About Astonish
Astonish stands as Britain's leading vegan and cruelty-free cleaning brand, manufacturing over 60 household products from its West Yorkshire factory. This family-owned British business has grown from a one-man operation selling door-to-door in the late 1960s into an international success story distributing to more than 30 countries worldwide. Astonish represents affordable, effective cleaning that never compromises on ethical standards. The Astonish story began with Alan Moss in the late 1960s when he started working as a door-to-door salesman selling an oven and cookware cleaner product. Alan wanted to create a household cleaner free of animal derivatives and environmentally friendly - principles that were decades ahead of their time in the cleaning industry. He manufactured the original Astonish Oven and Cookware paste from a small factory in Leeds. The brand name originated through a fortuitous encounter. A buyer for a New York department store spotted the Klin product at a show demonstration and invited Alan and his wife to New York to discuss importing. During that meeting, the marketing team created the name 'Astonish' to capture the product's effectiveness. When the department store went bust within twelve months, Alan kept the Astonish brand and refocused on the UK market, selling direct to the public through exhibitions and catalogues like Betterware and Kleeneze. The Astonish brand formally came to life in the 1980s, but the company as registered today was incorporated in 1997 as Astonish Holdings Limited, headquartered in Bradford, West Yorkshire. The business evolved from direct sales into mainstream retail distribution while maintaining its commitment to quality manufacturing. Howard Moss, Alan's son, took over as CEO from his father in 2005. Under Howard's leadership, the business has grown by a remarkable 700 percent. This second-generation family ownership maintains the values Alan established while driving significant commercial expansion. Alan can still occasionally be found at the company, maintaining the family connection that defines Astonish culture. In 2022, Astonish moved to state-of-the-art £30 million premises in Bradford. This purpose-built facility handles everything from designing new products to manufacturing and packaging, demonstrating significant investment in British manufacturing capacity. Turnover for the financial year to August 2024 reached £60 million with profits exceeding £10 million - impressive figures for an independent family business. Despite global reach spanning over 30 countries, Astonish remains proudly British and firmly rooted in West Yorkshire. Howard Moss has stated the company would never manufacture outside the UK to reduce costs, prioritising quality and local employment over short-term savings. This commitment to British manufacturing distinguishes Astonish from competitors who have moved production overseas. Astonish's ethical credentials set it apart in the household cleaning market. The company is approved by both Cruelty Free International and The Vegan Society - claimed to be the only UK-manufactured household cleaning brand holding both certifications. Products contain no animal ingredients and are never tested on animals, meeting the highest ethical standards. The product range encompasses over 60 items covering virtually every household cleaning need. The Original Oven and Cookware Cleaner remains the signature product, the very item Alan Moss sold door-to-door over five decades ago. This paste cleaner effectively removes baked-on grease and grime from ovens, hobs, glass, and cookware without harsh chemicals. Mould and Mildew Remover addresses one of the most common and stubborn household cleaning challenges. Bathroom cleaners tackle limescale, soap scum, and general bathroom grime. Toilet cleaners maintain hygiene throughout the home. Each product maintains the vegan, cruelty-free standards that define the brand. Kitchen cleaners span multiple formats and formulations. The Zesty Lemon Kitchen Cleaner combines effectiveness with pleasant fragrance through natural oils. Antibacterial cleaners provide sanitisation without animal-derived ingredients. Surface cleaners work across countertops, appliances, and other kitchen surfaces. Stain removers help rescue fabrics and carpets from common household mishaps. Floor cleaners suit various flooring types throughout the home. Multi-purpose cleaners provide versatility for consumers seeking simplified cleaning routines. The comprehensive range ensures Astonish can serve as a complete household cleaning solution. Products are formulated with plant-based ingredients where possible, offering more sustainable alternatives to conventional cleaning products. This eco-friendly approach complements the vegan and cruelty-free positioning, appealing to environmentally conscious consumers seeking ethical choices across their household purchases. Astonish products are exceptionally well-priced, with many items available for around £1-£1.20 in UK retailers. This accessibility demonstrates that ethical, effective cleaning need not come at premium prices. The value positioning has helped Astonish achieve mainstream success rather than niche status. Products are widely available across UK retailers including Asda, Morrisons, Home Bargains, B&M, The Range, and Ocado. This broad distribution makes Astonish products accessible to consumers wherever they shop. Online retailers provide additional purchasing options for the full range. Comparing Astonish to competitors like Cif, Flash, and Method, Astonish offers the unique combination of affordable pricing, vegan and cruelty-free certification, and British manufacturing. Cif and Flash provide mainstream options from large multinationals. Method delivers premium eco-credentials. Astonish occupies the value position with ethical standards typically associated with premium brands. For UK consumers seeking effective, affordable cleaning products from a family-owned British manufacturer with genuine ethical credentials, Astonish delivers performance without compromise. Whether tackling baked-on oven grime with the original paste cleaner, removing stubborn mould, or maintaining everyday household cleanliness, Astonish brings five decades of Yorkshire manufacturing expertise to every clean. Using Grocefully to compare Astonish prices across UK retailers ensures you find the best deals on Britain's favourite vegan cleaning brand.