Alltrue
- Company typePrivate
- Founded2015
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Alltrue does
Alltrue is a privately held, Santa Monica-based direct-to-consumer subscription commerce company (founded 2015, formerly Causebox) that curates and distributes sustainable, ethically sourced products to US conscious consumers. The core offering is a quarterly Seasonal Subscription Box containing 6-8 full-size products valued at $250+ for $69.95, available on quarterly pay-as-you-go or annual membership tiers. Around the box, Alltrue operates an integrated ecosystem: the Alltrue Collective marketplace (700+ products at 20-70% off, open to non-members), a members-only Add-On Market, a members-only Essentials Shop for replenishment categories, and a content/community layer (Meet Us Here podcast, All Good Things magazine on hold, Artist Residency Program). The platform is built on a standard e-commerce stack with proprietary curation and vetting infrastructure — most notably a 40+ item Banned Ingredients List and an Impact Measurement System — rather than on proprietary technology or AI.
Alltrue's business model combines recurring subscription revenue ($279.80/year annual membership or $69.95/quarter), marketplace sales to both members and non-members, and add-on/essentials transactions. Distribution is fully DTC through shop.alltrue.com and alltrue.com, with free shipping in the contiguous US and limited service to Alaska, Hawaii, and international markets. The company has a small internal team (11-50 employees) and reports an extensive artisan supply network (4,000+ makers, 1M+ hours of fair wages paid) that functions as both a sourcing moat and a marketing asset. No venture capital, private equity, or parent-company ownership is disclosed in the available data; the company appears to be independently operated and privately held.
Alltrue firmographics
Firmographics- Name
- Alltrue
- Website
- https://alltrue.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Alltrue industry classification
Industry- Product category
- Sustainable Lifestyle Subscription Boxes
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Wholesale-Miscellaneous Nondurable Goods (5190)
- akta.pro primary industry
- Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)
- akta.pro secondary industry
- Subscription Box & Membership-first DTC (CRAFACAN)
Keywords
Where Alltrue is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alltrue business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Seasonal Subscription Box: Quarterly subscription boxes containing 6-8 full-size sustainable products valued at $250+. Members pay $69.95 per seasonal box with free shipping in contiguous US. Annual membership available with customization benefits.
- Alltrue Collective Marketplace: Online marketplace featuring 700+ sustainable products at 20-70% off member prices. Also open to non-members. Revenue from product sales with exclusive member pricing.
- Essentials Shop: Members-only shop for everyday eco-essentials including personal care and home products from brands like Dr. Bronner's, Native, and Who Gives a Crap.
- Add-On Market: Seasonal add-on market where members can purchase additional products at 20-70% off. Members save an average of $50+ per shopping session.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Quarterly Membership - Seasonal box delivered 4x per year |
| Subscription | Annual | Annual Membership - Full access with customization |
| Transaction based/ take rate | Pay-as-you-go | Add-On Market - Members-only additional products |
| Subscription | Pay-as-you-go | Essentials Shop - Everyday eco-products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Alltrue product offering
Product offeringCore offering
Alltrue curates and ships seasonal subscription boxes containing 6-8 full-size sustainable, ethically-sourced products for $69.95 per quarter (valued at $250+). The company supplements this core offering with the Alltrue Collective online marketplace (700+ third-party sustainable products at 20-70% off member pricing), a members-only Essentials Shop for everyday eco-friendly items, and seasonal Add-On Markets, all gated behind a US-contiguous membership.
Product overview
Alltrue is a subscription-based e-commerce company offering sustainable and ethically-sourced products through multiple channels. The core offering is a Seasonal Subscription Box—a quarterly curated collection of 6-8 full-size sustainable products delivered to members for $69.95 (valued at $250+). This is supplemented by the Alltrue Collective marketplace, an Essentials Shop featuring everyday eco-friendly products at member-only prices, and seasonal Add-On Markets offering 700+ products at 20-70% discounts. The company also operates community-focused content platforms including the Meet Us Here Podcast and (currently on hold) All Good Things Magazine, as well as an Artist Residency Program supporting emerging female artists.
Differentiator
Problem solved
Functional benefit
Brands
- Alltrue Collective: A marketplace offering premium sustainable brands at exclusive prices with thousands of member-loved products available to everyone.
- Alltrue Add-On Market
- All Good Things Magazine
- Meet Us Here Podcast
- Artist Residency Program
- Flag for Good
Quantifiable outcome
- Members save 20-70% on 700+ products in Add-On Market, averaging $50+ per session
- +4 more outcomes
Companies that use Alltrue
Customer profileSegments3 records
Ideal customer profiles3 records
Alltrue technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Alltrue partnerships and signals
Strategic signalScale indicators12 records
Expansion highlights4 records
Alltrue competitors and assessment
Company assessmentDirect peers
- FabFitFun: Quarterly lifestyle subscription box delivering full-size products across beauty, wellness, home, and fashion. Directly comparable business model to Alltrue's seasonal box, though with broader mainstream positioning rather than sustainability focus.
- Grove Collaborative: DTC e-commerce retailer of sustainable home, personal care, and cleaning essentials with membership-based pricing. Comparable to Alltrue's Essentials Shop and sustainability positioning, though heavier on consumables rather than curated discovery.
- Love Goodly: Bi-monthly subscription box focused on non-toxic, eco-friendly beauty and wellness products from mission-driven brands. Closely comparable ethical/sustainable curation model to Alltrue, with similar brand vetting framework.
- Birchbox: Subscription-based beauty and grooming product discovery service. Comparable discovery-box subscription model, though focused on beauty rather than Alltrue's broader lifestyle/ethical curation.
- EarthHero: Online marketplace curating sustainable, ethical everyday products across categories. Comparable curated sustainable marketplace model to Alltrue Collective, with similar vetting standards.
- Package Free: DTC retailer specializing in zero-waste and sustainable lifestyle essentials. Comparable target customer (conscious consumers seeking low-waste alternatives) and curated product assortment.
- GlobeIn: Fair-trade artisan subscription box connecting consumers with handcrafted goods from global artisan cooperatives. Closely comparable to Alltrue's artisan-led curation and fair-trade positioning.
Broad incumbents
- Thrive Market: Online membership-based marketplace offering organic and sustainable products at discounted prices. Comparable to Alltrue Collective marketplace but at much larger scale and broader assortment.
- Cratejoy: Marketplace platform powering subscription box commerce across hundreds of niche categories. Comparable infrastructure role for subscription commerce, with adjacency to Alltrue's marketplace operations.
- Ipsy: Subscription-based beauty product discovery service at scale. Comparable subscription commerce model and personalization framework, though beauty-focused rather than lifestyle/sustainability-focused.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Alltrue social profiles
Digital presenceAlltrue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alltrue leadership team
Management profileNumber of profiles
Profiles2 records
Alltrue funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alltrue 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 Alltrue
What does Alltrue do?
Alltrue curates and ships seasonal subscription boxes containing 6-8 full-size sustainable, ethically-sourced products for $69.95 per quarter (valued at $250+). The company supplements this core offering with the Alltrue Collective online marketplace (700+ third-party sustainable products at 20-70% off member pricing), a members-only Essentials Shop for everyday eco-friendly items, and seasonal Add-On Markets, all gated behind a US-contiguous membership.
When was Alltrue founded?
Alltrue was founded in 2015. It employs 11 to 50 people.
Where is Alltrue based?
Alltrue is headquartered in Santa Monica, United States, in the North America region.
How does Alltrue make money?
Four revenue lines are on record. Seasonal Subscription Box is the primary driver. The others are alltrue Collective Marketplace, essentials Shop and add-On Market.
Who are Alltrue's main competitors?
Direct peers on record are FabFitFun, Grove Collaborative, Love Goodly, Birchbox, EarthHero, Package Free and GlobeIn. Broad incumbents are Thrive Market, Cratejoy and Ipsy.
Does Alltrue have an API?
No public API is recorded for Alltrue.
What industry is Alltrue in?
Alltrue's product category is Sustainable Lifestyle Subscription Boxes. Its primary akta.pro industry code is CRAFAIAF, Subscription Boxes & Curated Product Subscriptions, with a secondary code of CRAFACAN, Subscription Box & Membership-first DTC. Its NAICS code is 45942 and its SIC code is 5190.