What Artnaturals does

Artnaturals is a privately held, direct-to-consumer natural beauty and personal care brand founded in 2014 and headquartered in Woodland Hills, California, with 101–250 employees. The company sells plant-based, cruelty-free products across five core categories — essential oils, haircare, skincare, bath & body, and men's grooming — with a catalog of approximately 96 SKUs priced in the accessible $4.97–$27.95 range (most products $10–$20). Its proprietary position rests on botanical formulations featuring argan oil, rosemary, tea tree, jojoba, lavender, castor oil, biotin, and other plant-derived ingredients rather than on patented technology or proprietary manufacturing processes.

The company operates a hybrid distribution model: it runs its own Shopify-based e-commerce storefront at artnaturals.com for the U.S. market and simultaneously sells through at least nine third-party channels including Target, Amazon, Marshalls, Ross Stores, Burlington, TJ Maxx, iHerb, AAFES, and NEXCOM. International sales are handled indirectly via the iHerb partnership because the owned storefront does not ship outside the USA. Marketing is driven by organic social presence on Instagram, TikTok, YouTube, and Facebook, supplemented by an influencer ambassador program and an educational blog on essential oils and beauty routines. There is no subscription model, no disclosed funding history, and no parent company; ownership is concentrated with co-founders Joseph Nourollah and Akiva Nourollah, with Michael Quan as CFO.

Revenue is generated entirely through one-time unit sales of physical beauty products with no enterprise contracts or B2B revenue mix disclosed. Free shipping is offered on U.S. orders over $150, reinforcing a low-AOV, high-volume DTC+retail model. The brand's competitive positioning — natural ingredients at accessible price points across multiple categories — targets broad consumer segments (haircare, skincare, aromatherapy, men's grooming, wellness) rather than a specialized niche, which provides distribution breadth but limits pricing power and defensibility.

Name

Artnaturals

Legal name

Artnaturals

Website

https://artnaturals.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Artnaturals is a California-based direct-to-consumer and retail natural beauty brand founded in 2014, selling approximately 96 plant-based SKUs across essential oils, haircare, skincare, bath & body, and men's grooming through its own e-commerce site and major U.S. retailers including Target, Amazon, and Marshalls.

Ownership category

akta.pro rank

Product category

Natural Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

akta.pro secondary industry

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

Keywords

• Natural beauty products
• Essential oils
• Haircare products
• Skincare products
• Plant-based cosmetics

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Artnaturals generates revenue through direct-to-consumer e-commerce sales via their own online storefront (artnaturals.com) and retail distribution through major retailers. Products are sold as one-time purchases with no subscription model mentioned. Revenue is derived from the sale of beauty and personal care products including essential oils, haircare, skincare, and bath & body items.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels6 records

Core offering

Artnaturals manufactures and sells plant-based, cruelty-free beauty and personal care products directly to consumers through its e-commerce storefront and major retail chains. Its product portfolio spans essential oils, shampoos, conditioners, hair masks, hair oils, skincare serums, facial oils, bath and body items, men's grooming products, and curated gift sets, formulated with botanical ingredients such as argan, rosemary, tea tree, lavender, jojoba, and castor oil.

Product overview

Artnaturals is a natural beauty and personal care brand offering a comprehensive portfolio of plant-based products centered around essential oils and botanical extracts. The core product lines span Haircare (shampoos, conditioners, hair masks, styling products, and hair oils featuring Argan, Tea Tree, Rosemary, and Biotin), Skincare (serums, anti-aging treatments, facial oils, and acne solutions), Bath & Body (body washes, bath bombs, candles), Men's Grooming (beard care oils, balms, and washes), and Pure Essential Oils (Lavender, Tea Tree, Rosemary, Eucalyptus, and 12+ other varieties in various sizes and sets). The brand also offers complementary accessories including diffusers, patches, and specialty sprays like Hypochlorous Acid. Additional bundles combine complementary products such as the Hair Growth Oil Kit with scalp massager and Vitamin E Oil with Gua Sha tools. Artnaturals emphasizes cruelty-free, vegan formulations using natural ingredients sourced globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Essential Oils Collection Pure, therapeutic-grade essential oils including Lavender, Jojoba, Sweet Orange, Lemon, Peppermint, Tea Tree, Eucalyptus, Rosemary, Lemongrass, Frankincense, Argan, Rosehip, Tamanu, Castor, and Sweet Almond oils, plus curated sets such as the Top 16 and Top 6 essential oil collections, sold to consumers for aromatherapy and personal care use.
• Haircare Products Plant-based haircare line including Tea Tree Oil, Argan Oil, Biotin+Rice Water, Purple, Coal Tar, and Lice Prevention shampoos; conditioners; Purple and Argan Oil hair masks; Heat Protectant Spray, Pomade, Curl Cream, and Detangling Brush styling products; plus Keratin, Biotin & Collagen, Rosemary & Mint, and Rosemary & Castor hair oils.
• Skincare Products Skincare range including Vitamin C, Retinol, Hyaluronic Acid, Niacinamide, Kojic Acid, Collagen Booster, Salicylic Acid, and Lactic Acid serums; anti-aging creams and gels; Rose + Vitamin E and Lavender + Jasmine facial oils; toners; moisturizers; and specialty treatments targeting anti-aging, dry skin, dull skin, acne, and pores.
• Bath & Body Products Body care items including Tea Tree Body Wash, bath bombs (6-pack and 12-pack), Himalayan Rock Salt Lamp, candle sets, and body oils, sold to consumers for everyday cleansing and home relaxation use.
• Men's Grooming Line Beard care and men's grooming products including Beard Oil, Beard Balm, Beard Wash, Beard Conditioner, Men's Body Wash, and combined Hair & Body products, formulated for male consumers seeking natural grooming alternatives.
• Gift Sets Curated gift collections including essential oil sets, bath bomb bundles, candle sets, and combination product bundles offered for gifting occasions.
• Aromatherapy Essential Oil Diffuser Ultrasonic cool mist essential oil diffuser with timer settings and auto shut-off features, sold as an accessory to complement the brand's essential oil line for home aromatherapy use.
• Patches Tea Tree Hydrocolloid Blemish Dots for acne treatment and Silicone Scar Sheets for scar reduction, sold as standalone targeted skincare patches.
• Hypochlorous Acid Spray Multi-purpose dermatologist-tested, non-toxic, vegan, cruelty-free, and fragrance-free skin spray designed to soothe redness, refresh compromised skin, and support the skin's natural healing process.
• Rosemary + Castor Oil Dry Shampoo Dry shampoo formulated with rosemary and castor oil that absorbs excess oil, adds volume and texture, and provides a fresh feeling without residue.
• Nutrition Supplements Biotin Gummies for hair growth supporting nail and skin health; strawberry flavored, gluten-free, nut-free, and egg-free, sold as an internal wellness adjunct to the topical product lines.
• Rosemary & Castor Hair Growth Oil Kit Bundle kit including a Scalp Massager and Rosemary & Castor Oil designed to stimulate hair follicles and strengthen strands as part of a hair growth routine.
• Vitamin E Bio Oil + Gua Sha Facial Tools Set Bundled set combining Vitamin E Bio Oil with Gua Sha Facial Tools for facial massage and lymphatic drainage aimed at reducing puffiness and enhancing skin elasticity.

Quantifiable outcome

• Products available at 10+ major retail chains and marketplaces

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• iHerbminorChannel Partner/ Reseller/ DistributoriHerb serves as an international distribution partner for Artnaturals, hosting the Artnaturals store on their platform for customers outside the USA. Since Artnaturals does not ship internationally from their own store, iHerb provides the primary channel for international customers to access Artnaturals products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Burt's Bees: Burt's Bees is a leading natural personal care brand owned by Clorox, offering lip care, skincare, haircare, and body care with plant-based formulations. Directly comparable to Artnaturals on clean/natural positioning, mass-market distribution (including Target and Amazon), and accessible price points — but with far greater scale and brand recognition.
• Dr. Bronner's: Dr. Bronner's is a family-owned natural personal care brand best known for castile soaps and expanding into lotions, lip balms, and essential oils. Highly comparable to Artnaturals on plant-based formulation ethos, essential oil product mix, and natural-food-channel distribution, but operates at substantially larger scale.

Direct peers

• Mielle Organics: Mielle Organics is a natural haircare brand focused on scalp health, hair growth, and textured hair, sold at Target, Sally Beauty, and Amazon. Directly comparable to Artnaturals' haircare line on plant-based ingredients (rosemary, castor, biotin), mass retail distribution, and influencer-driven social marketing — and represents a credible acquisition target archetype.
• Pura d'or: Pura d'or is a natural haircare and skincare brand featuring argan oil, biotin, and rosemary-based formulations sold at Amazon, Target, and Ulta. Closely comparable to Artnaturals on hair-growth positioning, botanical ingredient story, mass-market pricing, and e-commerce-first go-to-market approach.
• OGX (Organix): OGX is a mainstream haircare brand offering salon-inspired, ingredient-led formulations (argan, tea tree, biotin, rosemary) at mass-market retailers including Target, Walmart, and Amazon. Directly comparable to Artnaturals' haircare line on ingredient-themed SKU architecture and accessible price points.

Peers

• Tree Hut:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC18WB4YIil4oK_R_Z315Esg
• Instagraminstagram.com/artnaturals
• TikToktiktok.com/@artnaturals?lang=en
• Xx.com/artnaturals
• Facebookfacebook.com/artnaturalsUSA

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Artnaturals