This is the latest installment of the Marketplace Briefing, a weekly Modern Retail+ column about the ever-changing e-commerce marketplace landscape. More from the series →TikTok users scrolling through Pine-Sol’s page are greeted by a frog wearing a wizard hat, an anime girl, a dancing banana and brightly colored bottles labeled “OMG da Pine.” The account looks more like a Gen Z meme page than the home of a cleaner that has been around for nearly a century. Now, these oddball cartoon characters want to sell you cleaning products. In May, Pine-Sol began selling four limited edition scents exclusively through TikTok Shop, giving shoppers the chance to buy bottles tied to the fictional characters that had already become part of the brand’s online universe. The scents, including Magic Matcha, Strawberry Shine, Banana Boogie and Midnight Espresso, sold out within hours, according to Clorox.
The launch marks the latest step in The Clorox Company’s growing push into social commerce. Over the past year, the company has rolled out TikTok Shop storefronts for several of its 30 total brands, including Burt’s Bees, Brita, Hidden Valley Ranch, Pine-Sol and, most recently, Clorox. The effort reflects a broader trend as more established consumer brands embrace TikTok Shop, which was once dominated by smaller merchants and beauty startups. Sales from brands generating at least $30 million in annual revenue nearly doubled on TikTok Shop in 2025, while companies including Ulta Beauty, Sally Beauty and PepsiCo have recently joined the platform.
