About White Magic About Us White Magic is Australia and New Zealand’s largest supplier of professional microfibre cleaning products. Established in 2003 we specialise in innovation and quality. White Magic is a brand dedicated to selling chemical free cleaning products. We started in 2003 with our Original White Magic sponge and have grown the brand to a variety of Sponges, Cloths and Mops. We source the highest quality products from around the world and sell them at highly competitive prices in stores around Australia and New Zealand.