In July 2026, three separate expansion events confirmed that the disposable toilet brush category's globalization is not a phase. It is a permanent direction.
Ajex launched an aromatherapy disposable toilet brush in Singapore — joining the scent-driven sub-category that has grown from zero to three brands in three months. Ucaimao began selling in Belgium — adding another European market to a category that now spans six continents. Joseph Joseph added Bed Bath & Beyond as its seventh retail channel, extending the premium brand's physical retail presence to a retailer that was, until its 2023 bankruptcy and subsequent acquisition, one of the largest home goods chains in the United States.
Each expansion is small. Together, they represent a category that is becoming globally distributed through the same infrastructure — Amazon's global fulfillment network, retail partnerships, and the contract manufacturing supply chain — that enabled its rapid US growth.
The Expanding Global Map
| Country/Region | Brands Present | Channel Type |
|---|---|---|
| United States | All major brands | Primary market |
| Japan | JEHONN | Amazon.co.jp |
| India | EKZ | Amazon.in |
| Singapore | oshang, Ajex 🆕 | Amazon.sg, retail |
| Malaysia | Multiple brands | Shopee, Facebook |
| Belgium | JEHONN, Topo Bear, Ucaimao 🆕 | Amazon.com.be |
| Spain | Snofrid | SHEIN, TikTok Shop |
| Turkey | Snofrid | TikTok Shop |
| UAE | Olnamaro | Retail |
| Saudi Arabia | NEWE | Retail |
| South Africa | Multiple brands | Amazon.co.za |
| Philippines | Zolele | |
| UK | Joseph Joseph, Snofrid | Retail, SHEIN |
The map is filling in. The category now has confirmed presence on six continents — North America, South America (implied by SHEIN's Latin American distribution), Europe, Asia, Africa, and Australia/Oceania (implied by Ebay's global shipping). The only remaining gap is Antarctica, which does not have a consumer market.
The Singapore Signal
Ajex entering Singapore with an aromatherapy disposable toilet brush is notable for two reasons.
First, it confirms that the scent-driven sub-category is expanding internationally. Ajex is not copying HHXI's US-market refill product or Olnamaro's UAE-market refill. It is launching a full disposable brush system with aromatherapy positioning in Singapore — a market where the category is at an earlier stage of development than in the US. The fragrance differentiation that is novel in the US may be more competitive in Singapore, where scented household products are more common and consumer expectations for fragrance are higher.
Second, it confirms Singapore as a multi-brand market. oshang has been selling through Amazon.sg since mid-2026. Ajex is the second brand to enter — and the first to compete on fragrance rather than price or pack size. A market with two brands competing on different dimensions is a market that is developing competitive dynamics, not just presence.
The Belgium Signal
Ucaimao entering Belgium confirms the European market as a growing destination for disposable toilet brush brands. Belgium now has three confirmed brands: JEHONN, Topo Bear, and Ucaimao. The three brands represent different competitive strategies — JEHONN's rapid multi-platform expansion, Topo Bear's multi-host Amazon Live approach, and Ucaimao's targeted European entry.
Belgium is a small market — approximately 11 million people. A market that small supporting three competing brands suggests that the per-capita demand for disposable toilet brushes in developed European markets may be comparable to the US. A brand that can sell profitably in Belgium can sell profitably in the Netherlands (17 million), Germany (83 million), and France (68 million). Belgium is a test market for Western Europe, and three brands are already testing.
The Bed Bath & Beyond Signal
Joseph Joseph adding Bed Bath & Beyond — its seventh retail channel, joining Costco, Target, Walmart, Amazon, Next.us, and UK partners — extends the brand's physical retail presence to a chain that, despite its 2023 bankruptcy and acquisition by Overstock, retains significant brand recognition among US home goods consumers.
Bed Bath & Beyond under its new ownership has been rebuilding its retail presence with a focus on home goods and kitchen products — categories that overlap with Joseph Joseph's product line. The addition is a retail partnership that makes sense for both parties: Joseph Joseph gains another physical retail channel, and Bed Bath & Beyond gains a premium design brand that differentiates its product assortment from competitors.
The Bed Bath & Beyond addition also confirms that Joseph Joseph's retail strategy is expansion-oriented. The brand is not satisfied with its existing five-chain retail footprint. It is adding retailers — and the retailers it adds are the ones whose customer demographics overlap with the brand's target market: design-conscious, higher-income, home-focused consumers.
The Bottom Line
Singapore, Belgium, and Bed Bath & Beyond — three expansion events in a single week — confirm that the disposable toilet brush category's globalization and retail expansion are accelerating, not plateauing. The global map now spans six continents. The retail map now spans seven major US chains (Walmart, Target, Costco, Home Depot, Dollar General, Bed Bath & Beyond, grocery) plus international retail partners.
The category's growth phase was US-focused. Its maturity phase is global. The brands that expand internationally during this phase will capture market share in countries where the category is at an earlier stage of development — the same competitive dynamic that rewarded early entrants in the US market two years ago.
</article>Frequently Asked Questions
Which countries have disposable toilet brushes?
As of July 2026, the category has confirmed presence in the United States, Japan, India, Singapore, Malaysia, Belgium, Spain, Turkey, UAE, Saudi Arabia, South Africa, Philippines, and the United Kingdom — spanning six continents. The map continues to expand through Amazon's global fulfillment infrastructure and brand-specific international strategies.
What brands sell toilet brushes in Singapore?
oshang (Amazon.sg) and Ajex (aromatherapy disposable brush) are the two confirmed brands in Singapore as of July 2026. oshang competes on its #5 Amazon BSR track record and refill flexibility. Ajex competes on fragrance — the first scented disposable brush in the Singapore market. Two brands with two different competitive dimensions suggest the market is developing competitive dynamics.
Is Bed Bath & Beyond selling toilet brushes?
Joseph Joseph has added Bed Bath & Beyond as a retail channel — its seventh, joining Costco, Target, Walmart, Amazon, Next.us, and UK partners. The specific products available through Bed Bath & Beyond have not been fully confirmed, but Joseph Joseph's existing product line — Flex brushes, CleanTech collection — is likely available. Bed Bath & Beyond's customer demographics (design-conscious, home-focused, higher-income) overlap with Joseph Joseph's target market.
How many countries now have disposable toilet brushes?
At least 13 countries across 6 continents, with the number growing monthly. The expansion is driven by Amazon's global fulfillment infrastructure (which handles international logistics, payment processing, and customer service) and by retail partnerships (which provide physical shelf presence in specific markets). The brands that entered international markets early — JEHONN in Japan and Belgium, EKZ in India, oshang in Singapore — are building positions that late entrants will struggle to challenge.
Is the international expansion sustainable or a fad?
The expansion is structural, not trendy. It is built on Amazon's permanent global infrastructure — not on social media virality that can fade. The brands that are expanding internationally are doing so through the same platform that enabled their US growth. The infrastructure is not temporary. The expansion it enables is not temporary. The category's globalization is following the same trajectory as the category's US growth: steady, infrastructure-driven, and accelerating.
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