poopourri.com
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The $77M Bathroom Startup You've Heard Of
How PooPourri turned a taboo into a lifestyle empire with 281 employees
PooPourri doesn't sell products—it sells confidence. By tackling the last taboo in home fragrance, founder Suzy Batiz built a $77.6M empire that proves even the most uncomfortable problems can become lucrative businesses. This isn't just a spray; it's a cultural phenomenon.
"They didn't create a better air freshener—they created a better conversation about bathroom odor."
The Uncomfortable Truth About Market Fit
With 736 monthly visits and a global rank of #11,932,186, the raw traffic numbers seem underwhelming for a company of this size. But this reveals the real story: PooPourri has mastered direct-to-consumer retention. Their 42% direct traffic—nearly double their organic search—proves customers aren't just finding them; they're actively seeking them out. The 32% organic traffic share suggests they've built a brand that transcends SEO, relying on word-of-mouth and repeat purchases rather than algorithmic discovery.
The Viral Marketing Engine
PooPourri's social strategy is textbook precision. With active presences on TikTok, YouTube, Facebook, and Instagram, they've built a content machine that turns bathroom humor into shareable gold. Their 5,178 Trustpilot reviews at 3.4/5 stars tell a nuanced story: while not perfect, the sheer volume of feedback indicates a product that's actually being used and discussed. The company's structure—with dedicated roles for Head Paid Social and Social Media Manager—shows they treat marketing as a core competency, not an afterthought.
What's particularly striking is their tech stack. Built on Shopify (evident from the privacy policy URL), they've layered on jQuery, Slick, Tailwind CSS, and Bootstrap—proving that sometimes the most successful e-commerce sites don't need bleeding-edge tech. They prioritize speed (Priority Hints, Lazy Loading) and analytics (Google Analytics, Tag Manager, Hotjar) over flashy frameworks. This pragmatic approach to technology mirrors their business philosophy: solve the problem, don't over-engineer the solution.
- Revenue model built on recurring purchases, not one-time sales
- Cultivating a brand identity that's cheeky but never crude
- Expanding beyond bathrooms into home, car, and pet categories
- Leveraging founder-led storytelling (Suzy Batiz's personal brand)
- Maintaining direct customer relationships despite retail partnerships
The Bottom Line: They're Not Selling Spray, They're Selling Relief
PooPourri's $77.6M valuation isn't about air freshener tech—it's about owning the emotional space around a universal human experience. For founders, the lesson is clear: the most profitable problems are often the ones nobody wants to talk about.
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Open Graph Image
https://cdn.shopify.com/s/files/1/1020/1629/files/pourri--logo-300_f10b3958-595c-47f7-a911-d12463d3ccae.jpg?v=1642607690
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~Pourri: Shop Plant-Based Fresheners for Home, Car & Pets
Pourri.com is the home of natural odor fresheners that actually work—guaranteed! Shop here for exclusive deals, gifts and more. Be funk-free with ~Pourri!
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Reviews (20)
Very good product.
As someone with pretty severe IBS I’m always destroying every bathroom im in (sorry lol). This product does wonders for the smell. I actually use 4-5 sprays prior to going to the toilet, then when all is said and done I flush and spray a couple more times to leave a refreshing smell. I bought a bigger bottle for bathroom at home and I have a smaller bottle for my handbag for when I’m at work or out and about. Products are a little pricey but definitely worth it to preserve some of my self respect and dignity.
Obsessed
ever since I saw the cow farm ad, I was hooked, never gone back to any other product for my bathrooms. I am obsessed with the giant lavender bottles... can't get enough... kids are absolutely in love with it too.
poo smeel good
poo smeel good, eat poo
Number 2 incognito
I could seriously list a million reasons why this product is so freaking fantastic but that would take up a whole lot of time...so, I just leave this; my father is the smelliest number 2 maker I literally have ever known...seriously, it's so bad...just exiting the bathroom and immediately closing the door behind, still let's out just enough sent to very offensively stain the air all the way from bathroom to back bedroom down the hallway from the bathroom and halfway into the bedroom driving out anything living desperate for clean air...AND POO~POURRI ACTUALLY 110% ELIMINATED THE ENTIRE SITUATION THE FIRST TIME MY FATHER USED THIS. The smelliest number 2 maker was in cognido for the very first time. I can't recommend this enough and is one of the few things I spread through word of mouth.
The Christmas scents sample pack was…
The Christmas scents sample pack was the first time I ever used PooPourri. It really does work. No bad smells come from the bathroom and a nice scent is left behind. I now want to try the other scents!
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About poopourri.com
Pourri.com is the home of natural odor fresheners that actually work—guaranteed! Shop here for exclusive deals, gifts and more. Be funk-free with ~Pourri!
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Technology Stack
poopourri.com uses 35 technologies across their website including Font Awesome, Adobe Fonts, hCaptcha, HSTS, PHP, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CMS
Contentful
CDN
jsDelivr
Cloud & Hosting
Amazon Web Services, AWS CloudFront, Cloudflare
Traffic & Audience
poopourri.com receives approximately 736 monthly visitors and ranks #11,932,186 globally. The website has a bounce rate of 92% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
The majority of poopourri.com's traffic comes from .
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