Thayers Natural Remedies

What Thayers Natural Remedies does

Thayers Natural Remedies is a heritage US skincare brand founded in 1847 by Dr. Henry Thayer in Cambridge, Massachusetts, and currently operating as a wholly-owned subsidiary brand of L'Oreal USA S/D, Inc. The company develops, markets, and sells witch hazel-based facial skincare products across toners, toner pads, toner mists, cleansers, moisturizers, and acne treatments, and is positioned as America's #1 Toner Brand. Its technical foundation is a proprietary un-distilled witch hazel extraction process claimed to retain 195% more tannins than standard methods, combined with a formulation philosophy that fuses medicinal plant extracts (snow mushroom, aloe vera, hyaluronic acid) with clinically validated derm actives (salicylic acid, glycolic/lactic AHA). The product portfolio spans 15+ SKUs across multiple collections including the core Facial Toner line, the Milky Collection (3-step hydrating routine for normal-to-dry skin), and the Toner Pads Collection (BHA, AHA, and pore-refining variants).

Name

Thayers Natural Remedies

Legal name

Thayers Natural Remedies

Website

https://thayers.com

Company type

Private

Founded year

1847

Operating status

Operating

Headcount range

11–50 employees

Short description

Thayers Natural Remedies is a heritage US skincare brand founded in 1847, owned by L'Oreal, that develops and sells witch hazel-based toners, toner pads, cleansers, moisturizers, and acne treatments to mass-market consumers across the United States.

Ownership category

akta.pro rank

Product category

Skincare - Facial Toners

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industry

Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Witch hazel skincare
• Facial toners
• Natural skincare products
• Acne treatments
• Hydrating moisturizers

Headquarters

HQ city

Easton

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, Others

Revenue model

1. Direct Product Sales: Thayers generates revenue through direct-to-consumer sales of skincare products including toners, toner pads, cleanser, moisturizers, and acne treatments through their e-commerce platform and major retail channels.
2. Retail Distribution: Products distributed through major retailers including Amazon, Walmart, and Target, generating revenue through wholesale and marketplace channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Thayers Natural Remedies manufactures and sells witch hazel-based skincare products, with facial toners as the core offering. The portfolio includes alcohol-free facial toners, toner pads, toner mists, cleansers, moisturizers, and acne treatments sold to individual consumers. The brand combines proprietary un-distilled witch hazel extracts with plant-based and derm-active ingredients for targeted skin concerns.

Product overview

Thayers Natural Remedies is a heritage skincare brand founded in 1847, positioned as America's #1 Toner Brand. The product portfolio centers on witch hazel-based facial toners as the core offering, complemented by toner pads, toner mists, cleansers, moisturizers, and acne treatments. The brand's philosophy combines medicinal plant extracts (particularly proprietary witch hazel) with derm actives. Key product lines include: the core Facial Toner collection (offering variants like Rose Petal, Unscented, Cucumber, Lavender, Coconut Water, Original, Oil Balancing Jelly, Exfoliating 2% AHA, Hydrating Milky, and Blemish Clearing formulas); Toner Pads (Blemish Clearing 2% BHA, Exfoliating 2% AHA, and Pore Refining variants); Toner Mists (Rose Petal and Unscented); the Milky Collection (3-step hydrating routine with cleanser, toner, and moisturizer); Cleansers (Blemish Clearing, Hydrating Milky, pH Balancing Daily); Moisturizers (80 Hour Milky Moisturizer); and Acne Treatments (Rapid Spot Treatment, Double Action Serum, Invisible S.O.S Patches). The brand emphasizes alcohol-free formulations, plant-derived ingredients, and accessibility across major retailers including Amazon, Walmart, and Target.

Differentiator

Problem solved

Functional benefit

Brands

• Milky Collection: A 3-step hydrating skincare routine including Hydrating Milky Cleanser, Hydrating Milky Toner, and 80 Hour Milky Moisturizer, designed for normal to dry skin.
• Toner Pads Collection

Products and services

• Rose Petal Facial Toner
• Unscented Facial Toner
• Cucumber Facial Toner
• Lavender Facial Toner
• Coconut Water Facial Toner
• Original Facial Toner
• Oil Balancing Jelly Toner
• Exfoliating 2% AHA Toner
• Hydrating Milky Toner
• Blemish Clearing 2% BHA Toner
• Original Witch Hazel Astringent
• Rose Petal Facial Toner Mist
• Unscented Facial Toner Mist
• Hydrating Milky Mist
• Blemish Clearing 2% BHA Pads
• Exfoliating 2% AHA Toner Pads
• Pore Refining Toner Pads
• Blemish Clearing Cleanser with Salicylic Acid
• Hydrating Milky Cleanser
• pH Balancing Daily Cleanser with Aloe Vera
• 80 Hour Milky Moisturizer
• Rapid Acne Spot Treatment
• Double Action Acne Serum
• Invisible S.O.S Patches
• Milky Collection

Quantifiable outcome

• Clinically tested to visibly improve skin dullness in 3 days and skin clarity in 1 week (Pore Refining Pads)
• +5 more outcomes

Named customers3 records

Segments6 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

Three partnerships are on record, tiered core.

• TikTok InfluencerscoreGTM or Marketing Partner · 5 May 2026Thayers facial spray collaboration with influencers as part of creator economy trends reported by AdAge, showing the brand's commitment to influencer-driven product development.
• Nina PoolcoreGTM or Marketing Partner · 29 April 2026TikTok creator Nina Pool collaborated with Thayers on product development for the Hydrating Milky Mist launch as part of the brand's social media-led product strategy.
• Shelby Ann BellcoreGTM or Marketing Partner · 29 April 2026TikTok creator Shelby Ann Bell collaborated with Thayers on product development for the Hydrating Milky Mist launch as part of the brand's social media-led product strategy.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CeraVe: Mass-market skincare brand emphasizing ceramides and derm-active ingredients with broad retail distribution. Comparable to Thayers in price tier, mass retail presence, and recent expansion into AHA/BHA toners and treatment pads.
• Mario Badescu: Heritage skincare brand best known for its facial toners and astringents, including witch hazel-based formulas. Directly comparable to Thayers in product category (toners first, expanded into full skincare), price tier, and natural/heritage positioning.
• The Ordinary: Affordable, ingredient-focused skincare brand built on actives like AHA, BHA, and hyaluronic acid. Comparable to Thayers in accessible price points, retail/DTC distribution, and growing overlap in the toner, exfoliant, and serum categories.
• Cetaphil: Galderma-owned mass-market skincare brand specializing in gentle cleansers and sensitive skin products. Comparable to Thayers in retail channels, accessible pricing, and overlap in cleansers and gentle skincare for sensitive skin.
• First Aid Beauty: Mass-prestige skincare brand focused on sensitive skin, barrier repair, and gentle actives. Comparable to Thayers in price tier ($14-$40 range), natural/gentle positioning, and overlapping product categories like cleansers and moisturizers.
• Simple Skincare: Gentle, sensitive-skin-positioned skincare brand sold in mass retail. Comparable to Thayers in target audience (sensitive skin, accessible price), retail channels, and emphasis on non-irritating, fragrance-light formulations.
• Burt's Bees: Naturally-positioned mass-market skincare and personal care brand sold through Walmart, Target, and Amazon. Comparable to Thayers in natural-ingredient philosophy, mass-channel distribution, accessible price points, and heritage credibility.
• Dickinson's: Long-standing witch hazel brand with iconic Original Witch Hazel Astringent and toner products. Closely comparable to Thayers on hero ingredient, heritage positioning, and mass retail distribution, though more limited in broader skincare extensions.

Broad incumbents

• La Roche-Posay: L'Oreal-owned dermocosmetics brand with broad sensitive-skin and acne-treatment portfolio distributed through dermatologists, pharmacies, and mass retail. Comparable to Thayers in L'Oreal portfolio context, sensitive-skin positioning, and overlapping toner and acne-treatment SKUs.
• Kiehl's: L'Oreal-owned heritage skincare brand with apothecary positioning and natural ingredients (e.g., calendula, arnica). Comparable to Thayers as a L'Oreal sister brand with similar heritage-driven natural ingredient philosophy and overlapping facial toner and cleanser categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ThayersNaturalRemedies
• Instagraminstagram.com/thayers/?hl=en
• TikToktiktok.com/@thayers?lang=en
• LinkedInlinkedin.com/company/thayersnaturalremedies

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 Thayers Natural Remedies