MALIN+GOETZ
MALIN+GOETZ is a privately held New York-based unisex skincare and fragrance brand, founded in 2004, selling face, body, hair, candle, and home products via DTC e-commerce in five markets, 12+ US retail apothecaries, and B2B hotel/fitness amenity partnerships for consumers seeking simplified, gender-neutral personal care.
- Company typePrivate
- Founded2004
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What MALIN+GOETZ does
MALIN+GOETZ is a New York-based, privately held skincare, hair care, and fragrance brand founded in 2004 by Matthew Malin and Andrew Goetz to simplify personal care for all genders and skin types. The product portfolio is organized into face skincare (cleansers, moisturizers, serums, sunscreens, masks), body care (hand+body washes, deodorants, scrubs, cleansing bars), hair care (shampoos, conditioners, styling aids), and a scent category spanning eau de parfum, perfume oils, candles, and a home collection. Core formulation platforms include an amino acid-based cleansing system paired with botanical essential-oil-driven scent signatures (bergamot, eucalyptus, rum, leather, sage, cannabis, vetiver, strawberry, tomato) and a clinically validated proprietary odor-neutralizing technology featured in the Sage Home Spray.
The company operates a multi-channel go-to-market model: a direct-to-consumer e-commerce storefront localized for US, UK, EU, Canada, and Hong Kong; 12+ owned retail apothecary locations concentrated in New York City, Los Angeles, and San Francisco; a B2B amenities channel placing products in hotels, gyms, airlines, and restaurants via licensed arrangements (exemplified by the expanded Chelsea Piers Fitness partnership); and a corporate gifting program with a 30-unit minimum. Pricing is unit-based across premium tiers (e.g., $84 recovery treatment oil, $105 leather EDP, $216-$248 refill gallons), and the (+)points loyalty program plus gallon-refill ecosystem (up to 60% savings, 20% less plastic) drive repeat purchasing. Ownership is founder-controlled with one disclosed institutional investor, Manzanita Capital, and the business has operated without public listing or institutional capital churn for over twenty years.
MALIN+GOETZ firmographics
Firmographics- Name
- MALIN+GOETZ
- Legal name
- MALIN+GOETZ
- Website
- https://malinandgoetz.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MALIN+GOETZ is a privately held New York-based unisex skincare and fragrance brand, founded in 2004, selling face, body, hair, candle, and home products via DTC e-commerce in five markets, 12+ US retail apothecaries, and B2B hotel/fitness amenity partnerships for consumers seeking simplified, gender-neutral personal care.
- Ownership category
- akta.pro rank
MALIN+GOETZ industry classification
Industry- Product category
- Unisex Skincare and Fragrance
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Deodorants & Antiperspirants (CRADANAA)
Keywords
Where MALIN+GOETZ is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
MALIN+GOETZ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: E-commerce sales through owned website and retail apothecary locations. Products include skincare (face, body, hair), fragrances (EDP, perfume oils), candles, and home collection. Subscription-style loyalty program (+)points rewards repeat purchases.
- B2B Amenities Channel: Licensed and royalty-based arrangements supplying products to hotels, gyms, airlines, and restaurants. Chelsea Piers Fitness partnership exemplifies fitness amenities channel with products integrated into locker rooms.
- Corporate Gifting: B2B corporate gifting program with minimum 30-unit orders at preferred pricing, targeting company events and bulk purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Skincare and fragrance products with unit-based pricing |
| Unit Pricing | Multi-year contract | Corporate gifting with volume-based pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
MALIN+GOETZ product offering
Product offeringCore offering
MALIN+GOETZ designs, manufactures, and sells a simplified unisex skincare, hair care, body care, and home fragrance line built around a two-step regimen of cleansers and moisturizers. Products are formulated with amino acid-based surfactants and botanical ingredients, and sold direct-to-consumer via owned e-commerce and physical apothecary stores, with ancillary B2B amenity and corporate gifting channels.
Product overview
MALIN+GOETZ is a skincare and fragrance brand founded in 2004 in New York City's Chelsea neighborhood by Matthew Malin and Andrew Goetz. The company offers a comprehensive product portfolio organized into four core categories: Face Skincare (cleansers, moisturizers, serums, treatments), Body Care (hand+body washes, moisturizers, deodorants, scrubs), Hair Care (shampoos, conditioners, styling aids), and Scent (fragrances, candles, home collection). The brand's signature approach combines amino acid-based formulations with distinctive fragrances including bergamot, eucalyptus, rum, sage, leather, cannabis, vetiver, and strawberry. Key products include the best-selling peppermint shampoo, cilantro conditioner, vitamin B5 body moisturizer, and eucalyptus deodorant. The company has expanded into sustainable offerings with gallon refills for their most popular products, reducing plastic usage by up to 20%. Recent innovations include the sage home spray with proprietary odor-neutralizing technology and the leather collection featuring perfumes, candles, and votives. The brand operates on a '2-step essential' philosophy and maintains cruelty-free, vegan formulations designed for all skin types, tones, and genders.
Differentiator
Problem solved
Functional benefit
Products and services
- Face Skincare Line Face skincare products including cleansers, moisturizers, serums, oils, masks, eye and lip treatments, shave, and sun care formulated for all skin types, tones, and genders.
- Body Care Line Body care products including hand+body washes, body moisturizers, aluminum-free deodorants, cleansing bars, body scrubs, shave products, and gallon refills.
- Hair Care Line Hair care products including shampoos, conditioners, styling aids (pomade, styling cream), hair refills, and dog grooming products with amino acid-based and botanical formulations.
- Fragrance Collection Eau de parfum and perfume oils across signature scents including bergamot, leather, dark rum, cannabis, vetiver, and strawberry, plus discovery kits.
- Candles Scented candles in 9oz and votive sizes across signature fragrances including bergamot, leather, eucalyptus, sage, strawberry, and seasonal collections, made with natural wax blends.
- Sage Home Spray Alcohol-free home spray featuring proprietary odor-neutralizing technology clinically proven to eliminate 98%+ of unpleasant odors for up to two hours, with earthy sage fragrance.
- Recovery Treatment Oil High-performance facial treatment oil combining squalane, borage oil, and vitamin E to deliver long-lasting moisture and reduce fine lines and wrinkles; clinically proven with 94% of users reporting noticeable improvement.
- SPF 30 Mineral Sunscreen Multi-defense broad-spectrum mineral sunscreen with zinc oxide and titanium dioxide featuring moisture shield complex and MicroSperse technology.
- Travel Collection Travel-sized versions of best-selling skincare, fragrance, and candle products designed for portability and gifting.
- MALIN+GOETZ x Brain Dead Leather Capsule Collection Limited edition leather capsule collection co-designed with Brain Dead featuring a supercandle (3-wick, 80-hour burn), 9oz candle, and perfume oil with custom glass vessel designs.
- Eucalyptus Hand+Body Wash Refill (Gallon) Gallon-sized refill of the signature eucalyptus hand+body wash containing 15 refills, packaged in PCR recycled plastic and reducing plastic usage by 20%.
- Vitamin B5 Body Lotion Refill (Gallon) Gallon-sized refill of the Vitamin B5 body moisturizer providing 15 refills with up to 60% savings versus standard sizes.
- Corporate Gifting Program B2B corporate gifting service with minimum 30-unit orders at preferred pricing, supporting bulk holiday and event gifting needs.
- Retail Apothecary Storefronts Brick-and-mortar retail apothecary locations across New York City, Los Angeles, and San Francisco selling the full MALIN+GOETZ product portfolio.
Quantifiable outcome
- 12-hour clinically proven odor protection for eucalyptus deodorant
- +4 more outcomes
Companies that use MALIN+GOETZ
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
MALIN+GOETZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MALIN+GOETZ partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Chelsea Piers FitnesscoreLongstanding partnership expanded to include grapefruit face cleanser across all club locations in New York and Connecticut, integrating into locker rooms to enhance member wellness routines. Partnership extension includes member events and promotional gifting initiatives. Both brands share origin in Manhattan's Chelsea neighborhood.
- Brain DeadflagshipLimited edition leather capsule collection featuring supercandle (3-wick, 80-hour burn), 9oz candle, and perfume oil. Collaboration described as 'a study in nostalgia—rugged, refined, and unmistakably timeless' with custom glass vessel designs. Offer includes limited-edition Brain Dead tote with $75+ purchase.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
MALIN+GOETZ competitors and assessment
Company assessmentDirect peers
- Le Labo: Apothecary-rooted fragrance and grooming brand (Estée Lauder). Comparable signature-scent portfolio, unisex positioning, and city-led retail strategy that mirrors MALIN+GOETZ's Chelsea/LA/SF footprint.
- Aesop: Premium unisex skincare, fragrance, and body care brand with apothecary-style retail in design-led neighborhoods globally. Closest direct peer given shared gender-neutral positioning, signature-scent-led product architecture, and design-forward retail concept.
- Fresh: Unisex skincare and fragrance brand with apothecary roots, owned by LVMH. Comparable natural-ingredient positioning, multi-category SKU architecture (face/body/fragrance), and premium price architecture.
- Mario Badescu: Heritage multi-category skincare brand (now under Kao) with similar price points ($25-$90 hero SKUs), broad face/body/hair assortment, and cult-favorite product positioning. Comparable mid-premium indie-to-incumbent trajectory.
- Drunk Elephant: Premium skincare brand (Shiseido) known for ingredient-driven positioning and clinically validated formulations. Comparable premium price architecture, biopolymer-active formulation philosophy, and exit trajectory to strategic acquirer.
- Oribe: Premium haircare brand with salon heritage (Kao) and signature-scent-led product architecture (à la Oribe Côte d'Azur). Comparable premium positioning, fragrance-as-hero strategy, and professional-channel roots.
Broad incumbents
- Kiehl's: Heritage apothecary skincare brand (L'Oréal) with strong unisex/male grooming positioning and ingredient-transparency ethos. Larger scale and broader distribution, but overlapping brand DNA around apothecary heritage and simplified regimens.
- L'Occitane en Provence: Heritage natural-ingredient beauty brand with global apothecary retail network. Comparable natural-ingredient positioning and amenity-channel distribution, though broader portfolio and deeper geographic reach.
Emerging players
- Necessaire: Premium unisex body and personal care brand with minimalist ingredient-led positioning. Directly comparable gender-neutral positioning and DTC-plus-retail omni-channel GTM, though smaller and more recent.
- Tata Harper: Natural luxury skincare brand with DTC-led GTM and refill/sustainability positioning. Overlaps on natural-ingredient premium positioning and direct-to-consumer distribution, though at smaller scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MALIN+GOETZ social profiles
Digital presenceMALIN+GOETZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
MALIN+GOETZ leadership team
Management profileNumber of profiles
Profiles2 records
MALIN+GOETZ funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MALIN+GOETZ 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 MALIN+GOETZ
What does MALIN+GOETZ do?
MALIN+GOETZ designs, manufactures, and sells a simplified unisex skincare, hair care, body care, and home fragrance line built around a two-step regimen of cleansers and moisturizers. Products are formulated with amino acid-based surfactants and botanical ingredients, and sold direct-to-consumer via owned e-commerce and physical apothecary stores, with ancillary B2B amenity and corporate gifting channels.
Is MALIN+GOETZ a public or private company?
MALIN+GOETZ is a private company. It is classified as venture growth investor backed and is currently operating.
When was MALIN+GOETZ founded?
MALIN+GOETZ was founded in 2004. It employs 51 to 100 people.
Where is MALIN+GOETZ based?
MALIN+GOETZ is headquartered in New York, United States, in the North America region.
How does MALIN+GOETZ make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are B2B Amenities Channel and corporate Gifting.
Who are MALIN+GOETZ's main competitors?
Direct peers on record are Le Labo, Aesop, Fresh, Mario Badescu, Drunk Elephant and Oribe. Broad incumbents are Kiehl's and L'Occitane en Provence. Emerging players are Necessaire and Tata Harper.
Does MALIN+GOETZ have an API?
No public API is recorded for MALIN+GOETZ.
What industry is MALIN+GOETZ in?
MALIN+GOETZ's product category is Unisex Skincare and Fragrance. Its primary akta.pro industry code is CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers), with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 32561 and its SIC code is 2844.