What Baylis & Harding does

Baylis & Harding PLC is a UK-based, privately-held personal care company founded in 1970 and headquartered in Redditch, Worcestershire. The company manufactures and sells branded toiletries, bath and body products, hand care items, home fragrance, and pre-packaged gift sets across more than ten sub-brand collections including The Edit (premium fragrance), Goodness (natural ingredient body and hand care subdivided into Awaken, Sleep, Kids and Mens variants), Kindness+ (skincare-infused body and hand washes featuring plant collagen, vitamin C, niacinamide and hyaluronic acid), Signature (core hand wash with refill formats), Royale Garden, The Fuzzy Duck (men's grooming), Wellness, Beauticology, Elements, and Midnight Cherry.

The underlying product technology consists of proprietary fragrance combinations and personal care formulations, with formulations emphasising cruelty-free positioning (PETA Business Friends certification) and natural ingredients in selected ranges. Operational technology includes refill pouch formats (2L and 5L hand wash refills) and a freepost recycling return service operated through a partnership with MyGroup for non-recyclable packaging components. The product portfolio is sold as individual SKUs and as gift sets ranging from sub-£10 to luxury multi-item collections.

Baylis & Harding operates a B2C and B2B hybrid commercial model. Direct-to-consumer revenue is generated through the company-operated e-commerce site (baylisandharding.com) and through third-party online marketplaces (Amazon, Ocado). The majority of volume is routed through UK grocery, pharmacy and specialist retailers including Boots, Tesco, Sainsbury's, Waitrose, Morrisons, Asda, Next and Dunelm. Pricing is unit-based across standard retail price points; no subscription or licensing revenue is disclosed. Distribution is concentrated in the United Kingdom with an enquiry channel for international trade partnerships, and the company runs social media-led marketing campaigns (Instagram, TikTok) with celebrity collaborations (Amanda Holden) and charity tie-ins (Just a Drop, The King's Trust, Flackstock).

Name

Baylis & Harding

Legal name

Baylis & Harding PLC

Website

https://baylisandharding.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Baylis & Harding PLC is a UK-based, privately-held personal care company that designs, manufactures and distributes branded bath, body, hand care and gift set products across multiple sub-brand collections, selling primarily through major UK retailers and its own e-commerce site.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Hand Sanitizers & Antibacterial Personal Care (CRADANAI)

Keywords

• Personal care products
• Bath and body care
• Hand wash toiletries
• Fragrance gift sets
• Toiletries manufacturing

Headquarters

HQ city

Redditch

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Consumer Product Sales: One-time sales of personal care products including hand washes, body washes, bath products, body lotions, and hair & body mists. Products sold in various sizes including 400ml, 236ml, 250ml, and 1-litre refill pouches. Revenue generated through retail partners and direct e-commerce.
2. Gift Set Sales: Pre-packaged gift sets and gift collections targeting gifting occasions. Product lines include The Edit, Goodness, Wellness, Kindness, Royale Garden, and The Fuzzy Duck ranges.
3. Trade and Wholesale: B2B sales to retail partners including Boots, Tesco, Sainsbury's, Morrisons, and other UK retailers. Contact form available for new UK & ROI trade enquiries and new international trade enquiries.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels5 records

Core offering

Baylis & Harding manufactures and sells toiletries, bath and body care, hand care, and gift sets across multiple sub-brands including The Edit Collection, Goodness, Kindness+, Signature, Antibacterial, Royale Garden, The Fuzzy Duck, Wellness, Beauticology, Elements, and Kids ranges. Products are sold individually and as curated gift sets through major UK retailers and direct e-commerce, with eco-friendly refill options for select hand wash lines.

Product overview

Baylis & Harding is a UK-based personal care company offering a diversified portfolio of bath, body, and hand care products organized across multiple sub-brands. The core product lines include: The Edit Collection (premium fragrances like Vanilla Seduction, Cherry Temptation, Neroli Sands, Twilight Amber in hand wash, body wash, body lotion, and hair/body mist formats); Goodness Range (natural-focused body washes subdivided into Awaken, Sleep, Kids, and Mens variants); Kindness+ (skincare-infused body and hand washes with ingredients like plant collagen, vitamin C, niacinamide, and hyaluronic acid); Signature (iconic hand wash with refill options); and Antibacterial hand care. Secondary sub-brands include Royale Garden (luxury hand care), The Fuzzy Duck (men's grooming), Wellness (self-care gift sets), Beauticology (beauty-themed products), Elements (shower and hand products), and Kids-specific offerings. Products are sold as individual items and curated gift sets, with eco-friendly refill options available for several hand wash lines. The company operates across hand care, bath & body, and gifting categories.

Differentiator

Problem solved

Functional benefit

Brands

• The Edit: Luxury fine fragrance product line including hand wash, body wash, body lotion, and hair & body mist
• Goodness
• Kindness+
• Royale Garden
• Beauticology
• The Fuzzy Duck
• Signature
• Elements
• Wellness
• Midnight Cherry

Products and services

• The Edit Collection

Quantifiable outcome

• Products available across 10+ major UK retail chains
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• MyGroupcoreStrategic or Co-development PartnerPartnership with MyGroup for recycling non-recyclable packaging materials including pumps and items under 40mm. MyGroup repurposes 100% of returned items into new products such as garden furniture. Customers can return items via freepost service.
• Boots (Scan2Recycle)coreChannel Partner/ Reseller/ DistributorBoots hosts Scan2Recycle scheme allowing customers to return Baylis & Harding refill pouches, pumps, and smaller non-recyclable items at Boots stores. Customers may earn Advantage points from participating.
• PETA Business FriendscoreStrategic or Co-development PartnerBaylis & Harding is a certified PETA Business Friends member, indicating cruelty-free and vegan-friendly business practices. The company is committed to kind treatment of animals in all business operations.
• Just a DropminorStrategic or Co-development PartnerCharitable partnership with Just a Drop, an international water charity. Details of the partnership initiatives available on the company's Just a Drop page.
• FlackstockminorGTM or Marketing PartnerJoint charity event partnership with Flackstock (Prism the Gift Fund) for VIP Giveaway prize draw. Baylis & Harding and Flackstock co-promote the event with VIP tickets and Baylis & Harding gift bags as prizes.
• Amanda HoldenminorGTM or Marketing PartnerCelebrity collaboration with actress and presenter Amanda Holden for exclusive product collections and prize draws including the 'Amanda Holden's A List' Instagram prize draws.
• The King's TrustminorGTM or Marketing PartnerCharitable partnership in the 'Man with a Bag' TikTok campaign, where participants tag The King's Trust account as part of the prize draw entry requirements.
• The Fuzzy DuckminorGTM or Marketing PartnerPartnership with The Fuzzy Duck Boutique Inn in Armscote, Stratford-upon-Avon for prize draw giveaways including overnight stays, dinners, and Baylis & Harding hampers across multiple promotional campaigns.
• Virgin Experience DaysminorGTM or Marketing PartnerPartnership offering £250 Virgin Experience Days Gift Cards as prizes in promotional giveaways, with prizes fulfilled by Virgin Experience Days Limited subject to their terms and conditions.
• Royal MailminorChannel Partner/ Reseller/ DistributorRoyal Mail provides the freepost returns service for customers to send back non-recyclable Baylis & Harding packaging items for recycling through the MyGroup partnership.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Emerging players

• Yankee Candle: Home fragrance and gifting brand with strong UK retail presence across gift sets and seasonal ranges. Comparable on gifting occasions and UK grocery/pharmacy shelf positioning, though primarily home fragrance versus Baylis & Harding's body care focus.
• Soak & Sleep: UK-based bath, body, and home brand selling direct-to-consumer with focus on natural ingredients and gift sets. Comparable in DTC gifting model and product mix, though smaller scale.

Direct peers

• Treaclemoon: UK bath and body care brand with playful fragrances and gift-set focus, sold through UK grocery and pharmacy channels. Comparable in product format, price tier, and UK retailer distribution model.
• Lush: UK-headquartered personal care and cosmetics brand with cruelty-free positioning, sold through own retail, department stores, and online. Comparable in product categories (bath, body, hand), ethics positioning, and UK retail presence.
• Molton Brown: UK-based premium bath, body, and fragrance brand sold through department stores, own retail, and travel retail. Directly comparable to Baylis & Harding's premium positioning across hand wash, body care, and gifting.
• Sanctuary Spa: UK bath, body, and spa-inspired personal care brand stocked in Boots and other major UK retailers. Closely comparable in product mix, gift-set strategy, and UK grocery/pharmacy distribution.

Regional players

• The White Company: UK premium home and lifestyle brand with bath, body, and gifting collections. Comparable in accessible-luxury gifting strategy and UK high-street and DTC presence, though broader lifestyle scope.

Broad incumbents

• Jo Malone London: Estée Lauder-owned luxury fragrance and bath/body brand with strong UK gifting presence. Comparable in premium fragrance positioning and gifting SKU strategy, but operates at significantly higher price points and global scale.
• Rituals: Dutch luxury home, body, and fragrance brand with expanding UK retail footprint including department stores and own stores. Comparable in fragrance-led bath/body range and gift-set merchandising, but at higher price points.
• The Body Shop: Global personal care and bath/body brand with strong UK presence, cruelty-free positioning, and broad retail and DTC distribution. Operates at a larger scale but overlaps significantly with Baylis & Harding's categories and ethical positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/baylisandhardingplc
• Xx.com/bayhar

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 Baylis & Harding