Feather & Bone
Feather & Bone is a New York-based DTC skincare company founded in 2015 that sells plant-based, three-ingredient personal care products — including Face Gems cleansing tablets, balms, and baby wash powder — to mothers, infants, and health-conscious consumers via its e-commerce site, subscription, and wholesale channels.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Feather & Bone does
Feather & Bone is a New York-based, founder-led direct-to-consumer skincare company founded in 2015 by Shubhangini Prakash. The company develops plant-based personal care products built around a strict three-ingredient formulation philosophy inspired by Indian Ayurveda traditions, targeting mothers, infants, and health-conscious adult consumers. Its product architecture emphasizes waterless formats — most notably Face Gems, a patent-pending solid face-wash tablet that transforms into a paste with water — alongside balms, lip balm, hair oil, hand lotion, and a baby bath wash powder. All SKUs use only three plant-based ingredients, eliminating preservatives and enabling compact, travel-friendly packaging.
The business operates an e-commerce-first model via featherandboneco.com, complemented by a Face Gems subscription service (1–6 month cadences), wholesale/bulk distribution to retail partners, and international shipping. Pricing spans $4.50–$57.50 with free shipping over $50, and bundle products such as the Newborn Essentials Set cross-sell the baby line. Go-to-market relies on earned media in major publications (NYTimes, Forbes, Vogue, GMA3, Well+Good), influencer and beauty-blogger reviews, an owned blog ("The Zine"), free educational classes, and organic social — rather than paid acquisition at scale.
The company is privately held and appears bootstrapped, with no disclosed equity funding rounds. Strategic accelerator participation (XRC Ventures 2017, VentureOut 2017, Target Takeoff 2023) suggests active pursuit of retail-channel expansion, most notably Target. Award validation includes Indie Beauty Expo "Best Cleanser" (2017) for Face Gems. Operating headcount is reported at 11–50 employees, and the CEO has publicly cited packaging-cost increases (from $0.80 to $3 per item) driven by U.S. tariffs as a material margin pressure.
Feather & Bone firmographics
Firmographics- Name
- Feather & Bone
- Legal name
- Feather & Bone
- Website
- https://featherandboneco.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feather & Bone is a New York-based DTC skincare company founded in 2015 that sells plant-based, three-ingredient personal care products — including Face Gems cleansing tablets, balms, and baby wash powder — to mothers, infants, and health-conscious consumers via its e-commerce site, subscription, and wholesale channels.
- Ownership category
- akta.pro rank
Feather & Bone industry classification
Industry- Product category
- Natural Plant-Based Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Baby Bath & Cleansing (CRABAJAA), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Feather & Bone is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Feather & Bone business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct E-commerce Sales: Online retail sales through featherandboneco.com for Face Gems, Soothing Balm, Diaper Balm, Lippo, Hair Oil, Bath Wash, and gift sets. One-time purchases and subscription options available. Free shipping on orders over $50.
- Subscription Service: Recurring subscription model for Face Gems with delivery frequencies ranging from 1 to 6 months. Customers receive pre-shipment emails before orders are placed and can modify or cancel anytime.
- Wholesale/Bulk Orders: Wholesale and bulk order capabilities for retail partners, with contact provided via [email protected] and phone/WhatsApp at +1207-319-2458.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Face Gems Cleanser - 30 tablets |
| Unit Pricing | Pay-as-you-go | Soothing Balm - 2oz |
| Unit Pricing | Pay-as-you-go | Lippo Lip Balm - 0.15oz |
| Unit Pricing | Pay-as-you-go | Hair Oil |
| Unit Pricing | Pay-as-you-go | HaLo Hand Lotion |
| Unit Pricing | Pay-as-you-go | Newborn Essentials Set Gift Box |
| Unit Pricing | Pay-as-you-go | Bath Wash & Shampoo Powder - 6oz |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Feather & Bone product offering
Product offeringCore offering
Feather & Bone manufactures and sells plant-based skincare products formulated with only three pure ingredients each, targeting mothers and babies. The product line includes waterless face wash tablets (Face Gems), soothing balms, diaper balms, lip balms, bath wash powders, hair oils, and hand lotions, all inspired by Indian Ayurveda traditions. Products are sold directly to consumers through the company's own e-commerce website and via wholesale to retail partners.
Product overview
Feather & Bone is a plant-based skincare company offering safe, simple, pure products for mama and baby. The product portfolio centers on Face Gems (award-winning exfoliating face wash tablets), Soothing Balm, Body & Diaper Balm, Lippo Lip Balm, Bath Wash & Shampoo Powder, Hair Oil, and HaLo Waterless Hand Lotion. All products are formulated with only 3 plant-based ingredients, inspired by Indian Ayurveda traditions. The company sells individual products and bundles including the Newborn Essentials Set gift box. Products feature waterless formulations to avoid preservatives and emphasize natural, vegan, cruelty-free ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Face Gems Award-winning waterless face wash tablets that transform into an exfoliating paste when water is added. Each tablet contains single-use portion of sandalwood, fuller's earth, starch, and silicon dioxide. Provides 3-in-1 cleansing, exfoliation, and moisturizing. Patent-pending formula.
- Lippo Lip Balm Moisturizing lip balm with coffee/cocoa scent, made with three plant-based ingredients: mochacchino butter, cocoa butter, and candelilla wax. Vegan, cruelty-free, gluten-free, and non-GMO.
- Soothing Balm Waterless healing balm for adults and babies with dry, itchy, eczema-prone skin or cradle cap. Uses three ingredients: karanja oil (sourced from India), aloe vera butter, and shea butter (sourced from Ghana).
- Body & Diaper Balm Healing balm formulated for baby body care and diaper area, using simple ingredients that avoid plastics and petroleum derivatives. Featured in NYTimes Well Guide as recommended natural skincare for families.
- Bath Wash & Shampoo Powder Waterless baby bath wash and shampoo powder. Made with three ingredients: colloidal oat, arrowroot starch (sourced from Thailand), and neem powder. Bubble-free formula designed to protect baby's delicate skin without drying it.
- Newborn Essentials Set
Quantifiable outcome
- Face Gems received 5-star rating based on 27 customer reviews
- +3 more outcomes
Companies that use Feather & Bone
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Feather & Bone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Feather & Bone partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Feather & Bone competitors and assessment
Company assessmentBroad incumbents
- The Honest Company: The Honest Company is a much larger publicly-traded clean consumer products brand selling baby care (diapers, wipes, bath), skincare, and household items. It overlaps directly with Feather & Bone on plant-based, transparent-ingredient positioning for mothers and babies but operates at far greater scale and breadth.
- Drunk Elephant: Drunk Elephant is a leading clean/biocompatible skincare brand with a 'suspicious 6' ingredient-avoidance philosophy and waterless formats. It overlaps with Feather & Bone on the natural/clean positioning and on waterless technology, but operates at premium scale across facial skincare for adults rather than mother/baby.
- Beautycounter: Beautycounter is a multi-channel clean beauty brand with strict ingredient restrictions and a broad skincare, body, and baby line. It competes with Feather & Bone for the same 'clean, transparent, safe-for-family' positioning but with a much larger catalog, consultant channel, and retail presence.
- Dr. Bronner's: Dr. Bronner's is an established organic, multi-purpose personal care brand with soaps, baby products, and lip/balm SKUs built on simple plant-based formulations. It competes in adjacent categories (baby wash, lip balm, body care) with Feather & Bone's 'simple and pure' brand narrative and uses similar natural-ingredient storytelling.
Direct peers
- Earth Mama Organics: Earth Mama Organics makes herbal, plant-based balms, oils, and wash products explicitly targeted at pregnant and breastfeeding mothers and babies. Its product mix (belly butter, nipple cream, baby wash) and 'simple ingredients' ethos mirror Feather & Bone's mama-and-baby focus almost one-to-one.
- Babo Botanicals: Babo Botanicals is a small, plant-based skincare brand focused on baby and family sensitive-skin care, including washes, lotions, balms, and sunscreens. Like Feather & Bone it sells through DTC plus natural retailers and targets clean-ingredient-conscious parents.
- Erbaviva: Erbaviva is an organic, certified-vegan skincare brand offering baby skincare (balms, washes, oils) alongside adult products. Its emphasis on simple botanical formulations and USDA Organic ingredients is closely aligned with Feather & Bone's three-ingredient, plant-based philosophy.
- Pipette: Pipette is a baby-focused clean skincare brand (lotions, balms, washes) backed by a larger parent company but positioned around gentle, plant-derived ingredients. It targets the same sensitive-baby and new-parent customer as Feather & Bone with overlapping balm and wash SKUs.
- S.W. Basics: S.W. Basics is a small DTC skincare brand built on a strict 'five ingredients or fewer' philosophy. It is closely comparable to Feather & Bone's three-ingredient minimalism, clean beauty positioning, and small-scale founder-led structure, though it targets general adults rather than mom/baby.
Emerging players
- True Botanicals: True Botanicals is a clean, plant-based skincare brand focused on natural formulations and ingredient transparency. It overlaps with Feather & Bone on the clean/natural positioning for adults, particularly the face cleanser and oil categories, but skews toward premium anti-aging rather than mom/baby.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Feather & Bone social profiles
Digital presenceFeather & Bone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feather & Bone leadership team
Management profileNumber of profiles
Profiles1 record
Feather & Bone funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feather & Bone 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 Feather & Bone
What does Feather & Bone do?
Feather & Bone manufactures and sells plant-based skincare products formulated with only three pure ingredients each, targeting mothers and babies. The product line includes waterless face wash tablets (Face Gems), soothing balms, diaper balms, lip balms, bath wash powders, hair oils, and hand lotions, all inspired by Indian Ayurveda traditions. Products are sold directly to consumers through the company's own e-commerce website and via wholesale to retail partners.
Is Feather & Bone a public or private company?
Feather & Bone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Feather & Bone founded?
Feather & Bone was founded in 2015. It employs 11 to 50 people.
Where is Feather & Bone based?
Feather & Bone is headquartered in New York, United States, in the North America region.
How does Feather & Bone make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription Service and wholesale/Bulk Orders.
Who are Feather & Bone's main competitors?
Broad incumbents on record are The Honest Company, Drunk Elephant, Beautycounter and Dr. Bronner's. Direct peers are Earth Mama Organics, Babo Botanicals, Erbaviva, Pipette and S.W. Basics. True Botanicals is listed as an emerging player.
Does Feather & Bone have an API?
No public API is recorded for Feather & Bone.
What industry is Feather & Bone in?
Feather & Bone's product category is Natural Plant-Based Skincare. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAJAB, Baby Skincare (Lotions, Creams, Oils). Its NAICS code is 456120 and its SIC code is 2844.