What SJ Creations does

SJ Creations is a U.S. consumer products company that designs, formulates, and distributes organic-inspired bath, body, hair care, skin care, and home decor items to retailers nationwide. Founded in 1996 in San Diego by Sundi and Rich Yousko as a home-based venture, the company has grown into a multi-line branded bath and body business while remaining a small operation (1-10 employees). It operates as a division of L&R Distributors, Inc., which provides nationwide distribution infrastructure.

The portfolio is organized into three lines: the everyday SJ Creations assortment (bath, body, seasonal soap/lotion caddies, shaped hand soaps, and home decor at affordable price points); the Spenser & Jensen premium specialty sub-brand (nutrient-rich bath and body care targeted at consumers seeking higher-quality formulations); and a Private Label service that develops custom formulations for retailers and brands, including soaps, lotions, hair serums, oils, and scrubs. Core technology consists of product formulations rather than software platforms; no proprietary AI, data, or platform capabilities are evident.

The business model combines wholesale distribution through retailers nationwide with B2B private label contract services. Go-to-market is sales-led and channel-partner driven: wholesale inquiries and private label engagements are handled via direct email outreach, while shelf placement runs through the L&R Distributors parent network. No pricing is publicly disclosed. Customer segments are horizontal, split between national retailers (primary) and private label brands (secondary). The company is privately held with no disclosed funding events and is not publicly listed.

Name

SJ Creations

Legal name

SJ Creations, a division of L&R Distributors, Inc.

Website

https://sjcreationsinc.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

SJ Creations designs and wholesales organic-inspired bath, body, hair care, and home decor products to retailers nationwide through three lines — the everyday SJ Creations brand, the premium Spenser & Jensen sub-brand, and a Private Label custom formulation service — operating as a division of L&R Distributors, Inc.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Private Label & Contract/White-Label Beauty Distribution (CRAOAEAO)

Keywords

• Bath body products
• Cosmetic solutions
• Private label manufacturing
• Personal care wholesale
• Home decor gifts

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Spenser & Jensen Specialty Products: Premium specialty bath and body care product line sold through retail channels, featuring high-quality formulations with nutrient-deep ingredients.
2. SJ Creations Everyday Products: Mass-market bath, body, hair care, and home decor products sold at affordable price points through nationwide retailers.
3. Private Label Services: Custom product development and manufacturing for retailers and brands, providing formulation, design, and production services for soaps, lotions, oils, scrubs, and more.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

SJ Creations designs, formulates, manufactures, and distributes organic bath, body, hair care, skin care, and home decor products through wholesale retail channels across the United States. The company operates three product lines: SJ Creations (everyday affordable line), Spenser & Jensen (premium specialty sub-brand), and Private Label (custom product development services for retailers and brands).

Product overview

SJ Creations is a consumer products company offering a portfolio of three distinct product lines under a unified business: (1) Spenser & Jensen, a specialty sub-brand of premium bath and body care with nutrient-rich formulations; (2) SJ Creations, the core everyday line providing affordable bath, body, hair care, skin care, and home decor products including seasonal caddies and shaped hand soaps; and (3) Private Label, a custom product development service enabling retailers to create bespoke bath, body, and hair care products. The company serves retailers nationwide through distribution partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Spenser & Jensen: Premium specialty brand of bath and body care built on the belief that everyone deserves to be cared for like family. Features rich, nutrient-deep ingredients.
• Private Label

Products and services

• Spenser & Jensen Specialty brand of premium bath and body care built on the belief that everyone deserves to be cared for like family, featuring rich, nutrient-deep ingredients. Sold through retail channels nationwide.
• SJ Creations (Everyday Line) Everyday line of bath, body, hair care, skin care, and home decor products designed to bring high-quality and design-oriented items to homes at affordable prices. Includes seasonal soap and lotion caddies, shaped hand soaps, and assorted items available in retailers nationwide.
• Private Label Custom product development and manufacturing service for retailers and brands, including bath scrubs, lotions, hair serums, soaps, oils, and more. Leverages the company's knowledge, experience, and partnerships with vendors, manufacturers, and distributors to design and deliver unique bespoke products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• L&R Distributors, Inc.coreStrategic or Co-development PartnerSJ Creations operates as a division of L&R Distributors, Inc., leveraging the parent company's established distribution network and infrastructure to deliver products to retailers nationwide.
• International Relief TeamsminorOthersCharitable partnership. SJ Creations founders Sundi and Rich Yousko have contributed annual monetary donations for over 30 years; Rich Yousko serves as Board Chair.
• Big Brothers Big Sisters San DiegominorOthersCharitable partnership spanning 17+ years. Rich Yousko serves on the Board of Directors and Executive Committee supporting youth mentorship programs.
• Burundi Friends InternationalminorOthersCharitable partnership supporting BFI's education and economic empowerment efforts in Burundi, East Africa. Rich and Sundi Yousko work to support the organization.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Voyant Beauty: Contract manufacturer of personal care, bath, and body products for brands; mirrors SJ's private label/contract formulation business.
• Beekman 1802: Bath and body care brand with retail and gift-set distribution; directly comparable in premium nutrient-rich bath/body positioning.
• Upper Canada Soap (a Trade Secret brand): Manufacturer and supplier of bath, body, and gift sets to mass and specialty retailers; closely comparable in retail gift-set and bath/body merchandising.
• Twincraft Skincare: Contract and private label manufacturer of soaps, bars, and skincare for brands and retailers; directly comparable to SJ's private label formulation and manufacturing services.

Broad incumbents

• Bath & Body Works: Large specialty retailer/manufacturer of bath, body, and home fragrance; overlaps in product category but operates at vastly greater scale with owned stores.

Emerging players

• Tru Fragrance & Beauty: Develops and supplies bath, body, and fragrance products to retailers including private label programs; comparable in retailer-focused product development.
• SOAPBOX: Mission-driven bath and body brand sold through national retailers; comparable in affordable retail-distributed personal care with philanthropic positioning.

Others

• The Yankee Candle Company / home gift CPG: Maker of seasonal and gift-oriented home/personal-care products sold through retail; comparable in seasonal caddy/gift-set retail merchandising, though larger and candle-focused.
• L&R Distributors: Parent diversified consumer goods distributor; ecosystem/infrastructure relationship rather than competitor, providing SJ's distribution backbone.

Regional players

• EnVy / private label bath & body suppliers: Regional private label bath and body suppliers serving retail chains; comparable model serving store-brand programs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sjorganics
• Facebookfacebook.com/SJCreations
• LinkedInlinkedin.com/company/sj-creations-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SJ Creations