White magic is a business that specializes in selling microfiber products such as mop, cleaning clothes etc. I purchased their spin mop and some dusting clothes. Really love them. Very good quality and do the job very well and make my life easier. There are lots of cheap version out there but I tried a different brand spin mop before and white magic is easier to use and better. The only thing is that you can purchase white magic products cheaper at different website, so although I am happy with this brand, I suggest buying from other retailers.