Premium Guard Inc. Partners With Febreze for Cabin Air Filter Product Line

Premium Guard Inc. has announced a new licensing agreement with Procter & Gamble to develop, distribute, and sell Febreze Cabin Air Filters powered by PUREFLOW air filtration technology, according to a press release.

The new line is built on PUREFLOW's multi-layer filtration technology, combining particulate filtration with activated charcoal and odor-neutralizing compounds for odor elimination and optimal airflow. The filters are engineered to capture dust, pollen, exhaust gases, and other airborne contaminants while neutralizing odors.

The Febreze Cabin Air Filter line will begin rolling out through leading retailers and e-
commerce platforms in early 2026, with expanded distribution planned across North
America and select global markets.

“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,” said Anan Bishara, founder and CEO of PGI. “Cabin air filters remain one of the most underrecognized categories in automotive maintenance—despite more than 230 million vehicles in the U.S. being equipped with them, annual replacement volumes are only around 60 million units. That represents a major opportunity for growth. By combining PGI's commitment to quality and innovation with the trusted freshness and brand recognition of Febreze, we're positioned to elevate consumer awareness and drive the next phase of expansion in this category—delivering a truly premium product backed by a premium brand.”