Liha Beauty

What Liha Beauty does

Liha Beauty is a UK-based, Cheltenham-headquartered clean beauty brand founded in 2017, operating a portfolio of 100% natural, vegan, and cruelty-free body care, candle, and home fragrance products. The product line centres on three families: hero oils and butters including Idan Oil (a cold-pressed coconut oil infused with Tuberose) and dual-origin raw shea butters sourced from Nigeria (Gold) and Ghana (Ivory); cleansers built around the traditional Yoruba Osé Gidi Black Soap; and aromatherapy candles (Idan Tuberose and Queen Idia). Bundles (Morning Essentials, Luxury Layers, Shea Lovers, The Idan Pairing, Mini Ceremony, Glow Bundle) and build-your-own ritual builders extend the catalogue into a ritual-led multi-product experience. Products are formulated and manufactured in the UK in small, intentional micro-batches using unrefined raw materials and no synthetic fragrance, artificial stabilisers, or chemical softeners.

The company's business model is direct-to-consumer-first, transacted through a Shopify-hosted e-commerce storefront at lihabeauty.com with international shipping to UK, EU, US, Canada, Australia, New Zealand, China, UAE, and South Africa, complemented by DDP shipping to the US. Revenue is generated primarily through one-time unit sales of individual products and bundles, with a light subscription layer (Subscribe & Save, ~10% discount, 30/60/90/120-day cadence) on select SKUs, wholesale distribution to stockists via MOQ-based partnerships, and virtual gift cards. Pricing in USD ranges from $18 for the Osé Gidi Black Soap to $48 for Idan Oil, with bundles priced $58-$85. The brand serves conscious beauty consumers seeking culturally-rooted skincare, as well as adjacent use cases for dry/sensitive skin and skin brightening. Supply-side, the brand partners with West African women's cooperatives for raw shea sourcing, with positioning built around Yoruba heritage, Queen Idia references, and a "slow beauty" ritual philosophy.

Name

Liha Beauty

Legal name

LIHA Beauty

Website

https://lihabeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Liha Beauty is a UK-based, Cheltenham-headquartered clean beauty brand founded in 2017 that sells 100% natural, vegan, cruelty-free body oils, raw shea butters, black soap, and candles through direct-to-consumer e-commerce, a wholesale stockist program, and a subscription layer, serving conscious consumers seeking culturally-rooted skincare rituals.

Ownership category

akta.pro rank

Product category

Natural Skincare and Body Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Natural skincare products
• Vegan beauty products
• Cruelty-free cosmetics
• Shea butter body care
• Aromatherapy candles

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for individual products and bundles. Customers buy directly from the e-commerce website at listed prices. Products include body oils (Idan Oil), shea butters (Gold and Ivory), black soap, candles, and curated ritual sets/bundles.
2. Subscription Model: Subscribe & Save option available on select products (e.g., Idan Tuberose Candle) offering approximately 10% discount. Customers choose delivery frequency of 30, 60, 90, or 120 days.
3. Wholesale Distribution: Products sold to wholesale stockists and retailers who purchase at wholesale quantities. The company offers benefits including fast shipping, generous MOQs, and compact case sizes for stockists.
4. Gift Cards: Virtual gift cards available for purchase, allowing customers to gift LIHA Beauty products to others.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Liha Beauty manufactures and sells 100% natural, vegan, and cruelty-free body care products including cold-pressed Idan Oil infused with Tuberose, raw unrefined shea butters (Gold from Nigeria and Ivory from Ghana), traditional Osé Gidi Black Soap, and aromatherapy candles (Idan Tuberose and Queen Idia). Products are produced in micro-batches in the UK and sold primarily direct-to-consumer through lihabeauty.com, complemented by a wholesale stockist program. Curated ritual bundles, build-your-own ritual kits, and a Subscribe & Save subscription are also offered.

Product overview

Liha Beauty is a UK-based clean beauty brand offering a curated portfolio of natural, vegan, and cruelty-free body care products. The core offerings center on three product families: (1) hero oils and butters including Idan Oil (cold-pressed coconut oil with Tuberose) and dual-origin shea butters (Gold from Nigeria, Ivory from Ghana); (2) cleansers including Osé Gidi Black Soap and discontinued Orinrin Cleansing Balm and Oju Omi Mud Cleanser; and (3) aromatherapy candles including Idan Tuberose and Queen Idia. Products are formulated and manufactured in the UK, sourced globally with focus on West African ingredients. The brand also offers curated ritual bundles (Morning Essentials, Luxury Layers, Shea Lovers, The Idan Pairing, Mini Ceremony), build-your-own ritual builders (full-size and travel), and a wholesale program for stockists. The brand emphasizes micro-batch production, ancestral wellness rituals, and cultural heritage storytelling.

Differentiator

Problem solved

Functional benefit

Products and services

• Idan Oil Cold-pressed coconut oil body oil infused with a single Tuberose flower; solidifies in cool temperatures and melts on contact with warmth. Used for body hydration, hair, cuticles, and body glow.
• Shea Butter (Gold) Raw, unrefined shea butter sourced from Nigeria with deeper gold colour and intense moisture; rich in Vitamins A and E, suited for dry, flaky, or itchy scalps and skin.
• Shea Butter (Ivory) Raw, unrefined shea butter sourced from Ghana; fragrance-free balm with whipped texture that melts into skin, suitable for all skin types including babies and for face, body, lips, and dry patches.
• Osé Gidi Black Soap Traditional Yoruba black soap crafted with olive oil, molasses, and Moringa powder; offers gentle exfoliation and detoxification without stripping skin. Rich in Vitamins A, C, and E; scented with Bergamot, Benzoin, and Palmarosa.
• Idan Tuberose Candle Scented candle inspired by the signature Idan Oil scent with Tuberose flower, made from clean-burning coconut and soy wax blend, housed in a reusable glass vessel; 220g.
• Queen Idia Candle Candle tribute to Queen Mother Idia with grounding notes of geranium, frankincense, lavender, and hibiscus; clean-burning coconut and soy wax in reusable glass vessel adorned with Idia mask.
• Candle Power Duo Travel-sized duo featuring Queen Idia candle and Tuberose candle, both in coconut and soy wax blend; designed for gifting or travel.
• Mini Ceremony Bundle
• Morning Essentials
• Luxury Layers (Gold)
• Luxury Layers (Ivory)
• The Glow Bundle
• Shea Lovers
• The Idan Pairing
• Full-Size Ritual Builder
• Mini / Travel Ritual Builder
• Orinrin Cleansing Balm
• Oju Omi Mud Cleanser
• Liha Beauty Virtual Gift Card
• Wholesale Program

Quantifiable outcome

• Products cleanse without stripping or leaving tight skin feeling
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• West African Women's CooperativescoreStrategic or Co-development PartnerShea butter sourced through responsible supply partners who support fair trade practices and local production communities in West Africa. Gold Shea sourced from Nigeria, Ivory Shea from Ghana. Sourcing supports continuation of West African beauty rituals, preserving techniques, knowledge, and livelihoods passed generation to generation.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Alaffia: Alaffia is a US-based natural beauty brand founded on West African shea butter and fair-trade sourcing through West African cooperatives. Highly comparable to Liha in heritage-driven storytelling, ingredient origin, and ethical supply chain mission, though operating at larger scale across body and hair care.
• Shea Moisture: Shea Moisture is a leading natural beauty brand built on raw shea butter and Afro-centric heritage ingredients, directly mirroring Liha's West African botanical positioning. Comparable in target customer and ingredient narrative, though operating at significantly larger scale and broader category.
• Rahua: Rahua is a premium natural beauty brand built on rainforest-derived, ethically sourced ingredients with a strong sustainability story. Directly comparable to Liha in DTC-led premium positioning, ritual-led branding, and ingredient-integrity narrative.
• Herbivore Botanicals: Herbivore is a US DTC clean beauty brand offering natural, vegan, cruelty-free skincare at premium prices. Comparable to Liha in distribution model, price point, ingredient philosophy, and target conscious-consumer segment.
• OUI the People: OUI the People is a premium clean beauty DTC brand focused on natural ingredients and intentional design. Comparable to Liha in DTC-led distribution, premium positioning, and conscious-consumer target audience, though focused on body care rather than shea-led heritage.

Broad incumbents

• Lush: Lush is a UK-based, large-scale ethical beauty retailer known for handmade, natural, cruelty-free products with strong ingredient ethics. Comparable to Liha in ethical/natural positioning and UK heritage, though Lush operates at much broader scale with a very different supply model.
• The Body Shop: The Body Shop is a globally established natural-ingredient and ethically-sourced personal care brand. Comparable in natural/vegan/cruelty-free positioning and international retail footprint, though operating at incumbent scale with broader mass-market distribution.
• Burt's Bees: Burt's Bees is a large-scale natural personal care brand owned by Clorox, with a broad portfolio across body, lip and skincare. Comparable in natural-ingredient philosophy, though operating at mass-market scale via major retail.
• Drunk Elephant: Drunk Elephant is a premium clean-beauty brand built on biocompatible, natural ingredient formulations at premium prices. Comparable to Liha in clean-beauty positioning and ingredient integrity story, though operating at significantly larger scale post-acquisition by Shiseido.
• Tatcha: Tatcha is a premium skincare brand built on Japanese botanical traditions and ritual-led usage. Comparable to Liha in heritage-rooted natural positioning, ritual branding, and premium price points, though operating at significantly larger scale under Unilever ownership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lihabeauty
• Instagraminstagram.com/lihabeauty
• TikToktiktok.com/@lihabeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Liha Beauty