Boie USA
Boie USA is a US-based personal care brand selling antimicrobial TPE scrubbers, toothbrushes, and body wash to sensitive-skin and sustainability-conscious consumers via its DTC site, Target, and Walmart, supported by a subscription and closed-loop recycling program.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Boie USA does
Boie USA, operating as Boie, LLC, is a privately held US personal care company founded in 2015 and headquartered in New York City. It designs, manufactures (Made in USA), and sells a focused portfolio of antimicrobial, hypoallergenic personal care products centered on a proprietary thermoplastic elastomer (TPE) material embedded with antimicrobial silver. The core product line includes Body Scrubbers, a Flat Body Scrubber, a Face Scrubber, a Scalp Scrubber, and a Hook accessory, with newer adjacent offerings in oral care (Toothbrush single and 2-Pack with 100% recycled handles) and a dermatologist-approved, pH-balanced Body Wash. Boie also operates a closed-loop recycling program where customers return used products to be sanitized and reprocessed into new items.
The company's business model is a hybrid direct-to-consumer and retail brand. Revenue is generated through one-time product sales and a subscription option (5% discount, configurable cadence from monthly to annually) on boieusa.com, complemented by wholesale distribution through Target and Walmart (in-store and online), and international DTC shipping to Canada, Mexico, Europe, Oceania, and Asia. Pricing is accessible, ranging from $3.99 (toothbrush) to $16.99 (body wash), and Boie targets three primary consumer segments: sensitive-skin consumers (eczema, psoriasis, keratosis pilaris), sustainability-conscious consumers seeking recyclable alternatives to loofahs and plastic toothbrushes, and consumers with sensitive teeth and gums. The company is led by co-founder and CEO Manuel de la Cruz alongside co-founder Luma Grothe, and operates with a very lean team of 1-10 employees.
Boie USA firmographics
Firmographics- Name
- Boie USA
- Legal name
- Boie, LLC
- Website
- https://boieusa.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Boie USA is a US-based personal care brand selling antimicrobial TPE scrubbers, toothbrushes, and body wash to sensitive-skin and sustainability-conscious consumers via its DTC site, Target, and Walmart, supported by a subscription and closed-loop recycling program.
- Ownership category
- akta.pro rank
Boie USA industry classification
Industry- Product category
- Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Plastics and Rubber Products Manufacturing (326)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)
- akta.pro secondary industry
- Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)
Keywords
Where Boie USA is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Boie USA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales (One-Time Purchase): Direct consumer sales of personal care products including body scrubbers, face scrubbers, toothbrushes, body wash, and accessories. Products are sold individually at set price points through the company's e-commerce website and retail partners.
- Subscription Model: Recurring subscription service offering 5% discount on all products. Customers choose delivery frequency (monthly, every 2 months, every 3 months, every 6 months, or annually). Subscription auto-renews and customers are billed at each renewal interval. This creates predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Body Scrubber - $10.99 one-time or $10.44 with subscription |
| Subscription | Pay-as-you-go | Flat Body Scrubber - price varies by variant |
| Subscription | Pay-as-you-go | Face Scrubber - $9.99 one-time or $9.49 with subscription |
| Subscription | Pay-as-you-go | Scalp Scrubber - $11.99 |
| Subscription | Pay-as-you-go | Toothbrush - $3.99 one-time or $3.79 with subscription |
| Subscription | Pay-as-you-go | Toothbrush 2-Pack - $6.99 one-time or $6.64 with subscription |
| Subscription | Pay-as-you-go | Body Wash - $16.99 one-time or $16.14 with subscription |
| Other | Pay-as-you-go | Hook - price not publicly disclosed |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Boie USA product offering
Product offeringCore offering
Boie USA designs, manufactures, and sells sustainable personal care products including antimicrobial body and face scrubbers, scalp scrubbers, toothbrushes with 100% recycled plastic handles, and a pH-balanced body wash. All products are made in the USA from a proprietary thermoplastic elastomer (TPE) material embedded with antimicrobial silver, are hypoallergenic, BPA- and latex-free, and supported by a closed-loop recycling program. The company sells direct-to-consumer through its own website, via subscriptions, and through major retail partners Target and Walmart.
Product overview
Boie USA is a personal care company offering a focused portfolio of TPE-based skincare tools and personal care products, all made in the USA. The core product line centers on antimicrobial exfoliating scrubbers (Body Scrubber, Flat Body Scrubber, and Face Scrubber) made from a soft thermoplastic elastomer material that combines silicone-like flexibility with thermoplastic durability. Additional offerings include a Scalp Scrubber, Hook (made from 10-15% recycled material), and a recently relaunched Toothbrush line (single and 2-Pack) with 100% recycled plastic handles and extra-soft bristles for sensitive teeth. The company also offers a dermatologist-approved, fragrance-free Body Wash with pH-balancing properties. All products are hypoallergenic, antimicrobial, BPA- and latex-free, vegan, and cruelty-free. Boie USA operates a circular recycling program where customers can send back used products to be repurposed into new items.
Differentiator
Problem solved
Functional benefit
Products and services
- Body Wash A dermatologist-approved, fragrance-free body wash formulated for sensitive skin with zero parabens, dyes, or fragrances. Features pH balancing (4.7-4.9), 100% biodegradable ingredients, and comes in a 30% recycled plastic bottle. Sold for $16.99 one-time or $16.14 on subscription.
- Body Scrubber An antimicrobial body scrubber with a knob handle serving as a softer-than-silicone loofah alternative. Features ultra-soft TPE bristles embedded with antimicrobial silver, is BPA- and latex-free, exfoliating, hypoallergenic, and can be returned to the company for recycling. Sold for $10.99 one-time or $10.44 on subscription.
- Flat Body Scrubber The original antimicrobial body scrubber in a flat design that sticks to shower walls. Provides gentle exfoliation while cleansing, functioning as a softer-than-silicone loofah alternative. Sold for $10.99 with subscription discount option.
- Face Scrubber An antimicrobial face scrubber with soft, silicone-like bristles that gently exfoliate, minimize the appearance of acne, and unclog pores. Embedded with antimicrobial silver, hypoallergenic, designed for daily use on sensitive skin. Sold for $9.99 one-time or $9.49 on subscription.
- Scalp Scrubber A scalp scrubber that removes buildup, fights dandruff, and promotes circulation. Marketed as a better-than-silicone option made in the USA. Sold for $11.99 with subscription discount option.
- Hook A shower hook made from TPE material incorporating recycled Boie products (10-15% recycled content). Sticks to shower walls, mirrors, or any shiny surface without adhesive. Currently offered as a free gift with qualifying orders.
- Toothbrush An extra-soft toothbrush designed for sensitive teeth and gums, featuring 612 nylon bristles (the highest available quality) and a 100% recycled plastic handle. Made in the USA with extra-soft bristles and a hanging hole. Sold for $3.99 one-time or $3.79 on subscription.
- Toothbrush 2-Pack A two-pack of extra-soft toothbrushes for sensitive teeth and gums. Features 100% recycled plastic handles and extra-soft nylon bristles. Made in the USA. Sold for $6.99 one-time or $6.64 on subscription.
Quantifiable outcome
- Products last 6-12 months, outlasting typical loofah or washcloth alternatives that require more frequent replacement
- +3 more outcomes
Companies that use Boie USA
Customer profileSegments3 records
Ideal customer profiles3 records
Boie USA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Boie USA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- TargetcoreBoie USA products including Body Scrubbers, Face Scrubbers, and Hooks are sold in Target retail stores nationwide and on Target.com. This partnership provides significant retail distribution and brand visibility among mass-market consumers.
- WalmartcoreBoie USA products are available for purchase in Walmart stores and on Walmart.com, expanding retail distribution to Walmart's massive customer base across the United States.
- Ambassador/Influencer PartnersminorCommunity ambassador program offering partnership opportunities including affiliate marketing, gifting, discount codes, campaigns, and content creation. Targets influencers and content creators in skincare and sustainability spaces.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Boie USA competitors and assessment
Company assessmentDirect peers
- EcoTools: EcoTools sells eco-friendly beauty tools including dry brushes, facial cleansing brushes, and bath accessories. It is the most direct comparable to Boie's body/face scrubber and scalp tool lineup, competing on sustainable personal-care tools across mass and drug channels.
- Wet Brush: Wet Brush specializes in detangling and sensitive-scalp hair brushes. Its extra-gentle bristle positioning is a partial overlap with Boie's scalp scrubber and sensitive-grooming tools.
- hello Products: hello is a clean, vegan-friendly oral care brand with extra-soft bristles and sustainable packaging sold at mass retail. It is the most direct comparable to Boie's recycled-handle, sensitive-teeth toothbrush line.
Broad incumbents
- The Body Shop: The Body Shop is a global personal-care and bath-accessory retailer with strong sustainability positioning. It overlaps with Boie's body and face cleansing tools and competes in the same ethical-consumer shopping occasion.
- The Honest Company: Honest is a clean-ingredient personal-care and household brand with dermatologist-validated products. It overlaps with Boie's body wash, sensitive-skin positioning, and subscription model.
- Dr. Bronner's: Dr. Bronner's makes natural, sensitive-skin-safe personal care with strong sustainability and circular values. It is a relevant comparable on clean ingredients, body wash, and eco-consumer brand building.
- Method Products: Method is an eco-friendly personal and home care brand with recyclable packaging and design-forward branding. It is comparable to Boie on sustainability-driven consumer positioning and retail presence at Target and Walmart.
Emerging players
- Yes To: Yes To makes clean, plant-based facial cleansers and body scrubs at mass retail. It is comparable to Boie on natural ingredients, sensitive-skin positioning, and Target/Walmart availability.
- Public Goods: Public Goods is a DTC sustainable household and personal care brand with a subscription model. It is comparable to Boie on direct-to-consumer sustainability positioning and membership-driven retention.
- Common Good: Common Good produces refillable, eco-friendly personal care including body wash and bath tools. It overlaps with Boie's body wash and sustainability storytelling at retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Boie USA social profiles
Digital presenceBoie USA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Boie USA leadership team
Management profileNumber of profiles
Profiles2 records
Boie USA funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Boie USA 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 Boie USA
What does Boie USA do?
Boie USA designs, manufactures, and sells sustainable personal care products including antimicrobial body and face scrubbers, scalp scrubbers, toothbrushes with 100% recycled plastic handles, and a pH-balanced body wash. All products are made in the USA from a proprietary thermoplastic elastomer (TPE) material embedded with antimicrobial silver, are hypoallergenic, BPA- and latex-free, and supported by a closed-loop recycling program. The company sells direct-to-consumer through its own website, via subscriptions, and through major retail partners Target and Walmart.
Is Boie USA a public or private company?
Boie USA is a private company. It is classified as venture growth investor backed and is currently operating.
When was Boie USA founded?
Boie USA was founded in 2015. It employs 1 to 10 people.
Where is Boie USA based?
Boie USA is headquartered in New York, United States, in the North America region.
How does Boie USA make money?
Two revenue lines are on record. Product Sales (One-Time Purchase) is the primary driver. The others are subscription Model.
Who are Boie USA's main competitors?
Direct peers on record are EcoTools, Wet Brush and hello Products. Broad incumbents are The Body Shop, The Honest Company, Dr. Bronner's and Method Products. Emerging players are Yes To, Public Goods and Common Good.
Does Boie USA have an API?
No public API is recorded for Boie USA.
What industry is Boie USA in?
Boie USA's product category is Personal Care Products. Its primary akta.pro industry code is CRADAKAM, Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills), with a secondary code of CRAJAOAJ, Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable). Its NAICS code is 32561 and its SIC code is 3420.