All Good

What All Good does

All Good Body Care is a manufacturer and direct-to-consumer retailer of herbal and organic personal care products headquartered in San Anselmo, California. The company produces mineral sunscreens, lip balms, deodorants, and skin care products, with its reef-safe mineral sunscreen serving as the founding and anchor category. It is women-owned and holds multiple third-party certifications including B Corp, Climate Neutral, Reef Friendly, and Cruelty-Free, which are central to its brand positioning in the clean beauty segment.

The business operates exclusively through direct-to-consumer e-commerce, with no disclosed wholesale, retail, or marketplace distribution. Pricing, AOV, and subscription mechanics are not disclosed. The company has accumulated 10,000+ five-star reviews over 15+ years of operation and has recently expanded its product surface with the launch of Rejuvenating Body Serums, moving into the higher-margin skin care category. Distribution is supported by an early TikTok presence alongside the company website.

The company remains private and bootstrapped, with no disclosed funding rounds, acquisitions, or leadership changes. Headcount is in the 11-50 range. There is no evidence of AI/ML capabilities, enterprise customers, or international expansion, and no disclosed revenue, growth rate, or valuation.

Name

All Good

Website

https://allgoodproducts.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

All Good Body Care is a women-owned DTC manufacturer of herbal and organic personal care products, including reef-safe mineral sunscreens, lip balms, deodorants, and skin care, serving individual consumers through its own e-commerce site from San Anselmo, California.

Ownership category

akta.pro rank

Product category

Natural Body Care & Mineral Sunscreens

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sunscreen (Body) (CRABAHAB)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), Deodorants & Antiperspirants (CRADANAA), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN)

Keywords

• Mineral sunscreen products
• Reef-safe suncare
• Natural body care
• Organic lip balm
• Aluminum-free deodorant

Headquarters

HQ city

San Anselmo

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: One-time purchase model for body care products including sunscreens, skin care, lip balms, deodorants, and kids products sold through e-commerce storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

All Good Body Care manufactures and direct-sells a clean personal care line built around non-nanoparticle mineral sunscreens, with supporting SPF lip balms, aluminum-free deodorants, multi-purpose ointment (All Good Goop), soothing aloe gel, and rejuvenating body serums. Products are formulated with certified organic ingredients, are reef-safe and cruelty-free, and are sold one-time via the company's own e-commerce storefront at allgoodbodycare.com to individual consumers.

Product overview

All Good Body Care is a clean body care brand that offers a unified portfolio of mineral-based sunscreen products, lip balms, deodorants, and skin care items. The core product line centers on reef-friendly mineral sunscreens available in multiple formats (lotions, sprays, sticks, butter sticks) and SPF levels (SPF15-SPF50), including sport-specific, kids, tinted, and facial variants. Supporting products include All Good Lips lip balms with various SPF ratings and flavors, aluminum-free deodorants in scented variants, All Good Goop multi-purpose ointment, and Soothing Aloe Gel. The brand recently expanded into Rejuvenating Body Serums as a new product category. All products emphasize clean ingredients, reef-friendly formulations, cruelty-free production, and organic sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• SPF30 Sport Mineral Sunscreen Lotion Mineral-based sport sunscreen lotion with SPF30 protection using non-nanoparticle zinc oxide; designed for outdoor sports enthusiasts who need reef-safe sun protection that does not absorb into the skin or coral reef systems.
• SPF30 Sport Mineral Sunscreen Spray Spray-format SPF30 mineral sunscreen for quick application during outdoor activities; for users who prefer spray over lotion.
• SPF50 Sport Mineral Sunscreen Butter Stick Solid SPF50 mineral sunscreen butter stick for sport and outdoor use; non-nanoparticle zinc oxide in a portable stick format.
• Tinted Mineral Sunscreens (SPF30 & SPF50) Mineral sunscreens with added tint that provide sun protection and sheer color coverage; intended as a cosmetic-sunscreen hybrid.
• SPF50 Anti-Aging Daily Mineral Sunscreen Facial Moisturizer Daily-use facial moisturizer with SPF50 non-nanoparticle mineral sun protection and anti-aging properties; for skincare consumers seeking combined sun care and anti-aging benefits.
• SPF30 Mineral Facial Sunscreen Lightweight daily SPF30 mineral sunscreen formulated specifically for facial skin; for everyday use under makeup or on its own.
• Mineral Sunstick SPF30 (Sport and Coconut variants) Compact pocket-size SPF30 mineral sunsticks for portable, on-the-go application; available in sport and coconut scent variants.
• Kids Mineral Sunscreen Line Kids-specific mineral sunscreen line including SPF50 butter stick, SPF30 lotion, and SPF30 spray; gentle formulations designed for children's sensitive skin using non-nanoparticle zinc oxide.
• All Good Lips SPF Lip Balms Organic lip balms with SPF sun protection for the lips, available in multiple flavors (Original, Tangerine, Spearmint, Coconut) at SPF15 and SPF20 levels; made with organic ingredients.
• Assorted SPF 15 Lip Balms 3-Pack Value bundle of three assorted SPF15 All Good Lips lip balms in different flavors.
• All Good Aluminum-Free Deodorants Aluminum-free natural deodorants available in Rose Geranium & Jasmine and Cedarwood & Spruce scent variants; for consumers seeking clean deodorant alternatives free from aluminum.
• All Good Goop Multi-Purpose Ointment Multi-purpose moisturizing ointment and salve for head-to-toe skin hydration; flagship ancillary product positioned for all-over use.
• Soothing Aloe Gel Aloe vera-based soothing and moisturizing gel for skin; used for post-sun or general skin-soothing purposes.
• Rejuvenating Body Serums

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Badger Balm: Family-owned maker of certified organic, reef-safe mineral sunscreens and lip balms with a comparable non-nanoparticle zinc oxide formulation and clean-ingredient positioning, serving outdoor and family segments through DTC and natural-food retail.
• Goddess Garden: Mineral sunscreen brand built around reef-safe, non-nanoparticle zinc oxide formulations and botanical ingredients, overlapping directly with All Good's core SPF product line and clean-beauty certifications.
• Stream2Sea: Specialty brand focused on reef-safe, biodegradable mineral sunscreens and body care for swimmers and divers, directly comparable to All Good's eco-conscious swimmer and outdoor persona positioning.
• Babo Botanicals: Clean, plant-based personal care brand with a substantial mineral sunscreen and kids/family range, competing in the same family and outdoor segments with overlapping certifications and DTC plus retail distribution.
• Raw Elements USA: Maker of reef-safe, natural mineral sunscreen sticks and lotions using non-nanoparticle zinc oxide, with a comparable active-lifestyle target customer and similar product-format breadth.
• Thinksport: Maker of mineral-based, reef-safe sunscreens targeting active and family users, with overlapping SPF formats and a similar positioning around safety and clean ingredients in the sport/outdoor category.

Broad incumbents

• Sun Bum: Much larger sun-care brand with a mineral sunscreen line positioned around clean, vegan, and reef-friendly credentials; competes with All Good on similar product attributes but at significantly greater scale and broader mass-market distribution.
• Alba Botanica: Established natural personal care brand offering mineral sunscreens, lip balms, and body care, comparable in clean-ingredient positioning but operating as a broader portfolio within mass retail channels.
• Dr. Bronner's: Iconic organic, fair-trade personal care company with a certified B Corp identity and broad product portfolio including body care and SPF lip balms; overlaps with All Good's organic, certified, and clean-beauty positioning at a much larger scale.

Emerging players

• Earth Mama Organics: Organic personal care brand focused on pregnancy, baby, and family segments with comparable clean certifications, overlapping with All Good's family/kids and sensitive-skin use cases but emphasizing a more maternal and postpartum positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/allgoodbrand
• Instagraminstagram.com/allgoodbodycare
• TikToktiktok.com/@allgoodbodycare
• Xx.com/allgoodbrand

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 All Good