Premium Guard (PGI), based in Memphis, Tennessee, has secured a licensing agreement with Procter & Gamble (P&G) to develop, distribute and sell Febreze cabin air filters powered by Pureflow air filtration technology, to redefine vehicle interior air quality.

Pureflow is an advanced multi-layer filtration technology combining high-efficiency particulate nonwoven filtration with advanced activated charcoal and odour-neutralising compounds to deliver superior odour elimination, optimal airflow and lasting freshness. Each filter is engineered to capture dust, pollen, exhaust gases and other airborne contaminants while neutralising odours.

“We’re proud to partner with P&G to bring the power of Febreze into the automotive space through our advanced filtration technology,” said Anan Bishara, founder and CEO of PGI. “Cabin air filters remain one of the most underrecognised categories in automotive maintenance – despite more than 230 million vehicles in the USA being equipped with them, annual replacement volumes are only around 60 million units. That represents a major opportunity for growth.”

This new collaboration also expands PGI’s growing focus on vehicle interior air quality, which includes its ViAQ non-invasive diagnostic tool for measuring and monitoring cabin air filter performance.

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.

www.premiumguard.com