Acure Organics / Better Planet Brands

What Acure Organics / Better Planet Brands does

Acure Organics, operating as Better Planet Brands LLC, is a privately held natural personal care company founded in 2010 and headquartered in Fort Lauderdale, Florida. The company develops clinically tested, 100% vegan, cruelty-free, and Climate Neutral Certified skincare, haircare, and body care formulations organized into named collections including Brightening, Zombie Cell (clarifying), Radically Rejuvenating, Seriously Soothing, The Farm Collection, and the newly launched Barrier Support Collection. Notable formulation technologies include encapsulated retinol in the Future Fusion PM moisturizer for controlled release with reduced irritation, and a hydration system in The Super Drench Serum combining 30% glycerin, polyglutamic acid, and 0.5% allantoin with reported 94% better hydration in user testing. The product catalog spans 35+ active SKUs across cleansers, exfoliants, serums, eye care, masks, moisturizers, sunscreens (SPF 30 and SPF 50 in serum, stick, and mineral formats), facial oils, scar treatment, shampoos, conditioners, leave-in conditioners, dry shampoos, body washes, body lotions, body scrubs, and bar soaps.

The business model is a direct-to-consumer-plus-retail CPG architecture. Acure sells through its own e-commerce site (acure.com) at unit pricing of $10.99-$24.99 per SKU and bundle pricing up to $91.95 (bundle savings up to 25%), with free shipping above $65 and a tiered gift-with-purchase promotional stack. Revenue is supplemented by retail distribution through Amazon, Target, Whole Foods Market, Sprouts Farmers Market, and Thrive Market, providing both mainstream mass and natural-channel shelf access. The brand targets health-conscious consumers seeking clean beauty alternatives — segmented on-site by age stage (30s, 40s, 50s) and life stage (pregnancy/postpartum) — and supports demand generation through content marketing, Skin Quiz and Hair Quiz diagnostic tools, an ambassador program, and 268K+ social media community members sharing content under #AcureBeauty. Leadership comprises co-founders Jon Guerra (CEO) and Kristy Guerra, with Ferran Ferrer as COO and Joe Burke as CFO; no institutional investors or parent company are disclosed.

Name

Acure Organics / Better Planet Brands

Legal name

Better Planet Brands LLC

Website

https://acureorganics.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Acure Organics (Better Planet Brands LLC) is a privately held natural personal care brand that develops and sells 100% vegan, cruelty-free, and Climate Neutral Certified skincare, haircare, and body care products to health-conscious consumers via its DTC website and major U.S. retailers including Amazon, Target, Whole Foods Market, Sprouts, and Thrive Market.

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Natural skincare products
• Clean beauty brand
• Vegan haircare
• Plant-based body care
• Cruelty-free cosmetics

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct online sales via acure.com website with product sales ranging from $10.99 to $24.99 for individual items and bundles up to $91.95
2. Retail/Distribution Revenue: Products sold through third-party retail partners including Amazon, Target, Whole Foods Market, Sprouts, and Thrive Market

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Acure is a natural and vegan personal care brand that develops, manufactures, and sells skincare, haircare, and bodycare products built on plant-based, cruelty-free formulations. Its product portfolio spans skincare (serums, moisturizers, cleansers, masks, eye creams), shampoo, conditioner, hair treatments, styling, body care, and wellness items, distributed direct-to-consumer and through major U.S. retailers including Whole Foods Market, Target, Sprouts, H-E-B, Thrive Market, Amazon, and Ulta.

Product overview

Acure (Better Planet Brands LLC) is a natural skincare and haircare brand operating as a single-brand consumer goods company. The product portfolio spans three core categories — Skin (skincare), Hair (haircare), and Body (bodycare) — organized into named collections and standalone products. The Skin category includes cleansers, moisturizers, serums, eye care, masks, exfoliants, facial oils, sunscreens, and scar treatments. Key product lines include the Brightening Collection (facial scrub, vitamin C serum, cleansing gel, day cream), the Zombie Cell line (clarifying serum and mask), the Radically Rejuvenating line (eye cream, night cream, hydrogel eye patches, hair & skin kits), the Barrier Support Collection (new 2024 hydration-focused line with the Super Drench Serum), and the Seriously Soothing line (cleansing cream, day cream, SPF day cream, makeup remover). Sunscreens span SPF 30 and SPF 50 in serum, stick, and mineral formats. Haircare includes shampoo, conditioner, leave-in conditioner, and dry shampoo. Body care features the Farm Collection (body lotion, body wash oil) sourced from Apricot Lane Farm. Products are sold individually and as bundled kits (e.g., Age-Defying Bundle). The brand markets clinically tested, 100% vegan, cruelty-free, and Climate Neutral Certified formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Acure Skincare Collection A comprehensive line of natural, vegan facial skincare products including cleansers, serums, moisturizers, masks, eye creams, and treatment products formulated without parabens, sulfates, mineral oil, silicone, petrolatum, or formaldehyde; targeted at consumers seeking ingredient-led natural skincare.
• Acure Shampoo Vegan and cruelty-free shampoos designed to cleanse hair using plant-based ingredients, free from harsh sulfates and parabens, for daily haircare use by natural-minded consumers.
• Acure Conditioner Vegan conditioners complementing the Acure shampoo line, formulated to nourish and detangle hair without harsh chemicals, for consumers seeking natural wash-day routines.
• Acure Styling Products Vegan hair styling products for finishing and managing hair, formulated with natural ingredients to support consumers building out a fully natural haircare routine.
• Acure Body Care Vegan body care items including lotions, body washes, scrubs, and treatment products formulated with plant-based ingredients for daily use by consumers avoiding synthetic chemicals.
• Acure Wellness Essentials Wellness-oriented natural products extending the Acure portfolio beyond skincare and haircare, focused on ingredient-conscious daily wellbeing items for natural-minded consumers.
• Get Bright Duo Kit (Vitamin C & Ferulic Acid Brightening Solution) A brightening skincare kit pairing Vitamin C and Ferulic Acid treatments designed to even and brighten skin tone for consumers seeking natural brightening routines.
• Super Serum Duo Kit (Encapsulated Retinol + Polyglutamic Acid) A serum duo pairing encapsulated retinol with a polyglutamic acid-based hydrator, targeting anti-aging and hydration routines for consumers seeking premium-feeling natural actives.
• Acure Subscription (Subscribe & Save) Direct-to-consumer recurring delivery program on Acure.com where consumers set up automatic shipments of skincare and haircare essentials at subscriber pricing.

Quantifiable outcome

• 94% Reported Better Hydration with Super Drench Serum
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Unite for HERminorStrategic or Co-development PartnerAcure partners with Unite for HER, a charity supporting people and the planet. The partnership is part of Acure's commitment to corporate social responsibility and supporting causes aligned with their values of sustainability and community support.
• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorAcure products are sold through Whole Foods Market, a leading natural and organic grocery retailer, providing access to health-conscious consumers in the natural products channel.
• TargetcoreChannel Partner/ Reseller/ DistributorAcure products are distributed through Target stores and online, expanding accessibility to mainstream retail consumers seeking natural beauty options.
• AmazoncoreChannel Partner/ Reseller/ DistributorAcure products are available on Amazon marketplace, providing global e-commerce reach and accessibility to Prime customers.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorAcure products are sold through Sprouts, a natural grocery chain focused on health and wellness, aligning with Acure's clean beauty positioning.
• Thrive MarketcoreChannel Partner/ Reseller/ DistributorAcure products are available on Thrive Market, a membership-based e-commerce platform specializing in natural and organic products.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tatcha: Premium natural-ingredient skincare brand (now owned by Unilever) competing in the same Sephora/Whole Foods/shelf space with similar Japanese-botanical positioning and a focus on hydration and anti-aging.
• Youth To The People: Direct-to-consumer clean skincare and haircare brand using plant-based superfood ingredients, sold at Sephora and other premium retailers. Closely comparable in category mix (skin + hair), clean positioning, and target demographic.
• The Ordinary (DECIEM): Direct peer in ingredient-forward, affordable clean skincare with serums, actives, and anti-aging focus sold through DTC and major retailers. Competes head-to-head with Acure's serum and treatment lineup at overlapping price points.
• Honest Company: Public clean-beauty and personal-care company spanning skincare, haircare, and body care with retail distribution at Target and Amazon. Closely comparable in multi-category clean portfolio and mass-market channel mix.
• Drunk Elephant: Premium clean/biocompatible skincare brand targeting similar concerns (aging, hydration, barrier) with clinically positioned formulations. Comparable in category and consumer demographic, though at a higher price tier.
• Herbivore Botanicals: Natural skincare brand with serums, masks, and oils using plant-based ingredients and a minimalist clean aesthetic. Comparable in product format mix, ingredient story, and DTC-first go-to-market.
• Tata Harper: Luxury natural and non-toxic skincare brand with serums, moisturizers, and treatments positioned around clean ingredient sourcing. Comparable in clean-beauty ethos and treatment-sku portfolio, though at a much higher price point.

Broad incumbents

• Burt's Bees: Established natural personal care brand owned by Clorox spanning skincare, lip care, and body care with mass-market retail distribution. Comparable in natural-ingredient positioning and multi-category portfolio, but operates at much larger scale.
• Method Products: Clean, design-led personal care and home care brand with retail distribution at Target and other mass channels. Comparable in clean-beauty positioning and Target-channel presence, though with broader home-care scope.

Emerging players

• 100% Pure: Natural and fruit-pigmented skincare, haircare, and bodycare brand sold DTC and through natural retailers. Comparable in clean-ingredient positioning and multi-category clean-beauty portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/acure
• Xx.com/acureorganics
• Facebookfacebook.com/125985280751999
• LinkedInlinkedin.com/company/acure

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Acure Organics / Better Planet Brands