EO Products

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.

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

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

• Natural personal care
• Essential oil products
• Organic body care
• Cruelty-free cosmetics
• B2B amenity supplies

Headquarters

HQ city

San Rafael

HQ country

United States

HQ region

North America

Offices2 records

Markets served

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

1. 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.
2. 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.
3. Wholesale Distribution: Wholesale accounts through Faire for brick-and-mortar retailers, with 50% off first orders and a year of free shipping.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Faire (Wholesale Platform)coreChannel Partner/ Reseller/ DistributorEO 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

Direct 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

• Facebookfacebook.com/EOProducts
• Instagraminstagram.com/eoproducts
• Pinterestpinterest.com/eoproducts
• Xx.com/EOProducts
• LinkedInlinkedin.com/company/1785641

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

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 EO Products