Premium Guard Partners with Procter & Gamble for Febreze Cabin Air Filters

Premium Guard and Procter & Gamble Forge Innovative Partnership

In an exciting development for automotive enthusiasts and health-conscious consumers alike, Premium Guard Inc. (PGI) has announced a licensing agreement with Procter & Gamble (P&G) to introduce a new range of cabin air filters under the well-known Febreze™ brand. This partnership aims to leverage P&G’s trusted brand presence and Premium Guard’s state-of-the-art PUREFLOW® Air Filtration Technology to revolutionize the air quality in vehicles.

The Power of Febreze and Premium Guard

Anan Bishara, the founder and CEO of Premium Guard Inc., expressed his enthusiasm about the partnership, stating, "We're proud to partner with P&G to bring the power of Febreze into the automotive space through Premium Guard's advanced PUREFLOW® filtration technology." This collaboration is a significant move towards addressing the often-overlooked importance of cabin air filters, with over 230 million vehicles on U.S. roads, yet only around 60 million units replaced annually. This discrepancy highlights a substantial market opportunity for both companies, as they aim to raise consumer awareness on this critical aspect of vehicle maintenance.

Innovations in Cabin Air Filtration

The new line of Febreze Cabin Air Filters is designed using the advanced multi-layer filtration technology of PUREFLOW®, which incorporates several innovative features. These filters not only excel in capturing particulate matter such as dust and pollen but also utilize advanced activated charcoal and odor-neutralizing compounds to significantly enhance odor elimination. By doing so, they promise optimal airflow and long-lasting freshness, ensuring vehicles remain a comfortable and pleasant environment.

Furthermore, the technology integrates a high-efficiency particulate layer, creating a robust defense against various airborne contaminants, leading to cleaner air circulation within the vehicle cabin.

A Deep Commitment to Air Quality

This partnership extends beyond just introducing a product; it signifies a broader commitment to enhancing vehicle interior air quality. For this purpose, PGI is also emphasizing its Vehicle Interior Air Quality (ViAQ™) initiative. This groundbreaking, non-invasive diagnostic tool measures and monitors the performance of cabin air filters, reinforcing PGI's position as a leader in delivering smarter and cleaner air solutions to drivers.

Launch and Market Reach

The Febreze Cabin Air Filters are set to roll out in early 2026, making their debut in leading retail outlets and e-commerce platforms. P&G and Premium Guard plan to expand their distribution across North America, tapping into various global markets and aiming to make their innovative filters widely accessible.

About Premium Guard Inc.

Premium Guard Inc. is a recognized leader in automotive filtration solutions, catering to various channels across North America including retail stores, quick lube services, and e-commerce platforms. Apart from its Premium Guard® brand, PGI collaborates with numerous successful private-label programs, showcasing its excellence in engineering, product design, and logistics. The company prides itself on its customer-first philosophy, innovative spirit, and commitment to quality.

In conclusion, this partnership marks a significant advancement in automotive care, aligning the freshness associated with Febreze with the strategic filtration efforts spearheaded by Premium Guard. As consumers become more aware of air quality within their vehicles, the Febreze Cabin Air Filters could establish a new standard for vehicle maintenance, helping to create a cleaner and healthier driving experience.