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The White Magic Eco Living Brand that Revolutionised Australian Cleaning

Prioirty Health Marketing

White Magic by JTY Australia – The Australian Brand that Revolutionised Cleaning


Discover the Cleaning Brand Transforming Environmental Impact!



Established in 2001, JTY Australia the business behind the White Magic Eco Living range was established by 3 university classmates who found a white sponge that erased stubborn marks with only water. This product was called WHITE MAGIC and revolutionised the home cleaning industry. The 3 young men worked out of their living room and garage to import, pack and distribute this miracle sponge to independent hardware and supermarkets around Australia.


Leading the home cleaning industry with a never seen before product - the fact, the sponge worked with only water, led the brand down the “eco” cleaning path.  It was not long before they expanded with more “just add water” products The “Eco Cloth” created in 2006, was voted by Choice Australia as the best in the retail market in 2010. Machine washable 500 times and tested to pick up 99.9% of bacteria with only water, customers know a quality product when they use one.

The next step was to create an eco range, made from natural and sustainable materials, leading to the birth of “Eco Basics” in 2013. The Eco Basics brand has become the largest brand for JTY as it represents products that are for everyday cleaning, organisation or living tasks made from natural and sustainable materials like Bamboo, Cotton, Cellulose and Recycled Plastic.

White magic and Eco Basics products can now be found in all independent supermarkets, health food, homewares, giftware, kitchenware, hardware and department stores, in Australia, New Zealand and Singapore.

The company pride themselves on not just selling sustainable products but also contributing to worthy causes. Since 2015 they have donated more than $150,000 to Asthma Australia for community education programs and also more than $70,000 to the Animal Welfare League of Queensland to aid in the rescue, accommodation and rehoming of lost and abandoned animals.