From humble beginnings selling door to door, Astonish has evolved into a highly successful company offering a comprehensive range of over 60 eco-friendly products. The company is now a second-generation family business, and combines innovation with environmental consciousness to create products that are eco-friendly, efficient and price-attractive.
CEO Howard Moss explains that the company story began 50 years ago with his father, originally a demonstrator for a cleaning product called Klin. “However, Astonish as a brand came to life only in the 1980s, and the name was chosen to better capture its effectiveness. The original and flagship product, a natural, non-toxic oven cleaner capable of removing tough stains, lime scale, and burnt-on residue, has continued to be a best seller to this day.
“The paste’s original blue packaging with a Union Jack emblem, showing that we were proud of being a British manufacturer, has been modified over the years but is still easily recognised in major supermarkets including Asda, Sainsbury and Tesco,” says Moss.
“Over the years, we have expanded our offering to include other surface cleaners, personal care items, antibacterial sprays, and even specialized toilet hygiene products,” he continues. “For example, our liquid antibacterial hand wash that we introduced during the Covid times was a great success, pushing business growth even in those challenging times.”
He further points out that over the last five years, the company has grown in excess of 20% year-on-year, and with the latest financial year half way through, Astonish is on course to achieve a further 25% growth, set to reach a £75M turnover in 2025.
A heritage of excellence
What is behind this continued success, in a fiercely competitive market dominated by multi-national giants? “One of our key strengths lies in our ability to innovate quickly,” says Moss. “As an independent business, we have our own lab with a dedicated team of eight chemists, who continuously develop new products and formulations to meet consumer demands. They are constantly working on new concepts and new ideas, but also take briefs from our own customers.” 
As such, unlike larger competitors like Procter & Gamble or Unilever, Astonish’s independence allows the company to respond swiftly to market trends. “If we see a good opportunity for doing something new or different, we can make a commitment very quickly.”
This flexibility has enabled Astonish to expand its reach beyond the UK to over 25 export markets, including South Africa, South Korea, Israel, and Australia. Moss reflects that in these regions, British-made products are prized for their quality, and Astonish has positioned itself as a leader, with its oven cleaner and mould remover as bestsellers.
Despite its global reach, Astonish remains a proudly British enterprise, firmly rooted in West Yorkshire. “We would never look to manufacture outside of the UK to make it cheaper or to diversify in terms of an opportunity to save us money or time. We’re still very proud of making everything here on our single site where we employ over 100 people,” Moss affirms.
Sustainability at the core
Manufacturing everything under one roof at a state-of-the-art facility near Bradford, the company minimizes its carbon footprint by keeping production local. From product development to manufacturing and packing, every step is carefully managed to ensure quality and efficiency. This hands-on approach not only strengthens the local economy but also reflects Astonish’s commitment to sustainable practices.
Sustainability is a guiding principle for Astonish. The company is proud to hold certifications from the Vegan Society and Cruelty-Free International, ensuring that none of its products or raw materials are tested on animals or contain animal-derived ingredients. “Our chemists working extremely hard with our supply chain to make sure that we, as well as our suppliers, use the best ingredients that are available on the market, ingredients that are natural and sustainable.”
“We are very conscious of the environmental credentials of our solutions,” says Moss. “Whilst the most important thing is the efficacy of the product, at the same time, we pay great attention to the formulation and packaging to ensure a minimal environmental footprint.”
He further acknowledges that the company prioritizes the use of recycled materials, with at least a third of the plastic in its packaging made from recycled content. “To further reduce our environmental impact, we are looking at alternatives such as cardboard and metal to potentially replace plastic packaging. We avoid harmful chemicals and aerosols, ensuring that our products are biodegradable and safe for both consumers and the planet.”
Global vision, local integrity
Astonish’s commitment to quality and sustainability extends beyond its products to its operations. The company recently invested £30 million in a new facility, equipped with cutting-edge machinery and automation, to meet growing demand. This 135,000-square-foot site has the capacity to support turnover of up to £150 million, offering ample room for future expansion.
Speaking about the company’s geographical reach, Moss notes that approximately 75% of Astonish’s sales are in the UK, and key export markets include emerging economies in Africa, the Middle East, and Asia, where demand is increasing. In line with the development in its major markers, the company projects an impressive 20% increase in turnover next year.
“A new filling line, set to be operational in mid-2025, represents an additional £2 million investment in capacity and efficiency,” says Moss. “In the coming year, we plan to launch several new products, including a groundbreaking toilet cleaner, and an expanded range of personal care items like shampoos and conditioners. We will also be the first to market with a stain remover in cardboard packaging, another sign of our commitment to the environment.”
Astonish’s plans for the future are both ambitious and promising. With exciting new products and ongoing growth on the horizon, the company is clearly well positioned to continue delivering astonishing results for years to come.
Moss agrees: “I am fortunate to have a wonderful team of people working alongside me who share the same passion for the business. We’re punching above our weight, we’re making some tremendous noises in the marketplace. Between a great brand name and great people, we’re in a great place to continue doing that for years to come.”
