Herbivore Botanicals
Herbivore Botanicals is a Seattle-based clean beauty brand founded in 2011 that develops plant-powered facial and body skincare using botanical actives like bakuchiol, tremella mushroom, and vitamin C. It sells primarily DTC through its own website and, since December 2025, through Ulta Beauty in 850+ U.S. stores, serving clean beauty and premium self-care consumers globally.
- Company typePrivate
- Founded2011
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Herbivore Botanicals does
Herbivore Botanicals is a U.S.-based clean beauty skincare brand founded in 2011 and headquartered in Seattle, Washington. The company develops plant-powered facial skincare and, as of December 2025, body-care products formulated around botanical actives including bakuchiol, bio-fermented niacinamide, THD vitamin C, tremella mushroom, blue tansy, rosehip oil, and turmeric. Its core product portfolio spans facial oils (Lapis, Phoenix, Nova, Emerald), serums (Nova Vitamin C, Bakuchiol Dual-Retinol Alternative, Cloud Jelly, Green Magic), cleansers (Aquarius BHA, Pink Cloud), eye cream (Moon Dew), moisturizer (Tremella Gel Cream), lip care (Coco Rose), and a newly launched 15-piece body-care line. Products are priced at a premium tier ($23–$88) and supported by clinical consumer-study claims (e.g., 100% improvement in fine lines after 2 weeks for the Bakuchiol serum).
The business operates a dual-channel model. Direct-to-consumer e-commerce through its own Shopify storefront remains the historical core, augmented by a Subscribe & Save subscription program offering 15% off recurring deliveries on a 1–4 month cadence. In December 2025, the brand entered national retail through an exclusive 15-piece body-care launch at Ulta Beauty, reaching 850+ U.S. doors and tapping Ulta's 45 million loyalty members. International DTC shipping extends to at least eight countries including Canada, the UK, Australia, the Netherlands, Singapore, Japan, and South Korea. Marketing emphasizes earned media in major publications, organic social (Instagram, TikTok, Pinterest), influencer and community-driven discovery, and a content blog ("Naturally Speaking").
The company is privately held (Herbivore Botanicals, LLC), founder-influenced with co-founder Alex Kummerow still active, and has undergone a C-suite overhaul with a new CEO (Britany LeBlanc, 2024) and CFO (2025). Total disclosed institutional capital is $15 million from a 2019 round led by Silas Capital with Stage 1 Fund, plus an undisclosed 2023 investment from beauty-sector strategic Auréa. Revenue is not publicly disclosed; management has explicitly described the current phase as a "comeback effort" recalibrating from growth-at-all-costs DTC toward selective retail partnerships and profitability.
Herbivore Botanicals firmographics
Firmographics- Name
- Herbivore Botanicals
- Legal name
- Herbivore Botanicals, LLC
- Website
- https://herbivorebotanicals.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Herbivore Botanicals is a Seattle-based clean beauty brand founded in 2011 that develops plant-powered facial and body skincare using botanical actives like bakuchiol, tremella mushroom, and vitamin C. It sells primarily DTC through its own website and, since December 2025, through Ulta Beauty in 850+ U.S. stores, serving clean beauty and premium self-care consumers globally.
- Ownership category
- akta.pro rank
Herbivore Botanicals industry classification
Industry- Product category
- Natural Skincare (Clean Beauty)
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Sensitive Skin & Barrier Repair (CRABAAAG), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)
Keywords
Where Herbivore Botanicals is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Markets served
Herbivore Botanicals business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Herbivore generates revenue through direct-to-consumer sales via its e-commerce website and retail partnerships. Products include facial oils, serums, cleansers, moisturizers, body care, and masks at price points ranging from $24 to $88 for facial products.
- Subscription (Subscribe & Save): Customers can subscribe to regular product deliveries with 15% discount, offering free shipping on subscriptions. Subscribers can choose delivery frequency from monthly to every 4 months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard one-time purchase pricing |
| Subscription | Monthly | Subscribe & Save subscription |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Herbivore Botanicals product offering
Product offeringCore offering
Herbivore Botanicals formulates and sells plant-based, clinically-effective skincare products, including facial oils, serums, cleansers, moisturizers, eye creams, lip balms, masks, and a body-care line, built around proprietary botanical actives such as bakuchiol, bio-fermented niacinamide, THD vitamin C with turmeric, blue tansy, tremella mushroom, rosehip, and adaptogens. Products are sold through the brand's own e-commerce site with a Subscribe & Save option and through Ulta Beauty across 850+ US stores.
Product overview
Herbivore Botanicals is a plant-powered, clinically-effective skincare brand offering a unified product portfolio centered on botanical actives. The core offering consists of facial oils (LAPIS, PHOENIX, NOVA, EMERALD), serums (NOVA Vitamin C + Turmeric, BAKUCHIOL Dual-Retinol Alternative, CLOUD JELLY, GREEN MAGIC), cleansers (AQUARIUS BHA, PINK CLOUD), eye creams (MOON DEW), moisturizers (TREMELLA Gel Cream), and lip care (COCO ROSE). The brand expanded into body care in late 2025 with a 15-piece collection including body oils, body washes, body creams, body scrubs, bath soaks, and deodorants, now available at Ulta Beauty. Products are organized by ingredient-focused collections (Tremella Mushroom, Bakuchiol, Vitamin C + Turmeric, Blue Tansy, Centella Asiatica, Rosehip Oil) and by solution (Replenish, Restore, Balance, Glow, Calm, Renew). The brand emphasizes sustainable packaging with glass, aluminum, and paper materials.
Differentiator
Problem solved
Functional benefit
Products and services
- NOVA 15% Vitamin C + Turmeric Brightening Face Serum Daily brightening serum powered by vitamin C and golden turmeric that visibly evens skin tone and fades dark spots, leaving skin looking radiant, smooth, and more luminous; positioned for consumers seeking brightening and anti-hyperpigmentation benefits.
- BAKUCHIOL Dual-Retinol Alternative Face Serum Lightweight treatment serum containing two forms of bakuchiol to smooth and firm the appearance of skin, mimicking traditional retinol effects while being gentle on skin; positioned for anti-aging consumers seeking retinol-like results without irritation.
- LAPIS Blue Tansy + Squalane Balancing Facial Oil Facial oil designed for all skin types that balances moisture levels and clarifies complexion using blue tansy, jojoba, and squalane oil to moisturize and balance the skin barrier.
- PHOENIX Rosehip + Sea Buckthorn Deep Renewal Facial Oil Intensely moisturizing facial oil clinically shown to support long-lasting moisture retention, made with rosehip and sea buckthorn oils rich in fatty acids and antioxidants.
- AQUARIUS BHA + Blue Tansy Clarity Facial Cleanser Deep-cleansing facial cleanser with willow bark BHA that gently exfoliates and blue tansy that cleanses excess oil, designed for combination, oily, and acne-prone skin.
- MOON DEW 1% Bakuchiol + Peptides Retinol Alternative Eye Cream Firming eye cream for the delicate skin around the entire eye area containing 1% bakuchiol and plant peptides to diminish fine lines and wrinkles with an instant tightening effect.
- COCO ROSE Coconut + Peptide Lip Balm-to-Oil Solid balm-to-oil lip formula that softens and moisturizes lips with plant-based waxes and plant-based peptides to lock in moisture and leave lips feeling replenished.
- BLUE TANSY Resurfacing Clarity Face Mask Gentle resurfacing mask made with papaya and pineapple enzymes, white willow bark, and blue tansy for weekly purifying rituals that exfoliate and cleanse pores.
- NOVA Turmeric + Niacinamide Bi-Phase Glow Facial Oil Bi-phase facial oil featuring bio-fermented niacinamide, turmeric, and squalane that delivers layered hydration, nourishes the skin barrier, and visibly brightens complexion.
- PINK CLOUD Rosewater + Tremella Jelly Facial Cleanser Creamy jelly facial cleanser formulated with rosewater and tremella mushroom for gentle cleansing and hydration.
- TREMELLA Silky Hydration Gel Face Cream Silky gel face cream formulated with tremella mushroom that provides moisture-binding hydration to help skin look plump and dewy.
- EMERALD Hemp Seed + Adaptogens Calming Facial Oil Calming facial oil with hemp seed and adaptogens designed to soothe skin and support skin barrier health.
- CLOUD JELLY Tremella + Strawberry Plumping Hydration Face Serum Plumping hydration face serum with tremella and strawberry that provides lightweight hydration and supports skin plumpness.
- GREEN MAGIC Centella + Ceramides Soothing Face Serum Soothing face serum with centella asiatica and ceramides designed to calm and support the skin barrier.
- Body-Care Collection Comprehensive body care line including body oils, body washes, body creams, body scrubs, bath soaks, and deodorants distributed through Ulta Beauty across 850+ locations.
- NOVA Turmeric + Pineapple Body Polish Brightening body polish that helps skin look smooth and more even-toned using a blend of sugars and pineapple enzymes to exfoliate, with antioxidant-rich turmeric.
- NOVA Turmeric + Vitamin C Body Oil Vitamin C-infused body oil designed to moisturize and enhance skin's natural radiance, formulated with jojoba and meadowfoam seed oils for lightweight and lasting moisture.
- Product Sets and Bundles Pre-curated skincare sets including AM TO PM, BAKUCHIOL, FIRM+RENEW, COCO ROSE Bodycare, NOVA GLOW Bodycare, and EVENING RESTORATIVE Bodycare sets offering bundled products at value pricing.
- Subscribe & Save Subscription Program Recurring delivery subscription program offering a 15% discount on all products with free shipping and flexible delivery frequency from monthly to every four months.
Quantifiable outcome
- 100% showed improvement in fine lines and wrinkles after 2 weeks (Bakuchiol serum clinical study)
- +5 more outcomes
Companies that use Herbivore Botanicals
Customer profileSegments3 records
Ideal customer profiles3 records
Herbivore Botanicals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Herbivore Botanicals partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Fauna & FloracoreHerbivore Botanicals announced a conservation partnership with Fauna & Flora to protect biodiversity and restore ecosystems in Virachey National Park, Cambodia. The initiative focuses on planting 3,600 trees and supporting local communities, conserving threatened tree species, promoting sustainable livelihoods, and increasing forest cover in a region facing high deforestation rates. This reflects Herbivore's ongoing commitment to sustainable practices beyond product formulation.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Herbivore Botanicals competitors and assessment
Company assessmentDirect peers
- Drunk Elephant: Premium clean skincare brand built on biocompatible actives and a no-essential-oils formulation philosophy. Highly comparable to Herbivore in target consumer (clean beauty enthusiasts), premium pricing, and active-ingredient positioning; differentiates through stricter ingredient blacklists.
- Tatcha: Premium botanical-inspired skincare brand positioned around Japanese botanical ingredients. Direct peer in the prestige clean beauty tier, overlapping on natural-actives storytelling, premium price points ($40-$120+), and similar DTC-plus-retail (Sephora, Ulta) distribution strategy.
- Youth to the People: Plant-based skincare brand emphasizing cold-pressed superfood extracts and sustainability. Comparable to Herbivore in Gen Z/millennial clean beauty target, plant-based ingredient platform, Sephora/Ulta distribution, and similar price points ($30-$70).
- Cocokind: Clean, plant-centric skincare brand with strong sustainability positioning and accessible premium pricing. Comparable to Herbivore in clean beauty DNA, ingredient transparency, and millennial/Gen Z target; competes more directly on value-tier clean beauty.
- Indie Lee: Clean beauty brand offering non-toxic, sustainably-sourced skincare with clinical-grade results. Closely comparable to Herbivore in clean beauty positioning, ingredient-led storytelling, and selective premium retail partnerships.
- True Botanicals: Non-toxic, clinically-proven botanical skincare brand targeting the prestige clean beauty consumer. Comparable to Herbivore in clinical-results positioning, plant-based actives, premium pricing, and clean beauty certification messaging.
- OSEA: Family-founded clean beauty brand with seaweed- and plant-based formulations. Comparable to Herbivore in botanical-led product platform, sustainability positioning, and expansion from DTC into Ulta and Sephora retail doors.
Broad incumbents
- The Ordinary (Deciem): Actives-focused skincare brand offering clinically-proven ingredients at accessible price points. Comparable to Herbivore in active-ingredient storytelling (niacinamide, vitamin C, bakuchiol) but competes on the value end of the same actives market and pressures Herbivore's premium pricing.
- Glossier: Iconic DTC-first beauty brand that scaled into a multi-category beauty house with both skincare and makeup. Comparable to Herbivore in DTC origins, Instagram-era brand-building, and millennial target; broader product portfolio and larger scale create competitive pressure at the prestige tier.
Emerging players
- Sol de Janeiro: Premium body-care brand built around Brazilian-inspired botanicals with strong Ulta and Sephora distribution. Comparable to Herbivore as a direct competitor in the body-care category that Herbivore just entered at Ulta, with established shelf and consumer loyalty in body scrubs/oils.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Herbivore Botanicals social profiles
Digital presenceHerbivore Botanicals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herbivore Botanicals leadership team
Management profileNumber of profiles
Profiles2 records
Herbivore Botanicals funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herbivore Botanicals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Herbivore Botanicals
What does Herbivore Botanicals do?
Herbivore Botanicals formulates and sells plant-based, clinically-effective skincare products, including facial oils, serums, cleansers, moisturizers, eye creams, lip balms, masks, and a body-care line, built around proprietary botanical actives such as bakuchiol, bio-fermented niacinamide, THD vitamin C with turmeric, blue tansy, tremella mushroom, rosehip, and adaptogens. Products are sold through the brand's own e-commerce site with a Subscribe & Save option and through Ulta Beauty across 850+ US stores.
Is Herbivore Botanicals a public or private company?
Herbivore Botanicals is a private company. It is classified as venture growth investor backed and is currently operating.
When was Herbivore Botanicals founded?
Herbivore Botanicals was founded in 2011. It employs 11 to 50 people.
Where is Herbivore Botanicals based?
Herbivore Botanicals is headquartered in Seattle, United States, in the North America region.
How does Herbivore Botanicals make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save).
Who are Herbivore Botanicals's main competitors?
Direct peers on record are Drunk Elephant, Tatcha, Youth to the People, Cocokind, Indie Lee, True Botanicals and OSEA. Broad incumbents are The Ordinary (Deciem) and Glossier. Sol de Janeiro is listed as an emerging player.
Does Herbivore Botanicals have an API?
No public API is recorded for Herbivore Botanicals.
What industry is Herbivore Botanicals in?
Herbivore Botanicals's product category is Natural Skincare (Clean Beauty). Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers). Its NAICS code is 45612 and its SIC code is 2844.