Consumer products manufacturer Clorox is using TikTok Shop to assess how different parts of its brand portfolio respond to creator-led commerce. After testing Burt’s Bees in the last fiscal year, the Oakland-based company has added Brita, Pine-Sol, and Hidden Valley to the platform as part of a broader learning agenda, according to an announcement.

Kennedy Embree, Director of Direct Capability and Consumer Experience Transformation – Marketing at Clorox, said the initiative is designed to understand how household brands behave in a social-commerce setting. 

The goal, she noted, is “to show up in a relevant way with the younger consumer, enable frictionless impulse purchase for people in social, get full funnel learnings, and to be a part of the TikTok cultural moment.”

What Clorox Is Actually Testing

Across its portfolio, Clorox is running controlled experiments on content formats, pricing, assortment, and fulfillment. Each brand adopts its own creative angle, but all rely on the company’s direct-to-consumer infrastructure, which Clorox says gives it the operational flexibility to support TikTok Shop.

“Our investment in digital transformation made our TikTok Shops possible, ensuring we’re simplifying the consumer shopping experience,” Embree said. The company described its internal process as a “rapid test-and-learn methodology” that requires close coordination.

Lisa Blair Fratzke, a brand strategist and former Disney executive who has tracked Clorox’s growth on social platforms, believes the company is moving away from a “paid-heavy, media-first, message-out” model toward one that adapts to creator-led cultural norms. She characterized the shift as “moving from advertising to participation,” noting that Clorox is seeking attention through behavior, tone, and cultural fluency rather than relying solely on traditional paid distribution.

“This isn’t about chasing virality,” Fratzke wrote in a LinkedIn post. “It’s about retooling a 100-year-old brand portfolio to operate within the language of our current culture, where community, humor, and authenticity clean up better than any disinfectant ever could.”

Why the Tests Matter for CPG

Clorox’s experiments come as TikTok Shop becomes a central channel for product discovery and impulse commerce among younger consumers. The company cited platform data showing that TikTok Shop generated $5.8 billion in U.S. GMV (Gross Merchandise Value) in the first half of 2025, up 120% year over year. Gen Z users spend an average of 90 minutes per day on TikTok.

Global analytics firm EchoTik reported that TikTok Shop achieved $19 billion in global quarterly GMV, matching eBay’s volume. Its U.S. market reached an estimated $4-4.5 billion, up 125% quarter over quarter.

Research from GlobalData and TikTok Shop found that 83% of shoppers discovered new products on the platform and 70% discovered new brands.

Clorox, which generated $6.2 billion in net sales in 2019 and employs around 8,700 people, is treating TikTok Shop as a testing ground to determine how household brands, such as Brita, Pine-Sol, Hidden Valley, and Burt’s Bees, can operate in a commerce model built around shoppable short-form content and creator-driven promotion.

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