Townley

What Townley does

Townley, Inc. (operating as TownleyGirl) is a privately held, New York-based manufacturer of beauty products, hair accessories, and bath items targeting children ages 3 through the teen years. Founded in 1952 and headquartered at 10 West 33rd St, the company employs 101–250 people and sells a portfolio that includes water-based, peel-off children's nail polish; plant-based lip formulations built on olive, rice, and jojoba oils with candelilla and carnauba waxes; vegan and cruelty-free cosmetics; hair accessories; and bath products under proprietary sub-brands such as HKF, HK, SI, FZ, DP, BB, MB, LL, and DC. A central element of Townley's product strategy is licensed character merchandise, with active licenses from Mattel (Barbie), Disney (Princess, Frozen, Minnie Mouse), Hasbro, Sanrio (Hello Kitty), MGA Entertainment (L.O.L. Surprise!), and Warner Bros., augmented in February 2026 by a bath-and-beauty licensing partnership with Crazy Aaron's sensory play brand. The business model is one-time consumer product sales distributed through more than ten major US mass, discount, and drug retail chains — Walmart, Target, Five Below, Kohls, Primark, Big Lots, BJs, CVS, Dollar General, and Dollar Tree — together with Amazon's global marketplace and a Shopify-powered direct-to-consumer site at townleygirl.com. Pricing is not publicly disclosed; the company is bootstrapped with no disclosed funding rounds, no parent company, and no management-team disclosures in the available record.

Name

Townley

Legal name

Townley, Inc.

Website

https://townleygirl.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

101–250 employees

Short description

Townley, Inc. (TownleyGirl) is a New York-based manufacturer founded in 1952 that produces water-based nail polish, plant-based lip products, hair accessories, and bath items for children, tweens, and teens, sold through major mass retailers, Amazon, and its own Shopify website.

Ownership category

akta.pro rank

Product category

Children's Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI)

akta.pro secondary industries

Kids Bath Additives & Fun Bath (Bubble Bath, Bath Bombs) (CRABAJAO), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ)

Keywords

• Children's beauty products
• Kids nail polish
• Hair accessories
• Licensed character cosmetics
• Plant-based bath products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consumer Product Sales: Townley generates revenue through direct sales of beauty products for kids, tweens, and teens including nail polish, lip products, hair accessories, and bath products through retail and e-commerce channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Townley manufactures and sells children's beauty products, hair accessories, and bath products targeted at kids, tweens, and teens. The portfolio spans water-based peel-off nail polish, plant-based lip balms and glosses, age-appropriate makeup, character-licensed hair accessories, and gentle bath items sold under proprietary sub-brands (HKF, HK, SI, FZ, DP, BB, MB, LL, DC) and major entertainment licenses including Barbie, Disney Princess, Frozen, Minnie Mouse, L.O.L. Surprise!, Hello Kitty, Peppa Pig, Trolls, and Little Pony.

Product overview

Townley is a beauty products, hair accessories, and bath products company for kids, tweens, and teens, founded in 1952. The company operates under the Townley Girl brand and offers a portfolio of proprietary sub-brands (HKF, HK, SI, FZ, DP, BB, MB, LL, DC) alongside licensed product lines featuring major entertainment properties including Barbie, Disney Princess, Frozen, Minnie Mouse, L.O.L. Surprise!, Little Pony, Peppa Pig, and Trolls. Product categories include children's makeup (water-based, non-toxic, shimmery formulas), children's nail polish (water-based, peel-off), tween and teen makeup (pigmented, oil-based long-wear options), hair accessories, and bath products. The company emphasizes plant-based, vegan, and cruelty-free formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Townley Girl Brand Portfolio Comprehensive portfolio of beauty products, hair accessories, and bath products for kids, tweens, and teens, including licensed collections featuring Barbie, Disney Princess, Frozen, Minnie Mouse, L.O.L. Surprise!, Little Pony, Peppa Pig, Trolls, and proprietary sub-brands.
• Children's Makeup Water-based, non-toxic, shimmery makeup products for children designed for play time without harsh colors or dyes. Includes lip balms and lip glosses made from plant-based ingredients (olive, rice, and jojoba oils with candelilla and carnauba waxes).
• Children's Nail Polish Water-based nail polish for children that does not contain alcohol or harmful chemicals; easily peeled or washed off without nail polish remover. Packaged in bright colors in small bottles sized for children's hands.
• Tween and Teen Makeup Pigmented and bright makeup products crafted with safe ingredients for older children and teenagers, including an oil-based nail polish line for longer-lasting wear.
• Hair Accessories Hair accessories for children including clips, bows, ponytail holders, and bobby pins, often featuring licensed characters from partner brands such as Disney Minnie Mouse.
• Bath Products Safe and gentle bath products made with mild ingredients so children can enjoy bath time. Includes products under the Slime Charmers brand.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Crazy Aaron'scoreChannel Partner/ Reseller/ Distributor · 4 February 2026Townley Girl serves as the bath and beauty licensing partner for Crazy Aaron's, the sensory play brand known for Thinking Putty, Land of Dough, and Slime Charmers. This partnership extends Townley into new product categories as part of its global licensing expansion strategy. Crazy Aaron's was acquired by Goliath in January 2026.
• MattelcoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Barbie brand. Townley produces Barbie-themed beauty products including nail polish, makeup sets, and beauty kits featuring the iconic doll brand.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Disney Princess, Minnie Mouse, and Frozen franchises. Townley produces Disney-themed beauty and accessory products for children.
• HasbrocoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for various Hasbro properties. Townley produces beauty products featuring Hasbro's entertainment brands.
• SanriocoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Sanrio brands including Hello Kitty and other Sanrio characters. Townley produces Sanrio-themed beauty and accessory products.
• MGA EntertainmentcoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for L.O.L. Surprise! franchise. Townley produces L.O.L. Surprise! themed beauty and accessory products.
• Warner Bros.coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Warner Bros. properties. Townley produces beauty products featuring Warner Bros. entertainment brands.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cra-Z-Art: Mass-market manufacturer of arts, crafts, and beauty products for kids with character licensing (LOL Surprise, Disney, etc.). Distributes through Walmart, Target, and dollar channels — same retail footprint and licensed-beauty-for-kids positioning as Townley.
• Klee Naturals: Natural mineral makeup brand purpose-built for children, featuring water-based, peel-off formulations and non-toxic ingredients. Directly competes in the same safe-beauty-for-kids niche Townley occupies, with a comparable ingredient philosophy and parental safety positioning.
• Claire's: Leading global specialty retailer of jewelry, accessories, and beauty products targeting tweens and teens — the same demographic as Townley's core customer. Overlaps directly in hair accessories, beauty kits, and character-licensed impulse items purchased by parents and gift-givers.
• MAD Beauty: UK-headquartered licensed character bath and beauty products company producing Disney, Hasbro, and other IP-branded items. Operates globally through retail and wholesale; directly comparable product mix (licensed bath, nail, and accessory SKUs) targeting children and tween gift-giving occasions.
• Markwins Beauty Brands: Mass-market cosmetics manufacturer producing licensed character beauty products (Disney, Marvel, etc.) distributed through Walmart, Target, and drug chains. Closest analog to Townley's licensed-beauty-for-kids model at scale, with a similar product mix of nail, lip, and face products sold through mass retail.
• Justice (tween retailer): Tween-focused retailer of beauty, accessories, and apparel historically serving the same 7–14 demographic as Townley's tween segment. Sells hair accessories, beauty kits, and character-licensed items in mall and online channels targeting the same end consumer and gift-giver.

Broad incumbents

• Spin Master: Large publicly-traded global toy and entertainment company producing character-licensed products including some beauty and dress-up adjacent lines. Operates with major retailer relationships similar to Townley's, but at significantly greater scale and with a broader entertainment portfolio beyond beauty.

Emerging players

• JAKKS Pacific: Character-licensed consumer products company producing dolls, costumes, and role-play toys including some beauty and dress-up items. Comparable in its Disney, Nintendo, and other major IP licensing portfolio and mass-retail distribution, though broader in scope with a heavier toy tilt.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/townleygirl/?hl=en

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 Townley