What Love Goodly does

Love Goodly is a women-founded, women-led direct-to-consumer subscription box business launched in 2015 that delivers bi-monthly curated boxes of vegan, cruelty-free, and nontoxic beauty, skincare, and lifestyle products to conscious consumers in the United States and Canada. The core offering is two auto-renewing subscription tiers — Essential ($34.95 every two months, $60+ retail value) and VIP ($48.95 every two months, $100+ retail value) — supplemented by non-recurring prepaid plans (4-month, 6-month, 1-year), single-box purchases, an online shop of individual SKUs with a Subscribe & Save option, and digital gift cards. The company applies a 12-Eco-label curation framework and a documented banned-ingredient list (covering parabens, phthalates, formaldehyde-releasers, SLS/SLES, siloxanes, petrolatum, synthetic fragrance, triclosan, and others) cross-referenced with EWG Skin Deep, Pesticide Action Network, and Non-GMO Project sources, and contributes a portion of each purchase to rotating charity partners (current: Uncle Neil's Home; past: Farm Sanctuary, Cure Cervical Cancer, Beagle Freedom Project, Paw Works, Beauty Bus Foundation).

The technology stack is standard ecommerce infrastructure with no proprietary systems: Shopify powers the storefront, Recharge Payments manages bi-monthly subscription auto-renewals (with legacy Cratejoy still serving pre-2018 subscribers), and Awin runs the affiliate program. Customer acquisition is primarily organic via Facebook, Instagram, Twitter, Pinterest, YouTube, a blog with 180+ posts, email, a spin-to-win lead-capture game, and PR coverage in Forbes, BuzzFeed, Oprah Magazine, People.com, InStyle, and 100+ outlets. The company merged with fair-trade artisan marketplace NOVICA in March 2020, becoming a partner/subsidiary and operating fulfillment from NOVICA's San Antonio, TX headquarters while maintaining its Los Angeles roots; co-founders Katie Bogue Miller (now VP of Novica Beauty) and Justine Lassoff remain active.

The business model combines a recurring subscription annuity (bi-monthly auto-renewals and Subscribe & Save) with one-time purchases (single boxes, prepaid plans, gift cards, online shop). All sales are direct via lovegoodly.com; there is no wholesale, marketplace, or retail channel. With 1-10 employees, total disclosed outside funding of roughly $550K ($400K Third Wave Digital in 2015, $150K Quake Capital Partners in 2018), no disclosed revenue, and an explicit self-description as a "small but mighty business," the company operates as a lean niche DTC brand rather than a venture-scale business.

Name

Love Goodly

Legal name

Love Goodly, Inc.

Website

https://lovegoodly.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Love Goodly is a women-founded DTC subscription box company delivering bi-monthly curated vegan, cruelty-free, and nontoxic beauty, skincare, and lifestyle products to conscious consumers in the US and Canada, operated since 2015 as a partner of fair-trade marketplace NOVICA.

Ownership category

akta.pro rank

Product category

Subscription Beauty Box

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

akta.pro secondary industry

Subscription Box & Membership-first DTC (CRAFACAN)

Keywords

• Vegan beauty subscription
• Cruelty free skincare
• Nontoxic beauty box
• Clean beauty ecommerce
• Bi-monthly subscription box

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Others

Revenue model

1. Bi-Monthly Subscription Boxes (VIP and Essential): Auto-renewing subscriptions that deliver curated vegan, nontoxic, and cruelty-free beauty/skincare products every two months. VIP subscription at $48.95 bi-monthly with $100+ retail value; Essential subscription at $34.95 bi-monthly with $60+ retail value. Includes free US shipping. Generates predictable recurring revenue through automatic renewals on the 28th of each shipping cycle month.
2. Prepaid Box Plans: Non-recurring prepaid plans (4-month, 6-month, 1-year) that provide a set number of boxes delivered every two months. Essential plans: 4-month ($72), 6-month ($106), 1-year ($210). VIP plans: 6-month ($148), 1-year ($306). These are one-time charges with no auto-renewal at the end of the prepaid term.
3. Single Box Purchases: One-time single box purchases for customers wanting to try the service without a subscription. Single Essential Box: $42 (retail value $90+). Single VIP Box: $60 (retail value $130+). Available for US and Canada shipping.
4. Online Shop (Individual Products): E-commerce storefront selling individual vegan, nontoxic, and cruelty-free beauty, skincare, personal care, and lifestyle products from various brands. Products range from $6 to $48+ with standard shipping rates of $8 (US standard) or $16-$35 (Canada).
5. Digital Gift Cards: Digital gift cards sold in denominations from $10 to $500. Can be applied to online shop purchases and subscription boxes. Non-reloadable.
6. Subscribe & Save Program: 10% savings on repeat purchases of individual online shop products with subscription renewals every 45 days. Customers can adjust schedule, skip, or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels12 records

Core offering

Love Goodly curates and delivers bi-monthly subscription boxes containing vegan, nontoxic, and cruelty-free beauty, skincare, and lifestyle products directly to consumers. The company offers two subscription tiers (Essential at $34.95 and VIP at $48.95), prepaid box plans, single box purchases, gift subscriptions, and a curated online shop featuring individual products from partner brands, with all orders fulfilled through the company's own Shopify-powered e-commerce storefront.

Product overview

Love Goodly is a women-founded, women-led bi-monthly subscription box service focused on delivering vegan, cruelty-free, and non-toxic beauty, skincare, and lifestyle products. The core offering consists of two subscription tiers: the Essential Box ($34.95/bi-monthly, $60+ value) and the VIP Box ($48.95/bi-monthly, $100+ value). The VIP Box includes all Essential Box items plus 1-2 additional full-sized products. Both tiers auto-renew every two months with free US shipping. The product portfolio also includes prepaid box plans (4-month, 6-month, and 1-year options) for both tiers, single one-time purchase boxes, and an online shop featuring curated vegan beauty and skincare products with a Subscribe & Save option. Additional offerings include digital gift cards, a rewards program (5 points per $1 spent), and a referral program ($15 off for both referrer and referred). The company merged with NOVICA in 2020, expanding its reach while maintaining its subscription box operations from San Antonio, TX.

Differentiator

Problem solved

Functional benefit

Products and services

• VIP Bi-Monthly Subscription Box Auto-renewing bi-monthly subscription delivering full-size cruelty-free, vegan, and eco-friendly beauty, skincare, and wellness products to conscious beauty consumers. Priced at $48.95 every other month with free US shipping, containing items with $100+ total retail value including all Essential Box items plus 1-2 additional full-sized products. Includes gift subscription variant for purchasing as a gift.
• Essential Bi-Monthly Subscription Box Auto-renewing bi-monthly subscription delivering a curated selection of 3-4+ vegan beauty, skincare, and lifestyle products to conscious beauty consumers. Priced at $34.95 every other month with free US shipping, containing $60+ total retail value. Includes gift subscription variant for purchasing as a gift.
• Single VIP Box One-time purchase VIP box with $130+ total retail value featuring the current seasonal box contents (all Essential Box items plus 1-2 additional full-sized products). Does not auto-renew. Ships to US and Canada.
• Single Essential Box One-time purchase Essential box with $90+ total retail value featuring the current seasonal box contents (3-4+ vegan beauty, skincare, and lifestyle products). Does not auto-renew. Ships to US and Canada.
• Prepaid Box Plans Non-recurring prepaid plans for purchasing multiple boxes upfront at a discount. Essential tier: 4-Month ($72, $84 retail value), 6-Month ($106, $126 retail value), 1-Year ($210, $252 retail value). VIP tier: 6-Month ($148, $180 retail value), 1-Year ($306, $360 retail value). One-time charges with no auto-renewal at end of prepaid term. Free US shipping included.
• Online Shop E-commerce shop featuring curated vegan, nontoxic, and cruelty-free beauty, skincare, and personal care products from various brands. Products range from $6 to $48+ with standard shipping rates of $8 (US standard) or $16-$35 (Canada). Offers Subscribe & Save option with 10% savings on recurring orders every 45 days (customers can adjust schedule, skip, or cancel anytime).
• Digital Gift Card Digital gift cards available in denominations from $10 to $500 (specific denominations include $10, $15, $20, $25, $30, $35, $40, $45, $50, $60, $75, $100, $150, $200, $250, $300, $400, $500). Custom amounts available by contacting [email protected]. Redeemable for any Love Goodly products including subscription boxes and online shop items. Non-reloadable.

Quantifiable outcome

• Boxes provide $60-$130+ retail value at subscription prices of $34.95-$48.95 (savings of 40-60%)
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• NOVICAflagshipStrategic or Co-development Partner · 1 March 2020Love Goodly merged with NOVICA in March 2020. NOVICA is an ecommerce marketplace supporting artisans worldwide with fair trade practices, fair wages, and microloans in partnership with Kiva. Both companies are female co-founded. Love Goodly, as a partner of NOVICA, continues its mission to introduce non-toxic, cruelty-free, and vegan beauty products while expanding to include NOVICA artisan pieces like handmade jewelry. Love Goodly's shop will expand its offerings and reach more women globally through this partnership. NOVICA has regional offices in Bali, Brazil, Thailand, Mexico, The Andes, West Africa, and India, with partnerships with National Geographic and UNICEF.
• Uncle Neil's HomecoreOthersCurrent charity partner. A farm sanctuary founded in December 2019 by Rian Feldman and Scooter Belasco. Dedicated to rescuing farmed animals while educating and advocating for compassionate, vegan and cruelty-free lifestyles. Love Goodly donates a portion of proceeds to support their mission.
• Farm SanctuaryminorOthersPast charity partner. Organization protecting farm animals from cruelty, inspiring change in how society views and treats farm animals, and promoting compassionate vegan living. Operates sanctuaries and advocacy through legislation activism.
• Cure Cervical CancerminorOthersPast charity partner. Organization providing cost-effective cervical cancer screening and treatment to women globally, training local healthcare providers in 'See and Treat' procedures, and donating equipment for sustainable clinics.
• Beagle Freedom ProjectminorOthersPast charity partner. Organization securing release of dogs and other animals from laboratories and providing them chance at normal homes. Has rescued over 500 animals in 35 states and 6 countries.
• Paw WorksminorOthersPast charity partner. Organization addressing animal overpopulation and abandonment through adoption, education, spaying/neutering programs, and community outreach in partnership with county and city shelters.
• Beauty Bus FoundationminorOthersPast charity partner. Foundation providing dignity, hope and respite to homebound individuals with degenerative neuromuscular diseases through in-home haircuts, manicures, and facials. Founded in 2009 in memory of Melissa Marantz Nealy.
• Astrea BeautyminorGTM or Marketing PartnerPremium vegan skincare brand featured in Box Partner Perks. Rooted in traditional wisdom of Siddha from South India. Woman-owned/founded. Offers exclusive 20% discount for Love Goodly customers with code LOVE20.
• Already MineminorGTM or Marketing PartnerBrand featured in Box Partner Perks with special offers for Love Goodly customers.
• CasameraminorGTM or Marketing PartnerBrand featured in Box Partner Perks with special offers for Love Goodly customers.
• Tea with TaeminorGTM or Marketing PartnerBrand featured in Box Partner Perks with special offers for Love Goodly customers.
• Tusol WellnessminorGTM or Marketing PartnerBrand featured in Box Partner Perks with special offers for Love Goodly customers.
• VielleminorGTM or Marketing PartnerBrand featured in Box Partner Perks with special offers for Love Goodly customers.
• National GeographicminorStrategic or Co-development PartnerNOVICA has partnership with National Geographic for catalog distribution. Love Goodly benefits from this partnership as part of the NOVICA family.
• UNICEFminorStrategic or Co-development PartnerNOVICA powers and runs UNICEF's ecommerce shops. Love Goodly benefits from this partnership as part of the NOVICA family.
• KivaminorOthersNOVICA supports global fair trade through microloans in partnership with Kiva. Love Goodly's parent company NOVICA supports artisan communities through this initiative.
• Recharge PaymentscoreTechnology or IntegrationSubscription management platform powering bi-monthly auto-renewing subscriptions. Handles billing, customer subscription management, and renewal processing.
• AwinminorChannel Partner/ Reseller/ DistributorAffiliate marketing network managing Love Goodly's affiliate program. Bloggers, content creators, and influencers can apply through Awin to become Love Goodly affiliates and earn commission.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Love Goodly's website at lovegoodly.com. Handles storefront, checkout, product listings, and basic order management.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Petit Vour: Monthly vegan and cruelty-free beauty subscription box with similar value-prop positioning (curated clean beauty discovery). Closest direct comparable in mission, customer base, and pricing tier ($15-$30/mo).
• Vegan Cuts Beauty Box: Vegan-focused subscription box across beauty, snack, and lifestyle categories. Directly comparable for the cruelty-free / vegan positioning and DTC subscription model.
• Birchbox: Pioneer beauty subscription box (now part of the FemTec Health family) offering curated monthly samples and full-size products. Closest benchmark for subscription-box mechanics in beauty, even though not strictly vegan.
• Ipsy: Monthly beauty subscription (Glambag) with personalization quiz, mass-market scale. Compares on DTC beauty subscription mechanics, though at much larger scale and broader positioning.
• FabFitFun: Seasonal lifestyle subscription box spanning beauty, wellness, fitness, and home. Comparable on curated-discovery DTC box model with broader lifestyle breadth vs. Love Goodly's beauty-only focus.
• Allure Beauty Box: Subscription box curated by Allure editors featuring beauty samples and full-size products. Comparable subscription-box mechanics and beauty curation, though without the strict vegan/cruelty-free filter.

Broad incumbents

• Credo Beauty: Multi-brand clean and nontoxic beauty retailer (both storefronts and online) with rigorous 'Credo Clean Standard.' Competes for the same conscious consumer via broader assortment and established distribution.
• The Detox Market: Multi-brand clean beauty retailer (online plus physical stores in US/Canada) offering curated nontoxic brands. Comparable for vegan/cruelty-free assortment, with overlapping Canadian footprint.
• Goop: Wellness and clean-beauty DTC brand and media company with overlapping values-based positioning (clean ingredients, conscious consumer) and curated product assortment. Adjacent rather than head-to-head but competes for same wallet share.

Emerging players

• Clean Beauty Box (formerly Petit Vour / Memebox sister brands): Subscription box focused on clean and nontoxic beauty discovery. Direct peer in curated clean-beauty DTC subscription, slightly smaller scale than Love Goodly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ShopLoveGoodly
• YouTubeyoutube.com/channel/UCNbVJJzqc66T6uXyEl1AL9A
• Facebookfacebook.com/shoplovegoodly
• Instagraminstagram.com/shoplovegoodly
• Pinterestpinterest.com/lovegoodly
• LinkedInlinkedin.com/company/love-goodly

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Love Goodly