The Pink Stuff is a cleaning brand owned and produced by Star Brands, a company based in the United Kingdom. Since 2025, Star Brands Group has become part of RPM International Inc. through its Rust-Oleum subsidiary, joining RPM’s Consumer Group as part of a strategic acquisition to expand its global cleaning products portfolio.
The brand is well known worldwide for its bright packaging and powerful cleaning performance, gaining a strong following among homeowners, professional cleaners, and social media users. Originally famous for its Miracle Cleaning Paste, The Pink Stuff has expanded into a wide range of products designed to tackle kitchen grease, bathroom limescale, and laundry stains.
Although it feels like a modern phenomenon, its origins date back to the 1930s when it was introduced as Chemico Household Cleanser. Over time, it became popularly known as “The Pink Stuff” due to its distinctive colour, with the name officially adopted in the 1980s.
The brand later became part of Star Brands, a UK-based manufacturer known for the Stardrops range. In 2012, it was relaunched as Stardrops The Pink Stuff Miracle Cleaning Paste, which remains its flagship product.
Today, The Pink Stuff has grown into a full range of cleaning solutions, and under RPM and Rust-Oleum ownership, it continues to expand globally through strengthened distribution and market reach.
The Science behind the formula
The effectiveness of The Pink Stuff comes from a combination of mild abrasive cleaning particles and surfactants that help break down grease and lift dirt from surfaces.
For example, the Miracle Cleaning Paste contains fine abrasive materials that physically scrub away stubborn stains, while other ingredients help dissolve grease and grime so they can be rinsed away.
This dual cleaning action makes the product particularly effective on:
- Oven doors
- Ceramic cooktops
- Bathroom tiles
- Sinks and taps
- Outdoor furniture
- Rust and tough stains
Cruelty-Free and Vegan Formulation
One of the key ethical commitments of The Pink Stuff brand is its stance on animal welfare.
- The products are certified cruelty-free under the Cruelty Free International Leaping Bunny programme, a globally recognised standard ensuring that neither ingredients nor finished products are tested on animals.
- The formulas are also 100% vegan, meaning they contain no animal-derived ingredients.
This combination of strong cleaning performance and ethical manufacturing has helped the brand appeal to environmentally and ethically conscious consumers.
How to use The Pink Stuff Products
Although The Pink Stuff products are designed for effective cleaning, proper usage is essential to avoid surface damage.
Because many Pink Stuff products contain mild abrasive particles, they should be used carefully and only on appropriate surfaces.
Best Practices for Safe Use
- Always test on a small, hidden area first
- Apply using a soft sponge or cloth
- Avoid using on delicate or polished surfaces
- Rinse thoroughly after cleaning to remove residue
- Keep cleaning products out of reach of children
When used correctly, The Pink Stuff can safely restore many surfaces to a clean and shiny condition.
Products Available in New Zealand
In New Zealand, a range of Pink Stuff cleaning products is imported and distributed by Haydn. These products make it easier for local households and businesses to access the popular cleaning solutions.
Here is a chart with all products available in New Zealand with a short description. For full details, visit our website here:
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Category |
Name |
Description |
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Multi-Purpose |
The Miracle Cleaning Paste
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The Pink Stuff Miracle Cleaning Paste is a powerful, versatile cleaner that removes dirt, grime and stains from a wide range of surfaces. Its natural formula delivers effective results without harsh chemicals, making every day cleaning simple and reliable. |
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The Miracle Cream Cleaner
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The Pink Stuff Miracle Cream Cleaner is a gentle, yet effective cream cleaner designed for hard surfaces. Made with natural particles, it cuts through grease and tough stains with ease, making it a versatile essential for everyday cleaning around the home. |
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The Miracle Multi-Purpose Cleaner
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The Pink Stuff Miracle Multi-Purpose Cleaner is a versatile spray designed for hard surfaces, cutting through grease, grime and stains with ease. It leaves surfaces clean and shiny, making it a reliable choice for everyday cleaning. |
|
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The Miracle Wash-Up Spray
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The Pink Stuff Foam Cleaner cuts through grease with ease, leaving dishes and surfaces sparkling clean. This vegan-friendly formula is simple to use—just spray, wipe and rinse for a quick, effective clean every time. |
|
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The Miracle Scrubber Kit
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The Pink Stuff Miracle Scrubber Kit is a powerful, all-in-one cleaning tool designed to make tough jobs easier. Featuring an electric scrubber with oscillating action, four interchangeable brush heads and a comfortable non-slip grip, it delivers fast, effective cleaning—even in hard-to-reach areas. |
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The Miracle Scrubber Kit with Paste
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The Pink Stuff Miracle Scrubber Kit is a complete cleaning solution, combining a powerful electric scrubber with four brush heads, batteries, and two tubs of the iconic Miracle Cleaning Paste. Designed for fast, effective results, it makes tackling tough dirt, grease and grime around the home easier than ever—even in hard-to-reach areas. |
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|
Bathroom |
The Miracle Bathroom Foam Cleaner
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The Pink Stuff Miracle Bathroom Foam Cleaner is a non-drip formula that clings to surfaces, cutting through dirt, grease, soap scum and grime with ease. It also helps remove and prevent limescale, leaving your bathroom sparkling clean and shiny. |
|
Toilet |
The Mirale Foaming Toilet Cleaner 3Pk
|
The Pink Stuff Miracle Foaming Toilet Cleaner delivers a deep clean with its self-activating pink foam, targeting stains, odours and limescale below the surface. Easy to use and vegan-friendly, it leaves your toilet fresh, clean and hygienic. |
|
The Miracle Toilet Cleaner Gel
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The Pink Stuff Miracle Toilet Cleaner Gel delivers a powerful clean with a thick formula that clings to the bowl, killing 99.9% of bacteria while tackling limescale. Its fresh, fruity fragrance leaves your toilet hygienically clean and sparkling above and below the waterline. |
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|
Floor |
The Miracle Floor Cleaner Spray
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The Pink Stuff Miracle Floor Cleaner delivers a sparkling, streak-free shine with a fresh rhubarb scent. Its easy-to-use spray formula requires no bucket or water—simply apply and mop for quick, effective cleaning. |
|
Laundry |
The Miracle Laundry Bio Detergent
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The Pink Stuff Miracle Laundry Bio Detergent tackles tough stains first time while leaving clothes fresh with a long-lasting fruity fragrance. Its concentrated formula works quickly, even at low temperatures, delivering a powerful clean in every wash. |
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The Miracle Laundry Non-Bio Detergent
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The Pink Stuff Miracle Laundry Sensitive Non-Bio Detergent is specially formulated for sensitive skin, delivering effective stain removal with a gentle touch. Its concentrated formula works at low temperatures, leaving clothes fresh with a long-lasting fruity fragrance. |
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The Miracle laundry Colour Care Detergent
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The Pink Stuff Miracle Laundry Colour Care Detergent helps keep colours vibrant while effectively removing stains. Its concentrated formula delivers a brilliant clean and long-lasting fruity freshness, helping your clothes look newer for longer. |
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The Miracle Laundry Fabric Conditioner
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The Pink Stuff Miracle Laundry Fabric Conditioner leaves clothes soft, fluffy and infused with a fresh rhubarb fragrance. Its vegan formula provides long-lasting freshness, helping fabrics feel and smell great wash after wash. |
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The Miracle Laundry Oxi Stain Remover Spray
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The Pink Stuff Miracle Laundry Oxi Stain Remover is a powerful pre-treat spray that tackles everyday stains on both whites and colours. Its natural formulation delivers effective yet gentle cleaning, leaving fabrics fresh with the signature Pink Stuff scent. |
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The Miracle Laundry Oxi Powder Stain Remover for Colours
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The Pink Stuff Miracle Laundry Oxi Powder Stain Remover delivers powerful stain removal for both whites and colours. Its oxi formula works effectively as a pre-soak or in-wash booster, leaving laundry fresh with the signature Pink Stuff fragrance. For normal loads add 1 scoop, for tough stains use 2 scoops. |
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The Miracle Laundry Oxi Powder Stain Remover for Whites
|
The Pink Stuff Miracle Laundry Oxi Powder Stain Remover for Whites uses a powerful oxi-action formula to lift stains with ease—without harsh chemicals. Ideal for pre-soaking or boosting your wash, it leaves whites fresh and clean with the signature Pink Stuff fragrance. For normal loads add 1 scoop, for tough stains use 2 scoops. |
From its humble beginnings as a household cleanser in the 1930s to becoming a global cleaning phenomenon, The Pink Stuff has built a reputation for delivering powerful cleaning results at an affordable price.
Its rise in popularity demonstrates how traditional household products can gain new life through modern trends such as social media cleaning communities. Combined with its commitment to cruelty-free and vegan formulations, the brand has positioned itself as both effective and ethically responsible.
Whether used for tackling stubborn oven stains, restoring bathroom surfaces, or simply maintaining a clean home, The Pink Stuff continues to prove why it has become one of the most talked-about cleaning brands in the world.
For New Zealand customers, the availability of Pink Stuff products through Haydn makes it easier than ever to experience “The Power of Pink” in everyday cleaning.
