Leonor Greyl
Leonor Greyl is a French luxury natural hair care maison founded in 1968 that sells botanical-formulated shampoos, oils, masks, and styling products via DTC e-commerce, salons, spas, department stores, and Amazon Canada, serving hair- and scalp-concerned consumers in the US and Canada.
- Company typePrivate
- Founded1968
- HeadquartersPetaluma, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Leonor Greyl does
Leonor Greyl is a French luxury natural hair care brand founded in 1968, operating as a privately held maison with manufacturing in France and US distribution through Leonor Greyl USA, headquartered in Petaluma, Northern California. The company offers a portfolio of 50+ core SKUs spanning beauty-enhancing oils, shampoos, hydrating masks and conditioners, color-enhancing conditioners, deep-cleansing treatments, leave-in treatments, and styling essentials, plus accessories, duos/trios, ritual sets, custom rituals, and TSA-friendly travel sets. Product formulations are built on natural botanical ingredients — vegetal oils, plant extracts, and essential oils — and are explicitly free from SLS, silicones, parabens, sodium chloride, and coal tar; the brand is cruelty-free and manufactured in France.
The commercial model is direct-to-consumer e-commerce (leonorgreyl-usa.com) supplemented by an authorized salon and spa network, department stores, and Amazon Canada. Pricing is one-time purchase only, with no subscription model; individual SKUs range from $19 (travel) to $151.50 (premium masks), and AOV is lifted through ritual bundles offering 10-20% discounts and a custom ritual set offering 15% off on 4+ items. Marketing is built around Instagram (50K+ followers), email/newsletter acquisition (15% first-order incentive), content/blog, an online Hair Analysis tool, and a Hair Care Concierge service, with a rewards program and refer-a-friend layer for retention. Distribution currently covers the US and Canada (the latter via Amazon Canada after direct shipping was discontinued); Canadian direct fulfillment has been wound down as a deliberate channel restructuring. No AI/ML capabilities are described in any source.
Leonor Greyl firmographics
Firmographics- Name
- Leonor Greyl
- Legal name
- Leonor Greyl
- Website
- https://leonorgreyl-usa.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Leonor Greyl is a French luxury natural hair care maison founded in 1968 that sells botanical-formulated shampoos, oils, masks, and styling products via DTC e-commerce, salons, spas, department stores, and Amazon Canada, serving hair- and scalp-concerned consumers in the US and Canada.
- Ownership category
- akta.pro rank
Leonor Greyl industry classification
Industry- Product category
- Luxury Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
Keywords
Where Leonor Greyl is headquartered
LocationHeadquarters
- HQ city
- Petaluma
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Leonor Greyl business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Leonor Greyl generates revenue through direct-to-consumer sales of hair care products via its e-commerce platform (leonorgreyl-usa.com), authorized salon and spa partners, department stores, and online retailers. Products are sold as one-time purchases with no subscription model mentioned. The company offers bundle discounts (15-20% off) on ritual sets and custom routines to drive larger order values.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual hair care products ranging from $36 to $151.50 |
| Unit Pricing | Pay-as-you-go | Ritual Sets with 15-20% savings |
| Unit Pricing | Pay-as-you-go | Custom Ritual Set - 15% off on 4+ products |
| Unit Pricing | Pay-as-you-go | Travel sizes from $19 to $36 |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Leonor Greyl product offering
Product offeringCore offering
Leonor Greyl is a French luxury natural hair care brand that formulates, manufactures, and sells botanical-based shampoos, hydrating masks, conditioners, beauty oils, scalp treatments, and styling products. The company distributes through its own DTC e-commerce store (leonorgreyl-usa.com), authorized salons and spas, department stores, and online retailers in North America. Products are free from SLS, silicones, parabens, and coal tar, and are cruelty-free.
Product overview
Leonor Greyl is a French luxury natural hair care brand established in 1968, offering a comprehensive portfolio of high-quality hair and body products. The product line consists of multiple core categories: Beauty Enhancing Oils (L'Huile de Leonor Greyl, Huile de Magnolia, Huile Apaisante, Huile Secret de Beauté, Régénerescence Naturelle), Shampoos (Shampooing Crème Moelle de Bambou, Shampooing au Miel, Shampooing Reviviscence, Bain Sublime Couleur, Bain Traitant à la Propolis, Bain Volumateur aux Algues, Bain TS, Shampooing Énergisant, Bain Restructurant à la Banane, Shampooing Sublime Mèches), Hydrating Masks and Conditioners (Masque à l'Orchidée, Masque Fleurs de Jasmin, Crème Régénératrice, Crème de Soin à l'Amarante, Masque Quintessence), Leave-in Treatments (Complexe Énergisant, Sérum Énergisant, Tonique Hydratant), Styling Essentials (Éclat Naturel, Sérum de Soie Sublimateur, Condition Naturelle, Algues et Fleurs, Mousse au Lotus Volumatrice, Lait Luminescence, Gel à l'Hibiscus, Voluforme, Laque Souple, Baume Bois de Rose), Color Enhancing Conditioners (Soin Repigmentant Icy Blonde, Soin Repigmentant Icy Brown), Deep Acting Cleansing Treatments (Crème aux Fleurs), and Accessories. The brand also offers bundled Ritual Sets and Travel Sets, as well as specialized lines for Men's Care and Baby's Care. All products are free from SLS, silicones, parabens, and are not tested on animals.
Differentiator
Problem solved
Functional benefit
Products and services
- L'Huile de Leonor Greyl Pre-shampoo treatment oil for dry hair that provides protection and nourishment; the brand's flagship best-seller with 209 reviews.
- Bain Sublime Couleur Protective shampoo for colored and highlighted hair that helps extend the life of color treatments.
- Masque à l'Orchidée Hydrating mask for thick, dry, or frizzy hair formulated with orchid extract.
- Masque Fleurs de Jasmin Hydrating hair mask for fine and dry hair with jasmine flower extract.
- Sérum Énergisant Densifying scalp serum for thinning hair; praised by the Editor-in-Chief of ELLE Slovenia for hair regrowth benefits.
- Soin Repigmentant Icy Blonde Hydrating conditioner that beautifies and enhances color for neutral blonde hair.
- Intense Hydration Ritual Multi-product deeply hydrating routine for damaged, brittle hair sold as a bundled ritual set with a 20% savings.
- Well-Ageing Ritual Bundled routine for thinning hair lacking vitality after menopause, priced at $218 with a 20% savings.
- Young Mom Ritual Bundled routine for young mothers during the postpartum period, including a baby product, priced at $252.80 with a 20% savings.
- Custom Ritual Set Build-your-own bundle allowing customers to add up to 7 products with a 15% discount when selecting 4 or more items.
- Premium Luxury Travel Set for Damaged Hair TSA-friendly travel set with miniaturized products for dehydrated, damaged, and brittle hair, priced from $58 to $75.
- Massaging Scalp Brush Tool that purifies and stimulates the scalp during hair care routines.
- Mousse Douceur Fleurs D'Oranger Natural baby wash for hair and body formulated with orange blossom flowers.
Quantifiable outcome
- Over 1 million users worldwide have tried Leonor Greyl routines
Companies that use Leonor Greyl
Customer profileNamed customers1 record
Segments9 records
Ideal customer profiles2 records
Leonor Greyl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Leonor Greyl partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Hairstylist PartnerscoreNetwork of professional hairstylists who use and recommend Leonor Greyl products. Partners listed on the website with retail locator available for customers to find nearby hairstylists.
- Spa PartnerscoreSpa establishments that carry and use Leonor Greyl products. Website includes a spa locator for customers to find partner spas.
- Amazon CanadaminorAmazon Canada serves as an online marketplace for Leonor Greyl products in Canada following discontinuation of direct shipping to Canada.
- Henningsen & Co.minorAccessory partner offering Leonor Greyl branded hair accessories including the Petite Bardot Bow in multiple colors (Rouge, Black, Green, Blush).
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Leonor Greyl competitors and assessment
Company assessmentBroad incumbents
- Kérastase: Kérastase is L'Oréal's luxury professional hair care brand with global salon and retail distribution. Comparable to Leonor Greyl in targeting premium hair care consumers and salons but with significantly broader scale and product breadth.
- Aveda: Aveda is Estée Lauder's botanical-based hair care brand with salon distribution and natural ingredient positioning. Closely comparable to Leonor Greyl's natural/botanical platform and salon channel strategy, though at much larger scale.
Direct peers
- Rahua: Rahua is a clean, plant-based luxury hair care brand using sustainably sourced Amazonian oils. Highly comparable to Leonor Greyl's natural botanical formulation approach and premium clean beauty positioning.
- Christophe Robin: Christophe Robin is a French luxury hair care brand specializing in natural, botanical formulations including scalp treatments and masks. Highly comparable to Leonor Greyl in French heritage, clean formulation philosophy, and premium product positioning.
- Davines: Davines is an Italian sustainable hair care brand with salon distribution and natural formulations. Comparable to Leonor Greyl in European heritage, natural ingredient philosophy, and professional salon channel focus.
- Oribe Hair Care: Oribe is a luxury hair care brand offering premium shampoos, conditioners, and styling products positioned at the high end of the salon channel. Directly comparable to Leonor Greyl in luxury positioning, salon distribution, and premium ASPs.
- Moroccanoil: Moroccanoil is a luxury hair care brand built around argan oil-infused products distributed through salons globally. Comparable to Leonor Greyl in oil-based product innovation, premium pricing, and professional channel distribution.
- R+Co: R+Co is a luxury salon hair care brand offering shampoos, conditioners, and styling essentials with a fashion-forward aesthetic. Comparable to Leonor Greyl in premium salon channel positioning and full-portfolio hair care offering.
- Philip B: Philip B is a luxury botanical hair care brand known for premium oil-based treatments and shampoos. Comparable to Leonor Greyl in luxury positioning, botanical oil heritage, and high-ASP product portfolio.
Emerging players
- Briogeo: Briogeo is a clean, naturally-derived hair care brand focused on the DTC channel. Comparable to Leonor Greyl in natural ingredient positioning but with a stronger direct-to-consumer and digitally native operating model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights7 records
Customer concentration
Leonor Greyl social profiles
Digital presenceLeonor Greyl compliance and trust
Trust signalCompliance4 records
Leonor Greyl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leonor Greyl leadership team
Management profileNumber of profiles
Leonor Greyl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leonor Greyl 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 Leonor Greyl
What does Leonor Greyl do?
Leonor Greyl is a French luxury natural hair care brand that formulates, manufactures, and sells botanical-based shampoos, hydrating masks, conditioners, beauty oils, scalp treatments, and styling products. The company distributes through its own DTC e-commerce store (leonorgreyl-usa.com), authorized salons and spas, department stores, and online retailers in North America. Products are free from SLS, silicones, parabens, and coal tar, and are cruelty-free.
Is Leonor Greyl a public or private company?
Leonor Greyl is a private company. It is classified as family owned and is currently operating.
When was Leonor Greyl founded?
Leonor Greyl was founded in 1968. It employs 11 to 50 people.
Where is Leonor Greyl based?
Leonor Greyl is headquartered in Petaluma, United States, in the North America region.
How does Leonor Greyl make money?
One revenue line is on record: direct Product Sales.
Who are Leonor Greyl's main competitors?
Broad incumbents on record are Kérastase and Aveda. Direct peers are Rahua, Christophe Robin, Davines, Oribe Hair Care, Moroccanoil, R+Co and Philip B. Briogeo is listed as an emerging player.
Does Leonor Greyl have an API?
No public API is recorded for Leonor Greyl.
What industry is Leonor Greyl in?
Leonor Greyl's product category is Luxury Hair Care. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.