Noshinku
Noshinku is a New York-based DTC personal care company that manufactures refillable hand sanitizer sprays and sanitizing wipes made with sugarcane-derived alcohol, botanical oils, and natural essential oil fragrances, selling to conscious consumers, hotels/offices (B2B amenity), and event/wedding buyers.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Noshinku does
Noshinku, Inc. is a Delaware-incorporated, privately held personal care company founded in 2017 and headquartered in New York. It manufactures and sells hand sanitizer and sanitizing hand wipes formulated with USP-grade sugarcane-derived ethyl alcohol (70% in sprays, 65% in wipes) blended with botanical skincare oils (rosehip, argan, jojoba, aloe, coconut) and natural essential oil fragrances across nine signature scent variants. Its flagship product is a refillable pocket sprayer that delivers 300 sprays per device and pairs with refill pouches offering approximately 1,500 sprays, intended to displace single-use plastic sanitizer bottles.
The company operates a multi-channel go-to-market: direct-to-consumer e-commerce on noshinku.com is the primary channel, supported by wholesale distribution through Faire.com, a B2B amenity business targeting hotels and offices with touchless dispensers and custom branding, and an events/weddings vertical offering personalized sprayers. Revenue is generated predominantly through one-time unit sales priced from $9 for a single sprayer to $250 for an aluminum touchless dispenser, with bundle pricing (e.g., $48 for a 6-pack, $132 for an 18-pack) and free shipping above $50. Distribution is concentrated in the United States, with limited Canadian availability via currency toggle on the storefront.
The company has raised $725,000 via an SEC Form D exempt offering in May 2021 and operates with a team of 1–10 employees. Its products are manufactured in an FDA-registered, USA-based facility. Strategic partnerships include CleanHub for ocean-plastic removal tied to unit sales, Terracycle for end-of-life recycling, the National Breast Cancer Foundation for a buy-one-give-one October program, and Faire for wholesale. Noshinku's brand has been featured in Vogue, The New York Times Wirecutter, Harper's Bazaar, Forbes, Byrdie, Women's Health, People Magazine, Elle, GQ, and Oprah, and has received category awards including Women's Health Best Hand Sanitizer (2021, 2024), Byrdie Best Beauty Products, and People Magazine Best Sanitizing Wipes (2025).
Noshinku firmographics
Firmographics- Name
- Noshinku
- Legal name
- Noshinku, Inc.
- Website
- https://noshinku.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Noshinku is a New York-based DTC personal care company that manufactures refillable hand sanitizer sprays and sanitizing wipes made with sugarcane-derived alcohol, botanical oils, and natural essential oil fragrances, selling to conscious consumers, hotels/offices (B2B amenity), and event/wedding buyers.
- Ownership category
- akta.pro rank
Noshinku industry classification
Industry- Product category
- Hand Sanitizers & Hand Care
- NAICS
- Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand Sanitizers & Cleansing Sprays (CRABAEAJ)
- akta.pro secondary industries
- Hand Hygiene & Skin Antisepsis (Soaps, Sanitizers, Surgical Scrubs, CHG Prep) (HLAHANAE), Hand Sanitizers & Antibacterial Personal Care (CRADANAI)
Keywords
Where Noshinku is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Noshinku business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through their own e-commerce website. One-time purchase model with unit pricing for individual products and bundle sets.
- Wholesale Distribution: Wholesale channel through Faire.com platform for retailers and businesses to purchase Noshinku products for resale.
- B2B Business Solutions: Business amenity programs for hotels, offices, and commercial spaces. Custom branding solutions and touchless dispenser sales for enterprise clients.
- Events and Wedding Amenities: Premium organic sanitizer products for events and weddings with personalized sprayer options and custom packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Pocket Sprayer |
| Unit Pricing | Pay-as-you-go | Travel Pouch Wipes |
| Unit Pricing | Pay-as-you-go | Refill Pouches |
| Unit Pricing | Pay-as-you-go | Touchless Dispenser |
| Unit Pricing | Pay-as-you-go | Discovery Bundles |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Noshinku product offering
Product offeringCore offering
Noshinku manufactures refillable pocket hand sanitizer sprays (70% sugarcane-derived ethyl alcohol with botanical moisturizers and natural essential-oil fragrances) and plant-based sanitizing hand wipes (65% alcohol with aloe, green-tea, oat, cucumber extracts), sold direct-to-consumer and through B2B business amenity and events channels. The product line includes refill pouches, nine fragrance variants, bundles, limited editions, a touchless dispenser, and custom-branded business and wedding packages, all produced at an FDA-registered U.S. facility.
Product overview
Noshinku is a direct-to-consumer personal care brand specializing in refillable hand sanitizer sprays and sanitizing hand wipes. The core product is the Refillable Pocket Sprayer containing 70% sugarcane-derived ethyl alcohol infused with moisturizing botanicals (jojoba, argan, aloe, coconut, rosehip oils), available in nine natural fragrance blends: Bergamot, Eucalyptus, Lavendula, Limon, Orange-Coriander, Vetiver, Santal Blanc, Vanilla Crème, and Pear Blossom White Tea. The product line also includes Nourishing Sanitizing Hand Wipes (65% alcohol, plant-based with aloe, green-tea, oat, cucumber extracts), Refill Pouches (1,500 sprays each), Discovery Sets and Bundles, Limited Edition collaborations (Hokusai series), and B2B offerings (Noshinku for Business with custom branding and touchless dispensers, and Noshinku for Events with personalized wedding/event amenities). All products feature natural origin fragrances without synthetic perfumes, with sustainability commitments including refillable design and CleanHub ocean plastic partnership.
Differentiator
Problem solved
Functional benefit
Products and services
- Refillable Pocket Sprayer (Hand Sanitizer Spray)
Quantifiable outcome
- Kills 99.9% of germs while providing moisturizing skin care
- +2 more outcomes
Companies that use Noshinku
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Noshinku technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Noshinku partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CleanHubcoreCleanHub partnership to intercept and remove plastic from oceans. For every sprayer sold, Noshinku funds plastic collection to prevent it from entering seas. Goal of 28,750 kg plastic collection per orders, with commitment to intercept 63,000 lbs of plastic annually.
- TerracycleminorPartnership with Terracycle to help recycle used Noshinku products for customers who want to ensure proper recycling.
- National Breast Cancer FoundationminorOctober Breast Cancer Awareness Month partnership. For every order during October, Noshinku donates a sprayer to NBCF's Hope Kits to provide comfort to those undergoing breast cancer treatment. Buy One, Give One program.
- FairecoreWholesale distribution partnership through Faire.com marketplace, enabling retailers to purchase Noshinku products for resale.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Noshinku competitors and assessment
Company assessmentEmerging players
- Megababe: Megababe is a DTC personal care brand selling body care and sanitizing products with a youthful, design-forward aesthetic. Comparable target consumer and direct-to-consumer beauty-adjacent playbook.
- Common Heir: Common Heir is a clean, sustainable skincare and apothecary brand emphasizing refillable, plastic-free formats. Directly comparable to Noshinku's refill-driven, sustainability-positioned playbook in personal care.
- Public Goods: Public Goods is a membership-based essentials brand selling clean, sustainable personal care and household items at accessible prices. Partial overlap with Noshinku's clean-ingredient, sustainability-led positioning.
- Maude (personal care): Maude is a design-forward, gender-inclusive personal care brand with elevated essentials. Comparable aesthetics and premium positioning in the lifestyle/clean beauty category, though its category mix differs.
Direct peers
- Touchland: Touchland is the closest direct peer: a DTC premium hand sanitizer brand selling refillable, fragrance-forward pocket misters in multiple scents. Same product format, same target consumer, and the same beauty-adjacent positioning that Noshinku occupies.
- EO Products: EO Products is a long-established natural personal care maker (hand sanitizer, hand soap, body care) with both DTC and broad retail distribution. Highly comparable formulation philosophy (essential oils, no synthetics) and channel mix.
- Olika: Olika makes premium, naturally scented hand sanitizers and personal care in sleek designer dispensers, with both DTC and B2B amenity programs. Directly comparable to Noshinku's lifestyle/sustainability positioning and B2B hotel amenity motion.
Broad incumbents
- Purell (GOJO Industries): Purell is the dominant incumbent in the hand sanitizer category across healthcare, institutional, and consumer channels. It is the structural benchmark Noshinku competes against on efficacy and trust, though Noshinku occupies the premium/natural end where Purell has minimal share.
- Dr. Bronner's: Dr. Bronner's is an established natural, organic personal care brand with strong values-driven brand equity. Comparable positioning on clean ingredients and ethos-driven marketing, with a much broader product line.
- Mrs. Meyer's Clean Day (S.C. Johnson): Mrs. Meyer's is a mass-market, plant-derived hand and home care brand under S.C. Johnson. Comparable ingredient ethos and sustainability positioning, but with substantially broader portfolio and distribution than Noshinku.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Noshinku social profiles
Digital presenceNoshinku compliance and trust
Trust signalCompliance1 record
Noshinku financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noshinku leadership team
Management profileNumber of profiles
Profiles2 records
Noshinku funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noshinku 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 Noshinku
What does Noshinku do?
Noshinku manufactures refillable pocket hand sanitizer sprays (70% sugarcane-derived ethyl alcohol with botanical moisturizers and natural essential-oil fragrances) and plant-based sanitizing hand wipes (65% alcohol with aloe, green-tea, oat, cucumber extracts), sold direct-to-consumer and through B2B business amenity and events channels. The product line includes refill pouches, nine fragrance variants, bundles, limited editions, a touchless dispenser, and custom-branded business and wedding packages, all produced at an FDA-registered U.S. facility.
Is Noshinku a public or private company?
Noshinku is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Noshinku founded?
Noshinku was founded in 2017. It employs 1 to 10 people.
Where is Noshinku based?
Noshinku is headquartered in New York, United States, in the North America region.
How does Noshinku make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, B2B Business Solutions and events and Wedding Amenities.
Who are Noshinku's main competitors?
Emerging players on record are Megababe, Common Heir, Public Goods and Maude (personal care). Direct peers are Touchland, EO Products and Olika. Broad incumbents are Purell (GOJO Industries), Dr. Bronner's and Mrs. Meyer's Clean Day (S.C. Johnson).
Does Noshinku have an API?
No public API is recorded for Noshinku.
What industry is Noshinku in?
Noshinku's product category is Hand Sanitizers & Hand Care. Its primary akta.pro industry code is CRABAEAJ, Hand Sanitizers & Cleansing Sprays, with a secondary code of HLAHANAE, Hand Hygiene & Skin Antisepsis (Soaps, Sanitizers, Surgical Scrubs, CHG Prep). Its NAICS code is 325611 and its SIC code is 2840.