Privai

What Privai does

Privai is a botanical skincare brand founded in 2006 in Asheville, North Carolina, where it handcrafts and hand-pours formulations in small batches. The company develops its product line in collaboration with botanists, chemists, estheticians, and massage therapists, and positions the resulting 55-SKU catalog of face serums, moisturizers, cleansers, masks, body care, aromatherapy, hair care, and tools as "spa-grade" — reflecting its origin as the in-house skincare line for Innovative Spa Management's 25+ luxury hotel spas.

The company operates three revenue channels: a direct-to-consumer e-commerce storefront at privai.com with a points-based rewards and referral program; a wholesale B2B channel serving licensed spas, estheticians, massage therapy practices, hotel spas, and boutiques with opening orders starting at $500; and treatment-room retail and services through two company-owned spas (Pike & Rose in North Bethesda, MD and the Kimpton EPIC Hotel in Miami) plus 40+ partner spas across the United States. Pricing on individual SKUs ranges from roughly $12 to $537, with anniversary bundles at the top of the range; a 20th anniversary sale is currently running at 40% off sitewide.

Privai was acquired by Arch Amenity Group in 2022, gaining access to additional hotel, residence, and commercial property accounts. In late 2025, when Arch Amenity Group began preparing for a merger, Privai was deemed an outlier and was on the verge of being shut down. Tiffany Harlan, who had been brought in to assess the brand, instead led a management buyout that returned the company to independent, woman-owned and employee-owned status, retaining the operations, production, and education teams. The company employs 11-50 people, ships domestically within the continental United States, and is currently executing a 2026 brand relaunch with new product launches (Blooming Body Scrub and Blooming Body Butter) and refreshed packaging. Founders Christina Stratton and Ilana Alberico established the brand at its 2006 inception; no venture capital or private equity investment is disclosed.

Name

Privai

Legal name

Privai

Website

https://privai.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Privai is an e-commerce company that specializes in the supply and distribution of cosmetic, skincare and body care products.

Ownership category

akta.pro rank

Product category

Skincare & Body Care

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Hand & Foot Care (CRABAAAE), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Botanical skincare
• Spa-grade skincare
• Facial serums
• Body care products
• Aromatherapy oils

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Consumer direct-to-consumer sales through privai.com website. Products shipped to individual customers across the United States with free shipping on orders over $150.
2. Wholesale B2B: Wholesale accounts for licensed spas, estheticians, massage therapy practices, hotel spas, and boutiques. Opening orders typically start at $500 with tiered pricing for back-bar and retail.
3. Rewards Program: Points-based loyalty program where customers earn 1 point per $1 spent. Points can be redeemed for discounts up to $50 per order (20 points = $1).
4. Spa Treatments: Revenue from in-spa treatments at two company-owned spas: Pike & Rose in North Bethesda, MD and Kimpton EPIC Hotel in Miami, FL.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Privai handcrafts botanical skincare, body care, and aromatherapy products in small batches at its Asheville, NC facility. The product line spans face serums, moisturizers, cleansers, masks, body butters, body scrubs, essential oil rollers, and tools, with formulations originally developed and tested in professional spa treatment rooms. Products are sold through the privai.com e-commerce site, wholesale accounts for licensed spas and estheticians, and at company-owned and partner luxury spas.

Product overview

Privai is a spa-grade botanical skincare brand offering a comprehensive portfolio of face care, body care, and aromatherapy products. The core product lineup includes face serums (Antioxidant Repair, Age Erase Complex, Skin Brightening Serum), face moisturizers (Ultra Restore Crème, Advanced Hyaluronic with Matrixyl 3000™, Matte Moisturizer, Calming Aloe Hydrator), facial cleansers (Sweet Orange Crème Cleanser, Gentle Foaming Facial Cleanser, Botanical Eye Makeup Remover, Cleansing Ritual Towelettes), face masks and exfoliants (Velvet Verbena Scrub, Phyto Clay Masque, Aqua Gel Masque, Rice Flower Polish), face oils (Anti Aging Face & Body Oil, Clarifying Face & Body Oil, Nourishing Face & Body Oil Travel Mini), toners (Rose Quartz Mineral Toner), eye and lip care (Lifting Eye & Lip Complex, Lip Crème Balm), body moisturizers (Muscle Therapy Lotion, Ultra Rich Body Butter, Hydrating Body Lotion, Herbal Body Butter - Ginger & Sandalwood, Blooming Body Butter), body oils (Privai Bath & Body Oil), aromatherapy products (Wellness Blend Essential Oil Rollers in Breathe, Sleep, Heart, Energy, and Focus variants), hair care (Balancing Shampoo, Balancing Conditioner), tools and accessories (Rose Quartz Facial Roller, Exfoliating Dry Body Brush, Exfoliating Dry Body Gloves, Satin Eye Sleeping Mask, Facial Masque Fan Brush), and bundled gift sets (Spa at Home Body Set, Discovery Kit, Wellness Ritual Roller Set, Complete Eye Ritual, Complete Facial Ritual, Radiance Renewal Set, Complete Anti-Aging Collection, The Twenty Year Collection, Fly Friendly Travel Kit). All formulations are botanical-based, cruelty-free, and paraben-free, developed in Asheville, North Carolina, with spa-grade quality originally formulated for professional treatment rooms.

Differentiator

Problem solved

Functional benefit

Products and services

• Antioxidant Repair Face Serum
• Age Erase Complex
• Skin Brightening Serum
• Ultra Restore Crème
• Advanced Hyaluronic with Matrixyl 3000
• Matte Moisturizer
• Sweet Orange Crème Cleanser
• Gentle Foaming Facial Cleanser
• Calming Aloe Hydrator
• Rose Quartz Mineral Toner
• Velvet Verbena Scrub
• Phyto Clay Masque
• Aqua Gel Masque
• Rice Flower Polish
• Anti Aging Face & Body Oil
• Clarifying Face & Body Oil
• Ultra Rich Body Butter
• Hydrating Body Lotion
• Muscle Therapy Lotion
• Blooming Body Butter
• Blooming Body Scrub
• Botanical Body Scrub
• Cleansing Body Wash
• Privai Bath & Body Oil
• Wellness Blend Essential Oil Rollers
• Mini Wellness Blend Essential Oil Roller Kit
• Spa at Home Body Set
• Complete Anti-Aging Collection
• The Twenty Year Collection
• Wellness Ritual Roller Set
• Discovery Kit - Daily Essentials for All Skin Types
• Balancing Shampoo
• Balancing Conditioner
• Rose Quartz Facial Roller
• Exfoliating Dry Body Brush
• Privai Spa Treatments (Company-Owned Spas)
• Wholesale B2B Account Program

Quantifiable outcome

• Products tested and refined in spa treatment rooms since 2006
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Innovative Spa ManagementcoreStrategic or Co-development Partner · 1 January 2006Privai was co-founded by Innovative Spa Management, an operator of spa and salon locations across the United States. The exclusive formulations were developed by botanists, chemists, estheticians, and massage therapists for professional spa standards.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Eminence Organic Skin Care: Eminence is a Hungarian-inspired, handcrafted organic skincare brand sold primarily through professional spas and esthiticians worldwide. Like Privai, it positions as spa-grade, botanical, and wholesale-led with a professional skin care line used in treatment rooms.
• Naturopathica: Naturopathica sells botanical skincare and wellness products developed with herbalists and aromatherapists, distributed through its own spa/retail locations and partner spas. Privai shares its spa-first GTM, botanical formulation philosophy, and mix of retail + treatment revenue.
• Comfort Zone: [comfort zone] is a professional Italian skincare brand whose products are used in spas and treatment rooms globally, including luxury hotel and resort spas. Comparable to Privai as a spa-channel-distributed botanical/scientific skincare line with back-bar and retail SKUs.
• Phytomer: Phytomer is a French spa skincare brand selling marine- and botanical-based products through resort spas, hotel spas, and beauty institutes. Comparable to Privai as a professional spa-grade skincare brand with luxury hospitality distribution.

Broad incumbents

• Dermalogica: Dermalogica is a large, established professional skincare brand sold through licensed skin therapists, spas, and select retail. Overlaps with Privai in spa/professional channel and facial skincare category, but operates at much greater scale with a broader portfolio.
• Dr. Hauschka: Dr. Hauschka is a long-established natural/botanical skincare brand with global retail and spa distribution. Comparable to Privai on botanical formulation philosophy but significantly larger, with broader distribution and stronger brand recognition.
• Mario Badescu: Mario Badescu is an established facial skincare brand with a long heritage of botanical-leaning, spa-inspired products sold DTC and through retail. Comparable to Privai on facial skincare category and spa heritage but at meaningfully larger scale.

Emerging players

• Tata Harper: Tata Harper is a luxury clean/botanical skincare brand with farm-grown ingredients and DTC-led premium positioning. Comparable to Privai on botanical, results-driven premium skincare but competes for the same clean beauty consumer with higher brand awareness.
• True Botanicals: True Botanicals is a clean, botanical, sustainability-positioned skincare brand sold DTC and through select retailers. Overlaps with Privai on botanical, non-toxic, premium skincare positioning targeting the same conscious consumer.
• Juice Beauty: Juice Beauty is an organic, botanical skincare and beauty brand sold DTC and through retailers such as Sephora. Comparable to Privai on botanical/organic clean-beauty formulation philosophy with broader retail penetration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/privai
• Instagraminstagram.com/privai
• Xx.com/privai
• LinkedInlinkedin.com/company/privai

Compliance2 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 Privai