astonish’s success is driven by its steadfast dedication to three key values: innovation, quality, and sustainability.
Innovation: Pioneering Cleaning Solutions
Astonish’s focus on continuous innovation has allowed the company to remain a key player in the competitive cleaning industry. From the very start, the brand was determined to offer something new and exciting to consumers. For instance, the company was one of the first to introduce a powerful oven cleaner that revolutionised the way consumers tackled tough grease and grime.
A notable milestone in Astonish’s growth occurred during the UK banking crisis of 2009. The financial downturn caused many businesses to struggle, but Astonish capitalised on the changing behaviour of consumers.
“When the recession hit, shoppers began to look for more affordable options, and retailers like Aldi, Lidl, and Poundland grew in prominence,” Howard noted.
Astonish’s positioning as a value-driven, quality brand made it an ideal choice for these new shopping habits and more shoppers opted for their affordable yet reliable products.
This shift in consumer behavior helped Astonish expand its reach into the growing market of value-oriented retail stores. By 2015, the company had undergone a rebranding, which included a fresh logo and packaging. “We invested around half a million pounds to rebrand Astonish and position it as a high-quality yet affordable choice for shoppers,” Howard explained. The new design featured a distinctive “peak” above the brand name, symbolising the pinnacle of cleaning performance.
Quality: A Foundation of Trust
Quality has always been a hallmark of Astonish products. As Howard explained, “Our products are rigorously tested to ensure that they deliver on their promise to consumers. Whether it’s a multi-surface cleaner or a bathroom solution, the brand is built on providing effective and safe products at affordable prices.” This focus on quality has helped Astonish build long-term trust with consumers.
“We pride ourselves on being able to offer versatile cleaning solutions that work across a variety of surfaces,” Howard continued.
Many of Astonish’s products are designed to be multi-purpose, allowing consumers to tackle a range of cleaning tasks with a single bottle. This versatility, combined with their affordability, has made Astonish a go-to brand for households seeking convenience and value.
Sustainability: Reducing Environmental Impact
Sustainability is another cornerstone of Astonish’s success. As consumer awareness of environmental issues has risen, Astonish has led the charge in producing products that are not only effective but also environmentally responsible. The company was also the first, pioneering UK manufactured household cleaning brand that is approved by Cruelty-Free International and The Vegan Society.
“At Astonish, we strive to make cleaning products that have the least environmental impact possible,” said Howard.
The company has worked hard to reduce plastic usage in its packaging, aiming for a minimum of 30% recycled content in all packaging. Furthermore, the company is committed to producing fully recyclable containers and exploring alternatives to plastic packaging where feasible. “While we still use plastic, we focus on ensuring that it is recyclable and made from recycled content whenever possible” “We’ve recently launched products in metal containers, which offer a more eco friendly option compared to plastic. It’s all part of our commitment to reducing our environmental footprint.” Howard explained.
The company’s commitment to sustainability also extends to the ingredients used in its products. Many of Astonish’s formulas are biodegradable and free from harmful chemicals, ensuring that they are safe for both consumers and the environment. “We were one of the first companies to offer biodegradable products, and it’s something we’ve been committed to for over 20 years,” Howard added. Astonish’s plant-based ingredients and cruelty-free certifications further solidify the brand’s position as an environmentally conscious company.
Key Milestones in Astonish’s Growth
The company’s growth over the past several decades can be attributed to several key moments that propelled the brand forward, including strategic investments in manufacturing, product innovation, and strong leadership.
Investment in Manufacturing
In 2010, Astonish made a significant investment in expanding its manufacturing capabilities, moving to a larger site just three miles from its previous location. “This investment allowed us to ramp up production and meet the increasing demand from both UK and international retailers,” Howard noted. In 2022, Astonish further expanded its operations with a state-of-the-art manufacturing site in Bradford, West Yorkshire, marking a new chapter for the company.
The investment in infrastructure proved pivotal when the global COVID-19 pandemic hit. As the demand for cleaning and hygiene products surged during the early months of the crisis, Astonish was well-positioned to increase production and meet the demand. “When COVID-19 hit, we were able to maximise our output. And importantly, we didn’t exploit the situation by raising prices,” Howard shared. Unlike some competitors who increased prices during the pandemic, Astonish stayed true to its core values of offering high-quality products at the best value.
International Expansion
While the UK remains the company’s primary market, Astonish has made significant strides in global markets. The company exports to approximately 20 countries, with key markets in the Middle East and Asia.
“We’re very proud of the fact that we are manufacturing and producing products here in the UK and exporting them worldwide,” Howard said.
International expansion has been driven by the company’s commitment to quality, affordability, and sustainability. “Markets like the Middle East have stringent regulations on animal testing, which has made our cruelty-free certification even more valuable,” Howard explained. Astonish’s vegan and cruelty-free credentials have helped the brand gain a loyal customer base in these regions.
Sustainability in Practice
Astonish has always prioritised sustainability, making it a core part of its business strategy. From cruelty-free practices to reducing plastic waste, the company is constantly looking for ways to improve its environmental impact.
Cruelty-Free and Vegan Certifications
Astonish has been a pioneer in cruelty-free cleaning products. The company was one of the first cleaning brands in the UK to join the International Cruelty-Free Association, proudly displaying the “Leaping Bunny” symbol on its products. “For over 20 years, we’ve been committed to ensuring that none of our products are tested on animals. This includes every single raw material supplier, who must sign a declaration ensuring their materials are cruelty-free as well,” Howard explained.
Looking to the Future
As Astonish looks ahead, the focus remains on expanding its product range, improving sustainability efforts, and further growing its global presence. The company is continuously researching new ways to innovate while maintaining its ethical and environmental commitments.
“We’re always looking for ways to improve our products and reduce our environmental impact,” Howard said. “As consumer expectations evolve, we remain committed to offering the best-in-class products that not only meet performance standards but also uphold sustainability and ethical practices.”
Astonish’s journey from a small family-run business to an internationally recognised cleaning brand highlights the power of innovation, quality, and sustainability in creating a trusted brand that resonates with consumers. By focusing on delivering high-performance products that are both environmentally friendly and ethically produced, Astonish has become a household name that is synonymous with value, trust, and responsibility. With continued investments in sustainability and global expansion, the brand is well-positioned to maintain its leadership role in the cleaning industry and further strengthen its reputation for innovation and ethical practices.
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