O'Keeffe's
O'Keeffe's is a Cincinnati-based, mass-market skincare brand (owned by The Gorilla Glue Company) that sells targeted moisturization products for extremely dry, cracked hands, feet, lips, and body, distributed through major U.S. retailers and Amazon to occupational and general-consumer segments.
- Company typePrivate
- Founded1999
- HeadquartersCincinnati, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What O'Keeffe's does
O'Keeffe's is a Cincinnati-based skincare brand that develops and sells targeted moisturization products for extremely dry, cracked skin across four body-part-specific product lines: Working Hands (hands), Healthy Feet (feet), Lip Repair (lips), and Skin Repair (body, including Eczema Relief and Ultimate Relief variants). The company's core technology is concentrated cream formulations employing a three-step mechanism — instant moisture boost, protective barrier creation, and lasting hydration — built around proven ingredients such as glycerin, urea, shea butter, and AHAs. The brand is positioned as America's #1 hand cream and #1 foot cream brand per Nielsen sales data, with 25+ years of heritage stemming from founder Tara O'Keeffe's pharmacist-developed Working Hands formula.
The company operates a consumer-products business model with revenue derived from one-time retail and e-commerce sales of branded SKUs (jars, tubes, pumps, sticks, and bundles) through major U.S. distribution channels: mass retailers (Target, Walmart, Costco), drugstores (Walgreens), home-improvement (Lowe's, Ace Hardware), Amazon, and the company's own direct e-commerce site. Customer segments are horizontal across persona types — healthcare professionals, manual labor/trade workers, ranchers/agricultural workers, flight attendants, and general consumers with conditions such as eczema or diabetes-related dry skin — with no B2B anchor customers of meaningful share. Marketing is product-led, leveraging before/after imagery, customer testimonials, community initiatives (e.g., Operation Happy Nurse partnership), and retailer-exclusive seasonal launches. O'Keeffe's is a privately held subsidiary of The Gorilla Glue Company and reports 1–10 employees at the brand level.
O'Keeffe's firmographics
Firmographics- Name
- O'Keeffe's
- Legal name
- The O'Keeffe's Company
- Website
- https://okeeffescompany.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- O'Keeffe's is a Cincinnati-based, mass-market skincare brand (owned by The Gorilla Glue Company) that sells targeted moisturization products for extremely dry, cracked hands, feet, lips, and body, distributed through major U.S. retailers and Amazon to occupational and general-consumer segments.
- Ownership category
- akta.pro rank
O'Keeffe's industry classification
Industry- Product category
- Skincare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Foot Care (CRABAAAE)
- akta.pro secondary industries
- Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Eye & Lip Skincare (CRABAAAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
Keywords
Where O'Keeffe's is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
O'Keeffe's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel
Revenue model
- Direct Product Sales: Sale of skincare products (Working Hands, Healthy Feet, Lip Repair, Skin Repair, Body Lotion) directly to consumers through the company's e-commerce website. Products available in various sizes and formats including jars, tubes, pumps, and sticks.
- Retail Distribution: Products sold through major retail chains including Target, Walmart, Amazon, Walgreens, Lowe's, Ace Hardware, and Costco. The company distributes through traditional retail distribution channels with products available in approximately 250 Costco stores for specific promotional items.
- Marketplace Sales: Products sold through online marketplaces including Amazon, offering convenience and wide geographic reach to consumers. Includes exclusive product bundles and value packs.
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
O'Keeffe's product offering
Product offeringCore offering
O'Keeffe's manufactures and sells targeted skincare products formulated for extremely dry, cracked skin on hands, feet, lips, and body. The product portfolio spans four sub-brands—Working Hands (hand creams), Healthy Feet (foot creams), Lip Repair (lip balms), and Skin Repair (body creams)—with variants including jars, tubes, pumps, overnight treatments, pain relief formulas, SPF lip balms, and bundled kits. Products are sold directly to consumers through the company's own e-commerce site, major U.S. retail chains, and online marketplaces.
Product overview
O'Keeffe's Hardworking Skincare is a skincare brand offering targeted products for extremely dry, cracked skin across four product lines: Hands (Working Hands family including Original Jar/Tube, Pumpable, Night Treatment, Pain Relief, Intense Renewal, and Hardworking Body Lotion), Feet (Healthy Feet family including Foot Cream Jar/Tube, Night Treatment, Pain Relief, Heel Balm, and Heel Repair Kit), Lips (Lip Repair family including Cooling, Cherry, SPF 35, Unscented, and Night Treatment), and Body (Skin Repair Ultimate Relief and Eczema Relief). The brand is owned by The Gorilla Glue Company and is America's #1 hand cream and foot cream brand. Products are sold through major retailers including Target, Walmart, Amazon, Walgreens, Lowe's, and Ace Hardware.
Differentiator
Problem solved
Functional benefit
Brands
- Working Hands: Hand cream product line for extremely dry, cracked hands
- Healthy Feet
- Lip Repair
- Skin Repair
Products and services
- Working Hands Original Jar Original hand cream formula designed to heal, relieve, and repair extremely dry, cracked hands. Concentrated cream provides visible results and guaranteed relief for individuals with hardworking hands.
- Working Hands Original Tube Original formula hand cream in portable tube format designed to heal, relieve, and repair extremely dry, cracked hands.
- Working Hands Pumpable Hand Cream Pumpable hand cream in 10oz size for convenient application and daily use of the original Working Hands formula.
- Working Hands Intense Renewal Intensive hand treatment for severely dry, cracked hands requiring enhanced moisturization beyond the original formula.
- Working Hands Night Treatment Overnight hand treatment cream designed for deep moisturization and repair of extremely dry, cracked hands while sleeping.
- Working Hands Pain Relief Hand cream with pain relief properties for discomfort associated with extremely dry, cracked hands.
- Hardworking Body Lotion Lightweight, unscented, non-greasy 3-in-1 lotion that moisturizes, relieves, and restores extremely dry, cracked skin on hands and body; safe for sensitive skin.
- Healthy Feet Foot Cream Jar Foot cream specially formulated to heal and protect extremely dry, cracked feet with intense moisturization and pain relief; contains Urea, Shea Butter, and AHAs.
- Healthy Feet Tube Foot cream in portable tube format for on-the-go moisturization of dry, cracked feet.
- Healthy Feet Intense Renewal Intensive foot treatment cream with Urea, Shea Butter, and AHAs for severely dry, cracked feet requiring enhanced treatment.
- Healthy Feet Night Treatment Overnight foot treatment for deep moisturization and repair of dry, cracked feet while sleeping.
- Healthy Feet Pain Relief Foot cream with pain relief properties for discomfort associated with extremely dry, cracked feet.
- Healthy Feet Heel Balm Intensive Healing Intensive heel balm for targeted treatment of extremely dry, cracked heels.
- Healthy Feet Heel Repair Kit All-in-one foot treatment bundle combining Healthy Feet Intense Renewal foot cream with reusable gel-lined toeless foot sleeves, delivering 2x moisture boost versus cream alone for faster healing of extremely dry, cracked heels.
- Lip Repair Cooling Lip balm with cooling sensation providing instant, long-lasting relief for dry, cracked lips; contains 7 moisturizing ingredients.
- Lip Repair Cherry & Vitamin E Oil Lip balm with cherry flavor and Vitamin E oil providing moisturizing relief for dry, cracked lips.
- Lip Repair SPF 35 Dual-action water-resistant lip balm combining broad spectrum UVA/UVB SPF 35 sun protection with healing properties and 7 moisturizing ingredients for all-day moisture of dry, cracked lips.
- Lip Repair Unscented Unscented lip balm providing relief for dry, cracked lips, designed for consumers preferring fragrance-free products.
- Lip Repair Night Treatment Overnight lip treatment for deep moisturization and repair of dry, cracked lips while sleeping.
- Skin Repair Ultimate Relief Body cream providing ultimate hydration and protection for extremely dry skin; rich in glycerin with ingredients that draw moisture from the air and create a protective barrier.
- Skin Repair Eczema Relief Body cream specifically formulated for relief of eczema symptoms, providing intensive hydration for dry and irritated skin.
Quantifiable outcome
- Visible results within 2 weeks with regular use (applied 2-3 times daily for hands, once daily for feet)
- +4 more outcomes
Companies that use O'Keeffe's
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
O'Keeffe's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
O'Keeffe's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Operation Happy NursecoreNational Nurse Month partnership launched May 5, 2026, to recognize and celebrate healthcare professionals. The initiative includes a sweepstakes program where nominated nurses are eligible to win Nurse Essentials Kits and a grand prize of a $500 Visa gift card. Operation Happy Nurse is a nonprofit organization supporting healthcare workers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
O'Keeffe's competitors and assessment
Company assessmentDirect peers
- Eucerin: Owned by Beiersdorf, Eucerin competes in medical-grade dry-skin and eczema skincare, overlapping with O'Keeffe's Skin Repair and Eczema Relief lines. Distributed through mass and drug channels similar to O'Keeffe's footprint.
- Cetaphil: Owned by Galderma, Cetaphil targets sensitive/dry skin across body, face, and hands with dermatologist positioning. Overlaps with O'Keeffe's general consumer dry-skin segment and is sold through the same retail channels.
- CeraVe: Owned by L'Oréal, CeraVe is the leading therapeutic mass skincare brand with ceramides and a heavy dermatologist endorsement model. Directly competes with O'Keeffe's in dry/eczema-prone skin and is gaining share at the same retailers.
- Burt's Bees: Clorox-owned natural personal-care brand with a Lip Repair line and body/skincare extensions. Directly comparable to O'Keeffe's Lip Repair range at mass retail and shares the same drug/mass distribution channels.
- Vanicream: Pharmaceutical Specialties' Vanicream is a dermatologist-recommended brand for sensitive/dry skin across hands, feet, and body. Competes with O'Keeffe's via drug-channel distribution and similar free-from/hypoallergenic positioning.
- Aveeno: Owned by Kenvue, Aveeno competes with O'Keeffe's in oat/soothing skincare for dry, sensitive, and eczema-prone skin. Same mass/drug distribution footprint and similar value-pack positioning at Target and Walmart.
- Gold Bond: Owned by Chattem (Sanofi), Gold Bond competes head-to-head with O'Keeffe's in body, foot, and hand therapeutic skincare at mass retail (Target, Walmart, drug chains). Its body/foot powders and lotions target the same hardworking consumer persona.
- La Roche-Posay: L'Oréal-owned dermocosmetic brand sold through drug and prestige channels. Competes with O'Keeffe's Skin Repair and Eczema Relief through dermatologist endorsement and similar therapeutic skincare positioning.
Broad incumbents
- Neutrogena: Owned by Kenvue, Neutrogena is a broad incumbent mass skincare brand with hand, foot, lip, and body offerings. Overlaps with O'Keeffe's category set but lacks the 'hardworking tradesperson' niche positioning.
- Vaseline (Unilever): Unilever's heritage petroleum-jelly and intensive-care brand competes in dry-skin repair, particularly with O'Keeffe's Working Hands and Skin Repair lines. A broad incumbent with global scale, but not specialized in the hardworking-persona niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
O'Keeffe's social profiles
Digital presenceO'Keeffe's financial estimates
Financial estimateRevenue estimate
Valuation estimate
O'Keeffe's leadership team
Management profileNumber of profiles
Profiles1 record
O'Keeffe's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
O'Keeffe's 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 O'Keeffe's
What does O'Keeffe's do?
O'Keeffe's manufactures and sells targeted skincare products formulated for extremely dry, cracked skin on hands, feet, lips, and body. The product portfolio spans four sub-brands—Working Hands (hand creams), Healthy Feet (foot creams), Lip Repair (lip balms), and Skin Repair (body creams)—with variants including jars, tubes, pumps, overnight treatments, pain relief formulas, SPF lip balms, and bundled kits. Products are sold directly to consumers through the company's own e-commerce site, major U.S. retail chains, and online marketplaces.
Is O'Keeffe's a public or private company?
O'Keeffe's is a private company. It is classified as corporate owned and is currently operating.
When was O'Keeffe's founded?
O'Keeffe's was founded in 1999. It employs 1 to 10 people.
Where is O'Keeffe's based?
O'Keeffe's is headquartered in Cincinnati, United States, in the North America region.
How does O'Keeffe's make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are retail Distribution and marketplace Sales.
Who are O'Keeffe's's main competitors?
Direct peers on record are Eucerin, Cetaphil, CeraVe, Burt's Bees, Vanicream, Aveeno, Gold Bond and La Roche-Posay. Broad incumbents are Neutrogena and Vaseline (Unilever).
Does O'Keeffe's have an API?
No public API is recorded for O'Keeffe's.
What industry is O'Keeffe's in?
O'Keeffe's's product category is Skincare Products. Its primary akta.pro industry code is CRABAAAE, Hand & Foot Care, with a secondary code of CRABAAAD, Body Skincare (Lotions, Creams, Body Oils). Its NAICS code is 456120 and its SIC code is 2844.