Simply Soothing

What Simply Soothing does

Simply Soothing is an Iowa-based, US-manufactured consumer packaged goods company that develops and sells natural insect repellent products under the Bug Soother brand. The company's core technology is a proprietary blend of vanilla and lemongrass that functions as a non-aerosol, family-safe alternative to DEET-based repellents, and the product portfolio spans multiple delivery formats including an original spray, an extra-strength MAX spray (for mosquitoes and ticks), 15-count travel wipes, a 0.52 oz balm, and an outdoor repellent candle. The company also extends into adjacent categories via branded apparel (hats) and lip care products, the latter drawing on its parent's (Eco Lips, Inc.) core competency.

The business operates a hybrid direct-to-consumer and wholesale model. Revenue is generated through unit-priced sales ranging from $6.99 (balm) to $28.00 (camo bucket hat), with primary distribution via the company's own e-commerce storefront (bugsoother.com) and a dedicated wholesale portal (wholesale.simplysoothing.net). Retail shelf presence spans major national chains (Walmart, Ace Hardware) and a deep set of regional grocery and specialty retailers (Hy-Vee, Theisen's, Casey's, Scheels, Shaw's, Woodman's Market, Wegmans, Fareway), which is a notable footprint for a company of 11–50 employees.

Customer acquisition is supported by a multi-channel marketing mix including a Kmail email list (offering a 20% subscriber discount), active organic social presence on Twitter, Facebook, YouTube, and Instagram, blog/content marketing, and a brand ambassador program. The company is a private operating division of Eco Lips, Inc., with no disclosed institutional funding, no public revenue figures, and no disclosed leadership team in the available data.

Name

Simply Soothing

Legal name

Eco Lips, Inc.

Website

https://simplysoothing.net

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Simply Soothing is an Iowa-based CPG company that makes and sells natural, non-aerosol Bug Soother insect repellent (vanilla and lemongrass formula) in spray, wipe, balm, and candle formats via DTC, wholesale, and national and regional retail partners.

Ownership category

akta.pro rank

Product category

Insect Repellents

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Green Pest Control Products (CRAJAHAK)

akta.pro secondary industry

Insect Repellents (Topical & Spatial) (CRAJAHAD)

Keywords

• Natural insect repellent
• Bug spray products
• Outdoor mosquito protection
• Personal care products
• Natural repellent formulation

Headquarters

HQ city

Cedar Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time purchase model for physical consumer goods including sprays, wipes, balms, candles, and apparel. Products sold at various price points from $6.99 to $28.00.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Simply Soothing manufactures and sells natural insect repellent products under the Bug Soother brand, including sprays, wipes, balms, and candles formulated with a vanilla and lemongrass blend. The company distributes products directly through its e-commerce storefront, through wholesale/B2B channels, and via major U.S. retail chains such as Walmart, Ace Hardware, and Hy-Vee.

Product overview

Simply Soothing is an Iowa-based natural bug repellent company offering a multi-format product portfolio centered on the Bug Soother brand. The core lineup consists of insect repellent products in multiple delivery formats: Original Spray (vanilla and lemongrass blend), MAX Spray (extra strength formula for mosquitoes and ticks), Wipes (travel-friendly 15-count), Balm (0.52 oz. solid format), and Repellent Candle (for patio/outdoor use). The company also extends into branded accessories (Cork Trucker Hat, Camo Bucket Hat) and adjacent lip care products. All Bug Soother products are proudly made in the USA and positioned as family-safe natural alternatives to conventional aerosol bug sprays, emphasizing non-aerosol formulations that leave no oily residue.

Differentiator

Problem solved

Functional benefit

Brands

• Bug Soother: Natural bug repellent product line including spray, wipes, balm, and candle variants

Products and services

• Bug Soother Original Spray Natural insect repellent spray made with a vanilla and lemongrass blend. Non-aerosol formula leaves no oily residue and provides effective protection against gnats and mosquitoes for outdoor activities such as fishing, hiking, and golfing.
• Bug Soother MAX Spray Extra strength mosquito and tick repellent spray offering enhanced protection compared to the original formula. Targets mosquitoes and ticks for extended outdoor use, priced from $11.99.
• Bug Soother Natural Insect Repellent Wipes Travel-friendly mosquito protection wipes in pre-moistened format, 15-count packaging, for convenient on-the-go application during outdoor activities. Priced at $14.99.
• Bug Soother Balm Natural mosquito repellent balm in 0.52 oz. solid format for targeted application and portability. Priced at $6.99.
• Bug Soother Repellent Candle Natural insect repellent candle for patio and outdoor use, providing ambient insect protection while burning.
• Bug Soother Hats Branded headwear merchandise including the Cork Trucker Hat ($22.00) and Camo Bucket Hat ($28.00), featuring Bug Soother branding.
• Lip Care Lip care product line extending beyond insect repellent into the personal care category, sold as part of the broader Simply Soothing product portfolio.
• Bug Soother MAX Extra Strength Mosquito & Tick Repellent Pack Bundle pack of Bug Soother MAX extra strength mosquito and tick repellent products, priced from $27.99, offering multi-unit value for extended protection needs.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• All Terrain: All Terrain produces a natural, plant-based insect repellent line ( Herbal Armor) with comparable DEET-free positioning, similar retail distribution (REI, natural food stores), and outdoor enthusiast target audience.
• Badger Balm: Badger Balm makes certified-natural bug repellent sprays and balms using citronella, lemongrass, and other essential oils. Comparable in product format, natural ingredient positioning, and outdoor/family target customer.
• Sawyer Products: Sawyer Products manufactures topical insect repellents including DEET-based and Picaridin-based formulas as well as permethrin treatments. Direct category competitor in the same retail outdoor/outdoor-sporting-goods channel.

Emerging players

• Murphy's Naturals: Murphy's Naturals offers natural mosquito and insect repellent products including sprays, balms, and yard sprays. Similar natural-leaning positioning and overlap in outdoor enthusiast customer segments.

Broad incumbents

• Coleman (skin repellent line): Coleman offers outdoor insect repellent products alongside its broader outdoor recreation portfolio. Competes in the outdoor/camping segment that overlaps with Bug Soother's primary customer use cases.
• Avon Skin So Soft: Avon's Skin So Soft product line has long been associated with insect-repellent properties and is widely distributed through Avon's direct-sales channel. A broad incumbent with comparable 'gentle/scented' positioning.
• Repel (WPC Brands): Repel is a major insect repellent brand sold at mass retailers, sporting goods stores, and outdoor retailers. Offers both DEET and plant-based formulations, competing across all Bug Soother product formats.
• OFF! (SC Johnson): OFF! is the market-leading DEET-based insect repellent brand owned by SC Johnson. It competes head-to-head with Bug Soother on the same retail shelves (Walmart, drugstores, mass retailers) and dwarfs it in marketing spend.
• Cutter (Spectrum Brands): Cutter is a long-established insect repellent brand owned by Spectrum Brands, distributed across mass and grocery channels. A major incumbent competitor with deep retail relationships.

Others

• Eco Lips, Inc. Eco Lips is the parent company of Simply Soothing and operates in adjacent personal care categories (lip balm, natural body care). Related through corporate parentage and shared natural-ingredient product philosophy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BugSoother
• YouTubeyoutube.com/channel/UCfwC808RzWtmEaKq1mHSZdg
• Facebookfacebook.com/BugSoother
• Instagraminstagram.com/BugSoother
• LinkedInlinkedin.com/company/simply-soothing

Revenue estimate

Valuation estimate

Number of profiles

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 Simply Soothing