EO Products
EO Products is a family-owned manufacturer of certified organic, essential-oil-based natural personal care products, operating the EO and Everyone brands across 235 SKUs and serving consumers, B2B hospitality clients, and mass retail through DTC e-commerce, an amenity program with 2,000+ partners, and stores such as Sprouts, Publix, and Target.
- Company typePrivate
- Founded1995
- HeadquartersSan Rafael, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What EO Products does
EO Products is a privately held, family-owned natural personal care manufacturer founded in 1995 by Susan Griffin-Black and Brad Black in Marin, California, and operating today from a 71,000 sq ft zero-waste, solar-powered campus in San Rafael with 4,200 gallons of mixing capacity and 9,000 gallons of storage. The company sells two complementary brands — the premium EO line and the more accessible Everyone for Every Body sub-brand — across roughly 235 SKUs spanning hand care, body care, bath, deodorant, hair care, kids, refills, and gifts, all built around certified organic essential oil blends, botanical ingredients, and a 6-step in-house water purification process.
The company holds a deep stack of third-party certifications (B Corp, Leaping Bunny cruelty-free, CCOF organic, EWG Verified, GFCO gluten-free) and positions each product as free of aluminum, synthetic fragrance, parabens, phthalates, and dyes. Every formulation is developed in-house from concept through mixing, bottling, and shipping at the San Rafael facility, eliminating outsourcing dependencies. Vertical integration and a 30-year formulation history underpin claimed quality and consistency advantages versus fragmented competitors.
EO Products operates a four-channel revenue model: (1) DTC e-commerce through its own storefront with free shipping over $55, free samples, and discount codes; (2) a B2B amenity program serving 2,000+ spas, hotels, vacation rentals, and gyms with bulk gallon SKUs, branded refillable dispensers, and a 40% volume discount; (3) wholesale distribution through the Faire platform for brick-and-mortar retailers; and (4) physical retail at Sprouts, Publix, Lowes Foods, Target, and regional natural grocers. Unit pricing spans roughly $3.99 mini/travel sizes up to $94.99 gallon refills, with a premium tier (EO) and value tier (Everyone) addressing distinct consumer price points within the same ingredient philosophy.
EO Products firmographics
Firmographics- Name
- EO Products
- Legal name
- EO Products LLC
- Website
- https://eoproducts.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EO Products is a family-owned manufacturer of certified organic, essential-oil-based natural personal care products, operating the EO and Everyone brands across 235 SKUs and serving consumers, B2B hospitality clients, and mass retail through DTC e-commerce, an amenity program with 2,000+ partners, and stores such as Sprouts, Publix, and Target.
- Ownership category
- akta.pro rank
EO Products industry classification
Industry- Product category
- Natural Personal Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Hand Sanitizers & Antibacterial Personal Care (CRADANAI), Deodorants & Antiperspirants (CRADANAA)
Keywords
Where EO Products is headquartered
LocationHeadquarters
- HQ city
- San Rafael
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
EO Products 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
- DTC E-commerce Sales: Products sold directly to consumers through the company's e-commerce website, with free shipping over $55, samples, and promotional discount codes. One-time and subscription-style repeat purchase model.
- B2B Amenity Program (EO for Business): Bulk commercial sales of gallon-sized personal care products to spas, hotels, wellness centers, and businesses, with 40% volume discount, dedicated service team, and free promotional materials. The company has over 2000 B2B partners.
- Wholesale Distribution: Wholesale accounts through Faire for brick-and-mortar retailers, with 50% off first orders and a year of free shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | EO Brand - Premium essential oil scented body care |
| Unit Pricing | Pay-as-you-go | Everyone Brand - Accessible personal care for everyone |
| Unit Pricing | Pay-as-you-go | EO Essentials - Everyday savings line |
| Unit Pricing | Pay-as-you-go | EO for Business B2B Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
EO Products product offering
Product offeringCore offering
EO Products manufactures and sells natural personal care products including hand soaps, hand sanitizers, body lotions, shower gels, bubble baths, bath oils, deodorants, and hair care items under two brands — the premium EO line and the more accessible Everyone for Every Body line. Products are formulated with certified organic essential oils and botanicals, manufactured in-house at a zero-waste solar-powered facility, and distributed through DTC e-commerce, retail, and a B2B amenity program.
Product overview
EO Products is a sustainable personal care company operating two complementary brands: the premium EO line featuring essential oil-scented body care products (hand soap, hand sanitizer, hand cream, body lotion, body oil, shower gel, bubble bath, bath oil, deodorant, and hair care), and the more accessible Everyone for Every Body sub-brand offering similar formulations at lower price points. Both brands emphasize certified organic ingredients, cruelty-free formulations, essential oils, and botanicals. The company also offers an amenity/bulk program for businesses and refills to reduce waste. All products are manufactured in-house at the company's zero-waste solar-powered facility in San Rafael, California.
Differentiator
Problem solved
Functional benefit
Brands
- EO Brand: Premium line of essential oil scented body care products including hand soap, hand sanitizer, bath products, body lotion, deodorant, and hair care.
- Everyone Brand
Products and services
- EO Brand (Premium) EO is the company's premium essential oil-scented personal care brand featuring hand soap, hand sanitizer, hand cream, body lotion, body oil, shower gel, bubble bath, bath oil, deodorant, and hair care products, all certified organic and cruelty-free and formulated with essential oils and botanicals for discerning consumers.
- Everyone for Every Body Brand Everyone for Every Body is the company's accessible-price-point personal care brand offering essential-oil-scented hand soap, hand sanitizer, body lotion, 3in1 soap, 2in1 lotion, kids products, and hair care products formulated with essential oils and botanicals.
- EO Deodorant (Aluminum-Free) EO Deodorants are certified organic, aluminum-free sprays and wipes free of propylene glycol and synthetic fragrance, offered in multiple essential-oil scents for consumers seeking natural deodorant alternatives.
- EO Hand Sanitizer EO Hand Sanitizers are spray and gel formulas with 62% non-GMO sugarcane ethanol, certified organic and EWG Verified, designed to deliver effective germ kill with natural ingredients.
- EO Body Lotion EO Body Lotions are botanical moisturizing lotions with jojoba oil, ceramides, and glycerin for rapid absorption and effective moisturization in essential-oil scents.
- EO Shower Gel EO Shower Gels are body washes formulated with essential-oil blends such as French Lavender, Orange Blossom Vanilla, Grapefruit Mint, and Jasmine Verbena for daily cleansing.
- EO Hand Soap EO Hand Soaps are liquid hand soaps available in multiple essential-oil scents and sizes, including gallon refills for environmental and cost savings.
- EO Bubble Bath & Bath Oil EO Bubble Baths and Bath Oils are essential-oil-scented bathing products in scents including French Lavender, Eucalyptus Lemon, and Rose Geranium for consumers seeking a natural bathing ritual.
- EO Hair Care EO Hair Care consists of shampoo and conditioner products with essential-oil scents such as Grapefruit Mint, formulated with organic ingredients for natural hair care.
- EO Hand Cream EO Hand Creams are fast-absorbing moisturizers formulated with jojoba, ceramides, and glycerin, available in multiple essential-oil scents and an unscented option.
- EO Body Oil EO Body Oils are certified organic body oils scented with Grapefruit Mint and French Lavender, formulated with botanical ingredients for skin moisturization.
- Everyone 3in1 Soap Everyone 3in1 Soaps are multi-use soap products formulated for hands, body, and hair, available in multiple essential-oil scents and seasonal limited-edition varieties.
- Everyone 2in1 Lotion Everyone 2in1 Lotions combine body lotion and massage oil in a single product, available in multiple essential-oil scents including an unscented option.
- Everyone Kids Products Everyone Kids Products are gentle personal care items formulated for children with mild, kid-friendly essential-oil scents.
- EO for Business Amenity Program EO for Business is the company's B2B amenity program that delivers bulk gallon personal care products with branded refillable dispensers, volume pricing, and dedicated service to spas, wellness centers, hotels, vacation rentals, and gyms nationwide.
- EO Essentials EO Essentials is the value-priced everyday-savings line of essential-oil personal care products in larger 32oz sizes for cost-conscious consumers.
Quantifiable outcome
- 99.9% effective against most common germs (hand sanitizers with 62% non-GMO sugarcane ethanol)
- +2 more outcomes
Companies that use EO Products
Customer profileNamed customers3 records
Ideal customer profiles2 records
EO Products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
EO Products partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Faire (Wholesale Platform)coreEO Products partners with Faire as a wholesale distribution channel for brick-and-mortar retailers, offering new wholesale accounts 50% off first orders and a year of free shipping.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EO Products competitors and assessment
Company assessmentDirect peers
- Dr. Bronner's: Family-owned natural personal care company famous for its organic essential oil-based castile soaps and lotions. Highly comparable to EO Products on family ownership, B Corp certification, all-in-one vertical manufacturing, and essential oil-driven formulations across hand, body, bath, and hair care.
- Mrs. Meyer's Clean Day: SC Johnson-owned natural personal care brand offering hand soaps, body care, and household cleaners positioned around garden-inspired essential-oil scents. Directly overlaps EO Products' hand soap and body care assortment and competes in the same mass and natural retail channels.
- Schmidt's Naturals: Natural deodorant brand owned by Church & Dwight specializing in aluminum-free, plant-based deodorants. Direct head-to-head competitor to EO Products' deodorant line in the same category positioning and natural channel retail.
Broad incumbents
- Burt's Bees: Clorox-owned natural personal care brand offering lip, body, and face care with natural ingredients. Larger and more established than EO, with overlapping categories (body lotion, hand care, soap) and similar natural/ingredient-focused positioning, making it a key incumbent peer.
- The Honest Company: Public natural personal care and household brand offering hand soap, body lotion, sanitizers, baby care, and more. Operates a much broader portfolio and DTC-plus-retail model very similar to EO's, and competes directly in aluminum-free and EWG-verified personal care.
- Method Products: SC Johnson-owned natural cleaning and personal care brand with strong design-driven branding. Competes in the natural hand soap and body wash categories at mass retail where EO Products is sold, making it a meaningful overlapping peer.
- Native: Procter & Gamble-owned natural personal care brand with strong aluminum-free deodorant, body wash, and toothpaste offerings. Closest large-scale competitor in EO's aluminum-free deodorant category with much greater marketing and distribution scale.
- Seventh Generation: Unilever-owned natural household and personal care brand, B Corp certified. Comparable to EO Products on sustainability positioning, EWG verification emphasis, and natural retail distribution, though it focuses more on household cleaning alongside body care.
Emerging players
- Pipette Baby: Clean beauty baby and personal care brand under Amyris focused on gentle, plant-derived formulations. Comparable to EO Products' Everyone Kids line in baby and child personal care with similar EWG/clean ingredient positioning.
Others
- Everyone Soap (Brand comparison): EO Products' own accessible sub-brand, listed here for clarity to contrast with mass-market competitors; serves as the firm's volume tier targeting value-conscious natural-product consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
EO Products social profiles
Digital presenceEO Products compliance and trust
Trust signalCompliance5 records
EO Products financial estimates
Financial estimateRevenue estimate
Valuation estimate
EO Products leadership team
Management profileNumber of profiles
Profiles3 records
EO Products subsidiaries and ownership
Company hierarchySubsidiaries2 records
EO Products funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EO Products 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 EO Products
What does EO Products do?
EO Products manufactures and sells natural personal care products including hand soaps, hand sanitizers, body lotions, shower gels, bubble baths, bath oils, deodorants, and hair care items under two brands — the premium EO line and the more accessible Everyone for Every Body line. Products are formulated with certified organic essential oils and botanicals, manufactured in-house at a zero-waste solar-powered facility, and distributed through DTC e-commerce, retail, and a B2B amenity program.
Is EO Products a public or private company?
EO Products is a private company. It is classified as family owned and is currently operating.
When was EO Products founded?
EO Products was founded in 1995. It employs 11 to 50 people.
Where is EO Products based?
EO Products is headquartered in San Rafael, United States, in the North America region.
How does EO Products make money?
Three revenue lines are on record. DTC E-commerce Sales are the primary driver. The others are B2B Amenity Program (EO for Business) and wholesale Distribution.
Who are EO Products's main competitors?
Direct peers on record are Dr. Bronner's, Mrs. Meyer's Clean Day and Schmidt's Naturals. Broad incumbents are Burt's Bees, The Honest Company, Method Products, Native and Seventh Generation. Pipette Baby is listed as an emerging player. Everyone Soap (Brand comparison) is listed as an others.
Does EO Products have an API?
No public API is recorded for EO Products.
What industry is EO Products in?
EO Products's product category is Natural Personal Care. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRADANAI, Hand Sanitizers & Antibacterial Personal Care. Its NAICS code is 32561 and its SIC code is 2844.