Joy Mangano calls TV shopping her 'best-kept secret' as she uses old-school infomercials to grow her new brand, CleanBoss

"CleanBoss views “live shopping” as a channel that encompasses three buckets. The first is going live on digital platforms like Amazon and TikTok Shop, the second is linear TV shopping networks like QVC and HSN, and the third is direct-response commercials, sometimes known as old-school “As Seen on TV” ads."

"An early indicator of success on the channel was Eat Cleaner, the brand's fruit and vegetable wash. The product became the No. 1 seller in its category on Amazon within 30 days of launching on linear television, signaling a halo effect from the television spots."

"As of 2026, CleanBoss sees up to 90% of daily sales within just 60 seconds of their infomercial airing. As such, TV now accounts for a “sizable portion” of CleanBoss' overall media spending, with other digital spend including Meta, TikTok Shop and Amazon ads."

"CleanBoss runs 60-second, 120-second and, occasionally, 30-second spots across several cable news networks. Spots primarily run on cable news channels multiple times per week. This year, the company announced the launch of its new wrinkle-release spray on linear TV, rather than on TikTok or paid social media."

CleanBoss, founded in 2020, uses television as a central marketing channel. Live shopping is treated as three connected paths: digital live commerce on platforms like Amazon and TikTok Shop, linear TV shopping networks such as QVC and HSN, and direct-response commercials including “As Seen on TV” style infomercials. Early results came from Eat Cleaner, which became the No. 1 seller in its category on Amazon within 30 days after launching on linear television, indicating a halo effect. CleanBoss reports that up to 90% of daily sales can occur within 60 seconds of infomercial airing. TV spending is a sizable portion of overall media spend, alongside Meta, TikTok Shop, and Amazon ads. The brand runs multiple-length spots on cable news networks and launched a wrinkle-release spray on linear TV rather than social platforms.

Read at Modern Retail