Batiste
Batiste is a UK-originated dry shampoo brand now owned by Church & Dwight (NYSE: CHD), selling aerosol and powder dry shampoos across 25+ SKUs — including tinted, volumizing, sweat-activated, and sensitive scalp variants — through mass retailers such as Walmart, Target, Amazon, and drugstores in the US, UK, and Germany, targeting individual consumers seeking between-wash hair refresh.
- Company typePrivate
- Founded1980
- HeadquartersSkelmersdale, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Batiste does
Batiste is a dry shampoo brand founded in the United Kingdom in 1980 and currently operated as a wholly-owned trademark of Church & Dwight Co., Inc. (NYSE: CHD), a diversified US consumer goods company headquartered in Ewing, New Jersey. The brand's core offering is an aerosol spray dry shampoo formulated around rice starch as the primary oil-absorbing agent, packaged across multiple sizes (1.06oz travel, 3.81oz, 5.72oz, 6.35oz, and 7.62oz cans) and a non-aerosol powder format. The SKU architecture spans classic fragrance variants (Original, Bare, Tropical, Fresh, Blush), color-tinted "Hint of Color" formulations for Blonde, Brunette, and Dark hair, use-case-specific enhancing products (Sweat Activated, Touch Activated, Volumizing, Texturizing, Overnight Deep Cleanse, Sensitive Scalp), and a "Light" weightless lineup. All dry shampoos are sulfate- and paraben-free, with the powder line additionally free of phthalates, mineral oil, and silicones. Adjacent products include a Leave-In Overnight Hair Mask and a Touch of Gloss Shine Spray, expanding Batiste beyond single-function refresh into broader hair care territory.
The business model is a classic branded CPG revenue engine: one-time unit sales through mass-market retailers (Walmart, Target, Amazon, drugstores, beauty supply stores, and discount retailers in the US, with additional distribution across the UK and Germany). Pricing sits at mass-market drugstore price points (e.g., £3.59-£3.75 for Sensitive Scalp in the UK). Distribution is pure retail/physical-storefront and marketplace-driven; no own direct-to-consumer storefront or app is disclosed, and no subscription or licensing model is referenced. The go-to-market motion is product-led growth targeted at the consumer end: the marketing mix emphasizes organic social (Instagram, TikTok, Facebook, YouTube), a community platform ("Batiste Nation"), educational content marketing on batistehair.com, PR via Hunter PR, and high-profile ambassador partnerships — most recently Olympic snowboarder Chloe Kim as Global Brand Ambassador (announced December 3, 2025). End customers are individual consumers across hair types, colors, genders, and use cases (travel, workout, sensitive scalp, overnight refresh). The 25+ SKU breadth and 40+ year brand heritage position Batiste as the #1 selling dry shampoo brand according to the company's own claims.
Batiste firmographics
Firmographics- Name
- Batiste
- Legal name
- Church & Dwight Co., Inc.
- Website
- https://batistehair.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Batiste is a UK-originated dry shampoo brand now owned by Church & Dwight (NYSE: CHD), selling aerosol and powder dry shampoos across 25+ SKUs — including tinted, volumizing, sweat-activated, and sensitive scalp variants — through mass retailers such as Walmart, Target, Amazon, and drugstores in the US, UK, and Germany, targeting individual consumers seeking between-wash hair refresh.
- Ownership category
- akta.pro rank
Batiste industry classification
Industry- Product category
- Hair Care / Dry Shampoo
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Shampoo & Scalp Cleansers (CRABABAA)
Keywords
Where Batiste is headquartered
LocationHeadquarters
- HQ city
- Skelmersdale
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Batiste business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Dry Shampoo Product Sales: Primary revenue from selling dry shampoo products across various formulations and sizes through retail and e-commerce channels. Products include aerosol sprays, powder formulas, travel-size minis, and specialized variants (tinted, volumizing, texturizing, sweat-activated, overnight). Revenue is generated through one-time product purchases at mass-market price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sensitive Scalp Gentle Dry Shampoo - UK retail pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Batiste product offering
Product offeringCore offering
Batiste manufactures and sells dry shampoo products in aerosol spray and powder formats designed to absorb oil and refresh hair between washes. The product line spans multiple fragrances (Original, Bare, Tropical, Fresh, Blush), specialty variants (Volumizing, Texturizing, Sweat Activated, Touch Activated, Overnight Deep Cleanse), tinted Hint of Color formulas for different hair colors, Light weightless formulas, Sensitive Scalp formulations, and Dry Shampoo Powder non-aerosol options, available in travel and full sizes.
Product overview
Batiste is a dry shampoo brand owned by Church & Dwight Co., Inc. that offers a comprehensive portfolio of aerosol spray and powder dry shampoo products designed to refresh hair between washes. The core product line includes fragrance varieties (Original, Bare, Tropical, Fresh, Blush, Pink Pineapple, Lakeside Retreat) and specialty enhancing products (Sweat Activated, Touch Activated, Volumizing, Texturizing, Overnight Deep Cleanse). The Hint of Color line provides tinted dry shampoos for different hair colors (Blonde, Brunette, Dark) to avoid white residue. Additional offerings include Light weightless formulas (Mellow Melon, Zen Matcha), Dry Shampoo Powder (non-aerosol), Leave-In Overnight Hair Mask, and Touch of Gloss Shine Spray. Recent additions include Sensitive Scalp gentle formulations. Products are available in multiple sizes including travel minis (1.06oz), with most full-size options in 3.81oz to 7.62oz cans.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Dry Shampoo
Companies that use Batiste
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles5 records
Batiste technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Batiste partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Chloe KimcoreOlympic snowboarding champion Chloe Kim named Global Brand Ambassador. She is a long-time user of Batiste and will support campaigns and consumer engagement initiatives, promoting confidence and self-expression through the brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Batiste competitors and assessment
Company assessmentBroad incumbents
- Pantene (Procter & Gamble): One of the largest mass-market haircare brands globally with dry shampoo offerings. Competes directly with Batiste in the same retail channels and consumer occasions, but as part of P&G's multi-brand haircare portfolio.
- Dove (Unilever): Mass-market personal care giant with a broad haircare portfolio including dry shampoos. Competes with Batiste in mass-market retail at comparable price points, but as part of a much larger personal care portfolio.
- Moroccanoil: Premium haircare brand with dry shampoo offerings in its portfolio. Overlaps with Batiste on product format and target consumer (women seeking quality haircare) but positioned at a significant price premium.
- Tresemmé (Unilever): Mass-market salon-inspired haircare brand with dry shampoo products. Competes with Batiste across the same mass and drug channels at comparable price points.
- L'Oréal Elvive: Mass-market haircare portfolio from L'Oréal with dry shampoo products. Competes with Batiste across drugstores and mass retail at similar price points with broader brand investment behind it.
Direct peers
- Living Proof: Premium haircare brand with a strong dry shampoo franchise (Perfect hair Day) sold through Sephora and Ulta. Directly competes with Batiste in dry shampoo with a higher price point and technology-led positioning.
- Klorane: Specialist dry shampoo brand owned by Pierre Fabre, using oat milk and other botanical formulas. Directly competes with Batiste in the dry shampoo category with a natural-ingredient positioning.
Emerging players
- Not Your Mother's: Indie-to-mass haircare brand popular with Gen Z, offering dry shampoos alongside styling products. Competes with Batiste in mass and drug channels with trend-driven, social-media-led marketing.
- K18: Fast-growing premium haircare brand focused on bond repair and treatment. Adjacent to Batiste as a haircare brand capturing share with science-led positioning, though primarily in treatment rather than cleansing.
- Amika: Independent, Brooklyn-based haircare brand with a dry shampoo (Soulfood) and broader styling portfolio. Competes with Batiste in the lifestyle/younger consumer segment through Sephora and digital channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
Batiste social profiles
Digital presenceBatiste compliance and trust
Trust signalCompliance1 record
Batiste financial estimates
Financial estimateRevenue estimate
Valuation estimate
Batiste leadership team
Management profileNumber of profiles
Batiste funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Batiste M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Batiste
What does Batiste do?
Batiste manufactures and sells dry shampoo products in aerosol spray and powder formats designed to absorb oil and refresh hair between washes. The product line spans multiple fragrances (Original, Bare, Tropical, Fresh, Blush), specialty variants (Volumizing, Texturizing, Sweat Activated, Touch Activated, Overnight Deep Cleanse), tinted Hint of Color formulas for different hair colors, Light weightless formulas, Sensitive Scalp formulations, and Dry Shampoo Powder non-aerosol options, available in travel and full sizes.
Is Batiste a public or private company?
Batiste is a private company. It is classified as corporate owned and is currently operating.
When was Batiste founded?
Batiste was founded in 1980. It employs 101 to 250 people.
Where is Batiste based?
Batiste is headquartered in Skelmersdale, United Kingdom, in the Europe region.
How does Batiste make money?
One revenue line is on record: dry Shampoo Product Sales.
Who are Batiste's main competitors?
Broad incumbents on record are Pantene (Procter & Gamble), Dove (Unilever), Moroccanoil, Tresemmé (Unilever) and L'Oréal Elvive. Direct peers are Living Proof and Klorane. Emerging players are Not Your Mother's, K18 and Amika.
Does Batiste have an API?
No public API is recorded for Batiste.
What industry is Batiste in?
Batiste's product category is Hair Care / Dry Shampoo. Its primary akta.pro industry code is CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 32561 and its SIC code is 2844.