What Follain does

Follain, operated by Eco-Chic, LLC, is a direct-to-consumer clean beauty brand selling vegan and cruelty-free skincare, body care, and home fragrance products through its owned Shopify storefront at follain.com. Founded in 2013 and originally positioned as a multi-brand retail destination, the company has since narrowed to a single-brand DTC model focused on its own formulations, which meet The Credo Clean Standard and use ingredients such as bakuchiol, vitamin C, niacinamide, hyaluronic acid, and kaolin clay, packaged in materials made from more than 80% post-consumer recycled content. The product portfolio spans moisturizers, serums, cleansers, masks, eye cream, lip balm, body scrub, hand cream, multi-use soap, and scented candles, priced from $12 to $45 in a mid-premium positioning.

The company is headquartered in San Francisco, California, employs 11-50 people, and ships exclusively within the United States. Revenue is generated primarily through one-time direct product sales on the Shopify storefront, supplemented by a loyalty program that awards 2 points per $1 spent. The technology stack is built on Shopify commerce infrastructure with payment integrations across Visa, Mastercard, Amex, Discover, Diners Club, Shop Pay, Apple Pay, Google Pay, Meta Pay, and PayPal; marketing automation is provided by Listrak; reviews by Yotpo; and advertising data by Oracle Advertising. Follain was acquired by Credo, a multi-brand clean beauty retailer, and has since been re-launched in 2024 as "A new era of Follain Skin & Body" with refreshed sustainable packaging and an expanded body and home fragrance SKU set.

Name

Follain

Legal name

Eco-Chic, LLC

Website

https://follain.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Follain is a US-only DTC clean beauty brand selling vegan, cruelty-free skincare, body care, and candles under The Credo Clean Standard via its Shopify storefront. Owned by Credo since 2024 and operated by Eco-Chic, LLC.

Ownership category

akta.pro rank

Product category

Clean Beauty Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Clean skincare products
• Vegan beauty brand
• Cruelty-free cosmetics
• Natural body care
• Clean beauty retail

Headquarters

HQ city

Boston

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

Revenue model

1. Direct Product Sales: Direct-to-consumer retail sales of clean skincare and body care products through Follain's e-commerce website. One-time purchase model for individual products with subscription/loyalty program integration for repeat customers. Products include moisturizers, serums, cleansers, masks, body care, and candles.
2. Loyalty Program: Customers earn 2 points for each $1 spent which can be redeemed for rewards. Account registration enables free shipping thresholds and other member benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Follain is a direct-to-consumer clean beauty brand that sells its own line of vegan, cruelty-free skincare and body care products through its owned e-commerce website. The product portfolio includes facial skincare (cleansers, serums, masks, moisturizers, eye cream, lip balm), body care (body scrub, hand cream, multi-use soaps), and scented candles, all formulated with natural, plant-based ingredients meeting the Credo Clean Standard and packaged in post-consumer recycled materials.

Product overview

Follain is a clean beauty skincare brand (operated by Eco-Chic, LLC) offering a comprehensive line of vegan, cruelty-free skincare and body care products. The portfolio centers on face care products including Moisturizer, Eye Cream, Brightening Serum, Firming Serum, Detox Mask, Hydrating Mask, Detox Cleanser, Hydrating Cleanser, and Lip Balm, complemented by body care offerings such as Body Scrub, Hand Cream, and Everything Soap (available in Lavender and Lemongrass scents). The brand also includes scented candles (Candle No. 1 and Candle No. 2). All products are formulated with clean, high-performance natural ingredients like bakuchiol, vitamin C, niacinamide, hyaluronic acid, and kaolin clay. The company emphasizes more sustainable packaging made with post-consumer recycled materials. Follain operates under 'The Credo Clean Standard' and ships within the United States only.

Differentiator

Problem solved

Functional benefit

Products and services

• Moisturizer A lightweight but ultra-hydrating facial moisturizer formulated with bakuchiol, sodium hyaluronate, shea butter, cocoa butter, and jojoba oil to soften skin, smooth fine lines, and create a smooth base for makeup.
• Detox Mask A multitasking facial mask that deep cleans pores with purifying clays and resurfaces skin with a blend of AHA, BHA, and PHA acids, suitable for combination and normal skin types.
• Hydrating Mask A whipped facial mask that restores hydration and radiance to dry, dull skin using an omega blend of mango seed butter, rosehip oil, chia seed oil, and squalane.
• Brightening Serum A 5% vitamin C and niacinamide facial serum featuring 3-O ethyl ascorbic acid and fruit-derived AHA to brighten skin, reduce the appearance of hyperpigmentation, and boost glow.
• Firming Serum A potent facial serum designed to visibly tighten and plump skin for a smoother, more firm appearance.
• Eye Cream A multitasking eye cream combining vitamin C, caffeine, and bakuchiol to visibly brighten, firm, and boost radiance around the eyes.
• Detox Cleanser A daily clarifying facial cleanser powered by charcoal powder that removes makeup, purifies pores, and dissolves excess oil without drying the skin.
• Hydrating Cleanser A cream-to-lather facial cleanser that removes makeup, SPF, dirt, and impurities without stripping the skin's natural oils.
• Lip Balm A lip balm formulated with vegan hydrolyzed collagen and hyaluronic acid to provide long-lasting moisture and protection.
• Body Scrub A multitasking body polish that combines physical exfoliation (mineral-based hydrated silica) with chemical exfoliation (AHA/BHA acids including lactic, glycolic, and salicylic acids) to reveal smoother, softer skin.
• Hand Cream A non-greasy hand cream formulated with shea butter, white peony oil extract, peptides, squalane, rosehip oil, and vitamin C to relieve dryness and improve the appearance of fine lines and dark spots on hands.
• Everything Soap (Lemongrass) A multi-use cleanser for hands and body made with saponified coconut and olive oils and naturally fragrant lemongrass essential oils, available in 16 oz and 32 oz refill sizes.
• Everything Soap (Lavender) A multi-use cleanser for hands and body made with saponified coconut and olive oils and naturally fragrant lavender essential oils, available in 16 oz and 32 oz refill sizes.
• Candle No. 1 (Lavender, Bergamot, Vanilla & Sandalwood) A clean-burning 10 oz scented candle made from coconut oil, cotton seed oil, and essential oils with notes of lavender, bergamot, vanilla, and sandalwood.
• Candle No. 2 (White Tea, Fig Leaf, Lavender & Basil) A clean-burning scented candle made from coconut oil, cotton seed oil, and essential oils with notes of white tea, fig leaf, lavender, and basil.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Partnerships

One partnership is on record.

• DHL, UPS, FedEx, USPSminorOthersShipping carriers used for order fulfillment. Orders are shipped via DHL, UPS, FedEx, or USPS depending on the quickest delivery method for the customer's address. These are operational logistics partners rather than strategic partnerships.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Glossier: Direct-to-consumer clean beauty brand with comparable skincare and body care positioning, similar Millennial/Gen-Z target customer, and a DTC-first model that has expanded into physical retail. Both brands compete on minimalist, ingredient-conscious positioning in the same price tier.
• Tower 28 Beauty: Clean beauty brand targeting sensitive skin with dermatologist-developed, non-toxic formulations. Sells DTC and through Sephora/Ulta, offering a comparable clean-beauty positioning with broader distribution reach than Follain.
• The Ordinary (DECIEM): Clean, ingredient-led skincare brand built on actives like vitamin C, niacinamide, and hyaluronic acid — the same actives Follain highlights. Acquired by Estée Lauder, The Ordinary represents the scaled outcome of a similar clean-ingredient playbook.
• Drunk Elephant: Clean, biocompatible skincare brand sold through DTC and Sephora. Highly comparable ingredient philosophy (vitamin C, peptides, plant-based actives) and similar $30-$60 hero SKU pricing. Recently acquired by Shiseido, providing a relevant comparison for Follain's Credo transaction.
• Versed: Clean, vegan skincare brand owned by Lady Gaga's Haus Labs parent (formerly separate) and sold DTC and through Target. Closely comparable accessible pricing, ingredient philosophy, and target consumer to Follain.
• Tata Harper: Luxury clean skincare brand with similar plant-based, non-toxic formulation philosophy. Operates DTC-first with selective retail partnerships; comparable in clean beauty credentials though positioned at a higher price point.
• Cocokind: Independent clean beauty DTC brand with a sustainability-led, ingredient-conscious positioning at accessible prices. Closest size and stage match to Follain, and a direct competitor for the same clean-conscious consumer segment.
• Necessaire: Clean body care and skincare brand with a sustainability-led DTC model, similar body scrub/body care overlap with Follain's bath and body line. Targets the same minimalist, ingredient-conscious consumer.

Broad incumbents

• Credo Beauty: Clean beauty multi-brand retailer and Follain's parent following the acquisition. Operates a curated marketplace of clean beauty brands including competitor SKUs, making it both a distribution channel and a strategic constraint on Follain's independent brand-building.
• Honest Beauty: Clean, vegan, cruelty-free beauty brand owned by The Honest Company. Competes in the same accessible-premium clean beauty segment as Follain with broader retail distribution (Target, Ulta) and significantly larger marketing scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/shopfollain
• Facebookfacebook.com/shopfollain
• Instagraminstagram.com/follainbeauty
• LinkedInlinkedin.com/company/3115820

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 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 Follain