What Tubby Todd Bath does

Tubby Todd Bath Co. is a family-founded premium baby and children's skincare brand headquartered in Carlsbad, California, established in 2014 by Brian Todd Williams and Andrea Faulkner Williams. The company formulates and sells clean-ingredient skincare products — including bath soaks, lotions, hair care, oral care, and adjacent items — at premium price points of approximately $1.50-$2.00 per ounce. Its core product architecture centers on small-batch, ingredient-forward formulations positioned for sensitive infant and child skin, with the product surface extending into mama-care and older-kids categories to capture household wallet share across life stages.

The business model is primarily direct-to-consumer e-commerce, complemented by subscription and loyalty programs that drive recurring revenue. Go-to-market has expanded materially in the 2024-2026 window: the brand entered the Amazon marketplace in 2024, signed a Mister Rogers co-branded licensing partnership in early 2025, and launched nationwide distribution into Target's 1,100+ stores in January 2026 — a step that converts the company from a pure-play DTC brand into an omnichannel CPG business. By year-end 2025 the company had fulfilled approximately 1,114,460 cumulative orders and accumulated 44,000+ verified five-star reviews, indicating strong organic demand and review-velocity in the premium baby-care segment.

Tubby Todd remains privately held and bootstrapped with 11-50 employees, implying a high revenue-per-employee ratio consistent with a premium, asset-light CPG operating model. Distribution is concentrated across three primary channels — proprietary DTC website, Amazon marketplace, and Target national retail — and the customer base is structurally a long tail of individual parents rather than enterprise accounts, although the Target and Amazon channel relationships introduce moderate channel-partner concentration risk.

Name

Tubby Todd Bath

Legal name

Tubby Todd Bath Co.

Website

https://tubbytodd.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Tubby Todd Bath Co. is a family-founded premium clean-ingredient baby and children's skincare brand selling bath, skin, hair, and oral care products directly to parents through its DTC site, Amazon, Target (1,100+ stores), and subscription programs.

Ownership category

akta.pro rank

Product category

Baby Skincare Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Toilet Preparation Manufacturing (32562), Toilet Preparation Manufacturing (325620), Health and Personal Care Retailers (4561), 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

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH), Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI), Kids Deodorants & Body Sprays (CRABAJAM), Baby Bath & Cleansing (CRABAJAA), Kids Bath Additives & Fun Bath (Bubble Bath, Bath Bombs) (CRABAJAO), Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE), Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Baby skincare products
• Sensitive skin care
• Clean ingredient formulas
• Mineral sunscreen products
• Diaper care essentials

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Online Sales: Primary revenue stream through tubbytodd.com website. Products sold at premium price points ($1.50-$2 per ounce) compared to mass-market competitors. Premium positioning justified by clean ingredients and direct-to-consumer model that reduces costs.
2. Amazon Sales: Online marketplace sales channel added in 2024 as part of growth strategy.
3. Retail/Wholesale (Target): Wholesale relationship with Target for brick-and-mortar retail across 1,100+ stores. Launched January 2026 as first major retail expansion, with dedicated end cap displays.
4. Subscription/Recurring Orders: Subscribe and Save program offering 10% discount plus free shipping on recurring orders. Manages subscriptions through customer accounts with 1-4 month delivery intervals. Subscription eligible for most full-size products and bundles.
5. Club Tub Rewards Program: Loyalty program where customers earn 'bubbles' (points) for purchases that can be redeemed for product discounts ($5 off at 500 bubbles, $20 off at 2,000 bubbles). Three-tier membership structure with escalating rewards.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Tubby Todd Bath Co. manufactures and sells clean-ingredient, plant-based baby and children's skincare products formulated for sensitive and eczema-prone skin. The brand's core offering is The Regulars Bundle — a 3-step solution pairing Hair + Body Wash, Everyday Lotion, and All Over Ointment — extended across body care, diaper care, cradle cap treatment, mineral sun protection, oral care, and maternity skincare products sold direct-to-consumer, on Amazon, and at Target retail.

Product overview

Tubby Todd Bath Co. is a family-founded baby and children's skincare brand offering a comprehensive portfolio of clean-ingredient, plant-based personal care products. The core offering centers on The Regulars Bundle (Hair + Body Wash, Everyday Lotion, and All Over Ointment), which serves as a 3-step solution for sensitive skin and eczema-prone babies. The product line spans across multiple categories including body washes, moisturizers, diaper care (Sweet Cheeks line), haircare (conditioners, detanglers), sun protection (mineral-based SPF products), oral care (kids toothpaste), deodorants, and mama-specific products (Belly Oil, Nipple Balm, Hand Cream). Products are organized into bundles for different needs (Baby Bundle, Newborn Gift Set, Mama + Baby Gift Set), seasonal limited editions (Valentine's Day, Summer, Sweet Apple fall collection), and travel/trial sizes. The company emphasizes clean ingredients free from parabens, sulfates, synthetic fragrances, and phthalates, with dermatologist and pediatrician testing across the range.

Differentiator

Problem solved

Functional benefit

Products and services

• The Regulars Bundle

Quantifiable outcome

• Over 44,000 five-star reviews across products, with All Over Ointment specifically receiving 17,000+ five-star reviews
• +3 more outcomes

Named customers3 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

Integration3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered flagship, minor and core.

• TargetflagshipChannel Partner/ Reseller/ Distributor · 6 January 2026Major retail distribution partnership launching Tubby Todd products in over 1,100 Target stores nationwide plus Target.com. Products include All Over Ointment, Hair + Body Wash, Everyday Lotion, and Sweet Cheeks Diaper Paste Spray with prices ranging from $15.99 to $49. First major brick-and-mortar expansion with dedicated end cap displays.
• Fred Rogers ProductionsflagshipOEM/ Whitelabel/ Licensing Partner · 9 January 2025Licensed partnership to create a Mister Rogers' Neighborhood Limited Edition Body Care Collection for Valentine's Day. Products feature branding and imagery inspired by the beloved children's show.
• Sophia Chang (Illustrator)minorStrategic or Co-development Partner · 5 January 2025Illustrator collaboration for limited edition Lunar New Year Hair + Body Wash featuring the Year of the Snake. Bottle design incorporates Lunar New Year iconography including noodles for longevity and lanterns, with customized Pomegranate Pear scent in special packaging.
• Baby2BabycoreOthersNational charitable partnership providing children living in poverty with diapers, clothing, and basic essentials. Tubby Todd committed to providing 55,000 families with bath and skincare essentials through this partnership. Baby2Baby distributes over 450 million essential items annually and reaches over one million children across all 50 states. Tubby Todd supports through product donations and financial contributions.
• Miracle BabiescoreOthersCharitable partner for donations to families in need with newborn and young children. Tubby Todd exceeded its 2025 goal by donating to 40,151 families through partnerships with Baby2Baby and Miracle Babies.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Erbaviva: Erbaviva is an organic, premium baby and maternal skincare brand with a small-batch, clean-ingredient positioning that overlaps Tubby Todd's sensitive-skin value proposition in maternity and baby bath categories.
• Dr. Bronner's: Dr. Bronner's is an organic, family-owned personal care brand extending into baby-specific product lines with similar clean-ingredient, family-owned brand ethos and premium pricing, though historically focused on castile soaps.

Broad incumbents

• Aveeno Baby: Aveeno Baby is a Johnson & Johnson mass-market brand with overlapping sensitive-skin positioning (colloidal oatmeal, eczema treatment) and significantly broader retail distribution. Represents the incumbent competitor Tubby Todd must displace for premium-sensitive parents.
• Johnson's Baby: Johnson's Baby is the dominant mass-market incumbent across all baby personal care categories and represents the price-sensitive volume benchmark that Tubby Todd's premium positioning explicitly contrasts against.
• Cetaphil Baby: Cetaphil Baby is a Galderma-owned mass-market sensitive-skin brand with broad retailer distribution and a dermatologist-recommended positioning that competes for the same pediatrician-recommended use case as Tubby Todd.

Direct peers

• Babo Botanicals: Babo Botanicals is a clean-ingredient baby skincare brand with similar EWG-verified, plant-based positioning, comparable product line breadth (wash, lotion, sunscreen, diaper care), and DTC plus selective retail distribution.
• California Baby: California Baby is a long-standing premium, plant-based baby skincare brand focused on sensitive skin and eczema, with comparable product categories (bubble bath, lotions, sunscreens) and a similar clean-ingredient, dermatologist-tested value proposition.
• Pipette: Pipette is a clean, bio-based baby skincare brand backed by a larger parent company (Amyris), with overlapping gentle-formulation positioning, premium price points, and multi-category line extension in baby bath, lotion, and diaper care.
• Honest Company: The Honest Company is the closest direct peer: a digitally native, clean-ingredient baby and personal care brand with a similar premium DTC origin, multi-category line extension into baby/household/personal care, and national retail expansion strategy.
• Mustela: Mustela is a premium baby skincare brand specializing in plant-based formulations for sensitive and eczema-prone skin, with an overlapping product range (cleansers, balms, diaper creams) and similar premium positioning in the same retail channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tubbytodd
• Xx.com/TubbyToddBathCo
• Facebookfacebook.com/TubbyTodd
• LinkedInlinkedin.com/company/tubby-todd-bath-co

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Tubby Todd Bath