The Earthling

What The Earthling does

The Earthling Co., operated by Bellodi LLC, is a US-based direct-to-consumer personal care brand founded in 2018 and headquartered in Chadds Ford, Pennsylvania, with a lean team of 1–10 employees. The company designs and sells concentrated, waterless solid shampoo bars, conditioner bars, body wash bars, and adjacent hair, skin, and body care products, marketed as the first solid shampoo and conditioner bar backed by third-party clinical studies. Core product technology centers on 100% concentrated, water-free bar formulations using plant-derived ingredients such as Sodium Cocoyl Isethionate, marshmallow root, elderberry extract, pea peptides, hyaluronic acid, acai sterols, and vegan keratin from chickpea, lentil, and quinoa proteins; each bar replaces 2–3 plastic bottles and yields 50–75 washes. The portfolio also includes hair and body oil, dry shampoo, hair health gummies, a waterless powder facial cleanser, antioxidant serum, body lotion, lip balm, and plastic-free accessories (soap dishes, travel cases, bamboo brushes, sisal bags). The company holds Climate Neutral Certified, Leaping Bunny, and EWG-verified credentials and reports 3.8M+ plastic bottles diverted, 6.9M+ pounds of carbon offset, and $125,000+ donated to environmental causes since 2020.

The Earthling Co. operates an exclusively DTC e-commerce model through its Shopify-powered storefront (theearthlingco.com), with a limited wholesale program referenced but not detailed, and ships internationally. Revenue is generated through three streams: (1) one-time purchases of individual bars, sets, and bundles priced at $6.99–$117.95; (2) Subscribe & Save subscriptions delivering every 1–6 months at a 20% recurring discount with free gifts on first orders; and (3) curated value bundles and the Ritual Builder custom bundle tool offering up to 35% off. The primary customer is a woman seeking clean, high-performance, plastic-free personal care, served through segment-specific product lines for volumizing, moisturizing, and sensitive-skin needs. Marketing is concentrated on Instagram paid social, content/SEO blog, a personalized haircare quiz, email/SMS, and earned media in outlets such as Marie Claire, Travel & Leisure, CNN, HuffPost, MindBodyGreen, and BuzzFeed. The company has cumulatively served 1M+ customers and reports 51,300+ verified reviews on its flagship Vanilla Coconut shampoo and conditioner set.

Name

The Earthling

Legal name

Bellodi LLC

Website

https://theearthlingco.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Earthling Co. is a US direct-to-consumer personal care brand selling clinically studied, plastic-free solid shampoo and conditioner bars, plus body and skin care products, to over 1 million women seeking sustainable, clean beauty alternatives.

Ownership category

akta.pro rank

Product category

Personal Care & Hair Care (Solid Bar Haircare)

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Bar Soap & Syndet Bars (CRABAEAA)

Keywords

• Plastic-free haircare
• Shampoo bars
• Conditioner bars
• Clean personal care
• Solid beauty products

Headquarters

HQ city

Stroudsburg

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, Others

Revenue model

1. Direct E-commerce Product Sales: One-time purchases of shampoo bars ($15.99/bar), conditioner bars ($15.99/bar), shampoo & conditioner sets ($31.98), bundles ($41.97-$117.95), body care products, and accessories through the company's own e-commerce storefront. Individual bars last 50-75 washes.
2. Subscription / Subscribe & Save: Recurring subscription model delivering shampoo/conditioner bars every 1-6 months with 20% automatic discount, free gifts on first orders, and 15% off one-time add-ons. Customers can skip, swap, or cancel anytime. The most popular frequency is 3 months (ideal for washing hair 2-3x per week).
3. Bundles and Value Sets: Pre-configured bundles (Shower Routine Bundle, Jet-Setter Bundle, Growth Support Bundle, Dual Benefit Bundle, Starter Kit) offering up to 35% savings vs. individual product prices. Upsell opportunities through the Ritual Builder customization tool.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

The Earthling Co. manufactures and sells concentrated, plastic-free solid shampoo bars, conditioner bars, body wash bars, and adjacent personal care products (hair oil, dry shampoo, hair gummies, facial cleanser, serum, body lotion, lip balm) directly to consumers via its own e-commerce storefront. Products are formulated without water, sulfates, parabens, silicones, phthalates, or artificial fragrances, and the company's flagship bar lines are backed by third-party clinical studies demonstrating efficacy. A Subscribe & Save subscription program and curated bundles support recurring revenue and customer retention.

Product overview

The Earthling Co. is a direct-to-consumer personal care company offering a unified portfolio of concentrated, plastic-free solid haircare and body care products. The core offering centers on shampoo bars and conditioner bars (available in 7 scents across thickening/volumizing, moisturizing/strengthening, and fragrance-free formulations) that replace traditional liquid products in plastic bottles. These are supplemented by body wash bars, targeted treatments (hair oils, dry shampoos, hair health gummies), and facial/skin care products (powder cleanser, antioxidant serum, body lotion, lip balm). The company sells curated bundles and starter kits that combine multiple products at discounted prices, along with sustainable accessories (soap dishes, travel cases, bamboo brushes, sisal bags) that support product use and extend bar life. All products emphasize clean ingredients, clinical efficacy backed by third-party studies, and zero-waste packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Shampoo Bar for Thickness & Volume Concentrated solid shampoo bar for thin, flat, or lifeless hair. Clinically shown to deliver 85% volume increase, 89% shine increase, 66% softness improvement, and 95% reported improved hair health in 4 weeks. Available in 7 scents. Each bar lasts 50-75 washes.
• Conditioner Bar for Thickness & Volume Solid conditioner bar formulated to lock in moisture and add fullness and volume. Pairs with the matching volumizing shampoo bar. Made with cocoa butter, coconut oil, and panthenol.
• Shampoo Bar for Moisture & Strength Concentrated solid shampoo bar for dry, dehydrated hair. Clinically shown to increase hydration by 40%, reduce frizz by 25%, and boost shine. Available in Rosy Jasmine scent.
• Conditioner Bar for Moisture & Strength Deeply hydrating solid conditioner bar for dry, brittle hair. Formulated with acai sterols, pea peptides, and hyaluronic acid to nourish and strengthen strands.
• Fragrance-Free Shampoo and Conditioner for Sensitive Skin Unscented shampoo and conditioner set designed for delicate scalps and fragrance sensitivities. Third-party clinical study showed 98% of users report no flare-ups on sensitive scalps, 93% agree it cleanses without irritating, and 91% with frequent scalp irritation report calmer scalps.
• Hibiscus Petal Shampoo and Conditioner (Limited Edition Summer 2026) Limited edition shampoo and conditioner set in a bright, floral hibiscus scent for thickness and volume. Features elderberry extract, marshmallow root, and coconut oil.
• Body Wash Bar Sulfate-free solid body wash bar made with saponified plant oils. Available in 7 variants: Black Lava Salt, Himalayan Salt, Wildflower, Lemon Poppyseed, Charcoal Clay, Coconut Milk, and Herb Garden. Contains shea butter and coconut milk. All base ingredients EWG 1-rated.
• Hair & Body Oil for Repair & Strength Multi-use hair and body oil formulated with vegan keratin from chickpea, lentil, and quinoa proteins. Clinically shown to increase tensile strength by 21% and strand resilience by 21%. Packaged in a low-waste glass bottle.
• Dry Shampoo for Volume & Strength Dry shampoo formulated to add body and bounce between washes. Available in two color variants (Light Hair and Dark Hair).
• Hair Health Gummies Hair health supplement gummies formulated with clinically-studied ingredients (biotin, vitamins, and minerals) to support stronger, longer hair growth. Vegan and cruelty-free.
• Powder Facial Cleanser Waterless powder facial cleanser that activates with water to create a creamy lather. Contains oat bran, carrot root, and green tea extracts. 90% of users reported their skin concerns were addressed in 4 weeks. Dermatologist-reviewed with EWG 1-rated ingredients. TSA-friendly and preservative-free.
• Daily Antioxidant Serum Brightening and hydrating facial serum with an antioxidant-rich formula designed to rejuvenate skin and protect from environmental damage. EWG 1-rated ingredients.
• Daily Body Lotion Moisturizing and rejuvenating body lotion formulated for daily use to maintain soft, hydrated skin and help prevent collagen loss. EWG 1-rated ingredients.
• Peppermint Lip Balm Moisturizing lip balm made with mango butter, cocoa butter, shea butter, and pomegranate sterols. Free from petroleum, palm oil, beeswax, and artificial fragrances. Peppermint oil provides a cooling sensation.
• Earthling Starter Kit Starter kit including shampoo bar, conditioner bar, sisal soap saver bag, and bamboo brush. Available in volumizing and moisturizing formulations. Includes full-size products for new customers.
• Shower Routine Bundle Complete shower routine bundle with shampoo bar, conditioner bar, and body wash bar. Available in volumizing, moisturizing, and sensitive skin formulations with 7 scent options.
• Dual Benefits Bundle Bundle combining volumizing and moisturizing shampoo and conditioner bars for those who want both benefits. Available in 4 scents.
• Instant Volume Bundle Volumizing bundle designed to add instant lift and fullness. Includes shampoo bar, conditioner bar, and dry shampoo for light hair.
• Jet-Setter Bundle Travel-ready bundle including shampoo bar, conditioner bar, travel case, and sisal soap saver bag. Compact and TSA-friendly for on-the-go haircare.
• Growth Support Bundle Hair growth-focused bundle including shampoo bar, conditioner bar, hair oil, and hair health gummies with clinically-studied ingredients.
• Self-Draining Soap Dish Food-grade silicone soap dish with ridges and drainage holes to keep bar products dry. Available in small (fits shampoo and conditioner) and large (fits all bars) sizes. Extends bar life up to 3x longer.
• Travel Case Compact, self-draining travel case designed to carry shampoo and conditioner bars. Lightweight, flexible, TSA-approved, prevents bars from getting crushed or soggy.
• Bamboo Brush Sustainable hair brush made with renewable bamboo and natural rubber bristles. Gentle on wet and dry hair, reduces static and frizz, massages scalp. Plastic-free alternative to synthetic brushes.
• Shower Caddy Adaptable, self-draining shower caddy for storing bar products. Keeps bars aerated and extends product life.
• Sisal Soap Saver Bag Natural sisal fiber soap saver bag made from agave plant. Exfoliates skin, creates lather, and helps bars last longer. 100% compostable, replaces plastic loofahs. Lasts 4-6 months.
• Subscribe & Save Subscription Program Recurring delivery subscription for shampoo bars, conditioner bars, body wash bars, and other products. Delivers every 1-6 months (most popular: 3 months), 20% off every order, FREE 3-gift set ($29.97 value) with first order, FREE Bamboo Brush ($9.99 value) with first order, 15% off one-time add-ons. Skip, swap, or cancel anytime.

Quantifiable outcome

• 85% increase in hair volume, 89% increase in hair shine, 66% increase in softness and smoothness, 95% saw improved hair health in 4 weeks (Volumizing bar — third-party clinical study)
• +6 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ethique: New Zealand-based pioneer of solid bar personal care (shampoo, conditioner, body wash) sold DTC and through retail. Closest comparable to The Earthling Co. in product format, sustainability positioning, and bar-format leadership.
• HiBAR: US-based DTC and retail brand focused specifically on solid shampoo and conditioner bars with a clean-ingredient angle. Direct comparable on product format, target customer (women seeking plastic-free haircare), and bar-only strategy.
• J.R. Liggett's: Heritage US maker of shampoo bars and bar soaps sold DTC and through natural product retailers. Comparable in bar-format haircare with focus on natural/clean ingredients and direct-to-consumer plus wholesale channels.
• Chagrin Valley Soap & Salve: US-based maker of natural bar soaps, shampoo bars, and salves with a strong clean-ingredient and sustainability story. Comparable small-scale DTC/natural-foods-retail brand operating in the same solid bar personal care space.

Broad incumbents

• Lush Cosmetics: Global established brand offering solid shampoo bars and conditioner bars alongside a much broader bath/body portfolio. Comparable as a category co-leader in solid personal care with both DTC and significant retail/wholesale distribution.

Emerging players

• Plaine Products: US DTC brand offering refillable, plant-based hair and body care with strong sustainability positioning. Comparable on plastic-reduction mission and clean-ingredient DTC model, though focused on liquid refill format rather than bars.
• Seed Phytonutrients: US-based natural/sustainable haircare brand sold through specialty retail and DTC. Comparable clean-beauty positioning and target demographic, though portfolio is broader and not bar-focused.
• Briogeo: US clean-haircare brand offering sulfate/paraben-free shampoos, conditioners, and treatments sold DTC and through Sephora. Comparable on clean-ingredient haircare and target demographic of performance-driven female consumers.
• Innersense Organic Beauty: US clean/plant-based haircare brand sold DTC and through professional salon channels. Comparable on clean-beauty mission, female target customer, and premium DTC + selective retail distribution.
• Meow Meow Tweet: Small US natural bar soap and deodorant maker with strong vegan/cruelty-free positioning sold DTC and through independent retailers. Comparable as a small-scale clean personal care brand with bar-format focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theearthlingco
• LinkedInlinkedin.com/company/theearthlingco

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Earthling