S.W. Basics
S.W. Basics is a privately held, direct-to-consumer natural skincare brand selling preservative-free, five-ingredient-or-less skincare, body care, lip care, and baby products exclusively through swbasics.com, serving sensitive, dry, oily, and mature skin consumers with a small in-house production team.
- Company typePrivate
- Founded2013
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What S.W. Basics does
S.W. Basics (legal entity Sprout a Revolution, Inc.) is a privately held, direct-to-consumer natural skincare company founded in 2013 by Adina Grigore and co-founded with Adam Poor. The company operates exclusively through its own e-commerce storefront at swbasics.com, shipping from a manufacturing and fulfillment facility in Clarksdale, Mississippi, while maintaining its registered headquarters at 386 Troutman Street 2R, Brooklyn, NY 11237. The brand's defining technical constraint is formulation: every product is composed of five ingredients or fewer and is free from preservatives, sulfates, parabens, synthetic fragrance, and animal testing (PETA cruelty-free certified), with a lab-validated two-year shelf life achieved through small-batch production methods rather than synthetic preservation.
The product portfolio spans facial care (Cleanser, Toner, Cream, Exfoliant, Makeup Remover, Rosewater/Lavender/Peppermint/Orange Blossom waters, Oil/Day/Night Serums, Mask variants), body care (Hand Sanitizer, body butters, Jojoba Oil), lip care (Cocoa and Peppermint Lip Balms), baby care (Baby Butter, Diaper Cream, Baby Soak, Baby Wash), and a "1 Ingredient" single-component line plus themed bundles. The company also retails two books authored by founder Adina Grigore ("Skin Cleanse" and "Just the Essentials"). Distribution is exclusively DTC through swbasics.com with both one-time purchase and Subscribe & Save subscription options (10% discount, 30/60/90-day cadence, processed via ReCharge), and shipping is available domestically via USPS Priority Mail and internationally worldwide.
S.W. Basics is a bootstrapped-to-lightly-funded small business, having raised approximately $872,985 across two disclosed rounds ($250,000 in 2014 and $622,985 in 2017). The team is small — approximately four people handle in-house production — and the brand generates incremental reach through content marketing (the "How to Everything" blog, a podcast, and active Instagram, Facebook, Pinterest, and Twitter handles), collaborations with other indie brands (Prep U., Salteasoak, UnTamed Naturals, customer Kandy McDonald), and the founder's published media. Revenue is not publicly disclosed and the company carries no disclosed institutional investors or board.
S.W. Basics firmographics
Firmographics- Name
- S.W. Basics
- Legal name
- Sprout a Revolution, Inc.
- Website
- https://swbasics.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- S.W. Basics is a privately held, direct-to-consumer natural skincare brand selling preservative-free, five-ingredient-or-less skincare, body care, lip care, and baby products exclusively through swbasics.com, serving sensitive, dry, oily, and mature skin consumers with a small in-house production team.
- Ownership category
- akta.pro rank
S.W. Basics industry classification
Industry- Product category
- Natural Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Sensitive Skin & Barrier Repair (CRABAAAG), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
Keywords
Where S.W. Basics is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
S.W. Basics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (One-time Purchase): Direct e-commerce sales of skincare products at fixed prices. Customers purchase individual products or bundles at one-time prices.
- Subscription (Subscribe & Save): Recurring subscription model offering 10% discount on products delivered on customer-defined schedules (30, 60, or 90 day intervals). Powered by ReCharge payments.
- Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, $100, and $150. Expires 5 years after purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Skincare Products |
| Subscription | Monthly | Subscribe & Save Subscription |
| Unit Pricing | One time/ perpetual license | Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
S.W. Basics product offering
Product offeringCore offering
S.W. Basics manufactures and sells a line of 100% natural skincare products formulated with 5 ingredients or fewer per product, covering cleansers, toners, moisturizers, serums, masks, mists, lip balms, body care, and baby care. Products are preservative-free, sulfate-free, paraben-free, cruelty-free, fragrance-free, and made in small batches at their Clarksdale, MS facility. The company sells exclusively through its own e-commerce site with one-time purchase and subscribe-and-save options, and also publishes books and collaborates with other indie brands on co-developed products.
Product overview
S.W. Basics is a direct-to-consumer natural skincare brand offering a comprehensive portfolio of 100% natural, preservative-free skincare products formulated with 5 or fewer ingredients. The core product line includes face care essentials (Cleanser, Toner, Cream, Exfoliant, Makeup Remover), facial mists (Rosewater, Lavender Water, Peppermint Water, Orange Blossom Water), targeted serums (Oil Serum, Day Serum, Night Serum), and masks (Mask, Hibiscus Mask). The brand extends into body care (Hand Sanitizer, body butters, Jojoba Oil), lip care (Cocoa Lip Balm, Peppermint Lip Balm in various pack sizes), and baby care (Baby Butter, Diaper Cream, Baby Soak, Baby Wash). S.W. Basics also offers a 1 Ingredient collection featuring pure single-ingredient products (Shea Butter, Cocoa Butter, Mango Butter, Aloe Vera Powder, French Green Clay) and themed bundles. The brand collaborates with other natural brands on products like Prep U. cream soaps and Salteasoak bath soaks. Founded by Adina Grigore, the company also publishes books on natural skincare and DIY wellness.
Differentiator
Problem solved
Functional benefit
Products and services
- Cleanser Non-foaming cleansing water made with pure rosewater, vegetable glycerin, and tea tree oil for everyday use on sensitive skin.
- Toner Natural pH-balancing astringent using apple cider vinegar and witch hazel with clary sage and sandalwood essential oils.
- Cream Deeply hydrating natural moisturizer with fair trade raw shea butter, raw coconut oil, and extra-virgin olive oil in a 3 oz jar.
- Exfoliant Skin resurfacer made with Maine sea salt, finely ground almond, and oat flours in an unscented dry format that consumers can customize.
- Makeup Remover Dual-purpose makeup remover and facial moisturizer with sweet almond oil, olive oil, and jojoba oil.
- Rosewater Spray 100% pure Damask rose water toning facial mist for fighting breakouts, soothing inflammation, and setting makeup.
- Lavender Water 100% pure calming facial mist with a lighter, earthier scent than lavender essential oil for sensitive and breakout-prone skin.
- Peppermint Water 100% pure peppermint floral water used as a refreshing facial mist.
- Orange Blossom Water 100% pure orange blossom floral water used as a facial mist.
- Oil Serum Multi-purpose everyday facial oil with avocado oil, geranium oil, turmeric oil, and coffee oil delivering essential fatty acids and antioxidants.
- Day Serum Lightweight gel-like daytime serum formulated to protect, nourish, and hydrate skin, and to work under makeup or SPF.
- Night Serum Nighttime serum with antioxidants, moisturizers, and detoxifiers targeting fine lines, dryness, and signs of aging during sleep.
- Mask (Clay) Deep-cleansing clay mask powder with French green, bentonite, and kaolin clays that customers mix with water or other ingredients.
- Hibiscus Mask Brightening hibiscus-based face mask for skincare treatment.
- Night Cream Rich nourishing nighttime moisturizer designed for mature skin.
- Baby Butter Natural skin cream formulated for baby skincare needs.
- Diaper Cream Natural diaper cream for baby skin care containing organic beeswax (not vegan).
- Baby Soak Bath time soak product for babies.
- Baby Wash Cleansing wash product for baby bath time.
- Cocoa Lip Balm Organic cocoa lip balm in tin-plated steel container with cocoa butter, coconut oil, and beeswax.
- Peppermint Lip Balm Organic peppermint lip balm with cocoa seed butter, coconut oil, beeswax, and peppermint oil in tin-plated steel container.
- Hand Sanitizer Hand sanitizer product for hand hygiene.
- Jojoba Oil (1 Ingredient) Pure single-ingredient jojoba oil sold as a DIY base from the 1 Ingredient collection.
- Shea Butter (1 Ingredient) Pure single-ingredient shea butter sold as a DIY base from the 1 Ingredient collection.
- Cocoa Butter (1 Ingredient) Pure single-ingredient cocoa butter sold as a DIY base from the 1 Ingredient collection.
- Mango Butter (1 Ingredient) Pure single-ingredient mango butter sold as a DIY base from the 1 Ingredient collection.
- Aloe Vera Powder (1 Ingredient) Pure aloe vera powder sold as a DIY base from the 1 Ingredient collection.
- French Green Clay (1 Ingredient) Pure French green clay sold from the 1 Ingredient collection for DIY skincare use.
- Maker Bundle Bundle of 1-ingredient products for DIY enthusiasts including rosewater spray, lavender water, peppermint water, orange blossom water, shea butter packet, jojoba oil, aloe vera powder, and French green clay.
- Skin Cleanse Essentials Bundle Core skincare essentials bundle featuring cleanser, toner, cream, and exfoliant products.
- Skin Cleanse (Book) Book by Adina Grigore dedicated to DIYing your way to better skin.
- Just the Essentials (Book) Book by Adina Grigore about using essential oils to improve health.
- Gift Cards Digital gift cards available in denominations of $10, $25, $50, $100, and $150; expires 5 years after purchase.
- S.W. Basics x Prep U. Cream Soaps Collaborative cream soap products with Prep U. in Lavender, Oat & Honey, and original scents, sold individually and in bundle packs.
- S.W. Basics x Salteasoak Bath Soaks and Roll-On Oils Collaborative bath soak and roll-on oil products with Salteasoak including Hibiscus & Ginger Roll-On Oil, Lavender & Chamomile Bath Soak, Mint & Rosemary Roll-On Oil, Nettle & Lemon Bath Soak, and Rose & Tulsi Bath Soak.
- S.W. Basics x Collab Bentonite Clay & Turmeric Mask Collaborative mask with customer Kandy McDonald, formulated specifically to exfoliate and detox darker skin tones.
Quantifiable outcome
- Products last 2 years without preservatives due to formulation approach
Companies that use S.W. Basics
Customer profileSegments5 records
Ideal customer profiles1 record
S.W. Basics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
S.W. Basics partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Prep U.coreCollaborative partnership producing cream soaps. Products include S.W. Basics x Prep U. Cream Soap, Lavender Cream Soap, and Oat & Honey Cream Soap. Sold as individual items and bundle packs.
- SalteasoakcoreCollaboration on bath soaks and roll-on oils. Products include Hibiscus & Ginger Roll-On Oil, Lavender & Chamomile Bath Soak, Mint & Rosemary Roll-On Oil, Nettle & Lemon Bath Soak, and Rose & Tulsi Bath Soak.
- UnTamed NaturalsminorCollaboration on body care products including Body Lotion and Body Oil.
- Kandy McDonaldminorCustomer-formulated Bentonite Clay & Turmeric Mask specifically designed for darker skin tones. Featured in podcast interview on 'Adina is Super Basic'.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
S.W. Basics competitors and assessment
Company assessmentDirect peers
- The Ordinary (Deciem): Direct-to-consumer skincare brand built around single-ingredient and minimal-ingredient formulations at accessible prices. Closest direct comparable to S.W. Basics on minimal-ingredient philosophy, though at much larger scale and with broader retail distribution.
- Drunk Elephant: Premium clean skincare brand emphasizing biocompatible, ingredient-conscious formulations that avoid the 'Suspicious 6.' Competes with S.W. Basics for the same natural/clean-leaning consumer and occupies the sensitive-skin and barrier-repair conversation.
- Tata Harper: High-end natural skincare line formulated on a Vermont farm with non-toxic, plant-based ingredients. Directly comparable to S.W. Basics on the 100% natural, transparent-ingredient positioning, though priced significantly higher and more retail-distributed.
- Herbivore Botanicals: Natural, plant-based skincare brand with minimal-ingredient formulations and a strong DTC-plus-ecommerce presence. Closely comparable on formulation ethos, target customer (sensitive-skin-conscious women), and pricing tier.
- Youth to the People: Superfood- and plant-derived skincare brand focused on hydration, anti-aging, and gentle daily use. Overlaps S.W. Basics on clean/natural positioning, DTC channel strategy, and the 20s–40s wellness-oriented target consumer.
- Glossier: Iconic DTC beauty brand built on community, content, and minimal effective skincare routines. Comparable to S.W. Basics on DTC-first GTM, content/community-led growth, and positioning around simple, transparent formulations for everyday consumers.
Emerging players
- Codex Beauty: Science-led, plant-based skincare brand with a strong emphasis on clinically validated natural formulations. Comparable to S.W. Basics on natural positioning and sensitive-skin focus, but with a more clinical/biotech narrative.
- OSEA Malibu: Family-founded natural skincare and body care brand with a focus on seaweed-based, clean formulations. Comparable on the natural, family/founder-led brand story and the overlap between face and body product lines.
Broad incumbents
- Credo Beauty: Multi-brand clean beauty retailer and incubator that vets and sells non-toxic skincare brands. Functions as both a potential wholesale channel and a comparable on clean-beauty curation standards; houses several of S.W. Basics' peer brands.
- Sephora Collection: Global beauty retailer's own-brand skincare line offering extensive ingredient-conscious options. Represents the kind of broad-incumbent competition and distribution channel S.W. Basics does not yet access at scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
S.W. Basics social profiles
Digital presenceS.W. Basics compliance and trust
Trust signalCompliance1 record
S.W. Basics financial estimates
Financial estimateRevenue estimate
Valuation estimate
S.W. Basics leadership team
Management profileNumber of profiles
Profiles2 records
S.W. Basics funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
S.W. Basics 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 S.W. Basics
What does S.W. Basics do?
S.W. Basics manufactures and sells a line of 100% natural skincare products formulated with 5 ingredients or fewer per product, covering cleansers, toners, moisturizers, serums, masks, mists, lip balms, body care, and baby care. Products are preservative-free, sulfate-free, paraben-free, cruelty-free, fragrance-free, and made in small batches at their Clarksdale, MS facility. The company sells exclusively through its own e-commerce site with one-time purchase and subscribe-and-save options, and also publishes books and collaborates with other indie brands on co-developed products.
Is S.W. Basics a public or private company?
S.W. Basics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was S.W. Basics founded?
S.W. Basics was founded in 2013. It employs 11 to 50 people.
Where is S.W. Basics based?
S.W. Basics is headquartered in Brooklyn, United States, in the North America region.
How does S.W. Basics make money?
Three revenue lines are on record. Product Sales (One-time Purchase) is the primary driver. The others are subscription (Subscribe & Save) and gift Cards.
Who are S.W. Basics's main competitors?
Direct peers on record are The Ordinary (Deciem), Drunk Elephant, Tata Harper, Herbivore Botanicals, Youth to the People and Glossier. Emerging players are Codex Beauty and OSEA Malibu. Broad incumbents are Credo Beauty and Sephora Collection.
Does S.W. Basics have an API?
No public API is recorded for S.W. Basics.
What industry is S.W. Basics in?
S.W. Basics's product category is Natural Skincare. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAAAG, Sensitive Skin & Barrier Repair. Its NAICS code is 45612 and its SIC code is 2844.