What Noodle & Boo does

Noodle & Boo is a premium baby and maternity personal-care brand founded in 2003 by Christine Burger and headquartered in Los Gatos, California. The company formulates and sells hypoallergenic, dermatologist- and pediatrician-tested cleansers, lotions, ointments, hair care, laundry detergents, fabric care, and home fragrance products built on biocompatible, plant-derived ingredients (sweet almond oil, sunflower oil, vitamins E and C, provitamin B5, chamomile, aloe, lavender) and free from parabens, phthalates, and sulfates. The catalog spans 50+ SKUs organized into three scent-based sub-lines (the signature Crème Douce, Lavender, and Fragrance-Free) and is anchored by patented or certified products such as the Swaddle Bath Towel Set, the National Eczema Association–accepted Ultimate Baby Ointment, and the EWG-Verified Fragrance-Free Laundry Detergent. The company sells direct-to-consumer through a Shopify storefront with a Recharge-powered subscription program (5% discount, 30/60/90-day cadence) and through a B2B wholesale portal, alongside prestige department stores (Nordstrom, Neiman Marcus, Bloomingdale's, Dillard's, Von Maur) and, as of March 23, 2026, Target and Target.com nationwide. Customer segments center on parents of newborns and infants, expecting and new mothers, eco-conscious parents, and gift buyers, with the Do Gooder Club providing a charitable program supporting foster children. The company is privately held with 11-50 employees and no disclosed funding, M&A, or leadership changes.

Name

Noodle & Boo

Legal name

Noodle & Boo, Inc.

Website

https://noodleandboo.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Noodle & Boo is a premium baby and maternity care brand (founded 2003, Los Gatos) that formulates hypoallergenic, dermatologist-tested skincare, haircare, laundry, and home fragrance products. It sells direct-to-consumer via Shopify with subscriptions and through Target, Nordstrom, Neiman Marcus, Bloomingdale's, Dillard's, and Von Maur.

Ownership category

akta.pro rank

Product category

Premium Baby and Maternity Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Powder & Anti-Chafe (CRABAJAG), Fragrance-Free/Hypoallergenic All-Purpose Cleaners (CRAJAMAN), Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays) (CRADAKAD)

Keywords

• Baby skincare products
• Maternity skincare
• Baby bath products
• Premium baby care
• Baby laundry detergent

Headquarters

HQ city

Los Gatos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of baby care, maternity care, and laundry products through e-commerce website. One-time purchase and subscription options available with 5% subscription discount.
2. Retail Distribution: Wholesale distribution through major retailers including Target, Nordstrom, Neiman Marcus, Bloomingdale's, Dillard's, and Von Maur. Products sold through retail store presence and online marketplaces.
3. Wholesale Partnership: Wholesale program for retailers to stock Noodle & Boo products. Separate wholesale portal available at retailers.noodleandboo.com.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Noodle & Boo designs, manufactures, and sells premium, hypoallergenic baby care, maternity, laundry, and home fragrance products formulated with biocompatible, plant-derived ingredients and free from parabens, phthalates, sulfates, and PPGs. The portfolio spans cleansers, lotions, ointments, hair care, laundry detergents, fabric conditioners, baby towels, and reed diffusers offered across Crème Douce, Lavender, and Fragrance-Free lines, with the Ultimate Baby Ointment carrying the National Eczema Association Seal of Acceptance and the Fragrance-Free Laundry Detergent carrying EWG Verified certification. Products are sold direct-to-consumer via noodleandboo.com (with a Subscribe & Save subscription) and through prestige retailers and a wholesale partner program.

Product overview

Noodle & Boo is a premium baby and maternity care brand offering a comprehensive portfolio of gentle, hypoallergenic skincare, haircare, laundry, and home ambiance products. The product lineup centers on core baby care essentials including the Newborn 2-in-1 Hair & Body Wash, Super Soft Baby Lotion, and Ultra-Safe Laundry Detergent, complemented by specialized offerings like the Ultimate Baby Ointment (National Eczema Association Seal of Acceptance), diaper care products, and hair care solutions. The brand features three scent lines—Crème Douce (signature peach and vanilla), Lavender (calming), and Fragrance-Free (for sensitive/eczema-prone skin)—across multiple product categories including bath time, skin care, haircare, maternity care, laundry care, and home ambiance. Bundled gift sets provide curated collections for baby showers, newborns, and sensitive skin needs. The company also operates the Do Gooder Club charitable program supporting foster children.

Differentiator

Problem solved

Functional benefit

Products and services

• Newborn 2-in-1 Hair & Body Wash A high-moisture, low-suds, soap-free formula that gently cleanses newborn hair and skin without stripping natural moisture, enriched with provitamin B5 and vitamin E; intended for parents of newborns and infants seeking gentle daily bath care.
• Super Soft Baby Lotion A lightweight, silky baby lotion with sweet almond oil, allantoin, and vitamins E and C that nourishes, protects, and soothes delicate skin; intended for parents of newborns and infants with sensitive skin.
• Ultra-Safe Baby Laundry Detergent A plant- and mineral-based concentrated laundry detergent with enzymes that safely removes stains and odors while being gentle on delicate baby skin and fine fabrics; intended for eco-conscious parents doing baby laundry.
• Ultimate Baby Ointment A zinc oxide-based ointment awarded the National Eczema Association Seal of Acceptance, providing targeted relief for eczema flare-ups, cradle cap, and ultra-dry skin in babies.
• Ultimate Baby Cleansing Cloths Luxuriously thick, petal-soft baby wipes soaked in a gentle, alcohol-free, no-rinse solution with coconut-derived cleansers, aloe, and chamomile; for diaper changes and on-the-go cleansing.
• Extra Gentle Baby Shampoo A high-moisture, low-suds baby shampoo enriched with provitamin B5 and vitamin E that gently cleanses hair and scalp while leaving hair soft and shiny.
• Soothing Baby Body Wash A calming, soap-free baby body wash with allantoin, provitamin B5, and vitamin E that gently cleanses while rebalancing skin's natural pH.
• Kinder 3-In-1 Shampoo, Conditioner & Body Wash A low-suds, high-moisture 3-in-1 cleanser formulated with provitamin B5 and vitamin E that cleanses hair and skin while maintaining natural moisture balance; for older babies and young children.
• The Best Diaper Rash Ointment A zinc oxide-based diaper rash ointment that creates a protective barrier to prevent and soothe diaper rash while nourishing sensitive skin.
• Conditioning Hair Polish A lightweight, leave-in conditioning treatment with sunflower seed and green tea extracts that smooths, adds shine, and protects baby hair from dryness.
• Nourishing Cream Rinse A gentle, rinse-out baby conditioner enriched with sunflower seed and sweet almond oils that detangles and softens hair without weighing it down.
• Delicate Baby Powder A talc-free baby powder made with pure cornstarch and oatmeal that absorbs moisture and protects delicate skin from chafing.
• Bouncing Baby Bubbles An extra-gentle bubble bath with mild bubbling agents and light moisturizers designed for children six months and up.
• Baby Balm An ultra-thick baby balm enriched with organic calendula, sunflower, and safflower oils that provides long-lasting moisture for face and body.
• French-Milled Baby Soap A creamy, plant-based baby soap enriched with almond oil, aloe, oats, and vitamin E created using the traditional French-milling process.
• Healthy Hand Wash A soap-free hand wash fortified with vitamins A, C, and E, enriched with honey and botanical extracts like aloe, oat, calendula, and chamomile.
• Ultra-Fresh Linen Mist A fabric freshening spray with the signature Crème Douce fragrance, ideal for baby linens, comforters, pillows, car seats, and strollers.
• Ultra-Soft Baby Fabric Conditioner A mild baby fabric conditioner with plant-derived softening agents and mineral support that decreases drying time, reduces wrinkles, and eliminates static cling.
• Ultra-Bright Bleach Alternative A mineral-powered brightening powder with chlorine-free oxygen bleach that safely whitens and refreshes baby laundry without harsh chemicals.
• Ultra-Strong Stain Remover A powerful plant-derived stain remover that effectively lifts stubborn baby stains and odors while preserving fabric integrity.
• Reed Diffuser A flame-free, long-lasting reed diffuser that fills rooms with the signature Crème Douce fragrance blend of peach, water blossoms, and vanilla.
• Swaddle Bath Towel Set A patented swaddle towel made from bamboo and organic cotton designed to keep baby securely wrapped, warm, and calm during bath time.
• Elasticity Oil An organic pregnancy stretch mark oil with sunflower, jojoba, borage, and grape seed oils that supports skin elasticity during pregnancy.
• Perfecting Crème A stretch mark control crème formulated with Registril patented peptide performance, cocoa butter, and avocado oil for visible improvement during pregnancy.
• Postpartum Oil A therapeutic blend of organic oils including sunflower, olive, jojoba, and calendula formulated to nourish and restore postpartum skin.
• Baby Shower Bundle A curated gift set including Newborn 2-in-1 Hair & Body Wash, Super Soft Lotion, and Diaper Rash Ointment for newborn care.
• Starter Baby Gift Set A starter gift set including Extra Gentle Shampoo, Soothing Body Wash, and Super Soft Lotion for baby's bath routine.
• Lavender Baby Skin Care Bundle A trio including Extra Gentle Shampoo, Soothing Body Wash, and Super Soft Lotion infused with calming lavender oil.
• Fragrance Free Sensitive Skin & Eczema Bundle A trio of fragrance-free products including Newborn 2-in-1 Wash, Super Soft Lotion, and Ultimate Ointment for eczema-prone skin.
• Baby Hair Care Bundle A hair care set including Extra Gentle Shampoo, Nourishing Cream Rinse, and Conditioning Hair Polish.
• Kinder Essentials Bundle A daily essentials bundle including Kinder 3-in-1 Shampoo, Super Soft Lotion, and Conditioning Hair Polish for young children.
• Ultimate Fabric Care Bundle A 4-piece laundry care set including Ultra-Safe Laundry Detergent, Fabric Conditioner, Bleach Alternative, and Stain Remover.
• Luxury Pregnancy & Newborn Gift Basket A premium gift basket including baby care products, prenatal body care, diaper rash ointment, powder, swaddle towel set, and laundry detergent.
• Newborn Daily Essentials A starter gift set including Newborn 2-in-1 Hair & Body Wash, Super Soft Lotion, Ultimate Cleansing Cloths, and Ultimate Ointment.
• Do Gooder Club A charitable donation program where 100% of proceeds support foster children across the country, with donors receiving a commemorative cap.

Quantifiable outcome

• Products awarded National Eczema Association Seal of Acceptance
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TargetcoreChannel Partner/ Reseller/ Distributor · 23 March 2026Noodle & Boo products became available at Target and Target.com nationwide starting March 23, 2026. This represents a major retail expansion for the brand, making products accessible to a much broader consumer base through one of America's largest retailers.
• NordstromcoreChannel Partner/ Reseller/ DistributorPremium department store retail partnership carrying Noodle & Boo products in stores and online. Positions brand in upscale retail environment alongside other premium baby care lines.
• Neiman MarcuscoreChannel Partner/ Reseller/ DistributorLuxury department store retail partnership. Noodle & Boo products available at Neiman Marcus locations and online, maintaining premium brand positioning.
• Bloomingdale'scoreChannel Partner/ Reseller/ DistributorPremium department store partnership offering Noodle & Boo products to upscale customers in major metropolitan markets.
• Dillard'scoreChannel Partner/ Reseller/ DistributorDepartment store retail partnership providing access to Noodle & Boo products across Dillard's store locations and online platform.
• Von MaurcoreChannel Partner/ Reseller/ DistributorDepartment store retail partnership offering Noodle & Boo products through Von Maur's boutique retail locations.
• Docs & Doulas ProgramminorStrategic or Co-development PartnerHealthcare professional partnership program connecting Noodle & Boo with doctors and doulas who recommend products to expectant and new parents. Builds credibility within healthcare and parenting communities.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• California Baby: Premium plant-based baby skincare brand focused on sensitive and eczema-prone skin; direct competitor in natural/biocompatible baby care with overlapping retail and DTC channels.
• Burt's Bees Baby: Natural-origin baby care brand owned by Clorox; comparable premium-natural positioning, sensitive-skin formulations, and multi-channel retail distribution including Target.
• Mustela: Premium French baby and maternity skincare brand sold through prestige retail and DTC; directly comparable in positioning, target customer (expectant/new parents), and sensitive-skin formulations.

Others

• Dr. Bronner's: Organic, fair-trade personal care brand whose baby line and Castile soap compete in the natural family care space; broader portfolio but overlapping clean-ingredient ethos.

Broad incumbents

• Johnson's Baby: Iconic mass-market baby care brand from Kenvue; competes in the same baby bath and skincare category but at a fundamentally different price point and scale.
• Aveeno Baby: Mass-market baby skincare line from Johnson & Johnson featuring oat-based sensitive-skin formulations; a much larger incumbent competing on similar dermatologist-tested positioning across grocery, mass, and drug channels.
• Cetaphil Baby: Galderma-owned sensitive-skin baby line with broad drugstore and mass distribution; comparable dermatologist-tested, hypoallergenic positioning at larger scale.

Emerging players

• Babo Botanicals: Smaller plant-based baby and family skincare brand with EWG Verified products; overlapping clean-beauty and sensitive-skin positioning with Noodle & Boo at similar premium price points.
• Pipette: Clean, biomimetic baby care brand from Amyris; competes in the same premium DTC and prestige retail space with a science-driven sensitive-skin formulation narrative.
• Tubby Todd: Direct-to-consumer premium baby skincare brand built around bath and lotion products for sensitive skin; comparable founder-led brand targeting modern millennial parents online.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/noodleandboo
• Facebookfacebook.com/noodleandboo
• Instagraminstagram.com/noodleandbooinc
• Pinterestpinterest.com/NoodleandBoo
• TikToktiktok.com/@noodleandboo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Noodle & Boo