There has been a growing interest in the last decades in technologies that transform biomass-derived feedstock into renewable chemicals. A group of target molecules derived from biomass as key intermediates between raw materials and final products have been designed as "platform chemicals". Sustainable processes involve the use of renewable feedstock, but also pursue low energy consumption, the use of less hazardous materials, and diminished generation of waste. This review aims to present recent advances on environmentally friendly catalytic oxidation routes for transforming three platform chemicals, ethanol, glycerol, and 5-hydroxymethylfurfural, to value added intermediates and final products using air or oxygen as oxidants and water without additives (base-free) as solvent, and preferably under moderate operating conditions. Works carried out under continuous flow have been particularly reviewed.