Cleo+Coco

What Cleo+Coco does

Cleo+Coco is a clean personal care brand founded in 2017 by Suzannah Raff, headquartered at 400 Rella Blvd ste 207 #34 in Montebello, California, and legally organized as Cleo+Coco, LLC in New York. The company develops and sells aluminum-free deodorants and adjacent body care products, with a portfolio spanning deodorant balms ($14.99 per unit), talc-free multi-use body+hair powders that double as dry shampoo ($18.99), magnesium-rich functional body mists ($15.99), and curated scent-coordinated bundles ($30.99–$45.99). Its core technical differentiator is the proprietary DEO Defense System™, a five-actives formulation combining activated charcoal, magnesium hydroxide, Lactobacillus Ferment probiotic, mandelic acid, and elderberry to deliver 24-hour odor protection without aluminum, synthetic fragrance, parabens, phthalates, sulfates, talc, or petroleum. The product line is offered across multiple scent families (Basil Mint, Lavender, Lavender Vanilla, Vanilla Coconut, Grapefruit Bergamot) and is vegan, cruelty-free (Leaping Bunny and PETA certified), and made in the USA by a certified women-owned business.

The company operates a direct-to-consumer go-to-market through its Shopify storefront at cleoandcoco.com, with a Subscribe & Save subscription offering 15% off and 30-day auto-delivery, supplemented by wholesale distribution to physical retailers including Whole Foods and a state-filterable store locator. Marketing is driven primarily by earned media (Vogue, Allure, Goop, SELF, Harpers Bazaar, USA Today, Good Morning America, Cosmopolitan, Marie Claire, among others), supported by a structured Dovetale/Upfluence influencer and creator community program, email capture with a 20% first-purchase incentive, and SMS promotional messaging. The customer base spans clean beauty consumers, active individuals and athletes, sensitive-skin users, and pregnant and postpartum women, with reported traction of 300,000+ 'Warriors' (cumulative customer count) and product ratings consistently at 4.8+ stars across thousands of reviews. Revenue mechanics combine recurring subscription income with one-time DTC and wholesale sales, and the company has raised $1M in a single seed funding round (November 2021) with no subsequent disclosed financing.

Name

Cleo+Coco

Legal name

Cleo+Coco, LLC

Website

https://cleoandcoco.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Cleo+Coco is a clean personal care brand founded in 2017 that sells aluminum-free deodorants, multi-use body+hair powders, and magnesium body sprays via DTC e-commerce and select wholesale retail, targeting health-conscious, active, and sensitive-skin consumers seeking non-toxic alternatives to conventional deodorants.

Ownership category

akta.pro rank

Product category

Natural Personal Care / Aluminum-Free Deodorants

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

akta.pro secondary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Natural deodorant products
• Clean personal care
• Aluminum-free deodorants
• Multi-use body powder
• Functional body sprays

Headquarters

HQ city

Larkspur

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer product sales through the company's Shopify e-commerce storefront. Product categories include Deodorant Balms ($14.99 per unit), Body+Hair Powders ($18.99 per unit), Functional Sprays ($15.99 per unit), and Curated Bundles ($30.99–$45.99). One-time purchase and subscription (Subscribe & Save, 15% off) options available.
2. Wholesale / Retail Distribution: Wholesale distribution through physical retail partners. A store locator page (Find Us) indicates presence in retail locations. Products carry Target Clean eligibility, PETA Leaping Bunny certification, and woman-owned certification facilitating retail shelf placement.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Cleo+Coco manufactures and sells clean, aluminum-free personal care products — primarily natural deodorant balms, multi-use body+hair powders, and magnesium-rich functional body sprays — formulated with its proprietary DEO Defense System of five natural actives and scented exclusively with essential oils. Offerings are sold direct-to-consumer via Shopify with a subscription (Subscribe & Save) option, alongside wholesale distribution through physical retail partners.

Product overview

Cleo+Coco is a clean personal care company specializing in aluminum-free deodorants and functional personal care products. The product portfolio centers on three core product formats: Deodorant Balms (stick format with Extra Strength and Sensitive variants in multiple scents), Body+Hair Powders (multi-use talc-free powders that serve as body powder, dry shampoo, and anti-chafe product), and Functional Sprays (magnesium-rich body mists). Products are organized by scent families including Lavender, Lavender Vanilla, Vanilla Coconut, Basil Mint, and Grapefruit Bergamot. The company also offers Curated Bundles combining multiple products at discounted prices. All products feature the proprietary DEO DEFENSE SYSTEM combining five natural odor fighters: charcoal, magnesium, probiotic (Lactobacillus Ferment), mandelic acid, and elderberry. Products are vegan, cruelty-free, and free from aluminum, synthetic fragrance, parabens, phthalates, talc, sulfates, and petroleum.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Deodorant Balm (Extra Strength and Sensitive variants) Aluminum-free deodorant balm delivering 24-hour odor protection via the proprietary DEO Defense System of five natural actives (activated charcoal, magnesium hydroxide, probiotic Lactobacillus ferment, mandelic acid, elderberry), scented with naturally sourced essential oils. Available in Extra Strength and Sensitive (baking soda-free) variants. Net Wt 2.2 oz / 62g, priced at $14.99 per unit.
• Body+Hair Powder (multi-use powder) Talc-free and aluminum-free multi-use powder that absorbs sweat, fights odor head-to-toe, provides anti-chafe comfort, and doubles as dry shampoo. Available in Grapefruit Bergamot, Vanilla Coconut, Lavender Vanilla, and Basil Mint scents. Net Wt 0.88 oz / 25g, priced at $18.99 per unit.
• Magnesium Body Mist Magnesium chloride-based whole-body spray with lavender and mandarin orange essential oils plus Saccharomyces ferment probiotic yeast; functions as a natural odor fighter while soothing muscles and promoting relaxation. Net Wt 3 fl oz / 88ml, priced at $15.99 per unit.
• Curated Trio Bundle (Spray + Powder + Balm) Trio bundle combining one Magnesium Lavender Body Spray (3 fl oz), one Lavender Vanilla Body Powder (0.88 oz), and one Lavender Vanilla Deodorant Balm (2.2 oz) for whole-body, all-day odor protection with coordinated scent. Priced at $45.99 one-time with 15% Subscribe & Save option.
• Curated Duo Bundle (Powder + Balm) Duo bundle pairing one Body Powder and one Deodorant Balm in coordinated scent (Lavender Vanilla, Vanilla Coconut, Basil Mint, or Grapefruit Bergamot) for full-body odor protection with matched fragrance. Priced at $30.99 one-time with 15% Subscribe & Save option.

Quantifiable outcome

• 5x more natural odor fighters than leading conventional deodorant brands
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Necessaire: Necessaire is a premium clean personal care brand selling body wash, lotion, deodorant, and body serum via DTC and Sephora. Comparable to Cleo+Coco in the clean/wellness consumer segment and DTC-plus-retail motion, with broader body care category overlap.
• Hello Bello: Hello Bello is a DTC clean personal care and household brand co-founded by Kristen Bell and Dax Shepard, selling aluminum-free deodorant, body wash, and baby care at value pricing. Comparable on clean ingredient narrative and DTC/subscription model, with broader product portfolio.
• Corpus Naturals: Corpus is a clean, plant-based deodorant and body care brand sold DTC and through specialty retail. Comparable on natural deodorant focus, premium pricing, and design-forward clean beauty positioning.
• Megababe: Megababe is a clean body care brand targeting women, with anti-chafe products, body washes, and natural deodorants. Highly comparable on body care positioning, target customer, and the multi-product (powder/spray/balm) ecosystem approach.

Direct peers

• Native: Native is a leading natural deodorant and personal care brand (owned by P&G) that sells aluminum-free deodorants, body washes, and toothpaste via DTC and mass retail. It is the most direct and scaled competitor to Cleo+Coco in the clean deodorant category, competing on similar 'aluminum-free' positioning and pricing.
• Lume: Lume is a DTC-first natural deodorant brand focused on whole-body odor control, selling stick and cream formats online and via select retail. Directly comparable to Cleo+Coco in target customer (women seeking aluminum-free options) and product format (deodorant stick), though Lume's positioning emphasizes clinical efficacy over spa/wellness.
• Each & Every: Each & Every is a clean personal care brand specializing in natural deodorants and essential oil-based body care with a similar scent-forward, aluminum-free, and cruelty-free positioning. Directly comparable on product type, target consumer (wellness-oriented women), price point, and natural ingredient narrative.
• Schmidt's Naturals: Schmidt's (owned by Unilever) is a Portland-based natural deodorant and bar soap brand with strong retail presence in Target, Whole Foods, and Walmart. Competes head-to-head with Cleo+Coco in the aluminum-free deodorant segment and at similar $13–15 price points.
• Kopari Beauty: Kopari is a clean beauty brand known for coconut-oil-based deodorants, body mists, and skincare sold through DTC and Sephora. Overlaps with Cleo+Coco on natural deodorant and body mist formats and on the clean beauty / essential oil positioning.

Broad incumbents

• Dove (Unilever): Dove is a mass-market personal care powerhouse under Unilever with a broad deodorant portfolio that has launched aluminum-free and '0%' variants. Represents the incumbent competitive threat as legacy players extend into the natural deodorant space Cleo+Coco occupies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cleoandcoconatural

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 Cleo+Coco