What Pipette does

Pipette is a direct-to-consumer baby and kids skincare brand founded in 2019, headquartered in Berkeley, California and now operating as Pipette, LLC after separating from former parent Amyris Clean Beauty, Inc. in October 2024. The company manufactures and sells vegan, cruelty-free, hypoallergenic skincare products targeted at parents of newborns through children up to approximately 8 years old, with emphasis on eczema-prone and sensitive skin use cases. Its core technology is a proprietary sugarcane-derived squalane formulated to mimic the squalene naturally present in vernix caseosa, deployed across a portfolio spanning Baby Skincare (shampoo + wash, lotion, calming balm, wipes), Soothing (eczema lotion, diaper rash cream, hypochlorous acid skin rescue spray), Suncare (mineral non-nano zinc oxide SPF 30/50 in lotion, spray, and stick), Kids Haircare, and 12+ curated bundles.

Pipette operates an exclusively direct-to-consumer e-commerce business via pipettebaby.com, with no physical retail locations of its own and no disclosed wholesale partners. Pricing is unit-based, ranging from approximately $5 (wipes) to $32 (travel kits) with bundles pushing AOV into the $25-$50 range. Revenue mechanics combine one-time purchases, Subscribe & Save recurring subscriptions at 10% off, and bundle promotions offering 10-25% off versus individual SKUs; FSA/HSA-eligible SKUs open a subset of products to pre-tax healthcare spending. The brand is differentiated by clinical testing (e.g., 157% improvement in skin hydration in a 24-hour study), EWG Verified status across the core line, National Eczema Association Seal of Acceptance on the Skin Rescue Spray, Leaping Bunny cruelty-free certification, and pediatrician/dermatologist approvals. Distribution is US-only and the company has 11-50 employees with no disclosed institutional funding rounds, reflecting a bootstrapped small-brand profile within the clean baby care segment.

Name

Pipette

Legal name

Pipette, LLC

Website

https://pipettebaby.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Pipette is a US-based direct-to-consumer brand selling clean, vegan, hypoallergenic baby and kids skincare products powered by proprietary sugarcane-derived squalane, serving parents of infants through early childhood via e-commerce and subscriptions.

Ownership category

akta.pro rank

Product category

Baby & Kids Skincare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

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 Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ)

Keywords

• Baby skincare
• Mineral sunscreen
• Sensitive skin care
• Kids hair care
• Natural baby products

Headquarters

HQ city

Berkeley

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales (E-commerce): Pipette generates revenue primarily through direct-to-consumer product sales via its e-commerce website. Products are sold as one-time purchases at listed retail prices, with occasional promotional discounts and bundle savings ranging from 6% to 25% off.
2. Subscription (Subscribe & Save): Customers can subscribe to regular product deliveries with a 10% discount on all subsequent orders. Subscriptions offer flexible cadences (monthly to every 4 months) that customers can skip, edit, or cancel anytime.
3. Bundles and Kits: Curated product bundles and gift sets (e.g., Carry-On Kit, Welcome Baby Gift Bundle, Kids Cleanse & Protect Bundle) offer 10-25% savings versus individual products, driving higher average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pipette manufactures and sells a direct-to-consumer line of clean, fragrance-free, hypoallergenic baby and kids skincare products, including shampoo, lotion, balm, wipes, mineral sunscreen, eczema treatment, and hair care. All formulas are built around proprietary sugarcane-derived squalane and are sold via its own e-commerce site with optional subscription delivery.

Product overview

Pipette is a direct-to-consumer baby and kids skincare brand offering a unified line of clean, gentle, and science-backed products centered on proprietary sugarcane-derived squalane. The product portfolio spans five core categories: Baby Skincare (Baby Shampoo + Wash, Baby Lotion, Calming Balm, Baby Wipes), Suncare (Mineral Sunscreen Lotion SPF 50, Mineral Sunscreen Spray SPF 30, Mineral Sunscreen Stick SPF 50), Soothing/Treatment (Eczema Lotion, Diaper Rash Cream, Skin Rescue Spray), Kids Haircare (Daily Nourishing Shampoo, Daily Nourishing Conditioner, Leave-In Detangler), and Bundles (over 12 curated bundles including Baby Essentials Bundle, Welcome Baby Gift Bundle, Kids Cleanse & Protect Bundle, Eczema Essentials Trio, Clean Mineral Sunscreen Discovery Trio, and Carry-On Kit). All products are dermatologist tested, pediatrician approved, hypoallergenic, and EWG Verified. The company is Leaping Bunny Certified and operates under Amyris Clean Beauty, Inc. (formerly), now Pipette LLC, with products sold via pipettebaby.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Shampoo + Wash Tear-free baby shampoo and body wash for newborns and infants, clinically shown to improve skin hydration by 157%. Available in fragrance-free and scented variants.
• Baby Lotion Head-to-toe daily moisturizer for baby's delicate skin, made with sugarcane-derived squalane to replenish natural moisture.
• Calming Balm Petrolatum-free multi-purpose ointment that locks in deep hydration and provides relief for dry patches, diaper rash, and drool rash.
• Diaper Rash Cream Zinc oxide skin protectant that relieves chafed, red diaper rash skin. Petrolatum-free, lanolin-free, and vegan.
• Baby Wipes Plant-derived, FSC-certified cloth baby wipes infused with sugarcane-derived squalane for gentle cleansing.
• Eczema Lotion Steroid-free, fragrance-free eczema treatment with 1% colloidal oatmeal that relieves flare-ups, rough patches, redness, and itchiness.
• Skin Rescue Spray No-sting, non-toxic first aid spray powered by hypochlorous acid for rashes, scrapes, sunburns, bug bites, and acne. Accepted by National Eczema Association.
• Mineral Sunscreen Lotion SPF 50 100% mineral non-nano zinc oxide broad-spectrum UVA/UVB sunscreen with up to 80 minutes water resistance for babies, kids, and family.
• Mineral Sunscreen Spray SPF 30 Easy-apply, water-resistant mineral sunscreen spray with 100% non-nano zinc oxide for broad-spectrum UVA/UVB protection.
• Mineral Sunscreen Stick SPF 50 Portable, mess-free mineral sunscreen stick providing broad-spectrum UVA/UVB protection for face and body.
• Kids Daily Nourishing Shampoo Tear-free kids shampoo that gently cleanses without stripping moisture; clinically tested for all hair types and textures.
• Kids Daily Nourishing Conditioner Silicone-free, everyday hydrating conditioner with sugarcane-derived squalane and Orange + Vanilla aroma for kids' hair.
• Kids Leave-In Detangler Weightless, silicone-free kids hair detangler spray that loosens knots without rinsing required.
• Baby Essentials Bundle Three-piece bundle with Baby Shampoo + Wash, Baby Lotion, and Baby Balm for daily baby care.
• Welcome Baby Gift Bundle Five-piece gift bundle for new parents including Baby Wash, Lotion, Diaper Cream, Balm, and Wipes.
• Carry-On Kit TSA-approved travel kit with five fragrance-free essentials (Wash, Lotion, Diaper Cream, Wipes, Calming Balm) powered by sugarcane-derived squalane.
• Eczema Essentials Trio Three-piece eczema care bundle with Eczema Lotion, Rescue Spray, and Calming Balm for steroid-free, fragrance-free flare-up relief.

Quantifiable outcome

• 157% improvement in skin hydration after using Baby Shampoo + Wash (based on 24-hour clinical study)
• +6 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mustela (Laboratoire Expanscience): Premium French baby skincare brand offering clean, dermatologist-tested baby lotions, washes, balms, and eczema treatments. Mustela is the most direct premium-positioned competitor to Pipette with overlapping product categories and pediatrician endorsements.
• Tubby Todd: DTC-first clean baby skincare brand known for the All Over Ointment and bath products targeting parents of babies with sensitive skin and eczema. Directly competes with Pipette on positioning, channels, and price points.
• Babo Botanicals: Clean, plant-based baby skincare and suncare brand with EWG Verified, BCorp, and similar certification positioning. Overlaps heavily with Pipette in baby wash, lotion, sunscreen, and sensitive skin categories.
• California Baby: Pioneer in clean baby skincare with pediatrician-trusted, fragrance-free, and allergy-tested formulations. Competes with Pipette in baby wash, lotion, and eczema care with a similar ingredient-transparency narrative.
• Frida: Diversified baby care brand expanding from problem-solving essentials (NoseFrida, Windi) into skincare and bath. Targets the same DTC-savvy millennial/Gen Z parent demographic with product-led growth.

Broad incumbents

• The Honest Company: Public clean lifestyle brand with a sizeable baby skincare line (shampoo, lotion, balm, wipes). While broader in scope (household, beauty), Honest is a credible competition in clean baby beauty with materially larger retail and marketing scale.
• Aveeno Baby: Kenvue (Johnson & Johnson)-owned baby skincare line with pediatrician-recommended, oat-based formulations. Competes with Pipette primarily on dermatologist trust, mass-market distribution, and eczema claims.
• CeraVe Baby: L'Oréal-owned dermatologist-developed baby line with ceramides and similar sensitive-skin positioning. Strong retail presence and pediatrician endorsement make it a major competition for Pipette's therapeutic SKUs.
• Cetaphil Baby: Galderma-owned dermatologist-recommended baby wash and lotion line. Directly competes with Pipette in the sensitive-skin and eczema-prone baby skincare category with deep retail distribution.

Emerging players

• Attitude (Bio Spectra): Canadian EWG-Verified clean baby and family personal care brand with mineral sunscreens, washes, and lotions. Comparable in ingredient philosophy and certification stack to Pipette, with growing North American presence.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PipetteBaby

Compliance7 records

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 Pipette