Soothing Touch

What Soothing Touch does

Soothing Touch, LLC is a family-owned, Santa Fe, New Mexico-based manufacturer of natural massage, spa, health, and beauty products, founded in 1977 and operating continuously for over 50 years. Its portfolio spans 148+ SKUs across massage oils, creams, lotions, gels, body scrubs, bath salts, body butter, soaps, Ayurvedic body lotions, lip balms, and pain-relief products, organized under sub-brands including Soothing Touch, Serene Touch, Soft Embrace, Basics, Versa Creme, Botanica, and the Narayan pain-relief line. Core product technology centers on paraben-free, petroleum-free, cruelty-free, and vegan formulations using organic-certified ingredients, plant-based oils, essential oils, and botanical extracts, with proprietary features such as Ayurvedic dosha-balancing formulations, water-dispersible massage gels, Tridoshic oil blends, and Eco-Smart biodegradable lip balm tubes. Products are handcrafted in small batches at the company's 35 Bisbee Ct headquarters, which doubles as its production facility and is not open to the public.

Name

Soothing Touch

Legal name

Soothing Touch, LLC

Website

https://soothingtouch.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Soothing Touch is a family-owned manufacturer founded in 1977 in Santa Fe, New Mexico, that produces natural, Ayurvedic-inspired massage, spa, and bath and body products for professional therapists, spas, and mindful wellness consumers across the United States.

Ownership category

akta.pro rank

Product category

Natural Body Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Body Scrubs & Exfoliation Treatments (HSALAFAE), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

Keywords

• Natural massage products
• Ayurvedic body care
• Professional massage supplies
• Vegan skincare products
• Holistic spa products

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Offices1 record

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their e-commerce website. Products sold individually and in cases at various price points.
2. Wholesale Distribution: Wholesale pricing for qualified retailers, spas, and wellness centers. Products primarily sold in cases rather than individual items.
3. Retail Distribution: Distribution through natural food stores, co-ops, spas, and online retailers including Whole Foods, Sprouts, Natural Grocers, and Amazon.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Soothing Touch manufactures and sells natural, Ayurvedic-inspired body care products including massage oils, lotions, creams, gels, bath products, and lip balms. The company operates two distinct product lines: a Massage & Spa line for licensed massage therapists and wellness professionals, and a Bath & Beauty line for personal consumer use. Products are vegan, gluten-free, paraben-free, and many are certified cruelty-free.

Product overview

Soothing Touch is a family-owned natural body care company founded in 1977, offering a comprehensive portfolio of massage, spa, and bath & beauty products rooted in Ayurvedic principles. The product line centers on vegan, paraben-free, cruelty-free formulations crafted in Santa Fe, New Mexico. Core offerings include Lip Balm (14 vegan varieties), Massage Oils (10 varieties), Massage Creams, Massage Lotions, Massage Gels (6 varieties), Body Scrubs (salt and sugar), Bath Salts, Body Butter, Hand & Body Soap, Pain Relief (Narayan line), Ayurveda Body Lotions, Bath & Body Oils, Basics Products, and Accessories. Products are available at natural food stores, co-ops, spas, and online retailers, with wholesale distribution for spas and wellness centers.

Differentiator

Problem solved

Functional benefit

Brands

• Soothing Touch: Premium massage, spa and holistic body care products
• Serene Touch
• Soft Embrace
• Basics Products
• Basics+ Oil Blends
• Narayan
• Versa Creme
• Botanica

Quantifiable outcome

• 18-24 month shelf life under optimal storage conditions
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bon Vital: Bon Vital is one of the closest direct peers to Soothing Touch — both manufacture and sell professional massage oils, creams, lotions, and gels to massage therapists and spas through wholesale and DTC channels. Product lines, target customers, and price points are closely aligned.
• Biotone: Biotone is a direct competitor in the professional massage therapy product category, offering massage oils, cremes, lotions, and pain relief gels to licensed therapists and schools. Highly comparable in channel mix (wholesale to spas/schools plus DTC) and customer base to Soothing Touch.
• Massage Warehouse: Massage Warehouse is a leading retailer/distributor of professional massage supplies including oils, lotions, tables, and accessories. It competes with Soothing Touch's professional channel and also serves as a route to market for competing brands.
• TheraPro (Padovan): TheraPro supplies professional massage therapy products including creams, lotions, oils, and gels for therapists and clinics. Directly comparable product portfolio and customer profile to Soothing Touch's professional segment.
• Aura Cacia: Aura Cacia (a Frontier brand) sells essential oils, carrier oils, body oils, and natural personal care products through natural food retailers and DTC. Closely overlaps Soothing Touch on retail placement, ingredient positioning, and natural/Ayurvedic-adjacent product mix.
• Mountain Rose Herbs: Mountain Rose Herbs sells organic carrier oils, herbal body care, and aromatherapy products through DTC and wholesale to natural retailers. Highly comparable to Soothing Touch on organic certification, ingredient sourcing, and customer base of mindful wellness consumers.
• Heritage Store (Heritage Products): Heritage Store offers natural body care including castor oil, massage oils, and aromatherapy products through natural foods and DTC. Comparable to Soothing Touch in ingredient philosophy (e.g., castor oil), natural channel distribution, and wellness consumer targeting.

Broad incumbents

• Dr. Bronner's: Dr. Bronner's is a much larger natural personal care incumbent selling soaps, body care, and lip balm across the same Whole Foods/Sprouts/Natural Grocers channels as Soothing Touch. Overlaps significantly in retail placement, organic/cruelty-free positioning, and lip balm category, but with vastly greater scale and brand recognition.
• Weleda: Weleda is a globally established natural and homeopathic personal care brand with strong Ayurvedic-inspired and biodynamic product lines. Comparable to Soothing Touch on natural/Ayurvedic positioning and Whole Foods distribution, but operates at much larger international scale.
• NOW Solutions (NOW Foods): NOW Solutions / NOW Foods offers a broad natural personal care line including massage oils, body lotions, essential oils, and bath products through natural food retail and wholesale. Comparable in retail channels and natural positioning; significantly larger and broader portfolio.

Market position

Strengths5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/soothingtouch10
• Facebookfacebook.com/SoothingTouchProducts
• Instagraminstagram.com/soothingtouchproducts
• Pinterestpinterest.com/soothingtouch10

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 Soothing Touch