A clean home has a smell. But what that scent is varies by regional market and consumer demographic. At Pinalen, the multipurpose cleaner (MPC) sold by AIEn USA, scent has long been at the heart of the brand.

Today,  the Houston-based company is elevating its fragrance game with Pinalen Luxury Scents, two new MPCs with premium fragrances modeled after popular luxury perfumes.

According to Raphael Martins, senior brand manager of Pinalen at AlEn USA,  the complex scents can make the home feel not just clean, but opulent.

“Our goal is to show consumers that a ‘high-end’ home can be achieved without expensive decor: all you need is a touch of luxury,” he said.

The new variants are Sunrise Memories and Opulence Bloom. 

Pinalen Opulence Bloom has a sophisticated, complex and feminine fragrance adapted for a cleaning product, asserted Martins. It opens with a “radiant burst” of citrus notes of lemon and mandarin, intertwined with plum, red fruits and apple. The heart is complex—a bouquet of jasmine and rose complemented by vetiver, iris and saffron. The base is a rich grouping of vanilla, musk, amber and cedarwood, crafting a warm and enduring finish that lingers.

Pinalen Sunrise Memories is described as a modern, sophisticated, feminine fragrance, also adapted for cleaning. It opens with burst of apple, red fruits and berries, harmonized with citrus and hesperides. The heart reveals a lush bouquet of apricot, peony and muguet, intertwined with a hint of raspberry. The base is gourmand, with notes of amber, coconut and musk.

“Our consumers choose Pinalen because they know our products deliver unparalleled cleaning efficacy with amazing, long-lasting scents. With the launch of Luxury Scents, we’re giving them more of what they love,” Martins said. “It’s really all about helping our customers achieve that high-end feeling in their homes, without breaking the bank or having to change their cleaning routine.”

Sold in 22oz spray bottles and 28oz pourable bottles Pinalen Luxury Scents Multipurpose Cleaners will be available on Amazon and Hispanic retailers including El Super, Fiesta, Cardenas and El Rancho, this month.

AlEn USA will expand the new Luxury Scents into more national retail chains, with widespread availability anticipated by 2025.

The new Luxury Scents line joins original Pinalen 2X Concentrated Formula, which comes in Fresh Pine, Lavender Soothe, Lemon Lift and Floral Delight.

The new options may lure new customers into the Pinalen fold.

“Luxury Scents will introduce the Pinalen brand to a whole new generation of consumers. Younger consumers in particular have felt the pinch of inflation and economic uncertainty. They have started looking for affordable indulgences and inexpensive ways to bring a touch of luxury into their everyday lives,” he concluded. “Research has even found that homecare products are one way that these consumers are de-stressing and finding peace – without stretching their wallets.”