Indigo Wild

What Indigo Wild does

Indigo Wild is a privately-held, US-based consumer products company that manufactures and sells natural aromatherapy personal care and home care products under the Zum brand. Operations are based at a single site in Kansas City, Missouri, where products are formulated, labeled, and packed. The portfolio spans handcrafted bar soaps anchored on a goat's milk base, liquid body soaps, laundry soaps in 64 oz, 32 oz, and powdered formats, body lotions, bath salts, face and lip care, hand soap, all-purpose cleaner, room and body sprays, wool dryer balls, and scented candles. Formulations use saponified coconut, olive, and castor oils, baking soda, essential oil blends, and goat's milk, and are positioned as free from parabens, phosphates, petrochemicals, synthetic fragrance, cocamidopropyl betaine, and sulfates.

The business operates primarily as a direct-to-consumer e-commerce brand on Shopify, supplemented by a wholesale channel through Authorized Resellers and a retail store locator for physical pickup. Monetization combines one-time DTC unit purchases (bar soap from $6.50; laundry soap 64 oz from $19.75-$24.95), curated bundles offering 5-10% savings, gift sets, and a Subscribe & Save subscription program that delivers a 5% recurring discount on 30/60/90-day cadences with scent swapping and easy cancellation. Customer acquisition is product-led, relying on organic search, content marketing, the Zum Club email list, an Instagram presence (@zumsoap), and a rewards/referral program. The company serves a primarily horizontal, consumer-facing audience segmented into natural/organic personal care buyers, eco-conscious laundry care consumers, and gift purchasers, with no disclosed enterprise accounts and no disclosed revenue, funding, or headcount data.

Name

Indigo Wild

Legal name

Indigo Wild

Website

https://indigowild.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Indigo Wild is a Kansas City, Missouri-based manufacturer and DTC e-commerce brand that sells plant-based, essential-oil-scented bar soaps, body care, laundry soaps, and home care products under the Zum brand, serving natural-personal-care consumers through its own website, subscriptions, bundles, and a wholesale reseller network.

Ownership category

akta.pro rank

Product category

Natural Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Body Sprays & Mists (CRABADAC)

Keywords

• Natural aromatherapy soaps
• Plant-based body care
• Handcrafted bar soap
• Natural laundry detergent
• Essential oil skincare

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales

Revenue model

1. Direct Product Sales: One-time purchase of soaps, body care, home care products through e-commerce platform. Products include bar soaps ($6.50), body soaps ($12-14), laundry soaps ($13.75-24.95), bundles, and gift sets.
2. Subscription/Recurring Revenue: Subscribe & Save program offering 5% discount on recurring orders delivered every 30, 60, or 90 days with ability to swap scents. Drives predictable recurring revenue and customer retention.
3. Wholesale Distribution: Wholesale channel implied through 'Wholesale Info Request' and 'Authorized Resellers' pages. Products sold through third-party retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Indigo Wild manufactures and sells handcrafted, plant-based natural aromatherapy personal care and home care products under the Zum brand. Core offerings include bar soaps made with goat's milk and saponified plant oils, liquid body soaps, laundry soaps (liquid and powdered), and related body and home care items scented with essential oil blends. Products are created, labeled, and packed in Kansas City, Missouri and sold direct-to-consumer via the company's e-commerce site with subscription and wholesale channels.

Product overview

Indigo Wild operates as a direct-to-consumer e-commerce brand offering natural aromatherapy personal care and home care products under the Zum brand. The portfolio centers on plant-based soaps, body care, and laundry products scented with essential oil blends. Core products include Zum Bar Goat's Milk Soaps (handcrafted bar soaps), Zum Body Soap (liquid body wash), and Zum Laundry Soaps (in 64 oz, 32 oz, and powdered formats). Supporting categories span body lotions, bath salts, facial care, lip care, hand soap, all-purpose cleaners, room sprays (Zum Mist), wool dryer balls, and candles. The company offers bundled product collections (Zum Bundles) with 5-10% savings and a Subscribe & Save subscription program. Products are crafted with plant-based ingredients, scented with unique essential oil blends, and created, labeled, and packed in Kansas City, Missouri. The brand emphasizes natural, phthalate-free, and paraben-free formulations with aromatherapy benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Zum: Natural aromatherapy soap, skincare, and home care product line including bar soaps, body care, laundry soap, and home cleaning products.

Products and services

• Zum Bar Goat's Milk Soap

Quantifiable outcome

• 64 loads per 64 oz laundry soap bottle
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Everyone Soap (EO Products): EO Products' Everyone natural soap and body care line. Comparable to Indigo Wild on plant-based body wash, hand soap, and aromatherapy fragrance family structure across multiple scents.
• Dr. Bronner's: Family-owned, all-natural castile soap and personal care brand with strong aromatherapy positioning. Most direct comparable to Indigo Wild on plant-based soap, essential oil scent blends, and natural/clean beauty identity.
• The Laundress: Premium natural laundry and home care brand with scent-coded products. Comparable to Indigo Wild's laundry soap, all-purpose cleaner, and wool dryer ball categories on natural formulations and scent-led merchandising.
• Seventh Generation: Plant-based home and personal care brand with powdered and liquid laundry detergents, cleaners, and bar soap. Comparable to Indigo Wild on natural/plant-based ingredient positioning and home care category overlap.
• Mrs. Meyer's Clean Day: SC Johnson-owned natural home and personal care brand with scent-led product lines (hand soap, laundry, all-purpose cleaner). Closely comparable to Indigo Wild across both body care and home care with aromatherapy positioning.

Broad incumbents

• Burt's Bees: Clorox-owned natural personal care brand spanning soap, body care, lip care, and face care. Broader incumbent with overlapping natural ingredients and aromatherapy positioning, but with materially larger distribution and marketing scale.
• Bath & Body Works: Large-scale personal care and home fragrance retailer with candles, body wash, hand soap, and aromatherapy products. Comparable to Indigo Wild on scent-led merchandising, body care, and home fragrance, but at much larger scale and less of a natural/clean positioning.
• Method Products: Ecover-owned natural home and personal care brand with body wash, hand soap, and all-purpose cleaners. Comparable to Indigo Wild's home care and body care categories, but with a broader, design-led mass-market positioning.

Emerging players

• Public Goods: Direct-to-consumer natural household and personal care essentials brand with a membership model. Comparable to Indigo Wild on DTC focus, natural ingredients, and subscription-style repeat purchasing, though with a broader household essentials assortment.

Regional players

• Rocky Mountain Soap Co. Canadian natural skincare and soap brand with plant-based bar soaps, body care, and aromatherapy collections. Comparable to Indigo Wild on natural ingredient ethos and scent-coded merchandising, but operating primarily in Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/zumsoap
• Xx.com/indigowild
• Facebookfacebook.com/ZumBarSoap
• LinkedInlinkedin.com/company/indigo-wild

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 Indigo Wild