What TRIHARD does

TRIHARD (legal entity TRIHARD INC., founded 2021, headquartered in New York, with manufacturing tied to Israel via Paloma Dead Sea Ltd) is a direct-to-consumer personal-care brand building a vertically specialized swim-care product line. Its core proposition is chlorine and saltwater removal and protection for the hair and skin of swimmers, triathletes, and recreational pool/hot tub users, with an explicit pre-swim and post-swim dual-action regimen (body wash, shampoo, conditioner, body lotion, soothing gels, recovery salts) that the company claims to be first-to-market. Products are differentiated by the proprietary, patent-pending PLECOTECH™ technology — a defined ratio of Red Algae, Dead Sea Minerals (Magnesium Chloride and Maris Sal), and botanical extracts — and are formulated and manufactured in-house at a GMP-certified facility in Israel through Paloma Dead Sea Ltd.

The company runs a pure-play e-commerce model at trihard.co, shipping directly from warehouses in the US (primary fulfillment for North America) and the UK (covering UK, EU, Australia, and New Zealand) to customers in the US, Canada, UK, EU, Australia, New Zealand, and South Africa. Revenue is generated via one-time DTC purchases, a subscription/auto-renewal program (10% discount, 30/60/90-day cadence), and bundled SKUs (The Hair Comb-O, The Tri-Care, Lucy's Bundle, Chlorine-Removal Care Kit). The portfolio spans adult and kids lines plus accessories, priced roughly $11–$42 at unit level and $30–$115 at bundle level, with a current 22% sitewide flash sale and free US shipping over $45.

TRIHARD's go-to-market leverages a community of more than 300 multi-sport athletes — including Ironman World Champion Lucy Charles — for product development, testing, and endorsement, supplemented by organic social (Instagram @wetrihard, Facebook), a refer-a-friend program, a blog/email newsletter, and a small set of specialty retail/physical store partners surfaced via a store locator. The business is privately held and bootstrapped with founder Rei Lalo as CEO, no disclosed institutional investors, and approximately $3.25M raised across three small early rounds (2020, 2022, 2023); headcount is reported at 11–50 and revenue is undisclosed.

Name

TRIHARD

Legal name

TRIHARD INC.

Website

https://trihard.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

TRIHARD is a privately held, DTC personal-care brand that sells a vertical line of chlorine and saltwater-removal hair and skin products for swimmers, triathletes, and pool users, built on its proprietary PLECOTECH™ Red Algae and Dead Sea mineral technology and manufactured in Israel.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through trihard.co online storefront. One-time purchases and subscription/auto-renewal options available. Products sold individually and as bundles with volume discounts.
2. Subscription/Recurring Revenue: Auto-renew subscription model offering 10% discount on regular orders. Delivery options include 30, 60, or 90-day intervals. Generates predictable recurring revenue from loyal customers.
3. Bundle Sales: Pre-configured bundles (The Tri-Care, Lucy's Bundle, The Hair Comb-O, Chlorine-Free Skin Set) and custom bundle builder offering tiered discounts and free gifts. Drives higher average order value.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

TRIHARD develops and sells a line of chlorine- and saltwater-removal hair and skin care products for competitive swimmers, triathletes, and pool users. Its portfolio is built on proprietary PLECOTECH™ technology combining Red Algae, Dead Sea Minerals, and botanical extracts, and includes shampoos, conditioners, body washes, body lotions, eye gels, recovery salts, kids' swim care products, and pre-configured bundles. Products are sold direct-to-consumer via trihard.co with both one-time purchase and subscription options.

Product overview

TRIHARD is a premium personal care brand specializing in chlorine-removal and protection products for swimmers and pool enthusiasts. The product portfolio centers on PLECOTECH, a proprietary cleansing technology combining Red Algae, Dead Sea Minerals, and botanical extracts. The core offerings include individual hair care products (Chlorine Removal Shampoo, Chlorine Protection Conditioner), skin care products (Chlorine Removal Body Wash, Chlorine Protection Body Lotion), and specialty products (Goggle Marks Soothing Gel, After-Swim Recovery Salts). These are available as standalone products or bundled in various combinations including The Hair Comb-O (shampoo + conditioner), The Tri-Care (3-step kit), Lucy's Bundle (5-unit complete set), and specialized Kids Care products. The brand emphasizes pre and post-swim solutions, dermatologist testing, vegan formulas, and reef-safe formulations.

Differentiator

Problem solved

Functional benefit

Brands

• PLECOTECH: Proprietary cleansing technology based on optimal ratio of natural Red Algae, Dead Sea Minerals, and Botanical Extracts used in all TRIHARD products.

Products and services

• Chlorine Removal Shampoo Swimmers shampoo that removes chlorine and saltwater, hydrates dry hair, relieves itchy scalps caused by pool chemicals, and provides a post-swim cooling effect. Available in 8.45 FL OZ and 34oz sizes; targeted at regular pool and open-water swimmers.
• Chlorine Protection Conditioner Pre- and post-swim leave-in conditioner that reduces chlorine absorption before swimming and restores healthy hair texture, hydrates, and soothes dry hair after swimming; can also be used as a hair mask. Targeted at swimmers concerned with chlorine damage and tangles.
• Chlorine Removal Body Wash After-swim body wash that removes chlorine and saltwater while hydrating, rejuvenating, and calming irritated dry skin post-workout. Available in Extra Boost (with menthol cooling) and Classic versions; for swimmers, triathletes, and pool users.
• Chlorine Protection Body Lotion Pre- and post-swim body lotion that creates a protective layer against pool and ocean chemicals before swimming and restores, hydrates, and soothes dry, itchy skin after swimming. Targeted at regular pool and open-water users.
• Goggle Marks Soothing Gel Eye gel formulated to alleviate irritation, swelling, and marks from swim goggles while hydrating and soothing under-eye skin. Features a ceramic stone applicator and is targeted at frequent swimmers.
• After-Swim Recovery Salts Muscle and mind soak tablets designed to reduce muscle soreness while soothing dry and cracked skin and providing anti-stress relaxation for post-swim recovery. Targeted at competitive and frequent swimmers.
• The Tri-Care (3-Step Swim Care Kit) Three-step swim care kit including shampoo, conditioner, and body wash for comprehensive hair and skin protection and chlorine removal. Targeted at swimmers looking for a complete starter regimen.
• The Hair Comb-O Hair care bundle combining the After-Swim Shampoo Extra Boost and Pre & Post Swim Conditioner for complete hair protection before and after aquatic activities. Targeted at swimmers primarily concerned with chlorine hair damage.
• Lucy's Bundle Complete 5-unit swim care bundle including shampoo, conditioner, body wash, body lotion, and eye gel, plus a free shower bag. Named after Ironman World Champion Lucy Charles and targeted at high-engagement swimmers seeking a full regimen.
• Chlorine-Free Skin Set Post-swim skin care set including body wash and body lotion for chlorine defense, hydration, and restoring skin texture. Targeted at users prioritizing skin care over hair care.
• Kids Swim Care Kit Complete kids swim care set including gentle chlorine removal shampoo, conditioner, and body/face wash formulated for children's delicate skin and hair. Targeted at parents of young children who swim regularly.
• Chlorine Removal Shampoo for Kids Gentle shampoo specifically formulated for children that removes chlorine and saltwater damage while fortifying hair from root to tip. Targeted at parents of young swimmers.
• Chlorine Protection Conditioner for Kids Pre and post-swim conditioner for children providing intense moisture, effortless detangling, and effective removal of pool chemicals from hair. Targeted at parents of young swimmers.
• Chlorine Removal Body Wash for Kids Face and body wash for children that eliminates chlorine and saltwater, hydrates dry skin, and relieves itchiness while neutralizing chlorine scent. Targeted at parents of young swimmers.
• Swimmers Shampoo Extra Boost 34oz Large 34oz size of the Chlorine Removal Shampoo Extra Boost, providing the same chlorine and saltwater removal with hydration benefits for frequent or team-volume swimmers.
• After-Swim Body Wash Extra Boost 34oz Large 34oz size of the After-Swim Body Wash Extra Boost with cooling and energizing effect for post-swim recovery. Targeted at frequent or team-volume swimmers.
• Variety Travel Kit Travel-friendly kit containing 16 or 32 single-use product sachets for convenient swim care on the go. Targeted at traveling swimmers, triathletes, and meet-day use.
• DryLock Swim Bag All-in-one sports toiletry bag made with high-quality neoprene material that is lightweight, water-resistant, and chemical-resistant, designed for carrying swim care products to and from the pool.
• Swim Care Essentials Kit Entry-level bundle including basic shampoo, conditioner, and shower bag for essential swim care needs. Targeted at new swimmers or first-time TRIHARD buyers.
• Chlorine-Removal Care Kit Comprehensive chlorine-removal bundle offering maximum protection and cleansing for swimmers with all hair and skin care essentials. Targeted at heavy pool users seeking complete defense.

Quantifiable outcome

• 92% of customers experience no residue of chlorine on skin and hair (2024 survey of 66 customers)
• +5 more outcomes

Named customers4 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

Feature3 records

Partnerships

One partnership is on record.

• Paloma Dead Sea LtdcoreImplementation/ SI/ Consulting PartnerGMP-certified manufacturer specializing in Beauty & Personal Care products. Located in Israel, Paloma Dead Sea Ltd produces and manufactures TRIHARD products. Partnership ensures quality manufacturing standards and formulation expertise with Dead Sea minerals.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CeraVe: Mass-market dermatologist-developed skin care brand trusted by sensitive-skin and eczema users, a key secondary segment TRIHARD targets (Sensitive Skin/Hair Users).
• Olaplex: Premium hair repair brand whose bond-building products are frequently used by swimmers and color-treated swimmers; competes for wallet share in the post-swim hair restoration category.
• Paul Mitchell (Awapuhi Wild Ginger / Mitch): Major professional haircare brand with Mitch line catering to active men and swimmers; comparable salon-channel personal care products serving similar end users.
• Aveda: Estée Lauder-owned premium personal care brand with botanical positioning and ingredients (similar Dead Sea/botanical narrative) that overlap with TRIHARD's natural, vegan, dermatologist-tested story.
• Vichy Laboratoires: L'Oréal-owned dermo-cosmetic brand offering post-activity and sensitive skin cleansers/body care that overlap with TRIHARD's skin hydration and post-swim claims.

Direct peers

• UltraSwim: Long-standing chlorine-removal shampoo brand owned by Henkel, directly targeting the same post-swim hair care need as TRIHARD's core shampoo/conditioner products.
• Malibu C: Wellness hair care brand with a dedicated swimmer product line (e.g., C-criteria, Malibu 100) for chlorine and mineral removal, sharing TRIHARD's swimmer-first positioning.

Emerging players

• Sun Bum: Lifestyle sun and skin care brand targeting active, outdoor consumers including surfers and pool users; comparable demographic and tropical/active-brand aesthetic with swim-adjacent use cases.
• Alba Botanica: Hain Celestial-owned natural personal care brand with vegan, reef-safe, plant-based positioning aligned to TRIHARD's clean ingredient narrative.
• Salt & Stone: Premium natural body and hair care brand founded by a former Pro surfer; targets active, water-sport consumers with botanical-based formulations overlapping TRIHARD's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wetrihard
• Instagraminstagram.com/wetrihard
• Xx.com/TRIHARDCARE

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

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 TRIHARD