Earthly Body

What Earthly Body does

Earthly Body is a privately held personal care company founded in 1996 by co-founders Kevin and Mare Wachs, headquartered in Southern California (Chatsworth/Los Angeles). The company develops and sells hemp-based and CBD-infused body, hair, skin, and pet care products across a portfolio of eight sub-brands: CBD Daily Products, MKS eco Hair Care (formerly Marrakesh Hair Care, rebranded in 2022 with sustainable packaging), Hemp Seed Body Care, EMERA CBD Hair Care, Miracle Oil, Hemp Seed By Night, i.N.O Instant Hair Repair, and Chosen By Dogs. The catalog comprises approximately 259 SKUs priced from $2.99 to $140.99, with formulations based on naturally-derived ingredients including hemp seed oil, argan oil, CBD, tea tree oil, and essential oils. All products are Leaping Bunny certified, 100% vegan, and listed on PETA's No Test List; CBD products undergo third-party batch testing.

Earthly Body operates a multi-channel go-to-market model combining direct-to-consumer e-commerce via shop.earthlybody.com (with a 5% subscription discount), an international retail partner network spanning 40+ countries (including Germany, Italy, Poland, Lithuania, Saudi Arabia, Bulgaria, and 36+ others), and a dedicated Earthly Body Pro platform serving salon professionals with bulk/pro-size offerings. The company also maintains a separate Chosen By Dogs line targeting the CBD pet care vertical and a Hemp Daily Products line with its own web presence. The co-founders launched the Get Together Foundation (GTF) nonprofit in 2004, funded by a portion of Earthly Body product sales, supporting individuals experiencing homelessness. Headcount is 11-50 employees and there is no evidence of external institutional investment or public listing.

Name

Earthly Body

Legal name

Earthly Body

Website

https://earthlybody.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Earthly Body, founded in 1996 and headquartered in Southern California, is a privately held personal care company that develops and sells 259 hemp-based and CBD-infused products across eight sub-brands (including CBD Daily, MKS eco, and Chosen By Dogs), distributed via DTC e-commerce, a professional salon program, and retail partners in 40+ countries.

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Pet and Pet Supplies Retailers (45991), Other Health and Personal Care Retailers (45619)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

CBD/Hemp Topicals & Beauty Retail (CRANAHAB)

akta.pro secondary industries

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), CBD/Hemp Wellness & Supplements Retail (CRANAHAC), Hemp & CBD Product Wholesale Distribution (CRAOAIAG)

Keywords

• Hemp-based personal care
• CBD-infused beauty products
• Natural skin care
• Professional hair care
• Vegan cosmetic products

Headquarters

HQ city

Chatsworth

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Earthly Body generates revenue primarily through direct-to-consumer e-commerce sales of their family of brands including CBD Daily, MKS eco, Hemp Seed Body Care, EMERA CBD Hair Care, i.N.O, and Chosen By Dogs. Products are sold at various price points from $2.99 to $140.99.
2. Subscription/Recurring Revenue: Products offer subscription options with 5% savings, providing recurring revenue from customers who opt into automatic delivery programs.
3. Wholesale/Distribution: Earthly Body distributes products through international retail partners across 40+ countries, selling bulk quantities to distributors and retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Earthly Body manufactures and sells a family of hemp-based and CBD-infused personal care products including therapeutic CBD topicals, professional hair care, body lotions, massage oils, intimate care items, and CBD pet grooming products. Products are crafted in Southern California and sold directly to consumers online, to salon professionals through the Earthly Body Pro program, and through international retail distributors across more than 40 countries.

Product overview

Earthly Body is a family of natural personal care brands founded in 1996, specializing in hemp-based and CBD-infused products for hair care, body care, and intimate wellness. The company operates multiple distinct product lines: CBD Daily (therapeutic CBD products), MKS eco Hair Care (professional argan/hemp hair care), Hemp Seed Body Care (hemp-based skin and body products), EMERA CBD Hair Care (CBD + botanical hair care), i.N.O Instant Hair Repair (damaged hair treatment), Miracle Oil (tea tree-based products), Hemp Seed By Night (intimate/sensual care), and Chosen By Dogs (CBD pet care). Earthly Body also offers Earthly Body Pro, a professional division for salon products. The company is cruelty-free, Leaping Bunny certified, and uses naturally-derived ingredients. All products are crafted in southern California with sustainable packaging initiatives including solar power and recyclable materials.

Differentiator

Problem solved

Functional benefit

Brands

• CBD Daily Products: Therapeutic CBD relief products that are fast, natural, and third-party tested.
• MKS eco Hair Care
• Hemp Seed Body Care
• EMERA CBD Hair Care
• Miracle Oil
• Hemp Seed By Night
• i.N.O Instant Hair Repair
• Chosen By Dogs
• Hemp Daily Products

Products and services

• CBD Daily Products

Segments4 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

Partnerships

One partnership is on record.

• Get Together Foundation (GTF)coreOthersGet Together Foundation is a nonprofit organization launched in 2004 by Earthly Body co-founders Kevin and Mare Wachs. GTF serves as a bridge between donor and charity to ensure 100% of donations reach intended causes without covering extraneous business expenses. GTF is volunteer-led with no administrative salaries, financed by proceeds from Earthly Body's annual revenue, sponsorships, and private donations. A percentage of every Earthly Body product sold is donated to GTF. GTF focuses on assisting individuals experiencing homelessness through food, clothing, shelter, and community support services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• cbdMD: Public CBD brand with a deep topicals, skincare, and wellness portfolio. Overlaps with Earthly Body across CBD topicals (creams, roll-ons, sprays) and the same health-and-personal-care retail channel.
• Elixinol Wellness: Global hemp-derived CBD wellness and skincare brand with both DTC and retail distribution. Mirrors Earthly Body's mix of hemp/CBD topicals plus international retail-partner distribution across multiple regions.
• Medterra: CBD-focused brand offering topicals, sleep and wellness SKUs with third-party tested formulations. Highly comparable to CBD Daily's therapeutic-relief positioning and channel mix.
• Charlotte's Web: Largest U.S. hemp-CBD wellness brand offering tinctures, topicals, and personal care. Directly comparable to Earthly Body's CBD Daily line in consumer positioning, third-party testing, and broad hemp-CBD ingredient platform.
• Lord Jones: Premium CBD-infused body care, topicals and wellness products. Comparable positioning to Earthly Body's higher-priced CBD Daily Intensive Creams ($140.99 ceiling) and luxury gifting SKUs.

Broad incumbents

• The Honest Company: Large clean-beauty and personal care brand with a portfolio of body, hair, skin and baby care products. Overlaps with Earthly Body on the 'clean, plant-powered, naturally-derived' positioning and mass-retail distribution model.
• Dr. Bronner's: Established family-owned natural personal care brand using organic hemp oil across soaps, body care, and topicals. Comparable ingredient platform (hemp) and family/mission-led positioning, but a much broader soap-anchored catalog.
• Burt's Bees (The Clorox Company): Mass-market natural personal care brand spanning lip, body, hair and men's care. Competes with Earthly Body for the same 'naturally-derived, cruelty-free' consumer at significantly larger distribution scale.

Emerging players

• Josie Maran Cosmetics: Beauty brand built around argan oil (and increasingly CBD/hemp) in skincare and body care. Comparable to MKS eco (argan-and-hemp) and CBD Daily lines in ingredient-led, naturally-derived positioning.
• Vertly: Niche hemp-CBD infused bath, body and skincare brand. Similar product format mix (bath salts, balms, body oils) to Earthly Body's Hemp Seed Body Care line, but smaller scale and narrower distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/earthlybody
• YouTubeyoutube.com/@EarthlyBody
• Facebookfacebook.com/EarthlyBodyInc
• Instagraminstagram.com/earthlybody/?hl=en
• LinkedInlinkedin.com/company/earthly-body

Compliance2 records

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 Earthly Body