May Lindstrom Skin
May Lindstrom Skin is an independent, Los Angeles-based clean-beauty brand that crafts small-batch, freshly made natural skincare — led by the cult-favorite Blue Cocoon balm — for sensitive, eczema-, and rosacea-prone consumers globally via premium DTC e-commerce and prestige wholesale.
- Company typePrivate
- Founded2011
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What May Lindstrom Skin does
May Lindstrom Skin, LLC is a privately held, independent clean-beauty skincare company founded in 2011 by Sarah May Lindstrom and headquartered at 2652 Pasadena Ave. in Los Angeles, California. The company crafts a focused portfolio of eight core facial SKUs — led by the cult-favorite balm-to-oil moisturizer The Blue Cocoon — plus body oils, curated ritual bundles (Hydration Hero Trio, Comfort Duo, Energize Duo, Essentials Set), accessories, and digital gift cards. Products are small-batch, freshly made in the LA studio from certified organic and wild-harvested botanicals (Bulgarian rose, Madagascar vanilla, French helichrysum, blue tansy) sourced directly from family-run farms, using proprietary waxless and waterless delivery systems designed for sensitive, eczema-prone, rosacea-prone, and post-treatment skin.
The business runs on a direct-to-consumer e-commerce model at maylindstrom.com, supplemented by a Ritual Renewal subscription at 17% savings and a 2026 wholesale re-launch into prestige clean-beauty retailers Nordstrom, Beauty Heroes, The Detox Market, and Citrine Beauty. Premium unit pricing ($75-$220 per SKU, $125-$480 per bundle) and Afterpay installment support anchor an AOV-driven model. The brand serves a long-tail of individual consumers globally (80,000+ served, shipping to 100+ countries) rather than enterprise accounts, and monetizes a tightly engaged community — evidenced by a $3,000,000 angel round raised exclusively from existing customers in December 2024, with proceeds funding a forthcoming fragrance line, broader retail expansion, and the build-out of a care house and education atelier at the LA headquarters.
May Lindstrom Skin firmographics
Firmographics- Name
- May Lindstrom Skin
- Legal name
- May Lindstrom Skin, LLC
- Website
- https://maylindstrom.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- May Lindstrom Skin is an independent, Los Angeles-based clean-beauty brand that crafts small-batch, freshly made natural skincare — led by the cult-favorite Blue Cocoon balm — for sensitive, eczema-, and rosacea-prone consumers globally via premium DTC e-commerce and prestige wholesale.
- Ownership category
- akta.pro rank
May Lindstrom Skin industry classification
Industry- Product category
- Natural & Organic Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)
- akta.pro secondary industries
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Skincare Sets, Kits & Travel Sizes (CRABAAAL), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)
Keywords
Where May Lindstrom Skin is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
May Lindstrom Skin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue channel through the brand's website (maylindstrom.com). Products are sold at full retail price with options for subscription/renewal (Ritual Renewal) providing 17% savings across deliveries. Afterpay installment payments are offered as a financing option. Free shipping on US orders over $75 and international orders over $150 USD.
- Wholesale / Retail Distribution: Revenue from selling through prestige retail partners including Nordstrom, Beauty Heroes, The Detox Market, and Citrine Beauty. The brand previously operated across roughly 100 doors at prestige retailers before exiting wholesale during the pandemic and has now returned to wholesale channels.
- Angel Investment (Customer-Backed): The company secured a $3 million angel investment raised from its own customers, representing a community-sourced funding model. Proceeds are partially allocated for executive and promotional purposes and to fund expansion into fragrance and broader retail presence.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing - full-size and travel sizes |
| Unit Pricing | Pay-as-you-go | Bundled ritual sets (Good / Better / Best tier structure) |
| Subscription | Monthly | Subscription - Ritual Renewal (17% savings) |
| Other | — | Returns and satisfaction guarantee |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
May Lindstrom Skin product offering
Product offeringCore offering
May Lindstrom Skin crafts and sells small-batch, freshly-made 100% natural and organic skincare products designed for sensitive, reactive, and health-challenged skin. The portfolio centers on eight core facial skincare items (including the flagship Blue Cocoon balm-to-oil moisturizer, balancing serums, treatment masques, exfoliants, cleansing oils, and body oils) plus curated ritual bundles, accessories, and digital gift cards, sold primarily through a direct-to-consumer e-commerce site with selective wholesale distribution.
Product overview
May Lindstrom Skin is a small-batch, clean beauty skincare brand founded in 2011 and headquartered in Los Angeles, California. The company crafts 100% natural organic skin care products with hyper-fresh ingredients, formulated for sensitive skin and a wide range of skin concerns including rosacea, eczema, dermatitis, acne, and graceful aging. The product portfolio centers around eight core facial care products—The Blue Cocoon (flagship balm-to-oil moisturizer), The Youth Dew (balancing serum), The Jasmine Garden (facial mist), The Honey Mud (enzyme cleanser), The Pendulum Potion (cleansing oil), The Clean Dirt (exfoliant), The Problem Solver (treatment masque), and body oils (The Happy Galaxy and The Good Stuff)—which are designed to work together as layered rituals. These are complemented by curated ritual bundles (The Comfort Duo, Energize Duo, Essentials Set, Hydration Hero Trio, Chocolate Box), accessories (facial brush, treatment bowl, steam towels, dandelion wand), and digital gift cards. The brand operates on a direct-to-consumer model with selective retail partnerships, and offers a Care Path quiz to guide customers in personalized product selection. The company is expanding into fragrance as a new category following a $3 million angel investment.
Differentiator
Problem solved
Functional benefit
Products and services
- The Blue Cocoon Daily Moisturizing Concentrate A waxless balm-to-oil concentrate that melts on touch to provide ultra-soothing moisturization; designed for sensitive, redness-prone, rosacea, acne, and eczema skin.
- The Youth Dew Balancing Facial Serum A balancing facial serum that delivers antioxidants and vitamins for graceful aging support, balancing oil production, and providing immediate brightness and glow.
- The Jasmine Garden Botanical Facial Mist A delicate facial mist infused with fresh botanical extracts, organic rose water, and colloidal silver that delivers calming and restorative hydration.
- The Honey Mud Enzyme & Acid Facial Pudding An enzyme and acid treatment that emulsifies into a silky cleansing milk or enzyme masque, designed for sensitive, acne-prone, and problematic skin types.
- The Pendulum Potion Grounding Cleansing Oil A grounding facial cleansing oil that doubles as a nourishing body and hair oil, designed to cleanse while providing hydration.
- The Clean Dirt Brightening Exfoliant Treatment A concentrated powder brightening exfoliant treatment that blends with water to form a soft mousse for gentle skin resurfacing.
- The Problem Solver Warming Facial Treatment Masque
Quantifiable outcome
- The Blue Cocoon holds a 4.8/5 star rating from 502 reviews (96% of reviewers would recommend), with 471 of 502 reviews being 5-star ratings.
- +4 more outcomes
Companies that use May Lindstrom Skin
Customer profileNamed customers7 records
Ideal customer profiles2 records
May Lindstrom Skin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
May Lindstrom Skin partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NordstromcoreNordstrom is a major prestige department store retailer and a key wholesale partner for May Lindstrom Skin. The brand returned to Nordstrom as part of its post-pandemic wholesale expansion, having previously operated across roughly 100 doors at prestige retailers before exiting wholesale during the pandemic. The brand is expanding its retail presence through this channel.
- Beauty HeroescoreBeauty Heroes is a curated clean beauty subscription and e-commerce retailer. May Lindstrom Skin is carried as a brand partner, aligning with Beauty Heroes' focus on non-toxic, transparent-ingredient beauty products. The brand returned to this retailer as part of its wholesale re-entry.
- The Detox MarketcoreThe Detox Market is a clean beauty retailer specializing in non-toxic skincare and beauty. May Lindstrom Skin is stocked as a brand partner, fitting the retailer's criteria for ingredient safety and clean beauty standards. The brand re-entered this retailer following its DTC hiatus.
- Citrine BeautycoreCitrine Beauty is a clean beauty retailer partner. May Lindstrom Skin returned to this retailer as part of its wholesale channel expansion after a four-year DTC-only period.
- AfterpayminorAfterpay is integrated at checkout as a payment option, allowing customers to pay in four installments. This partnership enables higher conversion and average order values by reducing the barrier of upfront cost for premium-priced products. Available on product pages including The Blue Cocoon.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
May Lindstrom Skin competitors and assessment
Company assessmentDirect peers
- Tata Harper: Tata Harper is a direct peer: a founder-led, small-batch luxury skincare brand producing plant-based, farm-made formulations at premium price points with an ingredient-obsessed, DTC-plus-prestige-wholesale go-to-market. The two brands compete head-to-head for the same discerning, ingredient-literate luxury skincare customer.
- Indie Lee: Indie Lee is a direct peer: a founder-led, naturally derived clean skincare brand positioned for sensitive skin at premium price points, with overlapping target customers (ingredient-conscious women seeking gentle, effective formulations) and a similar prestige-retail plus DTC distribution mix.
- Herbivore Botanicals: Herbivore is a direct peer: small-batch natural skincare brand selling botanical-forward, ingredient-driven formulations at premium prices via DTC and Sephora/clean-beauty retailers, with very comparable product archetypes (balms, serums, treatment oils) and pricing tier.
- Vintner's Daughter: Vintner's Daughter is a direct peer: ultra-premium, small-batch active botanical serum brand built on a hero multi-step product with intensive ingredient sourcing, DTC-led model, and a similar cult-following customer base willing to pay luxury prices.
- True Botanicals: True Botanicals is a direct peer: clinically-validated, naturally derived clean skincare brand positioned for performance with prestige pricing and DTC plus select retail partnerships, targeting similar ingredient-savvy luxury consumers.
- RMS Beauty: RMS Beauty is a direct peer: founder-led clean beauty brand built around raw, food-grade ingredient formulations, premium pricing, prestige retail (Sephora, Net-a-Porter) plus DTC, and a strong cult following anchored by a signature hero product.
- Juice Beauty: Juice Beauty is a direct peer: organic, ingredient-led skincare brand with clinical positioning at the prestige price tier, sold through Sephora, Ulta, and DTC — overlapping on the clean-and-clinical efficacy positioning May Lindstrom Skin pursues.
Broad incumbents
- Drunk Elephant: Drunk Elephant is a broad incumbent: a much larger, Shiseido-acquired clean/biocompatible skincare brand with a far broader product catalog and mass-prestige distribution (Sephora, ULTA). Comparable on the premium clean beauty positioning and DTC plus prestige omnichannel model, though at a different scale and category breadth.
- Beautycounter: Beautycounter is a broad incumbent: a larger clean beauty brand with rigorous ingredient standards, premium pricing, and DTC plus selective retail. Comparable on the clean-beauty efficacy and safety positioning May Lindstrom Skin emphasizes for sensitive, health-challenged skin, though at significantly greater scale.
- Farmacy Beauty: Farmacy is a broad incumbent: a larger clean/natural skincare brand with farm-sourced hero ingredients, premium pricing, and broad prestige plus DTC distribution (Sephora, ULTA). Comparable positioning on the ingredient-forward farm-sourced storytelling May Lindstrom Skin uses to differentiate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
May Lindstrom Skin social profiles
Digital presenceMay Lindstrom Skin financial estimates
Financial estimateRevenue estimate
Valuation estimate
May Lindstrom Skin leadership team
Management profileNumber of profiles
Profiles2 records
May Lindstrom Skin funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
May Lindstrom Skin 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 May Lindstrom Skin
What does May Lindstrom Skin do?
May Lindstrom Skin crafts and sells small-batch, freshly-made 100% natural and organic skincare products designed for sensitive, reactive, and health-challenged skin. The portfolio centers on eight core facial skincare items (including the flagship Blue Cocoon balm-to-oil moisturizer, balancing serums, treatment masques, exfoliants, cleansing oils, and body oils) plus curated ritual bundles, accessories, and digital gift cards, sold primarily through a direct-to-consumer e-commerce site with selective wholesale distribution.
Is May Lindstrom Skin a public or private company?
May Lindstrom Skin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was May Lindstrom Skin founded?
May Lindstrom Skin was founded in 2011. It employs 11 to 50 people.
Where is May Lindstrom Skin based?
May Lindstrom Skin is headquartered in Los Angeles, United States, in the North America region.
How does May Lindstrom Skin make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale / Retail Distribution and angel Investment (Customer-Backed).
Who are May Lindstrom Skin's main competitors?
Direct peers on record are Tata Harper, Indie Lee, Herbivore Botanicals, Vintner's Daughter, True Botanicals, RMS Beauty and Juice Beauty. Broad incumbents are Drunk Elephant, Beautycounter and Farmacy Beauty.
Does May Lindstrom Skin have an API?
No public API is recorded for May Lindstrom Skin.
What industry is May Lindstrom Skin in?
May Lindstrom Skin's product category is Natural & Organic Skincare. Its primary akta.pro industry code is CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers), with a secondary code of CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging). Its NAICS code is 456120 and its SIC code is 2844.