EDEN BodyWorks
EDEN BodyWorks is a privately held, Atlanta-based natural hair and body care brand founded in 2004, selling sulfate-free, cruelty-free products across DTC, Walmart, Target, Sally Beauty, HEB, Rite Aid, and Amazon primarily to consumers with textured and curly hair.
- Company typePrivate
- Founded2004
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What EDEN BodyWorks does
EDEN BodyWorks (legal entity: ABS Consumer Products dba EDEN BodyWorks) is a privately held natural hair and body care brand founded in 2004 by Jasmine Lawrence in Atlanta, Georgia, when she was 13 years old, after a childhood chemical burn left her searching for natural restorative products. The company sells a portfolio of sulfate-free, cruelty-free hair care products organized into ingredient-themed collections — Coconut Shea, Lavender Aloe, Peppermint Tea Tree, Almond Marshmallow, Hibiscus Honey, Papaya Castor, and Jojoba Monoi — spanning cleansers, conditioners, treatments, oils, and stylers, plus a small "Curlfriend Gear" merchandise line (satin pillowcase, scarf, necklace) and digital gift cards. Product prices range from roughly $2 (mini/stylers) to $17 (satin pillowcase), with most full-size SKUs priced between $8 and $14.
The business operates a hybrid DTC plus mass-market retail model. The DTC channel is built on Shopify with Recharge powering a 10%-discount subscription program (delivery every 2, 3, 4, or 5 months), Klaviyo handling reviews and email/SMS marketing, and hCaptcha/Route for security and package protection. Retail distribution spans Walmart, Target, Sally Beauty, HEB, Rite Aid, Harmon, and Amazon, supported by a wholesale inquiry channel. Marketing combines an interactive hair quiz, a blog/news content library, the EDEN Curlfriends ambassador affiliate program, and earned media placements in Oprah, Allure, Essence, Naturally Curly, BuzzFeed, PureWow, Yahoo Life, and Jerusalem Post.
Operationally, EDEN BodyWorks is lean: 1–10 employees, a virtual nationwide customer service team, a headquarters in Atlanta, a warehouse in Memphis, and a returns facility in Clarksdale, Mississippi. The company does not disclose revenue, has no recorded outside funding rounds, holds no patents, and is solely founder-owned — Jasmine Lawrence maintains operational control while pursuing a parallel career in technology (Google's Everyday Robots, Facebook, Microsoft, Softbank Robotics America, Cruise). AI/ML capabilities are not evidenced in the operating stack, and growth is best characterized as controlled, lifestyle-scale expansion rather than venture-backed scaling.
EDEN BodyWorks firmographics
Firmographics- Name
- EDEN BodyWorks
- Legal name
- ABS Consumer Products dba EDEN BodyWorks
- Website
- https://edenbodyworks.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EDEN BodyWorks is a privately held, Atlanta-based natural hair and body care brand founded in 2004, selling sulfate-free, cruelty-free products across DTC, Walmart, Target, Sally Beauty, HEB, Rite Aid, and Amazon primarily to consumers with textured and curly hair.
- Ownership category
- akta.pro rank
EDEN BodyWorks industry classification
Industry- Product category
- Natural Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Conditioners & Hair Masks (CRABABAB)
- akta.pro secondary industries
- Shampoo & Scalp Cleansers (CRABABAA), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ)
Keywords
Where EDEN BodyWorks is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
EDEN BodyWorks business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: The company generates primary revenue through direct-to-consumer sales via edenbodyworks.com, offering products at price points ranging from $2 to $17 with subscription options providing 10% discounts.
- Retail Distribution: Revenue generated through wholesale relationships with major retailers including Walmart, Sally Beauty, Target, HEB, Rite Aid, Harmon, and Amazon marketplace.
- Subscription/Auto-Ship: Recurring revenue through subscription model offering 10% savings with flexible delivery frequencies (every 2, 3, 4, or 5 months) for staple products like Coconut Shea Hair Masque Treatment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free shipping threshold for US orders |
| Subscription | Monthly | Subscription discount tier |
| Unit Pricing | Pay-as-you-go | Coconut Shea Curl Defining Creme |
| Unit Pricing | Pay-as-you-go | Peppermint Tea Tree Clarifying Shampoo |
| Unit Pricing | Pay-as-you-go | Peppermint Tea Tree Hair Oil |
| Unit Pricing | One time/ perpetual license | Gift Cards |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels8 records
EDEN BodyWorks product offering
Product offeringCore offering
EDEN BodyWorks formulates and sells natural hair care and body care products organized into ingredient-based collections (Coconut Shea, Lavender Aloe, Peppermint Tea Tree, Almond Marshmallow, Hibiscus Honey, Papaya Castor, Jojoba Monoi). The line includes shampoos, co-washes, conditioners, deep treatments, hair oils, curl stylers, edge controls, and accessories such as satin pillowcases, scarves, and branded necklaces. Products are sold direct-to-consumer through a Shopify-powered website with subscription options, and through major U.S. retailers and Amazon.
Product overview
EDEN BodyWorks is a natural hair and body care brand offering a portfolio of products organized into ingredient-based collections. The core offerings span Cleansers/Shampoos (Moisturizing Shampoo, Clarifying Shampoo, Cleansing CoWash, Moisturizing Cowash), Conditioners (Leave In Conditioner, Detangling Conditioner, Deep Conditioner, Hair Milk), Treatments (Hair Masque Treatment, Split End Repair Masque), Serums/Oils (Hair Oil, Growth Oil), and Stylers (Curl Defining Crème, Pudding Soufflé, Edge Control Gel, Hydrating Refresher, Smoothing Gel). Major collections include Coconut Shea (Curl Defining Crème, Leave In Conditioner, Hair Masque, Cleansing CoWash, Moisture Shampoo, Pudding Soufflé, Edge Control Gel), Lavender Aloe (Moisturizing Cowash, Anti-Breakage Deep Conditioner, Moisturizing Leave In, Hydrating Refresher, Smoothing Gel), Peppermint Tea Tree (Clarifying Shampoo, Detangling Conditioner, Hair Oil, Moisturizing Hair Milk), and specialty lines like Almond Marshmallow, Hibiscus Honey, Papaya Castor, and JojOba Monoi. The brand also offers Curlfriend Gear merchandise (satin pillowcase, scarf, necklace) and Gift Cards. Products are available at major retailers including Walmart, Sally Beauty, Target, HEB, Rite Aid, and Amazon, as well as directly through their Shopify-powered website.
Differentiator
Problem solved
Functional benefit
Products and services
- Coconut Shea Curl Defining Crème Medium-hold curl styler made with Coconut Oil and Shea Butter that penetrates the hair shaft, replenishes moisture, protects against protein loss, and provides humidity resistance and frizz control while maintaining curl and wave separation. Targeted at consumers with curly, coily, or wavy hair seeking definition and moisture.
- Coconut Shea Hair Masque Treatment Deep conditioning treatment with Coconut Oil and Shea Butter that delivers intense moisture to dry, brittle strands by penetrating the hair shaft. Targeted at consumers needing repair, deep conditioning, and restoration between protective styles.
- Peppermint Tea Tree Clarifying Shampoo Clarifying shampoo with Peppermint and Tea Tree Oils that removes product buildup, increases scalp circulation, and promotes healthy hair growth, with a therapeutic scalp tingling sensation. Targeted at consumers with oily scalp, buildup, or slow growth concerns.
- Coconut Shea Leave-In Conditioner Daily leave-in conditioning treatment with Coconut Oil and Shea Butter that adds hydration, seals in moisture, penetrates the hair shaft, and protects against protein loss. Targeted at consumers with dry, textured, or color-treated hair needing daily moisture.
- Coconut Shea Cleansing CoWash Sulfate-free, no-suds gentle cleansing conditioner cream that removes residue and buildup between regular washings while promoting a healthy hair environment for growth. Targeted at curly, coily, or dry hair consumers seeking gentle cleansing without stripping moisture.
- Peppermint Tea Tree Hair Oil Nourishing hair oil blend with Peppermint and Tea Tree Oils that penetrates and stimulates the hair root without leaving greasy buildup and strengthens hair to reduce breakage. Targeted at consumers with dry scalp, breakage, or slow growth concerns.
- Coconut Shea Edge Control Gel
Quantifiable outcome
- Coconut Shea Curl Defining Creme: 4.77/5.0 rating from 243 reviews
- +3 more outcomes
Companies that use EDEN BodyWorks
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
EDEN BodyWorks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
EDEN BodyWorks partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, minor, major and regional.
- ShopifycoreEDEN BodyWorks operates its e-commerce platform on Shopify, using it as the foundational technology for its online store, including product listings, checkout, and order management.
- KlaviyocoreKlaviyo provides review integration and customer data platform services, powering product reviews and customer analytics on the EDEN BodyWorks website.
- Recharge PaymentscoreSubscription/recurring billing platform enabling EDEN BodyWorks' subscription program with options for every 2, 3, 4, or 5 month delivery frequencies.
- Bump StopperminorCross-promotional partnership mentioned in beach day essentials blog post. Bump Stopper sensitive skin formula is recommended alongside EDEN products for complete beach prep routine.
- WalmartmajorMajor retail partner stocking EDEN BodyWorks products in Walmart stores nationwide.
- Sally BeautymajorNational beauty supply chain retail partner distributing EDEN BodyWorks hair care products.
- TargetmajorNational retail chain carrying EDEN BodyWorks products in beauty sections.
- HEBregionalRegional grocery chain (primarily Texas) with health and beauty sections carrying EDEN BodyWorks products.
- Rite AidregionalNational pharmacy chain retail partner for EDEN BodyWorks products.
- HarmonregionalBeauty retail chain partner distributing EDEN BodyWorks hair care products.
- AmazonmajorAmazon marketplace storefront (EDENBodyWorks page) selling full product line with occasional promotional offers like 20% off with Amazon Pay.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
EDEN BodyWorks competitors and assessment
Company assessmentDirect peers
- Mielle Organics: Mielle Organics is a direct competitor in the natural/textured hair care space, offering shampoos, conditioners, styling products, and treatments focused on curl types 3A-4C. Like EDEN BodyWorks, it sells through major retailers and DTC, and was acquired by Procter & Gamble in a deal reportedly valued in the billions, validating the category economics that EDEN operates in.
- Carol's Daughter: Carol's Daughter is a pioneering Black-owned natural hair care brand founded by Lisa Price in 1993, with similar positioning to EDEN BodyWorks in natural ingredients for textured hair. It sells through Walmart, Target, Sally Beauty, and Ulta — overlapping the same retail channels EDEN BodyWorks targets. Now owned by L'Oréal, it represents both a competitor and validation of the segment.
- SheaMoisture: SheaMoisture is a leading natural hair and body care brand with deep roots in the Black hair care community, offering shampoos, conditioners, treatments, and styling products. It is now owned by Unilever and competes in the same retail channels and product categories (Coconut & Hibiscus line overlaps directly with EDEN BodyWorks' positioning).
- Cantu Beauty: Cantu is a mass-market natural hair care brand offering shampoos, conditioners, styling products (including edge control and curl creams), and treatments for textured hair. It competes directly with EDEN BodyWorks' Coconut Shea line in Walmart, Target, and Sally Beauty at similar price points.
- As I Am: As I Am is a Black-owned natural hair care brand offering scientifically formulated products for curl types 3A-4C, including cleansers, conditioners, treatments, and styling products. It targets the same consumer as EDEN BodyWorks and sells through major beauty retailers and DTC.
- TGIN (Thank God It's Natural): TGIN is a Black-founded natural hair care brand offering sulfate-free shampoos, deep conditioners, hair masks, and styling products for textured hair. It competes in similar product categories and price points to EDEN BodyWorks and sells through Target, Sally Beauty, and DTC channels.
- Pattern Beauty: Pattern Beauty, founded by Tracee Ellis Ross, is a premium textured hair care brand offering stylers, treatments, and cleansers for curly, coily, and tight-textured hair. It targets the same demographic as EDEN BodyWorks with celebrity-driven brand authority and strong DTC and Ulta distribution.
- Camille Rose Naturals: Camille Rose is a Black-owned natural hair and body care brand known for its Curl Maker and Almond Jai Twisting Butter. It serves the same textured hair consumer as EDEN BodyWorks and sells through Target, Sally Beauty, and DTC, with comparable price points and product positioning.
- The Doux: The Doux is a Black-owned textured hair care brand founded by a veteran stylist, offering sulfate-free shampoos, conditioners, and styling products for natural hair. It competes in the same professional-adjacent natural hair space and sells through Sally Beauty and DTC, similar to EDEN BodyWorks' channel mix.
- DevaCurl: DevaCurl is a well-known curl-focused hair care brand offering shampoos, conditioners, treatments, and stylers, with strong recognition in the curly hair community similar to EDEN BodyWorks. It uses a 'Curl Consultation' tool analogous to EDEN's Hair Quiz and sells through Sephora, Ulta, and DTC channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
EDEN BodyWorks social profiles
Digital presenceEDEN BodyWorks financial estimates
Financial estimateRevenue estimate
Valuation estimate
EDEN BodyWorks leadership team
Management profileNumber of profiles
Profiles1 record
EDEN BodyWorks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EDEN BodyWorks 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 EDEN BodyWorks
What does EDEN BodyWorks do?
EDEN BodyWorks formulates and sells natural hair care and body care products organized into ingredient-based collections (Coconut Shea, Lavender Aloe, Peppermint Tea Tree, Almond Marshmallow, Hibiscus Honey, Papaya Castor, Jojoba Monoi). The line includes shampoos, co-washes, conditioners, deep treatments, hair oils, curl stylers, edge controls, and accessories such as satin pillowcases, scarves, and branded necklaces. Products are sold direct-to-consumer through a Shopify-powered website with subscription options, and through major U.S. retailers and Amazon.
Is EDEN BodyWorks a public or private company?
EDEN BodyWorks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EDEN BodyWorks founded?
EDEN BodyWorks was founded in 2004. It employs 1 to 10 people.
Where is EDEN BodyWorks based?
EDEN BodyWorks is headquartered in Atlanta, United States, in the North America region.
How does EDEN BodyWorks make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and subscription/Auto-Ship.
Who are EDEN BodyWorks's main competitors?
Direct peers on record are Mielle Organics, Carol's Daughter, SheaMoisture, Cantu Beauty, As I Am, TGIN (Thank God It's Natural), Pattern Beauty, Camille Rose Naturals, The Doux and DevaCurl.
Does EDEN BodyWorks have an API?
No public API is recorded for EDEN BodyWorks.
What industry is EDEN BodyWorks in?
EDEN BodyWorks's product category is Natural Hair Care. Its primary akta.pro industry code is CRABABAB, Conditioners & Hair Masks, with a secondary code of CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 45612 and its SIC code is 2844.