What Odele does

Odele is a woman-owned clean hair care brand founded in 2019 and headquartered in the Minneapolis, Minnesota area, formulating sulfate-free, vegan, cruelty-free, and dermatologist-tested products compliant with Target Clean and Ulta Beauty retailer program standards. Its portfolio spans roughly 40 SKUs organized into need-based regimens — Thickening, Volumizing, Smoothing, Curl Defining, Moisture Repair, Ultra Sensitive, Color Protecting, and Scalp Care — plus Hair + Body Mists, Body Wash, and tools/merch, with differentiated formulation features including chelation technology in the Clarifying Shampoo, plant-derived protein complexes (rice protein, amaranthus seed extract), and a clinically supported Rejuvenating Scalp Serum. The 2026 launch of the Curl Collection (Curl Defining Gel, Foam, Cream) added vegan-friendly rice protein and tomato ferment thermal-shield technology targeting textured hair.

Odele operates a dual-channel go-to-market: direct-to-consumer e-commerce through odelebeauty.com, supported by a hair quiz personalization tool, editorial content on The Rinse blog, and the multi-tier TYB loyalty program, alongside wholesale distribution through Target (2,000+ stores) and Ulta Beauty (1,200+ stores) — the latter carrying new launches such as the Curl Collection. Standard SKUs are priced at $11.99–$12.99, with bulk sizes up to 32 oz, mini/travel sizes starting at $4.99, and pre-configured regimen bundles (e.g., Smoothing Set, Volumizing Set at $32.50) supporting attach-rate and AOV.

The company is privately held and backed by Stride Consumer Partners, which led an approximately $8 million private equity round in November 2023; a follow-on financing of approximately $3 million closed in June 2025, bringing cumulative disclosed funding to roughly $13 million. Leadership comprises CEO Zach Rieken alongside co-founders Britta Chatterjee, Shannon Kearney, and Lindsay Holden. Recognition across Allure, Byrdie, Glamour, Cosmopolitan, Women's Health, Marie Claire, InStyle, Real Simple, and People/TODAY, plus National Eczema Foundation acceptance for the Ultra Sensitive line, supports brand credibility at mass and prestige retail.

Name

Odele

Legal name

Odele, LLC

Website

https://odelebeauty.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Odele is a woman-owned clean hair care brand founded in 2019 in Minneapolis, selling sulfate-free, vegan, dermatologist-tested shampoos, conditioners, treatments, and styling products across more than 40 SKUs through odelebeauty.com, Target, and Ulta Beauty.

Ownership category

akta.pro rank

Product category

Clean Hair Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Hair Brushes, Combs & Detangling Tools (CRABAKAG), Professional Hair Styling & Finishing (CRABALAC)

Keywords

• Clean hair care
• Salon-grade shampoos
• Hair styling products
• Vegan beauty products
• Scalp care treatments

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly through odelebeauty.com website. Customers purchase individual products, bundles, and sets at listed retail prices.
2. Retail Distribution: Products sold through major retail partners Target and Ulta Beauty, generating revenue through wholesale/retail distribution.
3. Curl Collection Launch: Silicone-free curly hair product line (Curl Defining Gel, Curl Defining Foam, Curl Defining Cream) priced at $11.99 each, available at Target and Ulta Beauty.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Odele designs, formulates, and manufactures clean, salon-grade hair care products including shampoos, conditioners, styling treatments, scalp care products, and fragrance mists. Products are sold directly to consumers via odelebeauty.com and through major retail partners Target and Ulta Beauty, with offerings organized into need-based collections (Thickening, Volumizing, Smoothing, Curl Defining, Moisture Repair, Ultra Sensitive, Color Protecting, Scalp Care).

Product overview

Odele is a clean hair care brand offering a comprehensive portfolio of salon-grade hair care products organized into need-based collections (Thickening, Volumizing, Smoothing, Curl Defining, Moisture Repair, Ultra Sensitive, Color Protecting, Scalp Care) and category-based offerings (Shampoos + Conditioners, Treatments + Styling, Body Wash, Bundles + Sets, Tools + Merch, Fragrance). The core products include Clarifying Shampoo, Hair Oil, Volumizing Shampoo/Conditioner, Smoothing Shampoo/Conditioner, Leave-in Conditioner, and the recently launched Curl Collection (Curl Defining Cream, Foam, and Gel). Additional offerings include specialized products like the Ultra Sensitive line (accepted by National Eczema Foundation), Color Protecting products (Purple Shampoo/Conditioner), Thickening line, Scalp Care products (Rejuvenating Scalp Serum, Scalp + Body Scrub), and fragrance mists. Products are available in standard sizes, bulk sizes (up to 15% savings), and mini travel sizes. Odele is woman-owned and operated, with all products being sulfate-free, vegan, cruelty-free, dermatologist tested, and compliant with Target Clean and Ulta Beauty standards. Products are available at Target, Ulta Beauty, and directly via odelebeauty.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Clarifying Shampoo A salon-grade clarifying shampoo that removes buildup from product residue, pollutants, hard water deposits, and chlorine using sulfate-free lathering cleansers and chelation technology. For consumers seeking a deep weekly clean.
• Hair Oil A lightweight, highly concentrated hair oil infused with camellia, baobab, and argan oils that smooths frizz, adds shine, and provides all-day frizz control for up to 24 hours. For consumers seeking high shine and hydration.
• Volumizing Shampoo A salon-grade volumizing shampoo that removes excess oil without stripping hair, providing weightless moisture for fuller, voluminous hair with increased bounce and lift. For consumers seeking volume and fullness.
• Volumizing Conditioner A salon-grade volumizing conditioner fortified with amino acids that helps hair look and feel thicker while providing increased bounce, movement, and shine without adding weight. For consumers seeking volume and fullness.
• Smoothing Shampoo A light green shampoo offering frizz control and shine, formulated with sulfate-free ingredients for extra moisture and enhanced smoothness. For consumers seeking frizz control and shine.
• Smoothing Conditioner A sulfate-free conditioner that provides extra moisture, frizz control, and shine, designed to complement the Smoothing Shampoo for a complete frizz-fighting routine. For consumers seeking frizz control and moisture.
• Leave-in Conditioner A deep moisture, detangling, and frizz control conditioner in an 8 fl oz size with 100% natural fragrance, providing sulfate-free care for smooth, easy-to-manage finishes. For consumers seeking detangling and moisture.
• Air Dry Styler A 6 oz (175 mL) salon-grade styler that lightly conditions, smooths frizz, and creates soft separation for perfect air dry looks without heat tools. For consumers seeking heatless styling.
• Thermal Protect Finishing Spray A 6 fl oz thermal protect spray providing shine, frizz control, and medium hold with heat protection for heat styling. For consumers seeking heat protection during styling.
• Rejuvenating Scalp Serum A scalp serum that nourishes the scalp, supports hair density, and promotes a balanced scalp environment for healthier-looking hair. For consumers focused on scalp health and hair density.
• Moisture Mask An 8 fl oz deep moisture mask enriched with argan and jojoba and powerhouse plant proteins that delivers nourishment, smooths, strengthens, and revives tired strands. For consumers seeking deep moisture and repair.
• Volumizing Foam A 5 fl oz volumizing foam with plant proteins and heat protection that provides style memory, added lift, and lasting volume. For consumers seeking volume with heat protection.
• Texturizing Sea Salt Spray An 8 oz texturizing spray creating effortless, tousled texture and beach hair looks, providing long-lasting fullness and a signature beach hair look. For consumers seeking textured styling.
• Dry Shampoo A 1 oz oil-absorbing, volume-reviving dry shampoo in a non-aerosol formula that extends time between washes and provides lift at the roots. For consumers seeking refresh between washes.
• Thickening Shampoo A peach-colored thickening shampoo with increased density, strength, and scalp rejuvenation benefits using clinically proven ingredients. For consumers with thinning hair concerns.
• Thickening Conditioner A thickening conditioner promoting hair strength, density, and overall hair health to address thinning hair concerns. For consumers with thinning hair concerns.
• Ultra Sensitive Shampoo A salon-grade shampoo designed for sensitive skin and eczema-prone scalps, providing gentle performance without irritation. For consumers with sensitive skin or eczema-prone scalps.
• Ultra Sensitive Conditioner A fragrance-free, salon-grade conditioner designed for gentle care of sensitive and eczema-prone skin. For consumers with sensitive skin or eczema-prone scalps.
• Ultra Sensitive Body Wash A fragrance-free body wash accepted by the National Eczema Foundation, providing extra gentle performance for sensitive skin. For consumers with sensitive or eczema-prone skin.
• Purple Shampoo A light purple shampoo designed to neutralize brassy tones in blonde, silver, and gray hair for brighter, more vibrant color. For consumers with color-treated hair.
• Purple Conditioner A purple conditioner that nourishes blonde hair and neutralizes brassiness while maintaining color vibrancy. For consumers with color-treated blonde, silver, or gray hair.
• Moisture Repair Shampoo A color-safe, sulfate-free shampoo providing intense hydration to restore and nourish dry, damaged hair. For consumers with damaged or color-treated hair.
• Moisture Repair Conditioner A salon-grade conditioner providing intense hydration to restore moisture and nourish brittle, damaged hair. For consumers with damaged or color-treated hair.
• Curl Defining No-Lather Shampoo A light blue no-lather shampoo designed for deep moisture, strength, and enhanced bounce specifically for curly hair. For consumers with curly hair.
• Curl Defining Conditioner A light blue conditioner providing deep moisture and healthy-looking curls for the complete curl defining regimen. For consumers with curly hair.
• The Odele Curl Collection (Curl Defining Cream, Curl Defining Foam, Curl Defining Gel) A silicone-free curly hair product line (Curl Defining Gel, Curl Defining Foam, Curl Defining Cream) featuring vegan-friendly thermal shield technology using rice protein and tomato ferment to protect against heat and environmental stressors. For consumers with curly hair seeking definition and frizz control.
• Signature Hair Scent A 3-4 oz hair and body mist with Oakmoss/Ylang Ylang scent, part of the Signature Scent collection with 100% natural fragrance. For consumers seeking scented hair and body fragrance.
• Hair + Body Mist (Rosewood/Vanilla) A 3-4 oz hair and body mist with warm rosewood and vanilla notes featuring amber undertones. For consumers seeking scented hair and body fragrance.
• Hair + Body Mist (Pink Pepper/Santal) A 3-4 oz hair and body mist featuring pink peppercorn and sandalwood notes for a warm, inviting scent. For consumers seeking scented hair and body fragrance.
• Hair + Body Mist (Grapefruit/Orange Peel) A 3-4 oz hair and body mist with bright grapefruit zest and orange peel notes featuring bergamot leaf undertones. For consumers seeking scented hair and body fragrance.
• Blow Dry Styler A 6 oz blow dry styler with frizz control, humidity resistance, and heat protection for smoothing and styling during blow drying. For consumers seeking blow-dry styling performance.
• Flex Hair Gel An 8 oz hair gel providing plant protein-enriched, frizz-free definition with medium hold for flexible styling. For consumers seeking flexible-hold styling.
• Leave-in Detangling Tonic An 8 oz leave-in detangling spray with plant proteins and natural fragrance that hydrates, untangles, and helps protect from heat and pollutants. For consumers seeking detangling and heat/pollution protection.
• Scalp + Body Scrub A scalp and body exfoliator that moisturizes, removes buildup, and buffs rough patches using a salon-quality moisturizing formula. For consumers seeking scalp and body exfoliation.
• Cream Pomade A styling pomade providing flexible hold and a natural finish for versatile styling options. For consumers seeking flexible-hold styling.
• Volumizing Set A volume-boosting bundle including Volumizing Shampoo, Volumizing Conditioner, and bonus products for complete volumizing routine. For consumers seeking a complete volumizing regimen.
• Smoothing Set A frizz-fighting set including Smoothing Shampoo, Smoothing Conditioner, and Moisture Mask for complete smoothing routine. For consumers seeking a complete smoothing regimen.
• Curl Defining Set A hydrating curl regimen including Curl Defining No-Lather Shampoo, Curl Defining Conditioner, and Leave-In Conditioner for full curl potential. For consumers with curly hair seeking a complete curl regimen.
• Ultra Sensitive Set A gentle performance bundle including Ultra Sensitive Shampoo, Ultra Sensitive Conditioner, and Ultra Sensitive Body Wash. For consumers with sensitive or eczema-prone skin.
• Thickening Set A density-boosting set including Thickening Shampoo, Thickening Conditioner, and Rejuvenating Scalp Serum for healthier, fuller-looking hair. For consumers seeking a complete thickening regimen.
• Scalp Care Set A scalp nourishment set including Clarifying Shampoo, Rejuvenating Scalp Serum, and Scalp Scrub for healthier-looking hair. For consumers seeking a complete scalp care regimen.
• Volumizing Duo Bulk A 32 fl oz duo bulk set including Volumizing Shampoo and Conditioner for volume-boosting at larger size with savings. For consumers seeking bulk-size value pricing.

Quantifiable outcome

• 88% of panelists noticed increase in hair volume (Volumizing regimen)
• +6 more outcomes

Named customers2 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• TargetcoreChannel Partner/ Reseller/ Distributor · 1 February 2026Target serves as major retail distribution partner for Odele products, including the Curl Collection launch. Products available in Target stores nationwide and on target.com.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 1 February 2026Ulta Beauty is a key retail partner for Odele, carrying the full product line including the Curl Collection at Ulta stores and ulta.com.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pureology: L'Oreal-owned professional clean haircare brand sold through salons and Ulta. Direct competitor in sulfate-free, vegan formulations across multiple hair concerns (volume, smoothing, color care).
• Olaplex: Premium bond-building hair care brand sold at Sephora, Ulta, and salon channels. Comparable in targeting tech-forward, ingredient-conscious consumers with scientifically-positioned products at premium price points.
• Briogeo: Clean, performance-driven haircare brand sold at Sephora, Ulta, and Target. Closest comparable in size, channel mix, and clean-beauty positioning with multiple need-based collections (smoothing, volume, curl, scalp).
• SheaMoisture: Unilever-owned clean haircare brand with broad distribution including Target and Ulta. Comparable as a multi-ethnic, ingredient-forward brand with curl/textured hair focus and an expansive product portfolio.
• Living Proof: Science-driven haircare brand sold at Sephora, Ulta, and salons. Direct comparable in proprietary technology positioning, premium price points, and target consumer seeking clinical performance from haircare products.
• Moroccanoil: Premium haircare brand anchored by its hero hair oil treatment, sold through salons, Ulta, and Sephora. Comparable in oil-based treatment, frizz-control, and shine positioning that overlaps with Odele's Hair Oil.
• Innersense Organic Beauty: Clean, non-toxic haircare brand sold at Ulta, Sephora, and through salon channels. Comparable in sulfate-free, plant-based formulations with similar price points and editorial coverage.

Emerging players

• Function of Beauty: Direct-to-consumer personalized haircare brand sold primarily online with some retail expansion. Comparable in hair-quiz personalization model that parallels Odele's Hair Quiz gtm tool.
• dpHUE: Clean haircare brand with a focus on color care and styling, sold at Ulta and other retailers. Comparable in retailer distribution and product overlap with Odele's purple shampoo/conditioner color-protecting line.

Broad incumbents

• Carol's Daughter: L'Oreal-owned multicultural hair and body care brand sold at mass and prestige retailers. Comparable as a broader portfolio clean haircare brand with Target and Ulta distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@odelebeauty
• Instagraminstagram.com/odelebeauty
• Pinterestpinterest.com/odelebeauty
• TikToktiktok.com/@odelebeauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors1 record

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 Odele