Batiste

Hair Care / Dry Shampoobatistehair.com

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
Founded1975
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: http://www.batistehair.com
Company type: Private
Founded year: 1975
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

Dry shampoo products
Hair care brand
Aerosol hair refresh
Tinted dry shampoo
Waterless hair care

Where Batiste is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Batiste technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Batiste partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Chloe KimcoreGTM or Marketing Partner · 3 December 2025Olympic 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 assessment

Broad 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 compliance and trust

Trust signal

Compliance1 record

Batiste financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Batiste leadership team

Management profile

Number of profiles

Batiste funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Batiste M&A and investment

M&A and investment

M&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?

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 1975. 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.