Caldrea
Caldrea is a privately held U.S. consumer brand, founded in 1999, that develops and sells premium body and home care products — including fragrances, hand care, household cleaners, candles, and laundry items — primarily through its Amazon storefront to individual consumers.
- Company typePrivate
- Founded1999
- HeadquartersRacine, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Caldrea does
Caldrea is a U.S.-based, privately held branded consumer products company founded in 1999 by Monica Nassif, headquartered in Racine, Wisconsin, with 51–100 employees. The company develops and markets body and home care products formulated around "potent, gentle and effective ingredients," with a portfolio organized into five core categories: Fragrances (offered in 12 named scent profiles such as Basil Blue Sage, Sea Salt Neroli, and Vanilla Quince Santal), Hand Care, Household Cleaners, Candles & Room Sprays, and Laundry.
The product line is positioned as a premium, naturally inspired home fragrance and cleaning experience rather than a technology platform; there are no disclosed digital products, APIs, apps, or proprietary technology components in the available data. Distribution is anchored on a dedicated Amazon storefront ("Caldrea: Inspired home scents for seekers of more") that consolidates all five categories, supplemented by the company's own website at caldrea.com.
The business model is conventional B2C branded consumer goods: revenue is generated through unit sales of physical home-care SKUs to individual consumers via Amazon's marketplace and the company's own site. There is no disclosed pricing model, subscription tiering, enterprise contract structure, parent company, or funding history in the input data, and no disclosed financials. The company has no disclosed M&A activity, leadership changes, certifications, patents, or partnership agreements, limiting the visibility of strategic direction.
Caldrea firmographics
Firmographics- Name
- Caldrea
- Website
- https://caldrea.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Caldrea is a privately held U.S. consumer brand, founded in 1999, that develops and sells premium body and home care products — including fragrances, hand care, household cleaners, candles, and laundry items — primarily through its Amazon storefront to individual consumers.
- Ownership category
- akta.pro rank
Caldrea industry classification
Industry- Product category
- Home Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)
- akta.pro secondary industries
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Natural & Clean Fragrance (CRABADAG)
Keywords
Where Caldrea is headquartered
LocationHeadquarters
- HQ city
- Racine
- HQ country
- United States
- HQ region
- North America
Markets served
Caldrea business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Caldrea product offering
Product offeringCore offering
Caldrea develops and sells body and home care products including scented fragrances, hand care items, household cleaners, candles and room sprays, and laundry care products. The brand focuses on natural-inspired scents across 12 distinct scent profiles (e.g., Basil Blue Sage, Lavender Cedar Leaf, Sea Salt Neroli) to provide a complete home fragrance and cleaning experience for consumers.
Product overview
Caldrea is a home care brand offering inspired home scents for seekers of more. The product portfolio consists of five core product categories that work together to provide a complete home fragrance and cleaning experience: Fragrances (with 12 distinct scent profiles), Hand Care, Household Cleaners, Candles & Room Sprays, and Laundry products. The brand features a Best Sellers Spotlight sub-brand highlighting top-selling items. All products are positioned around natural-inspired scents for the home.
Differentiator
Problem solved
Functional benefit
Companies that use Caldrea
Customer profileIdeal customer profiles1 record
Caldrea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Caldrea partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Caldrea competitors and assessment
Company assessmentDirect peers
- Mrs. Meyer's Clean Day: Mrs. Meyer's Clean Day is a leading naturally-positioned home care brand offering cleaning, hand care, and laundry products across multiple scent profiles. It is the closest direct competitor to Caldrea, sharing the same 'clean, garden-inspired' positioning and multi-category home-scent strategy.
- Method Products: Method is a design-forward, eco-friendly home and personal care brand offering cleaners, hand wash, laundry, and air fresheners. It directly competes with Caldrea in the design-conscious, naturally-positioned home care segment with similar cross-category scent-led merchandising.
- The Laundress: The Laundress is a premium laundry and home care brand built around signature fragrances. It overlaps with Caldrea's laundry and home fragrance categories and shares the same premium, design-led positioning targeting design-conscious consumers.
- Grove Collaborative: Grove Collaborative is a DTC-first natural home and personal care brand and retailer offering its own portfolio plus curated third-party brands. It competes directly with Caldrea in natural home care and shares the e-commerce/DTC distribution orientation.
Broad incumbents
- Seventh Generation: Seventh Generation is a broad natural home care incumbent offering cleaners, laundry, and paper products with strong sustainability credentials. It competes with Caldrea in natural positioning but at greater scale, broader category depth, and with national grocery distribution.
- Yankee Candle: Yankee Candle is the dominant mass-market home fragrance brand with a massive candle, diffuser, and room spray assortment. It overlaps with Caldrea's Candles & Room Sprays category at the broad incumbent scale and competes for home fragrance occasions.
- Diptyque: Diptyque is a luxury home fragrance and personal care house with a globally recognized candle and room spray portfolio. It competes with Caldrea in the premium home fragrance tier and demonstrates the upper end of scent-led home brand economics.
- Bath & Body Works: Bath & Body Works is a large specialty retailer and brand owner in personal and home fragrance (candles, room sprays, hand soaps). It overlaps with Caldrea's hand care, candles, and room sprays at scale and competes for the same gifting occasions.
Emerging players
- Dropps: Dropps is a DTC detergent and home care brand with eco-friendly positioning and a subscription model. It competes with Caldrea in laundry and household cleaning from a digital-native, emerging brand perspective.
- Common Good: Common Good is a smaller, design-forward natural cleaning and laundry brand with refillable packaging. It overlaps with Caldrea's household cleaners and laundry lines and competes in the same design-conscious natural consumer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Caldrea social profiles
Digital presenceCaldrea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caldrea leadership team
Management profileNumber of profiles
Profiles1 record
Caldrea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caldrea 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 Caldrea
What does Caldrea do?
Caldrea develops and sells body and home care products including scented fragrances, hand care items, household cleaners, candles and room sprays, and laundry care products. The brand focuses on natural-inspired scents across 12 distinct scent profiles (e.g., Basil Blue Sage, Lavender Cedar Leaf, Sea Salt Neroli) to provide a complete home fragrance and cleaning experience for consumers.
When was Caldrea founded?
Caldrea was founded in 1999. It employs 51 to 100 people.
Where is Caldrea based?
Caldrea is headquartered in Racine, United States, in the North America region.
Who are Caldrea's main competitors?
Direct peers on record are Mrs. Meyer's Clean Day, Method Products, The Laundress and Grove Collaborative. Broad incumbents are Seventh Generation, Yankee Candle, Diptyque and Bath & Body Works. Emerging players are Dropps and Common Good.
Does Caldrea have an API?
No public API is recorded for Caldrea.
What industry is Caldrea in?
Caldrea's product category is Home Care Products. Its primary akta.pro industry code is CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers), with a secondary code of CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays). Its NAICS code is 32561 and its SIC code is 2840.