What earthbath does

earthbath (legal entity Earthwhile Endeavors, Inc.) is a US-based, privately held pet care brand that formulates and sells plant-based grooming and hygiene products for dogs and cats. Its core product platform comprises approximately 97 SKUs spanning shampoos, conditioners, sprays, wipes, waterless grooming foams, treatment balms, and accessories, all built around soap-free, biodegradable formulations using ingredients such as colloidal oatmeal, organic aloe vera, shea butter, botanical extracts, and a proprietary Saccharomyces Ferment enzyme technology for odor neutralization. Products carry Leaping Bunny, FSC, and USDA 100% Biobased certifications and are manufactured in the USA. The company targets individual pet parents as its primary segment while serving professional groomers, breeders, and 501c3 rescue/service dog organizations through dedicated B2B programs.

The business operates a hybrid go-to-market model. Direct-to-consumer revenue flows through earthbath.com with both one-time purchase and a Subscribe & Save subscription option. A separate wholesale channel distributes products through regional distributors to independent pet retail stores, complemented by a direct B2B Better Baths Pro Club for professional groomers offering 128 oz and 320 oz sizes with 10:1 dilution guidance. Community-driven programs — the Breeder Program (15% adopter commissions, 20% personal-use discount), the Rescue & Service Dog Program, a 40,000+ follower Instagram Brand Ambassador program, and the Pet Panel — extend reach across professional and enthusiast segments. Consumer unit pricing clusters in the $14.99-$20.99 range, and the brand maintains active engagement through content marketing, email, and verified customer reviews.

The company is small and bootstrapped: no funding rounds, acquisitions, or leadership changes are disclosed; operating geography is limited to the continental USA (excluding Alaska, Hawaii, and international markets); revenue, headcount, and ownership structure are not publicly disclosed. Industry affiliations include APPA and PIDA memberships, and the IndiePet supplier directory listing. The strategic posture is one of steady product line extension and community channel diversification rather than rapid scale.

Name

earthbath

Legal name

Earthwhile Endeavors, Inc.

Website

https://earthbath.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

earthbath is a privately held US pet care brand selling plant-based, soap-free grooming products — shampoos, wipes, sprays, foams, and balms — for dogs and cats via DTC e-commerce, wholesale distributors, and B2B programs serving groomers, breeders, and rescue organizations.

Ownership category

akta.pro rank

Product category

Pet Grooming Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Standard Full-Service Dog Grooming (HSANAAAA)

akta.pro secondary industry

Deodorizing & Odor Control Treatments (HSANALAN)

Keywords

• Pet grooming products
• Natural pet care
• Dog shampoo
• Cat grooming
• Pet hygiene wipes

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through earthbath.com website. Products include shampoos, conditioners, sprays, wipes, grooming foams, balms, and accessories. One-time purchase and subscription options available.
2. B2B Wholesale Distribution: Wholesale distribution to retail stores through distributor network. Products sold to pet stores, grooming salons, and other pet product retailers. Retail eCatalog available for business accounts.
3. Subscribe & Save Program: Subscription service with automatic delivery at selected intervals. Customers can pause, cancel, skip, or reschedule deliveries through customer portal. Discounts offered for subscription orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

earthbath manufactures and sells a 97-product portfolio of plant-based grooming and hygiene products for dogs and cats, including shampoos, 2-in-1 conditioners, deodorizing sprays, grooming wipes, waterless grooming foams, and treatment balms. Products are formulated without parabens, sulfates, phthalates, alcohol, soap, or synthetic dyes and are sold direct-to-consumer via earthbath.com and wholesale through distributor networks to retail stores, professional groomers, breeders, and rescue organizations.

Product overview

earthbath is a pet care brand offering a comprehensive portfolio of grooming and hygiene products for dogs and cats. The product line centers on shampoos (including 2-in-1 conditioning shampoos, coat brightening, hypoallergenic, deodorizing, dirty dog degreasing, shed control, and moisturizing shea butter varieties), wipes (grooming wipes in various scents, hypoallergenic, puppy, ear, and tushy wipes), sprays (3-in-1 deodorizing sprays in multiple fragrances, moisturizing shea butter spray, hot spot relief spray, and puppy spray), waterless grooming foams, and treatment balms for paws and noses. Products are sold in standard retail sizes as well as professional groomer sizes. The brand emphasizes plant-based, cruelty-free formulations made in the USA without harmful chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• 2-in-1 Conditioning Shampoo (Mango Tango)

Quantifiable outcome

• Products safe for pets over 6 weeks old
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• IndiePetminorGTM or Marketing PartnerIndiePet supplier directory membership. earthbath appears in the IndiePet supplier directory as a member, providing visibility to pet industry buyers and retailers seeking independent pet product suppliers.
• Astro Neighborhood Pet RetailminorChannel Partner/ Reseller/ DistributorLoyalty program partnership with Astro Neighborhood Pet Retail, connecting earthbath products with independent pet retail stores through loyalty and retention programs.
• American Pet Products Association (APPA)minorOthersIndustry association membership providing networking, industry insights, and credibility within the pet products industry.
• Pet Industry Distributors Association (PIDA)minorOthersIndustry association membership for pet product distributors, supporting distribution network connections and industry best practices.
• Distributor NetworkcoreChannel Partner/ Reseller/ DistributorProducts distributed through a network of regional distributors serving retail locations across the continental USA. Retailers can contact earthbath to locate distributors in their region.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• PetHonesty: PetHonesty is a fast-growing natural pet wellness brand expanding from supplements into grooming and hygiene products. Shares the natural-ingredient positioning and DTC-channel emphasis with earthbath.

Direct peers

• Vet's Best: Vet's Best (part of CFC, Central Garden & Pet's pet wellness portfolio) offers natural grooming products targeting itchy skin, flea concerns, and sensitive skin. Direct overlap with earthbath's hypoallergenic and itch relief collections.
• Simple Solution: Simple Solution (United Pet Group/Church & Dwight) offers stain and odor removers, pet shampoos, and training aids. Direct overlap with earthbath's deodorizing and hygiene product lines.
• Nature's Miracle: Nature's Miracle (Tetra/United Pet Group) is a direct peer in pet odor and stain management, with shampoos, sprays, and deodorizing wipes. Overlaps directly with earthbath's deodorizing collection and Tushy Wipes.
• TropiClean: TropiClean is a closely comparable natural pet care brand offering shampoos, sprays, wipes, dental products, and grooming foams for dogs and cats. Both brands target the natural/plant-based pet grooming segment with overlapping product formats, scents, and sustainability claims.
• Chris Christensen Systems: Chris Christensen is a premium professional pet grooming brand selling shampoos, conditioners, and grooming tools to professional groomers and show handlers. Directly comparable to earthbath's professional groomer channel and Better Baths Pro Club.
• Bodhi Dog: Bodhi Dog is an indie natural pet care brand offering USDA Biobased certified grooming sprays, shampoos, and wipes. Closely comparable positioning, similar ingredient philosophy, and parallel certifications (biobased, plant-based).
• PetHead: PetHead offers designer grooming products including shampoos, conditioners, wipes, and deodorizing sprays with a similar lifestyle/aesthetic branding approach. Strong product overlap with earthbath's 3-in-1 sprays and grooming wipes.

Broad incumbents

• Burt's Bees for Pets: Burt's Bees Pet (owned by The Clorox Company) offers natural pet grooming products including shampoos, conditioners, and sprays with similar ingredient transparency messaging. It is a broader incumbent with vastly greater distribution scale and Clorox marketing budget.
• Wahl Animal/Pet Grooming: Wahl is an established incumbent in pet grooming with clippers, shampoos, and professional grooming supplies. Operates in the same professional groomer channel as earthbath's Better Baths Pro Club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/earthbath_pet
• Xx.com/earthbath_pet
• Facebookfacebook.com/earthbath
• LinkedInlinkedin.com/company/earthwhileendeavorsinc

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 earthbath