Have you been waiting to see what Poo~Pourri would doo next? They just did—by dropping the “Poo” from their brand name to take on something much bigger. Namely, everything.

As of today, the wildly successful Dallas-based brand will be known as simply ~Pourri, broadening its mission to be “a natural odor elimination company” that can tackle odors everywhere.

Rebrand had a soft launch

Last October, the company began “busting out of the bathroom” with new category launches including Home~Pourri Air + Fabric Multi-Purpose Odor Eliminator, Sole~Pourri Shoe + Foot Funk-Fighting Odor Eliminator, and Pit~Pourri Pits + Bits All Day All Over Deodorant.

But the rebrand only became official today.

“Odor is only natural, and so is ~Pourri,” Founder and CEO Suzy Batiz said in a statement. “Instead of solely focusing on eliminating odor in the bathroom with Poo~Pourri, we’re thrilled to be putting energy into growing the business and launching even more completely new, non-toxic, odor-eliminating products. Our products don’t just cover odors, they eliminate them at the source.”

“And let’s face it—if we can handle poo, there’s truly nothing we can’t do,” Batiz added.

Over 100 million bottles sold

Batiz developed Poo~Pourri—a “before-you-go,” odor-eliminating toilet spray featuring essential oils and other natural compounds—in her own home kitchen. Since its launch in 2007, over 100 million bottles have been sold.

The company says Poo~Pourri is now sold in over 50,000 retail locations in 56 countries, and has over 350 million video views. The brand and Batiz have been awarded an Edison Award, a Webby Award, and AdAge’s “Funniest Viral Video of the Year” for their “Girl’s Don’t Poop” video. 

In the first year of the pandemic, we wrote about the company releasing its own Poo-Pourri Bidet to combat the “great toilet paper shortage of 2020.”

Expanding to pets, cars, candles—even (phew!) men

The company says its product portfolio is “ever expanding.” Future products are set to include Pet~Pourri for all those stinky cats and pups and Car~Pourri to get that new-funk smell out of your ride. Planned scent expansions will also be targeting men (now we’re talking smelly) and candles within the Home~Pourri collection.

All the category expansions will be utilizing 100% natural essential oils, like the company’s original product. ~Pourri says all its products come with “proprietary Funk-Lock technology,” promising that they “neutralize odor molecules so that they never reach the nose.”

“I refuse to put out products that do not work better than the chemical alternatives currently on the market,” Batiz said in the statement. “For the past 30 years, I’ve been the consumer looking for natural alternatives within the household and personal care categories and I stunk for a few decades! After years of testing products that didn’t work better than chemicals, I embarked on a journey to create them myself.”

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