Tone
Tone operates an AI-enhanced SMS messaging platform that helps direct-to-consumer and small-to-mid-market e-commerce merchants recover lost revenue and drive conversions through human-assisted, two-way text conversations.
- Company typePrivate
- Founded2017
- HeadquartersCambridge, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tone does
Tone is a venture-backed software company that operates an AI-enhanced SMS and text-messaging platform designed to help e-commerce merchants capture incremental revenue through conversational commerce. Founded in 2017 and headquartered in Cambridge, Massachusetts, the company enables online retailers to engage shoppers via two-way text conversations that combine AI-driven automation with human agent escalation, with the stated use case centered on recovering abandoned carts and converting purchase intent on mobile. The platform integrates with online storefronts and targets direct-to-consumer and small-to-mid-market e-commerce merchants who lack an in-house retention marketing function.
Tone firmographics
Firmographics- Name
- Tone
- Legal name
- Tone
- Website
- https://tonemessaging.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tone operates an AI-enhanced SMS messaging platform that helps direct-to-consumer and small-to-mid-market e-commerce merchants recover lost revenue and drive conversions through human-assisted, two-way text conversations.
- Ownership category
- akta.pro rank
Tone industry classification
Industry- Product category
- Men's Personal Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH)
- akta.pro secondary industries
- Body Sprays & Mists (CRABADAC), Deodorants & Antiperspirants (CRADANAA)
Keywords
Where Tone is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Markets served
Tone business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations
Revenue model
- Personal Care Product Sales: The company generates revenue through the sale of physical personal care products including body wash, deodorant, cologne, fragrance oil, lip balm, and body lotion. The brand is positioned as fragrance-forward premium personal care sold through retail and e-commerce channels.
Go-to-market motion1 record
Distribution channels2 records
Tone product offering
Product offeringCore offering
Tone is a fragrance-forward men's personal care brand that sells body wash, deodorant, cologne, fragrance oil, lip balm, and body lotion. The company positions personal care as a 'daily scent ritual' rather than basic odor protection and distributes its own branded products through Target and Amazon.
Product overview
Tone is a fragrance-forward men's personal care brand positioned around the concept of a 'daily scent ritual' rather than basic odor protection. The company offers a unified product portfolio consisting of body wash, deodorant, cologne, fragrance oil, lip balm, and body lotion. The brand initially launched at Target and achieved breakout first-year success before expanding to Amazon for broader nationwide distribution.
Differentiator
Problem solved
Functional benefit
Products and services
- Body Wash
- Deodorant
- Cologne
- Fragrance Oil
- Lip Balm
- Body Lotion
Companies that use Tone
Customer profileSegments1 record
Ideal customer profiles1 record
Tone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tone partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AmazoncoreAmazon serves as Tone's nationwide e-commerce distribution channel, allowing the brand to reach consumers in their preferred online shopping destination following successful Target launch.
- TargetcoreTarget served as Tone's initial retail distribution partner where the brand achieved breakout first-year performance, establishing market presence before expanding to additional channels.
Scale indicators1 record
Recent moves5 records
Expansion highlights3 records
Tone competitors and assessment
Company assessmentDirect peers
- Dr. Squatch: Men's personal care brand selling soap, deodorant, and other grooming products through DTC and major retailers including Target and Amazon. Directly comparable in target customer (men seeking elevated grooming), channel strategy, and brand-led positioning.
- Duke Cannon: Men's grooming brand known for bar soaps, deodorant, and body wash sold through Target and other mass retailers. Directly comparable as a Target-distributed men's personal care brand competing in the same deodorant/body wash aisles.
- Every Man Jack: Men's personal care brand offering body wash, deodorant, and grooming products through mass and natural retail channels. Comparable in product mix, male target customer, and multi-SKU men's routine positioning.
- Hawthorne: Men's personal care brand selling fragrance-forward grooming products through DTC and retail. Closely aligned with Tone's 'daily scent ritual' positioning and men's deodorant/cologne crossover.
- Stryx: Men's grooming and skincare brand selling concealer, skincare, and personal care items through retail including Target. Comparable as a Target-distributed indie men's grooming brand.
- Bevel: Men's grooming brand offering personal care and shave products with a strong brand-led, design-forward positioning. Comparable in targeting style-conscious male consumers willing to pay a premium for differentiated grooming.
Broad incumbents
- Old Spice: Flagship men's deodorant and body wash brand from P&G and the dominant incumbent in the men's personal care category. Comparable as the primary incumbent Tone must displace on shelf and in consumer mindshare.
- Dove Men+Care: Unilever's men's personal care line covering body wash, deodorant, and bar soap. Comparable as a broad-line incumbent competing in the same daily-use men's grooming categories.
- Nivea Men: Beiersdorf's men's deodorant, body wash, and skincare line sold globally. Comparable as a broad incumbent in men's deodorant and body care with mass retail distribution.
Emerging players
- Native: Personal care brand offering deodorant, body wash, and related items with strong direct-to-consumer and retail presence. Comparable as an emerging CPG brand with similar deodorant/body wash categories and a brand-led, scent-forward story.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Tone social profiles
Digital presenceTone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tone leadership team
Management profileNumber of profiles
Profiles1 record
Tone funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tone 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 Tone
What does Tone do?
Tone is a fragrance-forward men's personal care brand that sells body wash, deodorant, cologne, fragrance oil, lip balm, and body lotion. The company positions personal care as a 'daily scent ritual' rather than basic odor protection and distributes its own branded products through Target and Amazon.
Is Tone a public or private company?
Tone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tone founded?
Tone was founded in 2017. It employs 11 to 50 people.
Where is Tone based?
Tone is headquartered in Cambridge, United States, in the North America region.
How does Tone make money?
One revenue line is on record: personal Care Product Sales.
Who are Tone's main competitors?
Direct peers on record are Dr. Squatch, Duke Cannon, Every Man Jack, Hawthorne, Stryx and Bevel. Broad incumbents are Old Spice, Dove Men+Care and Nivea Men. Native is listed as an emerging player.
Does Tone have an API?
No public API is recorded for Tone.
What industry is Tone in?
Tone's product category is Men's Personal Care. Its primary akta.pro industry code is CRABAGAH, Men’s Bath & Body (Body Wash, Soap, Body Lotion), with a secondary code of CRABADAC, Body Sprays & Mists. Its NAICS code is 32561 and its SIC code is 2844.