IndiMade Brands
- Company typePrivate
- Founded2022
- HeadquartersIndependence, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
IndiMade Brands firmographics
Firmographics- Name
- IndiMade Brands
- Legal name
- IndiMade Brands, LLC
- Website
- https://indimadebrands.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
IndiMade Brands industry classification
Industry- Product category
- Crafting Supplies (Soap, Candle, and Cosmetic Making)
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Beauty & Personal Care Marketplaces (CRAFABAB)
- akta.pro secondary industries
- Beauty & Personal Care Online Retailers (CRAFADAC), Beauty & Salon Professional Supply Marketplaces (CRAFAHAH)
Keywords
Where IndiMade Brands is headquartered
LocationHeadquarters
- HQ city
- Independence
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
IndiMade Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Direct-to-consumer and B2B sales of soap making supplies, fragrance oils, candle making materials, cosmetic ingredients, and packaging through owned e-commerce storefronts (Wholesale Supplies Plus, Nature's Garden, The Flaming Candle). Revenue generated through one-time product transactions with customers purchasing supplies for their crafting businesses.
- Marketplace Sales: Sales through Amazon Marketplace partnership enabling Prime-eligible delivery for crafting supplies, providing additional revenue stream through third-party marketplace channel.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
IndiMade Brands product offering
Product offeringCore offering
IndiMade Brands is a holding company that operates multiple direct-to-consumer and B2B e-commerce storefronts (Wholesale Supplies Plus, Nature's Garden, The Flaming Candle) selling soap making supplies, candle making materials, fragrance oils, cosmetic bases, molds, packaging, and DIY bath & body ingredients to hobbyists and small artisan businesses. The portfolio is unified by proprietary technology platforms — IMB OneOps (operations backbone on ERP/WMS) and IMB eComOS (AI-first commerce platform) — that power merchandising, fulfillment, and customer experience across the brand family.
Product overview
IndiMade Brands is a family of crafting supply brands united under a portfolio model. The core offerings include Wholesale Supplies Plus (primary e-commerce platform), Nature's Garden (fragrance and DIY supplies), and The Flaming Candle (candle-making supplies). These flagship brands are supplemented by proprietary brands including Crafter's Choice and multiple acquired brands (Milky Way Molds, Rustic Escentuals, Elements Bath & Body, Just Scent, Chemistry Connection, Make Your Own Buzz). The portfolio is supported by internal technology platforms: IMB eComOS (AI-first commerce operating system) and IMB OneOps (operations backbone). Together, they serve makers from hobbyists to small businesses across soap, candle, fragrance, and personal care categories.
Differentiator
Problem solved
Functional benefit
Brands
- Crafter's Choice: Brand company offering quality supplies for handcrafted soap and cosmetic products, sold only through distributors.
- Naturally Smart Labs
- Handmade Studio
- Handmade Stores
- Make Your Own Buzz
Products and services
- Wholesale Supplies Plus One-stop e-commerce shop for small businesses and hobbyists in soap, skincare, and candle-making industries, offering an extensive range of supplies from multiple trusted brands including 2,000+ unique fragrance oils and 1,000+ recipes and articles.
- Nature's Garden Carefully curated selection of ingredients, molds, bases, colorants, and fragrance oils for handmade products. Offers nearly 900 fragrance oils, 300+ recipes, and 100+ DIY starter kits, with a maker-focused community approach.
- The Flaming Candle Premium candle-making and home scenting supplier offering high-quality candle waxes, wicks, vessels, and fragrance oils. Features 400+ unique fragrance oils and 15 quality candle waxes with exceptional hot and cold throw.
- Crafter's Choice Proprietary brand company established in 2001 serving retailers with quality supplies for handcrafted soap and cosmetic products; sold only through distributors (not direct to consumers).
- Milky Way Molds Trusted name in soap and candle-making community known for intricate, high-quality soap and candle mold designs.
- Rustic Escentuals Trusted source for fragrance oils, waxes, colorants, and specialty supplies for handcrafted candle and soap-making communities.
- Elements Bath & Body Trusted name in handcrafted bath and body industry offering wide range of ingredients, packaging, and accessories tailored to soap and cosmetic makers.
- Just Scent Trusted name in fragrance industry providing premium fragrance oils for candle makers, soap artisans, and cosmetic formulators, known for strong scent throw and unique blends.
- Chemistry Connection Trusted source for cosmetic ingredients, specialty additives, and hard-to-find raw materials for handcrafted personal care and soap-making industries.
- Make Your Own Buzz Online store associated with Chemistry Connection providing cosmetic ingredients and specialty additives for DIY makers.
- IMB eComOS Next-generation AI-first digital commerce platform powering the entire IMB family of brands. Built on modern unified enterprise architecture integrating e-commerce with ERP and WMS systems, featuring AI-driven intelligent search, personalization, merchandising insights, and workflow automation.
- IMB OneOps Platform Custom-engineered operations system built on best-in-class ERP and WMS technology. Powers IMB's back-end operations by connecting planning, purchasing, inventory, production, warehouse management, finance, and order operations into a single environment designed for high-SKU, high-velocity craft supply businesses.
Quantifiable outcome
- Trusted by 1M+ makers
- +3 more outcomes
Companies that use IndiMade Brands
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
IndiMade Brands technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
IndiMade Brands partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmazoncoreStrategic partnership to bring curated assortment of best-selling crafting, candle-making, and DIY bath and body supplies to Amazon Marketplace. Enables Prime-eligible delivery for faster shipping, access to professional-grade materials including soap-making bases, fragrance oils, candle waxes, molds, packaging, and specialty ingredients. Unlocks exposure to millions of potential new customers across North America and beyond.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
IndiMade Brands competitors and assessment
Company assessmentDirect peers
- Candle Science: Candle Science is a major direct-to-consumer and wholesale supplier of candle making supplies including waxes, wicks, fragrance oils, and vessels. It directly competes with The Flaming Candle within IndiMade's portfolio for both hobbyist candle makers and professional candle businesses.
- Bramble Berry: Bramble Berry is a leading direct-to-consumer and wholesale supplier of soap making, bath, and body crafting ingredients and supplies. It directly competes with Wholesale Supplies Plus and Nature's Garden in the same handmade soap and cosmetic crafting category, serving hobbyist and small business customers.
- Aztec Promotional Group: Aztec Promotional Group (formerly Lone Star Candle Supply) supplies candle making supplies, fragrance oils, and private-label manufacturing services. It competes with The Flaming Candle in the candle crafting market and offers private-label capabilities relevant to IndiMade's professional artisan segment.
- Bulk Apothecary: Bulk Apothecary is a large online supplier of soap making supplies, fragrance oils, essential oils, and cosmetic ingredients at wholesale prices. It competes directly with IndiMade's Wholesale Supplies Plus and Nature's Garden brands for both hobbyist and small-business soap and candle makers.
- The Sage: The Sage is a long-established supplier of candle making, soap making, and cosmetic crafting supplies with strong educational content. It competes directly with The Flaming Candle and Wholesale Supplies Plus in the candle and soap crafting category with overlapping SMB and hobbyist customer bases.
- New Directions Aromatics: New Directions Aromatics is a wholesale and retail supplier of essential oils, fragrance oils, carrier oils, and cosmetic raw materials. It competes directly with Nature's Garden and Just Scent for fragrance and cosmetic ingredient customers across hobbyist and small-business segments.
- Save On Scents: Save On Scents is a wholesale supplier of fragrance oils serving candle and soap makers. It directly competes with Nature's Garden and Just Scent for fragrance oil purchases by small and mid-sized candle/soap businesses.
Emerging players
- Vedaoils: Vedaoils is a global supplier of essential oils, fragrance oils, and cosmetic raw materials with strong direct-to-consumer e-commerce presence. It overlaps with IndiMade's Nature's Garden and Chemistry Connection brands, particularly in the fragrance and cosmetic ingredient category.
- Midwest Fragrance Company: Midwest Fragrance Company supplies fragrance oils and candle/soap making supplies primarily to small businesses. It is a smaller, niche competitor with overlapping product categories but more limited brand recognition than IndiMade's portfolio.
Broad incumbents
- Michaels Companies: Michaels is the largest specialty arts, crafts, and home decor retailer in North America. While its assortment is broader than IndiMade's specialized soap/candle/cosmetic crafting focus, Michaels is a broad incumbent that overlaps with hobbyist craft customers and competes for share of wallet in the broader maker category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
IndiMade Brands social profiles
Digital presenceIndiMade Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
IndiMade Brands leadership team
Management profileNumber of profiles
Profiles9 records
IndiMade Brands subsidiaries and ownership
Company hierarchySubsidiaries10 records
IndiMade Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IndiMade Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IndiMade Brands
What does IndiMade Brands do?
IndiMade Brands is a holding company that operates multiple direct-to-consumer and B2B e-commerce storefronts (Wholesale Supplies Plus, Nature's Garden, The Flaming Candle) selling soap making supplies, candle making materials, fragrance oils, cosmetic bases, molds, packaging, and DIY bath & body ingredients to hobbyists and small artisan businesses. The portfolio is unified by proprietary technology platforms — IMB OneOps (operations backbone on ERP/WMS) and IMB eComOS (AI-first commerce platform) — that power merchandising, fulfillment, and customer experience across the brand family.
Is IndiMade Brands a public or private company?
IndiMade Brands is a private company. It is classified as private equity controlled and is currently operating.
When was IndiMade Brands founded?
IndiMade Brands was founded in 2022. It employs 101 to 250 people.
Where is IndiMade Brands based?
IndiMade Brands is headquartered in Independence, United States, in the North America region.
How does IndiMade Brands make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are marketplace Sales.
Who are IndiMade Brands's main competitors?
Direct peers on record are Candle Science, Bramble Berry, Aztec Promotional Group, Bulk Apothecary, The Sage, New Directions Aromatics and Save On Scents. Emerging players are Vedaoils and Midwest Fragrance Company. Michaels Companies is listed as a broad incumbent.
Does IndiMade Brands have an API?
No public API is recorded for IndiMade Brands.
What industry is IndiMade Brands in?
IndiMade Brands's product category is Crafting Supplies (Soap, Candle, and Cosmetic Making). Its primary akta.pro industry code is CRAFABAB, Beauty & Personal Care Marketplaces, with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 45612 and its SIC code is 2840.