What Mustela does

Mustela is a French-origin skincare brand established in 1950 and operated by Expanscience Laboratoires, with US activities conducted through Expanscience Laboratories, Inc. dba Mustela (headquartered in New York). The company formulates and sells dermatologist-tested baby, child, maternity, and family skincare products built around patented natural ingredients including Avocado Perseose and Sunflower Oil Distillate, with formulations containing 95-99.7% ingredients of natural origin per ISO 16128. The product portfolio spans core cleansers and moisturizers (Hydra bebe, Cicastela), diaper care (Diaper rash cream 1 2 3, sprayable cream), eczema care (Stelatopia and Stelatopia+ lines), SPF 50 mineral sun protection, maternity stretch-mark prevention, and a certified organic family line, supported by over 450 safety/efficacy/tolerance tests and 59 international scientific publications.

The business operates a direct-to-consumer go-to-market, combining the mustelausa.com e-commerce storefront with Amazon marketplace, pharmacy and baby specialty retail partners, and FSA/HSA eligible listings across 11 products. Pricing is unit-based, ranging from $13.50 to $61.50 per SKU with free shipping above $59, and the billing cadence is one-time pay-as-you-go rather than subscription. Customer segments are primarily parents and caregivers of babies and children, pregnant and postpartum women, and adults seeking natural or organic skincare, with healthcare professionals (pediatricians and dermatologists) serving as a recommendation channel rather than direct buyers.

Mustela is B Corp certified (since 2018), EWG Verified including for OTC eczema products (one of the first three brands), National Eczema Association certified, and Skin Cancer Foundation recommended for its sun care line. Production is based in France using 100% green energy, and the company is publicly committed to carbon neutrality by 2030. Revenue, headcount, and ownership structure beyond the parent Expanscience Laboratoires are not publicly disclosed.

Name

Mustela

Legal name

Expanscience Laboratories, Inc. dba Mustela

Website

https://mustelausa.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

51–100 employees

Short description

Mustela is a French baby, maternity, and family skincare brand founded in 1950 and operated under parent Expanscience Laboratoires, selling dermatologist-tested, natural-origin products directly to consumers and through retail and pharmacy partners worldwide.

Ownership category

akta.pro rank

Product category

Baby and Maternity Skincare

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)

Keywords

• Baby skincare
• Maternity skincare
• Eczema care products
• Natural dermatology
• Diaper care

Headquarters

HQ city

Waukegan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Mustela generates revenue through the direct sale of skincare products including baby care, maternity care, and family skincare products. Products are sold through e-commerce, retail partners, and pharmacies. Revenue is primarily one-time purchase driven, with some repeat purchase behavior from loyal customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mustela manufactures and sells dermatologist-tested, natural-origin skincare products for babies, children, pregnant women, and families. The product range includes baby cleansers, moisturizers, diaper care creams, eczema-prone skin treatments (Stelatopia line), mineral sun protection, maternity stretch mark products, and certified organic family skincare. Products are formulated in France with patented active ingredients (Avocado Perseose and Sunflower Oil Distillate) and distributed through direct e-commerce, Amazon, pharmacies, and baby specialty retailers.

Product overview

Mustela is a French skincare company specializing in mom and baby skincare products since 1950. The product portfolio is organized into several distinct lines: (1) Baby & Child core skincare line including cleansers (2-in-1 cleansing gel, gentle cleansing gel), moisturizers (Hydra bebe body lotion, Cicastela moisture recovery cream), and no-rinse cleansing options; (2) Diaper care products including Diaper rash cream 1 2 3 and sprayable cream; (3) Eczema care line (Stelatopia) with creams, cleansing oils, cleansing gels, and foam shampoos; (4) Sun protection (SPF 50 mineral sunscreens in lotion, spray, and stick formats); (5) Maternity line with stretch marks prevention products (cream, oil, fragrance-free options) and essential care lotion; (6) Family/Organic line with certified organic products featuring olive oil and aloe; (7) Specialized treatments including cradle cap cream, arnica gel, and mosquito repellent; (8) Hair care including hair styler and skin freshener and newborn foam shampoo. All products emphasize natural ingredients (95-98%+ natural origin), dermatological testing, and safety from birth. The company positions itself as B Corp certified with sustainability commitments including carbon neutrality goals by 2030.

Differentiator

Problem solved

Functional benefit

Brands

• Stelatopia: Eczema-prone skin care product line
• Stelatopia+
• Cicastela
• Hydra Bebe
• Mustela Mom

Products and services

• 2 in 1 cleansing gel A gentle 2-in-1 hair and body wash for babies and newborns that cleanses while nourishing delicate skin and hair; composed of 95% ingredients of natural origin including patented Avocado Perseose for hydration and protection.
• Diaper rash cream 1 2 3 A multi-action 3-in-1 diaper cream clinically proven to prevent diaper rash while soothing, relieving, and restoring delicate baby skin; contains Zinc oxide (9.9%), Sunflower oil distillate, and Avocado Perseose with 98% ingredients of natural origin.
• Hair Styler & Skin Freshener A double-duty spray that hydrates skin and styles baby's hair with chamomile water and inulin for soothing and moisture retention; 98% ingredients of natural origin.
• Stelatopia+ lipid-replenishing cream A lipid-replenishing cream specifically formulated for eczema-prone and atopic skin, designed to repair the skin barrier and provide long-lasting moisture.
• SPF 50 mineral sun lotion A mineral-based SPF 50 sunscreen formulated for baby's delicate skin, providing broad-spectrum UV protection and recommended by the Skin Cancer Foundation.
• Hydra bebe body lotion A nourishing body lotion for babies that provides hydration and softness to delicate skin as part of a complete skincare routine.
• Stretch marks set A set of stretch marks prevention products including cream and oil for use during and after pregnancy.
• Cradle cap cream A cream specifically formulated to treat and remove cradle cap from baby's scalp, gently loosening and dissolving crusts.
• Organic cleansing gel with olive oil and aloe A certified organic cleansing gel with olive oil and aloe suitable for the whole family with 99.5-99.7% ingredients of natural origin.
• Essential care multi-purpose lotion A multi-purpose maternity lotion designed to address key pregnancy skincare concerns and keep skin moisturized, healthy and comfortable.
• Stelatopia emollient cream for face An emollient cream specifically designed for the face for babies and children with eczema-prone skin.
• SPF 50 mineral sunscreen stick A convenient stick format mineral sunscreen with SPF 50 for easy application on baby's skin.
• Newborn arrival gift set A curated gift set of essential Mustela baby skincare products for new parents.

Quantifiable outcome

• 93% of parents say Mustela 2-in-1 cleansing gel gently cleanses hair
• +5 more outcomes

Named customers2 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

Feature3 records

Partnerships

One partnership is on record.

• Expanscience LaboratoirescoreOthers · 1 October 2025Expanscience Laboratories, Inc. dba Mustela operates as a subsidiary of Expanscience Laboratoires, the parent company. The company is legally operated under Expanscience Laboratories with principal offices in New York managing the Mustela brand in the US market.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aveeno Baby (Johnson & Johnson): Direct competitor in dermatologist-tested baby skincare with overlapping product lines including cleansers, eczema care, and moisturizers. Targets the same parent and sensitive-skin consumer with natural-ingredient positioning, but benefits from J&J's vastly larger distribution and marketing budget.
• Johnson's Baby (Johnson & Johnson): Heritage mass-market baby skincare brand and category incumbent. Sells cleansers, lotions, and bath products targeting the same newborn and infant parent segment as Mustela, with broader mass-market distribution and lower price points that compete for the same shelf and consumer wallet.
• Cetaphil Baby (Galderma): Pediatrician-recommended sensitive skin skincare brand competing directly with Mustela's Stelatopia and Hydra Bebe lines. Leverages Galderma's dermatology heritage and broad retail presence to compete in eczema-prone and sensitive-skin baby care.
• CeraVe Baby (L'Oréal): Dermatologist-developed baby line with ceramides-focused formulations targeting eczema and dry skin. Competes directly with Mustela's clinical positioning in the sensitive-skin segment, backed by L'Oréal's marketing scale and US retail penetration.
• Aquaphor Baby (Beiersdorf): Beiersdorf's baby skincare brand with strong share in diaper care and healing ointments, directly overlapping with Mustela's Diaper rash cream 1 2 3 and sensitive-skin portfolio. Comparable mass and premium retail positioning.
• Eucerin Baby (Beiersdorf): Dermatological baby skincare line competing in the same eczema-prone and sensitive-skin categories as Mustela's Stelatopia range. Shares clinical/dermatologist endorsement positioning and similar pharmacy-led distribution strategy.
• La Roche-Posay (L'Oréal): French-origin dermatologist skincare brand with baby and pediatric lines (Lipikar) overlapping Mustela's clinical/natural positioning. Competes on sensitive-skin and eczema care with comparable pharmacy-channel strength and premium pricing.
• Bioderma (NAOS): French dermatological skincare brand with baby and atopic-prone skin lines (Atoderm) that compete with Mustela's Stelatopia eczema franchise. Similar French heritage, pharmacy distribution, and clinical positioning targeting sensitive-skin consumers.
• Burt's Bees Baby: Natural-ingredient baby skincare line with overlapping cleansers, lotions, and diaper care SKUs. Competes with Mustela in the natural-origin, dermatologist-tested positioning at slightly lower price points and broader mass retail presence.

Emerging players

• Pipette: Clean, plant-based baby skincare brand gaining traction with millennial and Gen Z parents through digital-first marketing. Competes with Mustela in the natural-ingredient, premium baby skincare segment but with a younger brand identity and DTC-native distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MustelaUSA
• Facebookfacebook.com/MustelaUSA
• Instagraminstagram.com/MustelaUSA
• TikToktiktok.com/@MustelaUSA
• Pinterestpinterest.com/MustelaUSA
• Xx.com/MustelaUSA
• LinkedInlinkedin.com/company/laboratoires-expanscience-us

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 Mustela