HABIT
HABIT is a New York-based skincare startup founded in 2019 that develops next-generation sunscreen products for consumers, operating as a 1-10 employee private CPG company with a single $500K funding round disclosed.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
HABIT firmographics
Firmographics- Name
- HABIT
- Website
- https://habitskin.co
- Company type
- Private
- Founded year
- 2019
- Headcount range
- 1–10 employees
- Short description
- HABIT is a New York-based skincare startup founded in 2019 that develops next-generation sunscreen products for consumers, operating as a 1-10 employee private CPG company with a single $500K funding round disclosed.
- Ownership category
- akta.pro rank
HABIT industry classification
Industry- Product category
- Sun Care / Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Sunscreen (Face) (CRABAHAA)
- akta.pro secondary industries
- Sunscreen (Body) (CRABAHAB), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN), Sun Care & After-Sun (Non-color) (CRADANAH)
Keywords
Where HABIT is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
HABIT business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
HABIT product offering
Product offeringCore offering
HABIT develops and sells next-generation sunscreen products targeted at younger consumers. The company operates as a small skincare startup focused on reformulating sun protection to be more appealing and effective for a generation that has historically underused traditional sunscreens. Distribution is conducted through its own direct e-commerce site, habitskin.co.
Differentiator
Problem solved
Functional benefit
Products and services
- Next-generation sunscreen Branded sunscreen product designed to appeal to a younger generation of consumers who underuse traditional sun care; sold through HABIT's own e-commerce site.
Companies that use HABIT
Customer profileIdeal customer profiles1 record
HABIT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HABIT competitors and assessment
Company assessmentDirect peers
- Coola: Clean-beauty, mineral-leaning sunscreen brand sold through DTC and prestige retail; comparable to HABIT in category, clean-ingredient positioning, and target consumer.
- Supergoop!: Pioneering premium sunscreen-only brand (SPF-focused across face, body, and makeup) that built a Gen Z/Millennial-friendly positioning — the closest comparable to HABIT's stated mission of 'the next generation of sunscreen.'
- Vacation Inc. Modern, nostalgia-driven sunscreen and after-sun brand targeted at younger consumers; directly comparable in product category, distribution model (DTC + specialty retail), and youth-anchored brand voice.
Broad incumbents
- Sun Bum: Established mass and premium sunscreen brand with broad distribution; a useful benchmark for category scale, retail relationships, and competitive pressure on emerging SPF brands.
- La Roche-Posay (Anthelios): L'Oréal-owned dermatologist-backed sunscreen franchise with a mineral/hypoallergenic line; represents the incumbent clinical-spf positioning HABIT may compete with if it leans into sensitive-skin claims.
- Neutrogena (Johnson & Johnson): Mass-market sunscreen leader with deep retail distribution and recently relaunched clean/mineral lines; the dominant competitive force on shelf for any new SPF entrant.
Emerging players
- Unsun Cosmetics: Smaller, minority-founded SPF brand focused on melanin-rich skin and everyday wear — a comparable emerging player with a defined consumer wedge in the sunscreen category.
- Drunk Elephant: Clean, ingredient-led skincare brand that built a strong youth/DTC following before being acquired by Shiseido; illustrates the trajectory HABIT would need to follow to achieve scale and exit.
- Tower 28 Beauty: Sensitive-skin, clean-beauty brand built around a specific consumer need (sensitive/eczema-prone skin) with strong Sephora traction; comparable as a founder-led, single-purpose clean beauty brand.
- Reef Repair: Reef-safe, mineral-focused sunscreen brand; closely comparable to a 'next generation' clean SPF positioning if HABIT emphasizes reef-safe and hypoallergenic formulation claims.
Market position
Customer concentration
HABIT social profiles
Digital presenceHABIT financial estimates
Financial estimateRevenue estimate
Valuation estimate
HABIT leadership team
Management profileNumber of profiles
HABIT funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HABIT 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 HABIT
What does HABIT do?
HABIT develops and sells next-generation sunscreen products targeted at younger consumers. The company operates as a small skincare startup focused on reformulating sun protection to be more appealing and effective for a generation that has historically underused traditional sunscreens. Distribution is conducted through its own direct e-commerce site, habitskin.co.
When was HABIT founded?
HABIT was founded in 2019. It employs 1 to 10 people.
Where is HABIT based?
HABIT is headquartered in New York, United States, in the North America region.
Who are HABIT's main competitors?
Direct peers on record are Coola, Supergoop! and Vacation Inc.. Broad incumbents are Sun Bum, La Roche-Posay (Anthelios) and Neutrogena (Johnson & Johnson). Emerging players are Unsun Cosmetics, Drunk Elephant, Tower 28 Beauty and Reef Repair.
Does HABIT have an API?
No public API is recorded for HABIT.
What industry is HABIT in?
HABIT's product category is Sun Care / Skincare. Its primary akta.pro industry code is CRABAHAA, Sunscreen (Face), with a secondary code of CRABAHAB, Sunscreen (Body). Its NAICS code is 456120 and its SIC code is 2840.