Whish

What Whish does

Whish, doing business as Whish Beauty, is a Scottsdale, Arizona-based clean beauty brand founded in 2008 by Jesse Werner that produces and retails bakuchiol-based skincare, body care, and cosmetic products. Its core technical differentiator is the use of bakuchiol — a plant-derived retinol alternative — across nearly the entire product line, including moisturizers, serums, masks, eye treatments, cleansers, lip treatments, body butters, bath and shower products, self-tanners, hair-removal products, and deodorants, with pricing from $12 (charcoal soap) to $140 (Super Cream with Bakuchiol). The portfolio spans 32+ skincare and 50+ body care SKUs, including curated routine bundles and seasonal limited editions, and is Leaping Bunny certified cruelty-free and free from parabens, sulfates, and phthalates.

The company operates a multi-channel go-to-market anchored on direct-to-consumer e-commerce at whishbody.com, with self-serve browsing, account management, subscription/recurring ordering, and a Glow Getter Rewards loyalty program. It supplements this DTC engine with a physical retail store, a wholesale program for third-party retailers, and a B2B hotel amenities program that exposes the brand to hospitality guests. Distribution covers the United States, Canada, and Mexico with multi-currency checkout. Marketing is driven by educational content through the Skin Academy blog, an email newsletter, organic Instagram with a Shop Insta page, and earned media coverage in People, Today, Allure, and FabFitFun. The company has no disclosed funding rounds, no parent company, and no disclosed institutional investors, and operates as a privately held entity of 11–50 employees.

Name

Whish

Legal name

Whish Beauty

Website

https://whishbody.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Whish Beauty is a Scottsdale-based clean beauty brand founded in 2008 that produces bakuchiol-based skincare and body care products sold direct-to-consumer via e-commerce, plus wholesale and hotel amenity channels, primarily serving health-conscious North American consumers.

Ownership category

akta.pro rank

Product category

Clean Beauty Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), 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 industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Eye & Lip Skincare (CRABAAAC), Body Wash, Shower Gel & Bath Gel (CRABAEAB), Body Scrubs & Exfoliating Cleansers (CRABAEAD), Body Sprays & Mists (CRABADAC)

Keywords

• Clean beauty skincare
• Bakuchiol skincare line
• Natural body care
• Anti-aging skincare products
• Cruelty-free cosmetics

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model for individual products and bundled sets sold directly to consumers through whishbody.com. Products range from $12 (charcoal soap) to $140 (Super Cream with Bakuchiol). Bundle sets offer 10-20% savings and serve as entry points and upsell opportunities.
2. Subscription/Recurring Revenue: Subscription management available for recurring product orders through the website. Glow Getter Rewards program incentivizes repeat purchases.
3. Wholesale/B2B: Wholesale program for retailers and hotel amenities program for hospitality partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Whish produces and sells a full range of clean beauty body, skin, and cosmetic products formulated with bakuchiol (a plant-derived retinol alternative) and other botanical ingredients, sold primarily direct-to-consumer through whishbody.com. The portfolio spans skin care (moisturizers, serums, masks, eye treatments, cleansers, lip treatments) and body care (body butters, bath and shower products, self-tanners, hair removal, deodorants, hand and foot treatments), plus curated routine bundles and limited editions, with supporting wholesale and hotel amenity channels.

Product overview

Whish is a clean beauty skincare brand offering a comprehensive portfolio of bakuchiol-based skincare and body care products. The core product line centers on bakuchiol, a plant-derived retinol alternative, with offerings organized into skin care (moisturizers, serums, masks, cleansers, eye treatments, lip treatments) and body care (body butters, bath & shower, self-tanners, hair removal, deodorants, hand & foot treatments). Key skin care products include Super Cream with Bakuchiol, Neck Firming Complex, Bakuchiol Vitamin C+E Serum, and Overnight Sleep Mask. Body care includes Lavender Body Butter, Coconut Milk+Verbena Self Tanner, and Flawless hair removal line. The brand also offers curated routine bundles (DAY & NIGHT Bakuchiol Bundle, INTENSE MOISTURE Bundle, LIP TREATMENT Bundle) and seasonal limited editions. Products are Leaping Bunny certified cruelty-free and free from parabens, sulfates, and phthalates.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Cream with Bakuchiol Rich multi-purpose moisturizer with bakuchiol, niacinamide, and shea butter that smooths texture, supports skin renewal, and delivers lasting hydration for face and body. Hero product priced at $140.
• Bakuchiol Hydrating Balm Portable stick-format intensive moisture treatment for face and body, providing concentrated hydration with bakuchiol.
• Neck Firming Complex with Bakuchiol Dedicated neck cream formulated with bakuchiol to firm, lift, and deeply hydrate the delicate neck and décolleté area.
• Moisture Replenishing Day Cream with Bakuchiol Lightweight daytime moisturizer with bakuchiol that delivers hydration and smoothing benefits for daily use.
• Recovering Night Cream with Bakuchiol Restorative night cream with bakuchiol focused on firming and deep hydration while skin naturally recovers during sleep.
• A+B+C Magic Serum Multi-beneficial serum combining bakuchiol with vitamins for brightening, smoothing, and antioxidant protection, priced at $132.
• Bakuchiol Vitamin C+E Serum Brightening serum combining bakuchiol with vitamin C and E for targeting dark spots, dullness, and anti-aging benefits, priced at $96.
• Founder's Vault Bakuchiol Boosting Drops Concentrated bakuchiol treatment serum designed to boost skin renewal and target fine lines with higher active ingredient concentration, priced at $124.
• Overnight Sleep Mask with Bakuchiol Overnight leave-on mask with bakuchiol providing intensive hydration and repair while sleeping, used 2-3 times per week as the final step in nighttime routine.
• Revitalizing Eye Cream with Bakuchiol Eye treatment with bakuchiol that targets fine lines, puffiness, and dark circles around the delicate eye area, priced at $64.
• Lip Balm with Bakuchiol - Pink Champagne Daily-use lip balm with bakuchiol, squalane, shea butter, and avocado oil that protects lips and supports smoother, more defined lips over time, priced at $26.
• Golden Coconut Lip Balm with Bakuchiol Daily-use lip balm with bakuchiol in a golden coconut variant, providing the same hydrating and anti-aging benefits as other lip balms.
• Lip Mask with Bakuchiol Intensive overnight lip mask with bakuchiol, shea butter, castor seed oil, raspberry seed oil, and vitamin E for deep conditioning and repair, priced at $36.
• Shower Oil with Bakuchiol Moisture-rich shower oil with bakuchiol that gently cleanses while maintaining the skin's natural moisture barrier, available in Pink Champagne and Sea Salt Vanilla scents.
• Lavender Body Butter Rich, deeply moisturizing body butter with shea butter and botanical oils including sunflower seed, sweet almond, avocado, and raspberry seed oils, priced at $22.
• Coconut Milk+Verbena Self Tanner Lotion Clean self-tanner with plant-based DHA derived from sugarcane, kigelia African fruit, shea butter, and mango butter that hydrates as it tans, priced at $34.
• Self Tanning Water Drops Customizable self-tanning drops that can be mixed into moisturizer or body oil for personalized color control.
• Flawless Shave Cream Shave cream that prepares skin for close, comfortable shaving while moisturizing during the shave process, priced at $20. Part of the WHISH MEN / Flawless Collection.
• Flawless Post Ingrown Hair Serum Post-shave and wax serum designed to reduce ingrown hairs and soothe skin after hair removal.
• Aluminum Free Deodorant Stick Aluminum-free deodorant stick providing odor protection without aluminum compounds.
• Coconut Milk + Verbena Exfoliating Foot Mask Exfoliating foot mask that removes dead skin cells while nourishing with coconut milk and verbena, priced at $36.
• DAY & NIGHT Bakuchiol Skin Care Bundle Streamlined two-product bundle pairing the Replenishing Day Cream and Recovering Night Cream for a complete morning and evening routine with bakuchiol, saving 20%.
• INTENSE MOISTURE + Bakuchiol Skin Care Bundle Comprehensive face routine bundle including Replenishing Day Cream, Revitalizing Eye Cream, and Recovering Night Cream for morning and evening moisture, saving 10%.
• LIP TREATMENT Bundle Bundle combining lip balm and lip mask for complete lip care including daily maintenance and overnight repair, saving 20%.
• Glow Getter Rewards Loyalty Program Points-based loyalty rewards program that incentivizes repeat purchases and customer retention through a tiered reward system linked to recurring orders and purchases.
• Whish Wholesale Program Wholesale program for retailers interested in carrying Whish products, enabling broader distribution through third-party retail partners.
• Hotel Amenities Program B2B program supplying Whish products as hotel amenities, exposing the brand to hospitality guests who may convert to retail customers.

Quantifiable outcome

• Bakuchiol delivers retinol-like results without triggering inflammation that causes peeling, redness, or sun sensitivity
• +1 more outcomes

Named customers1 record

Segments5 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

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tata Harper: Tata Harper is a premium clean beauty brand built around botanical, farm-grown ingredients with a similar plant-powered anti-aging positioning. It competes directly with Whish in the high-end natural skincare category for sensitive-skin consumers.
• cocokind: cocokind is a clean, affordable skincare brand with bakuchiol-based products targeting sensitive skin. It is a directly comparable smaller-scale peer competing in the same bakuchiol-anchored niche with a strong DTC and Sephora presence.
• Herbivore Botanicals: Herbivore Botanicals is an indie clean beauty brand with natural, plant-based formulations sold DTC and through Sephora. It targets the same minimalist, ingredient-conscious shopper as Whish with comparable price points and SKU categories.
• Drunk Elephant: Drunk Elephant is a clean, biocompatible skincare brand with a strong sensitive-skin and ingredient-transparency narrative. It overlaps Whish's target consumer (clean-conscious anti-aging shoppers) at the premium end of the category.
• Youth to the People: Youth to the People is a plant-based skincare brand selling through Sephora and DTC, targeting the same health-conscious, ingredient-literate Gen X and Millennial consumer as Whish. Comparable SKU breadth across cleansers, moisturizers, serums, and eye care.
• OSEA Malibu: OSEA is a clean, plant- and seaweed-based skincare and body care brand sold DTC and through spas. It is highly comparable to Whish across skincare and body care categories with similar botanical positioning and premium price points.
• Tatcha: Tatcha is a botanical-led Japanese-inspired premium skincare brand with hero ingredients and a sensitive-skin positioning. It is a directly comparable premium clean-beauty peer for Whish's bakuchiol-anchored assortment.
• Indie Lee: Indie Lee is a clean beauty brand focused on naturally derived, non-toxic skincare with sensitive-skin positioning. It competes with Whish for the same clean-conscious consumer with a comparable DTC-led distribution model and price architecture.
• Josie Maran: Josie Maran is a botanical-led clean beauty brand built around a single hero natural ingredient (argan oil). The model of one ingredient across an entire skincare and body care catalog is directly analogous to Whish's bakuchiol-anchored strategy.

Broad incumbents

• Beautycounter: Beautycounter is a larger clean beauty company with broader category coverage (skincare, body care, makeup) and a multi-channel sales force model. It competes for the same clean-conscious consumer with a more established distribution footprint.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/whishbeauty
• Facebookfacebook.com/whishbeauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Whish