What Hume Supernatural does

Hume Supernatural, Inc. is a privately held, plant-based personal care company founded in 2020 and headquartered in San Diego, California. The company develops and sells chemical-free deodorant and adjacent body care products under a unified microbiome-care proposition, using proprietary blends of prebiotics, probiotic ferments, and desert botanicals (including Prickly Pear Seed Oil, Cactus Flower Extract, and aloe) in place of aluminum, parabens, phthalates, baking soda, and triclosan. Its four-product core line — Underarm Deodorant, Body Wash, Dry Body Oil Mist, and All Body Deodorant — is offered across nine signature scents and multiple curated bundle configurations.

The business operates as a direct-to-consumer e-commerce brand through its own Shopify storefront at humesupernatural.com, with a Subscribe & Save subscription tier (10% off, delivery every 2/4/6 months), a wholesale program for retailers, and U.S.-only shipping. Distribution is driven primarily by a co-owner ambassador program of roughly 20+ professional athletes, musicians, and content creators, supplemented by earned media in outlets such as Men's Health, Real Simple, WSJ, Forbes, and Glamour. The company has filed six SEC Regulation D exempt offerings since 2022, totaling approximately $8.2 million in cumulative capital raised, with the largest single raise — a $5 million offering filed in March 2026 — representing the most significant balance-sheet event to date.

Customer scale signals indicate a still-emerging brand: the company references "5,000+ humans" served, the website displays 2,652 reviews averaging 4.8 stars (89% five-star), and the team remains under 10 employees. Hume Supernatural's strategic intent, based on SKU expansion, bundle architecture, and an escalating raise cadence, points toward continued platform expansion of its body care system rather than geographic or channel diversification in the near term.

Name

Hume Supernatural

Legal name

Hume Supernatural, Inc.

Website

https://humesupernatural.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Hume Supernatural is a privately held, plant-based personal care brand that sells microbiome-friendly deodorants and body care products direct-to-consumer through its own e-commerce site, subscription bundles, and a wholesale program, targeting health-conscious and active-lifestyle consumers in the United States.

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Natural deodorant products
• Plant-based body care
• Clean beauty skincare
• Microbiome personal care
• Aluminum-free deodorant

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Products sold directly through the company's e-commerce website at humesupernatural.com. One-time purchases available for all products. Individual items and bundle options offered.
2. Subscription/Recurring Revenue: Subscribe & Save program offering 10% discount on regular deliveries. Customers can choose delivery frequency (2, 4, or 6 months). Subscription can be skipped, rescheduled, or cancelled anytime. Provides predictable recurring revenue and customer retention.
3. Wholesale: Wholesale channel available for retailers interested in carrying Hume Supernatural products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Hume Supernatural develops, manufactures, and sells plant-based personal care products including natural deodorants, body wash, dry body oil, and all-body deodorant. Products are formulated with prebiotics, probiotic ferments, and desert botanicals and are sold directly to consumers through an e-commerce website with subscription and wholesale channels.

Product overview

Hume Supernatural is a plant-based personal care brand offering a unified body care system centered on microbiome skincare. The core product line includes four main products: the original Deodorant (underarm stick), Body Wash, Dry Body Oil Mist, and All Body Deodorant (balm for all body areas), all formulated with prebiotics, probiotic ferments, and desert botanicals. These products are sold individually and bundled into curated sets (Essentials Set, Refresh Set, Balance Set, and Starter Set) that combine different products for specific routines. The brand positions itself as gender-neutral and emphasizes clean, toxin-free formulations without aluminum, parabens, phthalates, baking soda, or triclosan.

Differentiator

Problem solved

Functional benefit

Products and services

• Deodorant Plant-derived underarm deodorant with prebiotics, probiotic ferments, and mineral-rich ingredients that nourish skin and prevent odor. Available in nine signature scents. Targeted at health-conscious consumers seeking aluminum-free, paraben-free alternatives.
• Body Wash pH-balanced body cleanser powered by barrier-strengthening actives including niacinamide and hyaluronic acid, with prebiotics and probiotic ferments that support the skin microbiome.
• Dry Body Oil Mist Weightless, fine mist that instantly absorbs into skin for deep moisturization without oily residue, formulated with Prickly Pear Oil, Apricot Kernel Oil, Coconut MCTs, and Olive Oil.
• All Body Deodorant Premium all-body deodorant balm for pits, feet, and intimate areas. Plant-based formula with zinc ricinoleate, prebiotics, and antioxidant-rich emollients that neutralizes odors and provides anti-chafe protection.
• Mini Dry Body Oil Duo Travel-size duo of the two best-selling scents of the Dry Body Oil Mist, designed for portable on-the-go skin barrier support.

Quantifiable outcome

• 4.8 out of 5 star average rating from 2,652 customer reviews
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Kelly LeVequecoreOthersHolistic nutritionist, wellness coach, bestselling author, and super mom who is a co-owner ambassador for Hume Supernatural. Collaborated with co-founder Melissa Christenson on Dry Body Oil development.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lume Deodorant: Lume is a direct competitor focused on whole-body natural deodorant for pits, privates, and feet, using a similar positioning to Hume's All Body Deodorant. It sells direct-to-consumer with subscription and targets the same gender-neutral, natural-ingredient customer.
• Native: Native is one of the most established direct-to-consumer natural deodorant brands, now owned by Procter & Gamble. It sells plant-based, aluminum-free deodorants and body care products with subscription and bundle offerings, directly competing with Hume's core deodorant category and target demographic.
• Necessaire: Necessaire is a premium DTC body care brand selling body wash, lotions, and deodorant with clean, dermatologist-tested formulations. Its multi-product body care system and direct-to-consumer subscription model closely mirror Hume's approach to routine-based selling.
• Kopari Beauty: Kopari is a natural personal care brand offering deodorants, body scrubs, and body oils using coconut-based and clean ingredients via DTC and retail channels. Its product line breadth and clean positioning parallel Hume's expansion into multi-product body care routines.
• Dr. Squatch: Dr. Squatch is a natural personal care brand selling soaps, deodorants, and body care primarily to male consumers via DTC subscription. While more male-focused, it directly competes with Hume's deodorant line and shares the natural ingredient and lifestyle positioning playbook.
• Each & Every: Each & Every is an independent natural deodorant and personal care brand using plant-based and essential oil formulations, sold primarily through DTC channels. It competes directly with Hume in the natural deodorant category with similar clean ingredient positioning.
• Beekman 1802: Beekman 1802 is a goat milk-based personal care brand offering body wash, lotion, and deodorant with a clean ingredient narrative through DTC and specialty retail. Its body care breadth and natural positioning make it a relevant comparably-positioned peer.
• Schmidt's Deodorant: Schmidt's is a natural deodorant pioneer acquired by Unilever, offering plant-based, aluminum-free deodorants in multiple formats. Its broad retail distribution through mass and natural channels makes it both a direct product competitor and a benchmark for natural deodorant scale.

Broad incumbents

• Tom's of Maine: Tom's of Maine is a long-established natural personal care brand owned by Colgate-Palmolive, offering deodorant, toothpaste, and body care. As a scaled broad incumbent in the natural personal care space, it represents both a competitive threat and an aspirational benchmark for Hume's distribution potential.

Emerging players

• Megababe: Megababe is an emerging DTC body care brand focused on solving body-related problems (sweat, chafing, body odor) with clean formulations. Its category overlap with Hume's All Body Deodorant and active-lifestyle positioning makes it a relevant emerging peer.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/humesupernatural
• Facebookfacebook.com/humesupernatural
• Xx.com/humesupernatrl
• LinkedInlinkedin.com/company/hume-supernatural

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds10 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 Hume Supernatural