Camille Rose Naturals

What Camille Rose Naturals does

Camille Rose Naturals is a US-based, founder-owned natural hair care company founded in 2011 by Janell Stephens, originally developed in her kitchen as a botanical remedy for her children's eczema. The company formulates and sells clean, food-grade, gourmet-inspired hair care products — including cleansers, conditioners, deep treatments, hair oils, styling butters, mousses, and gels — across approximately 92 SKUs organized into collections such as Signature, Guava Slip, Batana, Rosemary, Honey, Black Castor Oil + Chebe, Coconut Water, Curl Love, Around the World, Braid, Kids, and Wellness. Its proprietary formulation knowledge spans 50+ botanical ingredients (e.g., shea butter, rosemary oil, honey, black castor oil, aloe vera, guava, Chebe powder, Batana oil, StranJuva blend), with a named technology platform, Super Slip Technology, that anchors the Guava Slip collection's detangling claim.

The business operates a hybrid DTC/wholesale model: direct e-commerce through camillerose.com (Shopify-based, with free US shipping over $100 and $5 flat-rate shipping) alongside wholesale distribution to over 300,000 retail doors including Target (100+ stores since 2012), Ulta, Walmart, Whole Foods, Walgreens, CVS, Sally Beauty, Dollar General, and Sprouts, plus international retail partners in the UK, Ireland, Brazil, and Africa. Individual unit pricing ranges from $8.99 to $36, with bundle SKUs offering modest discounts. Customers are primarily women and individuals with naturally curly, wavy, coily, and kinky hair textures (types 2–4), with secondary segments including protective style wearers, parents seeking gentle kids' hair care, and ingestible-beauty consumers reached through the 2024 Wellness/Rejuva Boost launch. The company also operates sub-brands Camille Rose FACE and Camille Rose HOME, runs a brand-ambassador program for its "Rosettes" community, and hosts the annual Beauté Noir Festival in Atlanta to anchor cultural brand equity.

Name

Camille Rose Naturals

Legal name

Camille Rose LLC

Website

https://camillerose.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Camille Rose Naturals is a founder-owned natural hair care brand selling ~92 clean, botanical-based SKUs across Signature, Guava Slip, Rosemary, Batana, Wellness, and other collections to consumers with curly, coily, and textured hair via DTC e-commerce and 300,000+ US and international retail doors.

Ownership category

akta.pro rank

Product category

Natural Hair Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ)

Keywords

• Natural hair care
• Curly hair products
• Textured hair care
• Clean beauty products
• Botanical hair treatments

Headquarters

HQ city

Macon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online retail sales through owned e-commerce platform camillerose.com. Products sold directly to consumers with $5 shipping option and free shipping over $100.
2. Wholesale Distribution: Products sold through wholesale to retail partners including Target, Ulta, Walmart, Whole Foods, Walgreens, CVS, and other national chains. Over 300,000 total retail locations.
3. Wholesale Inquiries: Formal wholesale program with online inquiry form for potential retail partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

Camille Rose Naturals manufactures and sells clean, natural hair care products formulated with food-grade botanical ingredients for textured, curly, and coily hair. The product range spans approximately 90+ SKUs across 12 collections including cleansers, conditioners, deep treatments, hair oils, styling products (gels, mousses, butters), protective-style products, and ingestible hair wellness supplements (Rejuva Boost). Products are sold both direct-to-consumer via camillerose.com and through wholesale distribution to over 300,000 retail locations nationwide.

Product overview

Camille Rose Naturals is a natural hair care company offering approximately 92 products across multiple collections. The core product lines include the Signature Collection (the original line featuring Almond Jai Twisting Butter, Curl Maker, and conditioning products), Guava Slip Collection (detangling-focused shampoo, conditioner, leave-in, and styling products with Super Slip Technology), Batana Collection (Honduran Batana Oil-based products), Rosemary Collection (vegan hair growth and strengthening products), Honey Collection (moisturizing honey-based products), Black Castor Oil + Chebe Collection (strengthening and length retention), Coconut Water Collection (hydrating products), Wellness Collection (Rejuva Boost internal supplements and topical drops), and Kids Collection. Products span cleansers, conditioners, deep treatments, hair oils, styling gels, mousses, butters, and hair wellness supplements. The brand sells primarily direct-to-consumer via its Shopify e-commerce platform and through major retail partners including Ulta, Target, Walmart, Whole Foods, Walgreens, CVS, and Sally Beauty.

Differentiator

Problem solved

Functional benefit

Brands

• Camille Rose FACE: A sub-brand expansion of the Camille Rose lifestyle brand focusing on facial care products.
• Camille Rose HOME

Products and services

• Guava Slip Style & Set Hard Hold Up Mousse A setting mousse providing hold and hydration for curls, infused with guava fruit essence and Kakadu Plum for flexible, voluminous definition. Designed for textured hair consumers seeking style hold with moisture.
• Guava Slip Shampoo High-slip detangling shampoo with guava fruit essence and Kakadu plum extract designed to shorten wash days by removing dirt and dissolving knots. Features Super Slip Technology for textured hair.
• Guava Slip Conditioner High-slip detangling conditioner enriched with guava fruit essence and Kakadu plum extract that smooths tangles and knots for all hair types.
• Batana Miracle Oil Fro Mousse Gel-to-mousse styler infused with authentic Honduran Batana Oil and Chia Seed Oil for curl definition, hydration, and frizz control.
• Algae Renew Deep Conditioner Deep conditioning mask infused with blue green algae and mango butter to prevent breaking, shedding, and thinning. Designed for textured hair consumers facing breakage and dryness.
• Almond Jai Twisting Butter Soft styling butter with almond milk, honey, and aloe vera to smoothen and elongate strands for twist-out styles. One of the original Signature Collection products.
• Aloe Whipped Butter Gel Soft, buttery styling gel with aloe vera, macadamia seed oil, and fruit botanicals for moisturization and effective hold.
• Black Castor Oil + Chebe Buttercream Rich oil-cream butter with black castor oil and Chebe powder to restore moisture, seal split ends, and encourage healthy growth.
• Mint Condition Nourishing Braiding Gel Extreme Hold Nourishing braiding gel with extreme hold for braided styles and scalp care. Designed for protective style wearers.
• Cocoa Nibs + Honey Ultimate Strength Serum Healing hair oil blend for thinning hair and breakage prevention with ayurvedic amla oil and brahmi herbal infusions.
• Spiked Honey Mousse 4-in-1 Styler Nourishing hair styling mousse with hydrating honey and soothing nettle root for intense moisture and curl definition.
• Edge Freeze Edge control gel providing flake-free sculpted finish with Coconut, Sweet Almond, Jojoba, and Argan Oils for sleek, hydrated edges.
• Rosemary Oil Strengthening Hair & Scalp Drops Rosemary oil drops for strengthening hair and supporting scalp health. Part of the vegan Rosemary collection focused on hair growth and strengthening.
• Rejuva Boost Hair Wellness Drink Mix (Raspberry Lemonade, Orange Zest, Guava Mango) Vegan, gluten-free hair wellness drink mix with biotin, prebiotics, and antioxidant botanicals for internal hair health support. Available in Raspberry Lemonade, Orange Zest, and Guava Mango flavors. Clinically referenced 34% reduction in hair shedding after 1 month and 37% after 2 months.
• Rejuva Drops - Come Back! Topical hair drops as companion to Rejuva Boost for complete inside-out hair wellness ritual. Part of the Wellness collection.
• Black Castor Oil Essence Pure Strengthening Oil Pure strengthening hair oil with black castor oil essence from the Around the World / Black Castor collection.
• Wellness Collection (Hair Growth & Supplements) The Wellness collection consists of ingestible hair wellness supplements (Rejuva Boost drink mixes) and topical companion products (Rejuva Drops) designed to support hair health from within using biotin, prebiotics, and antioxidant botanicals.
• Beaut\u00e9 Noir Festival (Annual Brand Event) Annual 3-day brand festival in Atlanta celebrating Black beauty and culture, including honoree dinner, VIP brunch, and Juneteenth music festival. Functions as a community-building and brand-engagement event.

Quantifiable outcome

• 34% reduction in reported hair shedding after 1 month and 37% after 2 months with Rejuva Boost (based on AnaGain Nu clinical research)

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Beauté Noir Festival PartnerscoreStrategic or Co-development Partner · 1 January 2022Annual festival celebrating Black beauty and culture held in Atlanta, featuring honoree dinner, VIP brunch, and Juneteenth music festival. Reimagined from inaugural Beaute Noir honoree dinner in 2021.
• TargetcoreChannel Partner/ Reseller/ Distributor · 1 January 2012First major retail breakthrough after chance meeting with Target buyer at a gifting event. Products became available at over 100 Target stores nationwide, leading to rapid expansion.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorNational beauty retailer carrying Camille Rose products in stores and online.
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor national mass retailer partner providing wide product distribution.
• Whole FoodsminorChannel Partner/ Reseller/ DistributorNatural and organic grocery chain aligning with clean ingredient brand positioning.
• WalgreensminorChannel Partner/ Reseller/ DistributorNational drugstore chain partner for product accessibility.
• CVS PharmacyminorChannel Partner/ Reseller/ DistributorNational pharmacy chain partner for product distribution.
• Sally BeautyminorChannel Partner/ Reseller/ DistributorProfessional beauty supply retailer partner.
• Janell Ennis Stephens FoundationminorStrategic or Co-development PartnerPhilanthropic foundation founded to support women and families in need, particularly single mothers striving in business or providing for their families. Has impacted hundreds of women and families.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Procter & Gamble \u2014 Pantene Gold Series / Head & Shoulders: Pantene (P&G) is a mass-market hair care incumbent that has explicitly targeted textured-hair consumers with the Gold Series line sold at Target and Walmart, plus Head & Shoulders scalp-care franchises. Represents the scaled-incumbent competitive pressure Camille Rose faces in the same aisles.
• Moroccanoil: Moroccanoil is a global prestige hair care brand (owned by L\u2019Or\u00e9al) built around argan-oil-based treatments and styling. Less textured-hair-specific but a relevant broad incumbent benchmark for ingredient-led positioning and salon/professional distribution.

Direct peers

• Pattern Beauty: Pattern Beauty (founded by Tracee Ellis Ross) is a premium direct-to-consumer and retail hair care brand targeting curly, coily, and tight-textured hair \u2014 the same core persona as Camille Rose \u2014 with similar clean-ingredient positioning and a strong founder-led cultural identity.
• Carol's Daughter: Carol's Daughter is a heritage natural hair care brand founded for textured hair and acquired by L\u2019Or\u00e9al, offering shampoos, conditioners, oils, and styling products across Target, Walmart, and Ulta. Overlaps directly with Camille Rose on ingredient-led positioning and textured-hair customer base.
• As I Am: As I Am is a Black-owned natural hair care brand with a broad textured-hair product line (cleansers, conditioners, treatments, styling) sold at Target, Sally Beauty, Ulta, and online. Comparable to Camille Rose on ingredient philosophy and target consumer.
• Cantu: Cantu is a mass-market textured-hair care brand (owned by Henkel) selling shampoos, conditioners, oils, and styling products through Walmart, Target, CVS, Walgreens, and Sally Beauty \u2014 directly overlapping Camille Rose\u2019s distribution footprint and product categories at the value end.
• SheaMoisture: SheaMoisture is the closest direct peer \u2014 a natural-ingredient hair and body care brand purpose-built for textured and curly hair, selling shampoos, conditioners, treatments, and styling products through the same mass and prestige channels (Target, Walmart, Ulta, Whole Foods). Both brands lead with botanical ingredients, community, and Black-beauty heritage.
• Mielle Organics: Mielle Organics is a fast-growing natural hair care brand for textured hair, now majority-owned by Procter & Gamble, with rosemary oil and botanical positioning that mirrors Camille Rose\u2019s Rosemary and Black Castor collections. Sells through Target, Ulta, Sally Beauty, and Walmart.
• TGIN (Thank God It\u2019s Natural): TGIN is a Black-owned natural hair care brand selling shampoos, conditioners, hair masks, and oils at Target, Walmart, and Sally Beauty, with a community-led, ingredient-focused approach that closely mirrors Camille Rose\u2019s GTM.

Emerging players

• Innersense Organic Beauty: Innersense is a clean, organic, professional-grade hair care brand for curly and textured hair, carried in salons and premium retailers (Sephora, Ulta). Comparable to Camille Rose on clean-ingredient philosophy but positioned more premium / professional-channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/camillerosenat
• Facebookfacebook.com/camillerosenaturals
• Instagraminstagram.com/camillerosenaturals
• TikToktiktok.com/@camillerosenaturals

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Camille Rose Naturals