Even Keel

What Even Keel does

Even Keel is a Brooklyn-based, founder-owned artisanal apothecary and soap house that handcrafts natural bath, body, and home goods, including soap cubes, bath fizzies, shower steamers, essential-oil soy candles, reed diffusers, mineral salt soaks, and customizable gift sets, all formulated with 100% pure essential oils, natural clays, plant-based butters, and biodegradable ingredients free from synthetic fragrance, parabens, SLS, and mineral oils. Its core technology is in-house scent development and formulation — leveraging essential oils sourced from named origin countries (France, India, Sri Lanka, Italy, Bulgaria, Spain, Austria, Australia), natural clay colorants, and short clean-ingredient recipes (e.g., 5–6 ingredient bath fizzies, vegan clay soap bars), with formulation guidance from a clinical herbalist.

The company monetizes through a multi-channel revenue model: direct-to-consumer e-commerce on Shopify with unit-priced SKUs ranging from $5.50 to $65 and a free-shipping threshold at $75; a bespoke corporate and event gifting program serving enterprise clients (Nike, Aman New York, Criterion Channel, 1 Hotel, William Vale Hotel, Auberge Resorts); a wholesale portal and retail stockist network; and a Brooklyn studio pickup option. It serves a hybrid base spanning wellness-oriented individual consumers, gift buyers, hotels and hospitality, agencies, and wedding/event planners, and is supported by an editorial footprint in NYT, GQ, Dwell, Garden & Gun, and others plus museum exhibitions at Getty, Princeton, and the Asian Art Museum. The company is a bootstrapped New York LLC with approximately six team members, no institutional funding, and no public financials.

Name

Even Keel

Legal name

Even Keel LLC

Website

https://evenkeeldays.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Even Keel is a Brooklyn-based, bootstrapped artisan apothecary that handcrafts natural bath, body, and home goods — soap cubes, bath fizzies, candles, diffusers, and gift sets — using 100% pure essential oils and sells via Shopify DTC, corporate gifting, and wholesale.

Ownership category

akta.pro rank

Product category

Natural Bath & Body Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE)

akta.pro secondary industries

Gift Basket & Curated Hamper Assembly (HSACANAD), Personalized & Custom Gift Creation (Engraving/Monogramming/Photo Gifts) (HSACANAC)

Keywords

• Handcrafted bath products
• Natural skincare apothecary
• Essential oil candles
• Artisan soap bars
• Corporate gifting services

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through Shopify-powered DTC website. Products include soap bars ($5.50-$21), bath fizzies/shower steamers ($5.50 each), candle collections ($21-$65), and gift sets. Free shipping on orders $75+. Bundle promotions drive average order value.
2. Wholesale B2B Sales: Wholesale channel through dedicated portal for retailers and stockists. Products sold in bulk quantities to retail partners.
3. Corporate/Bespoke Gifting: Customized gifting programs for corporate clients, hotels, wedding planners, and event coordinators. Features bespoke experiences tailored to client specifications including custom notes and packaging.
4. Studio Pickup: Local pickup option available Tuesdays and Thursdays at Brooklyn studio location, 55 Meadow St Suite 224.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Even Keel handcrafts natural bath, body, and home goods in its Brooklyn studio, including soap bars, bath fizzies/shower steamers, essential oil soy candles, reed diffusers, and mineral salt soaks. Every product is formulated with 100% pure essential oils, natural clays, and plant-based ingredients, with no synthetic fragrance, parabens, SLS, mineral oils, or artificial preservatives. The company also operates a bespoke corporate and event gifting service supplying customizable gift sets to enterprise clients, hotels, wedding planners, and agencies.

Product overview

Even Keel is a handcrafted apothecary and soap house based in Brooklyn, NY, offering a focused portfolio of natural bath, body, and home goods. The product line centers on soap bars (cube-form hand and body soaps), bath fizzies/shower steamers, essential oil candles, reed diffusers, and mineral salt soaks—all formulated with pure essential oils, natural clays, and plant-based ingredients. Key product sets include the Expedition Set (6-variety bath fizzy collection), Marbled Clay Soap Set (6-scent soap cubes), and customizable gift boxes. The company also operates a corporate and event gifting service for wholesale and business clients. All products are vegan, biodegradable, and free from synthetic fragrances, parabens, and harsh chemicals. Products are designed with clean, minimal aesthetics and are gift-ready, with options for handwritten notes. The brand positions itself at the intersection of design and wellness, emphasizing natural ingredients and conscientious formulation practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Hand & Body Soap Bars Handcrafted soap cubes made with natural clays and 100% essential oils. Available in various scent profiles including citrus, woods, floral, and herbal. Biodegradable and vegan.
• Bath Fizzy / Shower Steamer Cubes Bath fizzies and shower steamers crafted with six simple, non-toxic ingredients including pure essential oils, shea butter, kaolin clays, sodium bicarbonate, citric acid, and organic botanicals. Can be used in bath or shower.
• Essential Oil Soy Candles Clean-burning soy/coconut wax candles infused with pure essential oils. Available in multiple scent profiles (citrus, woods, etc.) designed for ambient aromatherapy.
• Reed Diffusers Candle scents reimagined in diffuser form using essential oils and reed dispersion.
• Mineral Salt Soaks Aromatherapy mineral salt sets featuring combinations of salts, botanicals, and essential oils for bathing rituals.
• Custom Box / Gift Sets Customizable gift boxes and curated sets allowing customers to create personalized self-care packages with handwritten note options.
• Shower Steamer Bowl Hand-casted and indigo-painted ceramic bowl designed for use with shower steamer cubes.
• Wood Soap Dish Mini wooden soap dish designed for 1oz soap cubes.
• Magnetic Soap Holder Magnetic soap holder for convenient storage of soap bars.
• Corporate Gifting Services Bespoke corporate gifting solutions for clients, events, and special occasions, featuring customizable packaging and handwritten notes.
• Wedding Table Gifts Customized wedding and bridal shower gifting services.
• Event Gifting Specialized gifting solutions for events and corporate occasions.

Quantifiable outcome

• 100% essential oils, no synthetic fragrance or harsh chemicals
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• NikecoreGTM or Marketing PartnerCorporate gifting partner for Nike. Even Keel provides bespoke self-care gift sets for Nike's corporate gifting needs, reflecting both brands' commitment to quality and wellness.
• Criterion ChannelcoreGTM or Marketing PartnerCorporate gifting partnership with Criterion Channel, a streaming platform for classic and independent films. Customer testimonial from Justin O at Criterion Collection indicates personal and client gifting relationship.
• The William Vale HotelcoreGTM or Marketing PartnerHospitality gifting partner. The William Vale, a boutique hotel in Brooklyn, provides Even Keel products as guest amenities or in-room touches, enhancing the guest experience with artisanal self-care items.
• Aman Hotel, New YorkcoreGTM or Marketing PartnerLuxury hospitality partnership with Aman New York. The ultra-luxury hotel incorporates Even Keel's handcrafted self-care products, aligning with Aman's wellness-focused brand positioning.
• The Lodge at Blue Sky, Auberge ResortscoreGTM or Marketing PartnerResort gifting partnership with The Lodge at Blue Sky, part of the Auberge Resorts Collection. Eco-conscious luxury resort uses Even Keel products for guest experiences.
• 1 Hotel San FranciscocoreGTM or Marketing PartnerSustainability-focused hospitality partner. 1 Hotels' eco-conscious brand aligns with Even Keel's natural, biodegradable product philosophy. Partnership provides guests with natural self-care amenities.
• Theo DarlingminorGTM or Marketing PartnerCorporate gifting client, relationship details not specified.
• RO & CO.coreGTM or Marketing PartnerEvent and wedding planning partner. RO & CO. incorporates Even Keel's artisanal products into their wedding and event gifting offerings, providing clients with distinctive self-care gifts.
• M & J PhotographyminorGTM or Marketing PartnerCorporate gifting client for photography studio's event and client gifting needs.
• Here We FlominorGTM or Marketing PartnerCorporate gifting client, likely a retail/specialty brand. Partnership for gifting needs.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering Even Keel's online storefront. Shopify provides the online store infrastructure, payment processing, and order management system.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• L'Occitane en Provence: Global natural beauty and home care brand with bath, soap, and candle products distributed through owned retail, wholesale, and hospitality. Comparable on botanical, essential-oil-driven bath products and gifting business.
• Nécessaire: Premium clean personal-care brand offering body washes, lotions, and fragrances with minimalist design. Comparable on clean-ingredient positioning, aromatherapy, and upscale retail and DTC distribution.
• Aesop: Established luxury natural apothecary brand offering body care, soaps, and home fragrance through premium retail and hospitality channels. Comparable on essential-oil heritage, design-forward aesthetic, and amenity partnerships with luxury hotels like Aman.

Direct peers

• Salt & Stone: Clean beauty and body care brand built around natural ingredients, essential oils, and unisex positioning. Comparable on handcrafted bath, body, and home scent products targeting wellness-oriented consumers.
• Lush: Global handcrafted bath, body, and soap brand with strong retail presence and gift-positioned product sets. Directly comparable to Even Keel on product category (bath bombs, soaps, gift sets), clean ingredients ethos, and corporate gifting appeal.
• Dr. Bronner's: Family-run maker of natural, multi-purpose soap and body care products with a strong essential-oil and sustainability narrative. Comparable on natural soap bar platform, hands-on branding, and devoted wellness consumer base.
• Herbivore Botanicals: Natural skincare and bath brand focused on plant-based, essential-oil-driven formulations with minimalist design. Comparable on clean beauty positioning, bath/salt products, and gift-set packaging.
• Flamingo Estate: Premium artisanal home and body care brand featuring botanicals, essential oils, and editorial design. Closely comparable on luxury positioning, museum-grade branding, and natural ingredient sourcing for candles, soaps, and bath products.
• Apotheke Co. Brooklyn-based maker of charcoal-filled, natural bath and home fragrance products with strong design and packaging credentials. Comparable on craft Brooklyn heritage, essential-oil scented bath products, and gift-ready presentation.
• Beekman 1802: Artisanal goat-milk soap and body care brand with strong gifting and hospitality positioning. Comparable on handcrafted soap cubes, natural ingredients, and growing wholesale plus corporate gifting channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/evenkeelny
• Instagraminstagram.com/evenkeeldays
• LinkedInlinkedin.com/company/even-keel-days

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Even Keel