SoCozy

What SoCozy does

SoCozy is a privately held children's hair care brand operated by Eli Personal Care LLC, founded around 2000 by Cozy Friedman, who also operates Cozy's Cuts for Kids Salons in New York City. The company formulates and sells salon-quality hair care products specifically engineered for children's hair — including 3-in-1 shampoo/conditioner/body washes, detanglers, curl shampoos and conditioners, styling foams, wax sticks, swim-care products using activated charcoal, and a 'Boo!' lice-prevention line built on tea tree, peppermint, and rosemary essential oils. All formulations are positioned as cruelty-free and free from parabens, sulfates, phthalates, formaldehyde, synthetic dyes, and propylene glycol.

The business model is direct-to-consumer e-commerce (socozy.com) combined with broad third-party retail distribution: mass and drug chains (Target, Walmart, CVS, Ulta), regional grocers (Kroger, HEB, Wegmans, ShopRite, Harris Teeter, Meijer, and others), online marketplaces (Amazon, iHerb), and Canadian drug retailers (Shoppers Drug Mart, London Drugs). Unit prices range from $7.49 to $21.00 with 9–12% bundle discounts and free shipping over $25. There is no subscription tier, no disclosed enterprise contracts, and no international DTC shipping.

The company is small (11–50 employees), founder-led, and bootstrapped — there are no disclosed venture capital or private equity rounds, no acquisitions, no executive team beyond the founder in the source data, and no public revenue figures. Marketing is concentrated in organic social (Instagram @socozy), email newsletter, content/blog, and SEO, with no disclosed paid acquisition scale.

Name

SoCozy

Legal name

Eli Personal Care LLC

Website

https://socozy.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

SoCozy is a privately held, founder-led children's hair care brand selling salon-formulated, clean-ingredient shampoos, conditioners, detanglers, curl, swim, and lice-care products to parents through its DTC site and major U.S. and Canadian retailers.

Ownership category

akta.pro rank

Product category

Children's Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Children's hair care
• Kids shampoo
• Natural hair products
• Lice prevention spray
• Swim hair care

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: SoCozy generates revenue through direct-to-consumer sales of children's hair care products via their e-commerce website (socozy.com) and through retail distribution partnerships. Products are sold at various price points ranging from $7.49 to $21.00, with bundle discounts available. Revenue is primarily one-time product purchase based, supplemented by repeat purchases from satisfied customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels4 records

Core offering

SoCozy develops and sells salon-quality, non-toxic hair care products formulated specifically for children, including shampoos, conditioners, detanglers, body washes, styling products, swim-care treatments, and lice prevention sprays. The product line addresses specialized needs such as curly hair care, chlorine and salt water protection for swimmers, and essential-oil-based lice deterrence. Products are sold direct-to-consumer through socozy.com and through major U.S. and Canadian retailers and online marketplaces.

Product overview

SoCozy is a kids' hair care brand offering a comprehensive portfolio of salon-quality hair care products designed specifically for children's hair. The product lineup includes the core Essentials line featuring the versatile 3-in-1 (Shampoo + Conditioner + Body Wash), Curl Collection products (Curl Shampoo, Curl Spray, Curl Conditioner), the Boo! Lice prevention line (Lice Scaring Spray and Shampoo), and the Swim Collection (Swim 3-in-1 and Swim Leave-In Treatment Spray). The brand also offers styling products including Multi Styler, Sensitive Styling Foam, Hair Styling Wax Stick, and Detangler & Leave-in Conditioner. All products are positioned as salon-formulated, cruelty-free, and free from nasties including parabens, sulfates, phthalates, and formaldehyde, with over 20 years of children's hair care expertise backing the formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Boo! Bundle - Lice Scaring Spray + Shampoo 2-pack A bundle containing the Boo! Lice Scaring Spray and Boo! Lice Scaring Shampoo, designed to deter lice using essential oils including tea tree, peppermint, and rosemary. Targeted at parents seeking non-toxic lice prevention for their children.
• SoCozy Curl Shampoo A shampoo designed for children's curly hair that cleanses and conditions, restoring natural balance, reducing breakage, and improving elasticity. Infused with keratin, plum seed oil, and olive oil.
• SoCozy Curl Spray A professional-grade curl spray for kids that conditions and cleanses curls while restoring natural balance, reducing breakage, and enhancing elasticity. Contains keratin, plum seed oil, and olive oil.
• SoCozy Curl Conditioner A conditioner designed for children's curly hair that provides deep conditioning and helps maintain curl definition and manageability.
• SoCozy Detangler & Leave-in Conditioner A detangler and leave-in conditioner that works in seconds to eliminate tugging, tangles, and tears. Enriched with keratin, soy protein, and kiwi extract. Suitable for multicultural hair types.
• SoCozy 3-in-1 (Shampoo + Conditioner + Body Wash) A versatile 3-in-1 formula that gently cleans, conditions, and washes away dirt and grime in one easy step. Enriched with keratin, vitamin B5, and kiwi extract. Available in 10.5oz and 16oz sizes.
• SoCozy Multi Styler A multi-purpose styling spray that combines the hold of a light gel with the ease of use of a spray. Contains quinoa, vitamin B5, and aloe for hold while maintaining hair movement.
• SoCozy Sensitive Styling Foam A lightweight mousse for styling children's hair that provides natural hold with softness and bounce without buildup that causes flaking, dryness, inflammation, or itching. Contains keratin, rosemary extract, and soy protein.
• Hair Styling Wax Stick A nutrient-rich styling product blend of shea butter, candelilla wax, and castor oil for creating multiple hairstyles, laying down edges, or preventing frizz.
• Boo! Lice Scaring Spray A non-sticky, conditioning lice-scaring spray infused with essential oils including tea tree, peppermint, rosemary extract, and keratin to protect children's hair.
• Boo! Lice Scaring Shampoo A lice-scaring shampoo infused with tea tree, peppermint, rosemary extract, and keratin that delivers a refreshing scent to effectively deter lice.
• SoCozy Swim Leave-In Treatment Spray An ultra-hydrating treatment that removes green tones and infuses hair with moisture. Contains activated charcoal, vitamin B5, and sunflower seed extract. Also includes beeswax, jojoba oil, and vitamins A, D, and E for sun protection.
• SoCozy Swim 3-in-1 Shampoo, Conditioner & Body Wash A 3-in-1 formula designed for kids who swim, cleansing, repairing, and conditioning while removing green tones and restoring moisture. Contains activated charcoal, jojoba oil, and coffee seed extract.
• Swim Bundle - 3-in-1 + Leave-In Treatment Spray A bundle combining the SoCozy Swim 3-in-1 with the Swim Leave-In Treatment Spray for comprehensive swim hair care.
• Wash + Shampoo A combined wash and shampoo product that cleanses while providing moisture and conditioning benefits.

Segments4 records

Ideal customer profiles3 records

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 highlights4 records

Direct peers

• Babo Botanicals: Plant-based, family-focused hair and body care brand with a dedicated kids' line. Directly overlaps with SoCozy's clean-ingredient, kids-specialized positioning and DTC-plus-retail go-to-market.
• Pipette: Clean, plant-derived personal care brand focused on babies and kids, sold through Sephora, Target, and Amazon. Directly comparable to SoCozy in target buyer, clean-ingredient positioning, and retail-DTC omni-channel distribution.
• California Baby: Long-standing premium kids' personal care brand (shampoos, body washes, lotions) with clean-ingredient positioning. Highly comparable to SoCozy in category focus, price band, and parent-targeted messaging.
• Mustela: Global baby and kids' skincare/haircare brand with dermatologist-backed, plant-based formulations sold through specialty and mass retail. Comparable to SoCozy in salon-grade positioning for the parent-buyer segment.
• Burt's Bees Baby: Natural-origin baby care line under the Burt's Bees brand offering shampoos, lotions, and bath products. Directly comparable to SoCozy in clean/natural positioning, target parent, and DTC-plus-mass-retail distribution.

Broad incumbents

• SheaMoisture: Mass-market clean beauty brand with extensive kids' and textured-hair lines. Comparable in clean-ingredient positioning and curl/kids focus, but operates at significantly larger scale and broader category scope than SoCozy.
• Mielle Organics: Fast-scaling clean hair care brand with kids' and textured-hair products sold through Target, Walmart, Sally Beauty, and Ulta. Comparable to SoCozy in curl/kids sub-use cases and clean positioning, but with broader portfolio and stronger retail scale.
• Cantu: Established kids' and textured-hair care brand sold across mass and drug retail. Comparable to SoCozy in curly/kids use cases, but with much broader portfolio and broader geographic distribution.
• Johnson's Baby: Iconic mass-market kids' hair and body care brand from Kenvue. Competes with SoCozy for the same parents on the same shelves (Target, Walmart, CVS) but at commodity price points and broader portfolio scope.

Emerging players

• Little Twig: Smaller, family-run natural kids' hair and body care brand sold through specialty and DTC channels. Comparable to SoCozy in scale, clean-ingredient philosophy, and niche specialization in kids' personal care.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/socozy
• Facebookfacebook.com/socozyforkids

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SoCozy