Herbivore Botanicals

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.

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

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

• Natural skincare products
• Plant-based beauty
• Facial serums oils
• Clean beauty brand
• Vegan skincare

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Fauna & FloracoreStrategic or Co-development Partner · 3 April 2026Herbivore 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

Direct 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

• Facebookfacebook.com/herbivorebotanicals
• Instagraminstagram.com/herbivorebotanicals
• TikToktiktok.com/@herbivorebotanicals?lang=en
• Pinterestpinterest.com/herbivoreb
• Xx.com/herbivoreinfo
• LinkedInlinkedin.com/company/herbivore-botanicals

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Herbivore Botanicals