Naterra International

What Naterra International does

Naterra International is a privately held, family-owned consumer packaged goods company founded in 1923 and headquartered in Coppell, Texas. The company is vertically integrated, designing, developing, manufacturing, and distributing personal care brands from U.S. facilities, including a $120 million manufacturing and distribution complex in Fort Worth, Texas opened in 2024. It operates three wholly owned brands: Tree Hut, a premium shea-based body care line that represents approximately 95% of company revenue and delivered a 22% year-over-year sales increase following its 2024 rebrand; Baby Magic, a heritage baby care brand with bath, skin, and hair products; and Splash, a Gen Alpha-targeted bodycare brand for children in transitional years that launched exclusively at Walmart in February 2025 with a projected $10 million in retail sales over its first 18 months.

Naterra distributes its products across Food, Mass, Drug, and Specialty retail channels domestically, with flagship partnerships at Walmart and Ulta Beauty (the latter hosting a limited-edition Tree Hut x Peanuts collaboration featuring Snoopy and Woodstock) and a global Amazon storefront. The company is pursuing geographic expansion into Canada, Korea, China, Thailand, and Australia, and is actively incubating new products such as a serum-infused Tree Hut hand wash collection that used Amazon Ads New Product Campaigns to reach 220 million impressions and hit sales targets 41% faster than typical launches.

The business model is straightforward CPG unit sales: one-time purchases of personal care SKUs at varying price points (e.g., Splash priced $6.97–$9.97 for accessible kids' bodycare; Tree Hut positioned in the premium segment), monetized through wholesale and retail relationships rather than subscriptions or licensing. Naterra serves three primary end-consumer segments — adult premium skincare buyers (Tree Hut), parents and caregivers (Baby Magic), and parents of "Big Kids" in the Gen Alpha cohort (Splash) — with an overarching brand positioning around inclusive personal care. The company employs 11-50 people at the corporate level, is privately held with no institutional or venture funding disclosed, and reports no revenue figures in available sources.

Name

Naterra International

Legal name

Naterra International, Inc.

Website

https://naterra.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

11–50 employees

Short description

Naterra International is a family-owned, vertically integrated U.S. CPG company (founded 1923) that designs, manufactures, and distributes personal care brands Tree Hut, Baby Magic, and Splash across mass, drug, food, and specialty retailers, with Tree Hut representing roughly 95% of its business.

Ownership category

akta.pro rank

Headquarters

HQ city

Flower Mound

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Infrastructure, Marketing or Sales, Personnel

Revenue model

1. Personal Care Product Sales: Naterra designs, develops, manufactures, and distributes personal care brands including Tree Hut, Baby Magic, and Splash through retail channels. Revenue is generated through one-time product purchases at various price points across mass, drug, specialty, and food retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels3 records

Core offering

Naterra International is a vertically integrated American CPG company that designs, develops, manufactures, and distributes premium personal care brands including Tree Hut, Baby Magic, and Splash. Products span body care, skincare, baby care, and children's bath/body care sold through mass, drug, specialty, food, and e-commerce retail channels.

Product overview

Naterra International is a family-owned vertically integrated American company that manufactures and markets personal care products. The company operates three core brands: Tree Hut (a premium shea-based skincare line that comprises 95% of business and recently underwent a successful rebrand), Baby Magic (an American heritage baby care brand), and Splash (a new Gen Alpha-focused bodycare brand for children targeting the Big Kids market segment). Naterra designs, develops, manufactures, and distributes all brands from its facilities in the USA, including a $120 million manufacturing and distribution facility in Fort Worth, Texas.

Differentiator

Problem solved

Functional benefit

Brands

• Tree Hut: Premium body care, skincare, and personal care brand featuring body butters, scrubs, and moisturizers.
• Baby Magic
• Splash

Products and services

• Tree Hut (Tree Hut Shea) Premium shea-based skincare and body care brand offering body butters, scrubs, and moisturizers. Comprises 95% of Naterra's business and recently underwent a rebrand resulting in a 22% year-over-year sales spike. Targets adult skincare consumers through Food, Mass, Drug and Specialty channels.
• Baby Magic American heritage baby care brand providing everyday essentials including bath, skin, and hair care products for infants. Serves parents and caregivers through Food, Mass, Drug and Specialty channels.
• Splash Bodycare brand targeting children in transitional years between toddler and teen (Gen Alpha 'Big Kids'). Line includes 2-in-1 Shampoo + Body Wash, Bubble Bath, and Body Lotion with dermatologist-tested, vegan, skin-safe formulations, priced between $6.97 and $9.97. Debuted exclusively at Walmart.
• Tree Hut x Peanuts Collaboration Limited-edition Tree Hut body care line collaboration featuring Peanuts characters Snoopy and Woodstock, available exclusively at Ulta Beauty, aimed at attracting a broad audience and highlighting product innovation.
• Tree Hut Serum-Infused Hand Wash Collection New serum-infused hand wash product collection from Tree Hut, launched with Amazon Ads New Product Campaigns support, achieving 220 million impressions and reaching sales goals 41% faster than typical launches.

Quantifiable outcome

• 22% year-over-year sales spike following Tree Hut rebrand
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered flagship and core.

• Peanuts Worldwide (Snoopy and Woodstock)flagshipStrategic or Co-development Partner · 9 October 2025Tree Hut launched a limited-edition body care line in partnership with Peanuts featuring Snoopy and Woodstock characters, available exclusively at Ulta Beauty. The collaboration celebrates beloved Peanuts characters and aims to attract a broad audience while highlighting Tree Hut's product innovation and brand expansion efforts.
• Amazon AdscoreGTM or Marketing PartnerTree Hut utilized Amazon Ads New Product Campaigns to launch a new serum-infused hand wash collection. The full-funnel media solution achieved 220 million impressions and helped reach sales goals 41% faster than typical launches, demonstrating the effectiveness of integrated advertising strategies.
• WalmartcoreChannel Partner/ Reseller/ DistributorSplash brand, Naterra's new bodycare brand targeting children in transitional years, debuted exclusively at Walmart stores nationwide and online. The launch includes 2-in-1 Shampoo + Body Wash, Bubble Bath, and Body Lotion products marketed alongside five animated brand characters.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bath & Body Works: Bath & Body Works is an established multi-billion dollar personal care and home fragrance retailer/brand with its own specialty stores plus mass presence. Comparable as a much larger, broad-incumbent competitor in body care and fragrance with overlapping consumer base.

Direct peers

• Dr. Teal's: Dr. Teal's is a body care brand (bath, scrubs, lotions with epsom salt and essential oil formulations) sold in mass and drug retail. Direct competitor to Tree Hut in body scrubs and bath category.
• EOS Products: EOS is a branded personal care company most known for its spherical body care and lip balm products, sold across mass, drug, and specialty retailers. Directly comparable to Naterra as a mid-sized premium CPG personal care brand with multi-channel retail distribution and a focus on accessible beauty/personal care.
• SheaMoisture: SheaMoisture is a shea-based personal and body care brand competing directly with Tree Hut in scrubs, body butters, and moisturizers across mass and drug channels. Highly comparable on ingredient positioning (shea/coconut-based) and target consumer.
• Johnson's Baby (Johnson & Johnson): Johnson's Baby is the dominant baby bath, skin, and hair care brand with deep mass/drug distribution. Directly comparable to Baby Magic as a heritage baby care brand sold through the same Food/Mass/Drug channels.
• St. Ives (Unilever): St. Ives is a body and skincare brand owned by Unilever with scrubs, lotions, and body washes in mass retail. Comparable as a direct competitor in the body scrub/moisturizer category where Tree Hut competes.

Emerging players

• The Honest Company: The Honest Company is a purpose-driven personal care and household brand with baby, beauty, and body care products in mass and specialty retail. Overlaps with Naterra's clean/vegan positioning across Tree Hut, Baby Magic, and Splash.
• Sol de Janeiro: Sol de Janeiro is a fast-growing premium body care brand (Brazilian Bum Bum Cream, body mists) sold via Sephora and Ulta — directly comparable category positioning but skewed to specialty beauty rather than mass/drug, representing a relevant emerging competitor to Tree Hut's premium positioning.
• Mustela (Mustela USA): Mustela is a baby care brand focused on gentle, dermatologist-tested, natural-origin formulations sold through specialty and drug channels. Direct comparable to Baby Magic on positioning and ingredient philosophy.
• Tree Hut Shea (existing) vs. Kopari: Kopari is an emerging prestige body and personal care brand (coconut/tropical-based) sold through Sephora, Ulta, and mass. Closely comparable category and distribution overlap with Tree Hut's expansion into Ulta and specialty channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NaterraInternational
• LinkedInlinkedin.com/company/naterra-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Naterra International