Earth Baby

What Earth Baby does

Earth Baby, operated under the legal entity OYE, Inc., is a US-based direct-to-consumer brand that formulates and sells certified organic and natural personal care products for infants and babies. The product portfolio spans bath and body essentials (Shampoo + Body Wash, Conditioner + Detangler, Bubble Bath +, Moisturizing Lotion +, Diaper Rash Cream +), wellness and sanitizer SKUs (Hand Sanitizer Gel in standard and carabiner formats, Germ Buster Surface Mist, Aromatherapy Calming Mist), sunscreen (Broad Spectrum SPF 30+), and two bundled kits (Bath Essential Kit at $65 and Newborn On-The-Go Kit at $46). Pricing is fixed at $7–$18 per individual SKU with no subscription or auto-replenishment option, and orders over $50 ship free within the United States via USPS and UPS.

The company's core technical differentiator is Oleosphere®, a patented, EcoCert/NPA/NSF-approved plant-seed-derived delivery system that encapsulates and time-releases active ingredients and emollient oils, applied across all product lines and notably enabling reduced UV-filter levels in the reef-friendly sunscreen. A complementary ingredient narrative is Fresh Cells™, a plant-microcapsule technology built around whole fresh fruit cells broken down by epidermal enzymes. All products are manufactured in a US FDA-registered cGMP facility, are pediatrician- and dermatologist-tested, and free from 20+ harmful chemicals. The brand is operated by a 1–10 person team led solely by founder and formulator Florence Nacino, a chemist with 40+ years of industry experience who received Beauty Industry West's 2023 Entrepreneur of the Year award.

Earth Baby's go-to-market is exclusively DTC through earthbabystore.com, supplemented by an organic social presence (Facebook and Instagram @earthbabyluv), a Chirp Blog for SEO-driven content marketing, earned media outreach via a press-inquiries page, and an affiliate program on ShareASale (merchant ID 133338). The company donates 1% of sales through Pledge 1% to the Preface Project Foundation and Folded Flag Foundation, and uses 100% recyclable packaging with organic cotton kit bags. No retail, wholesale, or marketplace distribution is in place, international shipping is not available, and the company has not raised institutional funding or disclosed revenue.

Name

Earth Baby

Legal name

OYE, Inc.

Website

https://earthbabystore.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Earth Baby is a US-based direct-to-consumer brand that formulates and sells certified organic baby care products — including shampoos, lotions, diaper rash cream, sanitizer, and sunscreen — through its own e-commerce storefront, powered by its proprietary Oleosphere® plant-seed delivery technology.

Ownership category

akta.pro rank

Product category

Baby Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Sun Protection (CRABAJAE), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH), Kids & Baby Sun Protection (CRABAHAE)

Keywords

• Organic baby care
• Baby bath products
• Natural baby skincare
• Infant personal care
• Baby wellness products

Headquarters

HQ city

Walnut

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: The company sells its baby care products directly to consumers through its own e-commerce storefront (earthbabystore.com). Individual products (shampoo, lotion, sanitizer, etc.) and bundled kits (Bath Essential Kit, Newborn On-The-Go Kit) are available. All products are one-time purchase items; no subscription model is visible. Free shipping on orders over $50 drives average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Earth Baby manufactures and sells a portfolio of certified organic, non-toxic personal care products for babies and infants—including tear-free shampoo and body wash, conditioner, bubble bath, moisturizing lotion, diaper rash cream, broad-spectrum SPF 30+ sunscreen, aromatherapy mist, hand sanitizer, and surface disinfectant—through its own direct-to-consumer e-commerce storefront, with select products bundled into gift kits. All formulations incorporate the company's proprietary Oleosphere® plant-seed-derived delivery system for time-controlled moisturization and reduced reliance on synthetic ingredients.

Product overview

Earth Baby is a direct-to-consumer baby care brand offering a portfolio of certified organic and natural personal care products for babies. The product line includes Bath & Body essentials (Shampoo + Body Wash, Conditioner + Detangler, Bubble Bath +, Moisturizing Lotion +), bundled into the Bath Essential Kit for convenient gifting. The company also offers a Newborn On-The-Go Kit for travel convenience containing sunscreen, diaper rash cream, hand sanitizer and calming mist. Travel and wellness products include Hand Sanitizer Gel in regular and carabiner-attached formats, Germ Buster Surface Mist, and Aromatherapy Calming Mist. All products incorporate the company's proprietary award-winning Oleosphere technology for enhanced ingredient delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Shampoo + Body Wash Tear-free, pH-balanced 2-in-1 shampoo and body wash designed to gently cleanse babies from head-to-toe with naturally derived ingredients including honeysuckle, apple, and Kiwi Fresh Cells.
• Conditioner + Detangler Conditioner and detangler with mango, honeysuckle, lemon verbena, jojoba and murumuru butter that leaves baby's hair soft, smooth and tangle-free.
• Bubble Bath + Tear-free, ultra-foaming bubble bath with chamomile extract, aloe, oat, and dead sea salt that leaves skin soft, smooth and nourished.
• Moisturizing Lotion + Moisturizing lotion that protects sensitive skin from free radicals with cocoa butter, calming lavender and vitamin-rich carrot, formulated for baby's delicate complexion. 2021 National Parenting Product Award and 2021 Baby Innovation Award winner.
• Newborn On-The-Go Kit Travel-ready bundle containing Broad Spectrum SPF 30+ Sunscreen, Diaper Rash Cream +, Hand Sanitizer Gel +, and Aromatherapy Calming Mist + with an organic cotton pouch for on-the-go convenience.
• Bath Essential Kit Comprehensive baby bath kit containing Shampoo + Body Wash, Conditioner + Detangler, Bubble Bath +, and Moisturizing Lotion + with an organic cotton zipper pouch, marketed for easy travel and as a baby shower gift.
• Aromatherapy Calming Mist + Aromatherapy spray with natural plant extracts such as lavender and chamomile to soothe and relax baby during travel, napping or bedtime. 2021 National Parenting Product Award winner.
• Germ Buster Surface Mist + Surface disinfectant spray that eliminates 99.9% of germs from diaper changing areas, highchairs, toilet seats, restaurant tables and shopping carts using a 62% ethyl alcohol formula.
• Hand Sanitizer Gel + Quick-drying, moisturizing hand sanitizer gel enriched with antioxidants that eliminates 99.9% of germs while keeping hands soft, suitable for travel and the entire family.
• Hand Sanitizer Gel + Carabiner Quick-drying, moisturizing hand sanitizer gel with carabiner clip for attachment to purses, diaper bags or strollers that eliminates 99.9% of germs while being gentle on skin.

Quantifiable outcome

• 99.9% germ kill — Hand Sanitizer Gel and Germ Buster Surface Mist
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Pledge 1%minorStrategic or Co-development PartnerEarth Baby® is a member of Pledge 1%, committing to donate 1% of all sales to charitable organizations that support children affected by poverty and educational access globally. This is part of the company's social impact and ESG strategy rather than a commercial partnership.
• Preface Project FoundationminorStrategic or Co-development PartnerEarth Baby® supports the Preface Project Foundation, which works to set up every child for lifelong learning success by connecting high-achieving students and service-minded young professionals with resources for educational impact. Earth Baby donates 1% of sales to this organization.
• Folded Flag FoundationminorStrategic or Co-development PartnerEarth Baby® supports the Folded Flag Foundation, which honors the legacy of U.S. military personnel who died in combat or related accidents by providing educational scholarships and support grants to their spouses and children. Earth Baby donates 1% of sales to this organization.
• USPSminorOthersEarth Baby uses USPS as a shipping carrier for domestic order delivery within the United States including APO and FPO military addresses. USPS is described as committed to sustainability.
• UPSminorOthersEarth Baby uses UPS as a shipping carrier for domestic order delivery. UPS is described as committed to sustainability and efficient delivery services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burt's Bees Baby: Burt's Bees Baby is a direct competitor in natural, pediatrician-tested baby care (shampoo, lotion, bath). Comparable because both brands sell clean, plant-based baby essentials to the same parent demographic, with overlapping product formats and ingredient narratives.
• Babyganics: Babyganics makes plant-based baby care products (shampoo, lotion, sanitizer, sunscreen) sold through DTC, mass retail, and grocery. Comparable because the brand competes in the same non-toxic baby care category with similar formulation philosophy and price points.
• California Baby: California Baby is a premium natural baby care brand (shampoo, body wash, lotion, sunscreen) sold DTC and through specialty retailers. Comparable because both are California-based, pediatrician-tested, plant-based baby care brands targeting the same clean-conscious parent segment.
• Tubby Todd: Tubby Todd is a DTC premium baby care brand offering all-over ointment, shampoo, lotion and bath products. Comparable because it competes in the same premium clean baby care category with a similar founder-led, content-driven DTC growth model.
• Mustela: Mustela is a global baby skincare brand with shampoo, lotion, sun protection, and diaper care products. Comparable because it sells pediatrician-recommended natural baby skincare including SPF, lotion, and bath essentials — overlapping directly with Earth Baby's product portfolio.
• Babo Botanicals: Babo Botanicals is a small premium natural baby care brand (shampoo, lotion, sunscreen, bubble bath) sold DTC and in specialty retail. Comparable because it offers similar EWG-verified, plant-based baby care SKUs targeting the same safety-conscious parent buyer.
• Pipette: Pipette is a clean baby care brand (shampoo, lotion, bath) sold DTC and at Target. Comparable because it targets the same premium clean-baby segment with plant-based, pediatrician-tested formulations at similar price points to Earth Baby's line.
• ATTITUDE (Super Leaves): ATTITUDE is a Canadian clean personal care and baby care brand (shampoo, lotion, wipes) sold DTC and through major retailers. Comparable because it competes in EWG-verified, plant-based baby care and has broader international distribution than Earth Baby.

Broad incumbents

• The Honest Company: The Honest Company is a much larger public clean personal care and household brand that includes a baby line (shampoo, lotion, wipes, diapers). Comparable because it competes in clean, plant-based baby care but operates at scale across multiple categories including home and beauty.
• Aveeno Baby: Aveeno Baby is the Johnson & Johnson-owned pediatrician-recommended baby care line including shampoo, lotion, and eczema therapy. Comparable because it competes for the same pediatrician-endorsed, sensitive-skin baby care wallet, but at much larger scale with mass retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EarthBabyLuv
• Instagraminstagram.com/earthbabyluv
• Xx.com/earthbabyluv

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 Earth Baby