Electrochemical apparatus and processes for the point-of-use production of cleansing, sanitizing, and antimicrobial agents, such as sodium hypochlorite (NaOCl) or hypochlorous acid (HOCl). The processes may be used to produce NaOCl from seawater, low purity un-softened or NaCl-based salt solutions. HOCl may be produced from HCl solutions and water. NaOCl is produced using a sodium ion conductive ceramic membrane, such as membranes based on NASICON-type materials, in an electrolytic cell. HOCl is produced using an anion conductive membrane in an electrolytic cell. The cleansing, sanitizing, and antimicrobial agent may be generated on demand and used in household, industrial, and water treatment applications.