Faith in Nature

What Faith in Nature does

Faith in Nature is a UK-based, independent family-owned manufacturer of natural personal care and household products, founded in 1974 by Rivka Rose in Manchester. The company formulates vegan, cruelty-free, and 99.5% natural-origin products spanning haircare, body care, hand care, household cleaning, pet care, and a limited sustainable clothing line, manufactured at a single UK facility powered by 100% renewable energy. Its technology stack centres on plant-derived formulation using organic active naturals (rosemary, nettle, and chamomile for haircare; oat, elderberry, and limeflower for body care), combined with a multi-format packaging architecture that ranges from 100ml soap bars through 500ml aluminium bottles to 20L bulk refills and a closed-loop bottle return program.

The business operates a hybrid go-to-market model. Direct-to-consumer e-commerce through faithinnature.co.uk is supported by a Subscribe & Save subscription offering 10% recurring discounts and the tiered Flower Power loyalty scheme. A parallel B2B trade portal serves wholesale customers including refill stores, health food shops, camping and glamping sites, cafes, restaurants, offices, gyms, hotels, and B&Bs with a £75 minimum order and free delivery. Distribution is further extended through a nationwide network of independent refill stations, the self-described largest range of plastic-reducing refills in the UK.

Revenue is generated through unit-priced product sales across packaging sizes (from £3.49 soap bars to £205-£250 20L refills), subscription recurring revenue, and one-time wholesale orders. The company is privately held with no disclosed institutional funding and serves exclusively UK customers. Governance is differentiated by a 2022 initiative that made Faith in Nature the first company globally to appoint Nature as a director with legal voting rights, alongside B Corp, Vegan Society, Cruelty Free International, and Living Wage Foundation certifications.

Name

Faith in Nature

Legal name

Faith In Nature

Website

https://faithinnature.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Faith in Nature is a UK-based, family-owned manufacturer of vegan, 99.5% natural-origin personal care and household products, serving UK consumers via DTC e-commerce, a B2B trade wholesale portal, and a nationwide refill station network, with adjacent hospitality and corporate verticals.

Ownership category

akta.pro rank

Product category

Natural Personal Care Products

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

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industry

Natural/Eco All-Purpose Cleaners (CRAJAMAM)

Keywords

• Natural personal care
• Vegan haircare products
• Natural body care
• Plastic-free refills
• Eco-friendly household

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through faithinnature.co.uk website. Products sold in various sizes from 100ml to 20L with prices ranging from £3.49 (soap bars) to £250 (20L refills). Subscription service offering 10% discount on recurring orders.
2. Wholesale/Trade: Trade portal for business customers including refill stores, health food shops, camping sites, cafes, restaurants, offices, gyms, hotels. Minimum order quantity of £75 with free delivery.
3. Refill Stations: Nationwide network of refill stations where customers can refill bottles. Company ships products to refill locations and customers refill at point of sale.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Faith in Nature manufactures and sells vegan, cruelty-free personal care and household products in the UK, including shampoos, conditioners, body washes, soaps, hand washes, lotions, laundry liquid, washing up liquid, and dog shampoo. Products are formulated with 99.5% natural origin ingredients using plant-derived essential oils, and are sold across multiple packaging formats (100ml to 20L refills) through direct e-commerce, wholesale trade, and a nationwide network of refill stations.

Product overview

Faith in Nature is a UK-based natural beauty and personal care company offering a comprehensive portfolio of vegan, cruelty-free, 99.5% natural origin products. The core offering spans haircare (shampoos, conditioners, and hair masks in various formulations for different hair types), body care (body washes, hand washes, and lotions), and household cleaning (laundry liquid and washing up liquid). The company pioneered a multi-format packaging approach including standard 400ml bottles, aluminium bottles, and bulk refill options (1L, 2.5L, 5L, and 20L) across its entire product range. The product portfolio is organized by hair/skin type (normal, dry, oily, curly) and ingredient focus (Rosemary, Lavender & Geranium, Coconut, Grapefruit & Orange, Seaweed & Citrus, Dragon Fruit, Shea & Argan, Jojoba, Wild Rose, Aloe Vera). Beyond consumer products, Faith in Nature operates refill station networks, subscription and loyalty programs, and sells to businesses (trade portal) for sectors including hospitality, offices, gyms, and camping sites. The company also offers a limited sustainable clothing line through a partnership with Rainkiss.

Differentiator

Problem solved

Functional benefit

Products and services

• Rosemary Shampoo A 99.5% natural origin shampoo formulated with Spanish rosemary essential oil for normal hair and scalp, designed to stimulate the scalp and leave hair feeling fresh.
• Lavender & Geranium Shampoo A balancing shampoo with antioxidant-packed Kent-grown lavender oil, formulated for normal hair and scalp.
• Coconut Shampoo A hydrating shampoo for dry hair and scalp made with organic coconut oil, featuring lower cleansing agents and higher levels of emollients.
• Jojoba Shampoo A moisturising shampoo for dry hair and scalp formulated with jojoba oil.
• Seaweed & Citrus Shampoo A detoxifying shampoo for oily hair made with mineral-rich egg wrack seaweed, hand-harvested by teams trained in the Marine Wildlife Conduct Code.
• Grapefruit & Orange Shampoo A purifying shampoo for oily hair and scalp made with upcycled grapefruit oil, known to help balance sebum and purify the scalp.
• Dragon Fruit Shampoo A revitalising shampoo made with dragon fruit extract, known to hydrate and protect hair, for oily hair and scalp.
• Shea & Argan Shampoo A moisturising shampoo for curly hair and dry scalp made with organic argan oil and ethically traded shea butter, Curly Girl compliant.
• Shampoo Bars Plastic-free, zero-waste solid shampoo bars that are vegan, cruelty-free, and free from parabens and SLS, available in multiple varieties.
• Hair Masks 99.5% natural origin deep treatment hair masks for targeted hair care, available in Rosemary (normal hair), Coconut & Shea Butter (dry hair), and Shea & Argan (curly hair) varieties.
• Lavender & Geranium Body Wash A relaxing body wash made with English lavender, lavandin, and geranium essential oils, formulated with organic oat extract, limeflower, and elderberry.
• Grapefruit & Orange Body Wash An energising body wash made with upcycled organic sweet orange oil and upcycled grapefruit oil.
• Coconut Body Wash A hydrating body wash made with organic coconut oil.
• Natural Soap Bars Plastic-free, zero-waste natural soap bars made with plant-derived ingredients, 100% natural origin aroma, and essential oils, packaged in compostable cardboard.
• Tea Tree Hand Wash A protective hand wash made with Australian tea tree oil that helps rebuild koala habitats and is famed for its powerful antibacterial properties.
• Hand & Body Lotions Vegan body lotions made with ethically traded shea butter and 100% natural origin aroma, available in Lavender & Geranium, Grapefruit & Orange, and Coconut varieties.
• Aloe Vera & Rosemary Laundry Liquid A super-concentrated, non-biological laundry liquid formulated with rosemary oil and organic aloe vera, vegan, free of parabens, phosphates, bleaches, and enzymes, suitable for colours, woollens, and fine fabrics.
• Lemon Washing Up Liquid A super-concentrated washing up liquid made with 100% natural origin lemon oil, vegan, free of parabens and sulphates, certified by Cruelty Free International and Vegan Society approved.
• Dog Shampoo 99% natural origin, conditioning dog shampoos specially formulated with vitamin E for a healthy, shiny coat and pH-balanced to be gentle on dog's skin, available in Chamomile, Coconut, and Lavender varieties.
• 20L Refill Bottles The largest refill format holding equivalent of 50 smaller 400ml bottles, designed for businesses and families committed to reducing plastic waste.
• Refill Stations Network A nationwide network of refill stations across the UK where customers can refill their Faith in Nature bottles, reducing plastic waste, including zero-waste shops and refill stores.
• Subscribe & Save Subscription Service A subscription service offering 10% savings on all orders with flexible delivery frequencies from 2 to 12 weeks, no minimum order, cancellable at any time.
• Faith in Nature x Rainkiss Clothing Collection A limited edition sustainable outdoor clothing collection including waterproof ponchos and bucket hats made from 100% Oeko-tex certified recycled polyester, with each poncho containing at least 20 recycled plastic bottles.

Quantifiable outcome

• Over 90% revenue growth in 2021 despite haircare category decline
• +4 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Lawyers For NaturecoreImplementation/ SI/ Consulting Partner · 1 August 2022Legal partnership that helped develop the Nature on the Board initiative, creating a legally binding framework that puts Rights of Nature at the heart of company governance.
• Earth Law CentercoreImplementation/ SI/ Consulting Partner · 1 August 2022Legal partner that collaborated with Lawyers For Nature to create the Rights of Nature framework enabling Nature to become a director with voting rights.
• World Land Trust (WLT)coreStrategic or Co-development PartnerCarbon balancing partnership through WLT's carbon balancing programme in Guatemala. Company calculates emissions, reduces what it can, and offsets unavoidable ones by protecting carbon sinks. Partnership supports preservation of precious natural habitats.
• Sumatran Orangutan SocietycoreStrategic or Co-development PartnerCharity partnership addressing palm oil sustainability challenges. Together exploring new ways to grow and produce palm with net positive effect on Nature. Partnership supports SOS in educating and empowering local people to protect land from palm cultivation.
• Energy GardenminorStrategic or Co-development PartnerPartnership mentioned in sustainability report supporting renewable energy and environmental initiatives.
• RainkissminorStrategic or Co-development PartnerLimited edition collaboration creating sustainable outdoor clothing collection including waterproof ponchos and bucket hats made from 100% Oeko-tex certified recycled polyester (each poncho contains at least 20 recycled plastic bottles).

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Bio-D: UK-based, independent eco cleaning and laundry brand sold largely through refill stores and independent retail. Highly comparable on natural ingredients, UK manufacturing, and concentration in the refill/zero-waste channel.
• Greenscents: Small UK natural laundry and cleaning brand with strong refill and eco credentials. Comparable on natural, vegan, and refill positioning within the UK market, though significantly smaller and with a narrower household-only range.
• Miniml: UK-based refill-focused natural cleaning and personal care brand, founded 2019. Comparable on refill-first proposition, natural formulations, and B2B amenity supply to hospitality, though narrower in product range and earlier-stage.

Broad incumbents

• Dr. Bronner's: Family-owned US natural soap and personal care company with strong ethical, organic, and fair-trade credentials. Comparable on natural soap/body care formulations, family-ownership ethos, and multi-format (bar and liquid) product range.
• The Body Shop: Global natural-ethos beauty and personal care retailer, now part of Natura &Co. Overlaps with Faith in Nature on natural ingredients, cruelty-free positioning, and refill/eco values, but operates at much broader scale across skin, body, and haircare.
• Weleda: Swiss natural and biodynamic personal care and body care brand with global distribution. Comparable on natural ingredient positioning, B Corp-aligned credentials, and body care/haircare overlap, though at much larger international scale.

Direct peers

• Method Products: Design-led eco-friendly cleaning and personal care brand (now under SC Johnson) known for biodegradable formulas and recyclable packaging. Directly comparable on natural ingredients, sustainability branding, and household/personal cleaning crossover.
• Seventh Generation: US-based natural household and personal care brand owned by Unilever, focused on plant-based ingredients and transparency. Comparable on natural cleaning, sustainability credentials, and B Corp-style positioning, though primarily household.
• Lush: UK-based handmade natural cosmetics and personal care brand with global retail footprint. Direct peer given overlapping natural, vegan, and cruelty-free positioning and shared UK heritage in ethical personal care.
• Ecover: Belgium-headquartered pioneer in plant-based, biodegradable cleaning and personal care products, owned by SC Johnson. Comparable on natural formulations, refill and eco-positioning, and overlap in laundry/washing-up/body care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FaithInNature
• Facebookfacebook.com/faithinnature
• Instagraminstagram.com/faithinnature_uk
• TikToktiktok.com/@faithinnature_uk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

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 Faith in Nature