Humble Brands
Humble Brands is a privately held, Taos, New Mexico-based personal care company that designs, manufactures, and sells aluminum-free deodorants, bar soaps, and lip balms through direct-to-consumer e-commerce, wholesale, and retail channels.
- Company typePrivate
- Founded2015
- HeadquartersTaos, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Humble Brands does
Humble Brands is a privately held personal care company founded in 2015 and headquartered in Taos, New Mexico, where it manufactures its products. The company specializes in aluminum-free deodorants and has extended into bar soaps and lip balms. Its core deodorant line is built on two formulations—an Original Formula using sodium bicarbonate (baking soda) and a Sensitive Skin Formula using magnesium hydroxide—each formulated with roughly four base ingredients (e.g., MCT oil, non-GMO corn starch, candelilla or beeswax) plus essential oils for fragrance, avoiding synthetic fragrance and aluminum-based antiperspirant compounds. The portfolio also includes plastic-free paperboard packaging options, a travel-size mini format, and bundle/custom kit configurations, indicating an iterative product-expansion strategy within the natural personal care category.
The business operates primarily as a direct-to-consumer e-commerce brand through humblebrands.com, supplemented by a wholesale program for retailers and a store-locator-driven retail presence. Revenue is generated through one-time e-commerce purchases, a Subscribe & Save subscription model offering 15% savings with auto-renewal, and wholesale distribution. Pricing is positioned in the premium natural personal care tier: standard deodorants at $10.99, plastic-free variants at $12.99, bar soaps at $7.99, and lip balms ranging from $3.49 to $8.99, with bundle discounts of 10–20% on multi-item builds and a 60-day Love-It Guarantee to reduce purchase risk. The customer base skews toward health-conscious consumers seeking natural ingredient transparency and includes secondary segments of gift buyers and travel consumers supported by curated kits and travel-size SKUs.
The go-to-market combines content marketing (Humble Journal blog), an interactive scent quiz, and notable earned media: a celebrity partnership with Jason Momoa (co-creator of the Rockrose & Cedar signature scent), press coverage in GQ and Forbes, and a 1% for the Planet sustainability membership. Customer satisfaction is high, with multiple SKUs rated 4.5–4.7 out of 5 stars and recommendation rates above 90%. No outside venture capital, private equity investment, or parent company has been disclosed, indicating founder-led, self-funded operations consistent with a small independent brand.
Humble Brands firmographics
Firmographics- Name
- Humble Brands
- Legal name
- Humble Brands
- Website
- https://humblebrands.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Humble Brands is a privately held, Taos, New Mexico-based personal care company that designs, manufactures, and sells aluminum-free deodorants, bar soaps, and lip balms through direct-to-consumer e-commerce, wholesale, and retail channels.
- Ownership category
- akta.pro rank
Humble Brands industry classification
Industry- Product category
- Natural Personal Care
- NAICS
- Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRADANAA)
- akta.pro secondary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Humble Brands is headquartered
LocationHeadquarters
- HQ city
- Taos
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Humble Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct online sales via humblebrands.com. Products include aluminum-free deodorants, bar soaps, and lip balms sold at various price points with both standard and plastic-free packaging options.
- Subscription (Subscribe & Save): Customers can subscribe to regular product deliveries with a 15% discount on their first purchase and ongoing subscription savings. Orders renew automatically for convenience.
- Wholesale/B2B: Wholesale program for retailers to carry Humble Brands products, providing another distribution and revenue channel beyond direct consumer sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Deodorant - Original Formula |
| Unit Pricing | Pay-as-you-go | Plastic-Free Deodorant |
| Unit Pricing | Pay-as-you-go | Travel Size Deodorant |
| Unit Pricing | Pay-as-you-go | Moisturizing Bar Soap |
| Unit Pricing | Pay-as-you-go | Standard Lip Balm |
| Unit Pricing | Pay-as-you-go | Plastic-Free Lip Balm |
| Hybrid | Pay-as-you-go | Bundle & Save |
| Subscription | Monthly | Subscribe & Save |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Humble Brands product offering
Product offeringCore offering
Humble Brands designs, manufactures, and sells aluminum-free natural personal care products — primarily deodorants, bar soaps, and lip balms — made in Taos, New Mexico. The deodorant line is offered in two proprietary formulas (Original with baking soda and Sensitive Skin with magnesium hydroxide) across 11 essential-oil scents and three packaging formats (standard, plastic-free paperboard, travel-size). The company sells direct-to-consumer via humblebrands.com and through wholesale retail partners, with a Subscribe & Save subscription option and curated bundle/kits.
Product overview
Humble Brands is a personal care company specializing in aluminum-free deodorants, moisturizing bar soaps, and hydrating lip balms. The product portfolio centers on two core deodorant formulas—Original Formula (with baking soda) and Sensitive Skin Formula (baking soda-free, using magnesium hydroxide)—available in 11 distinct scents across three packaging formats: standard plastic, plastic-free paperboard tubes, and travel-size minis. The lineup includes Palo Santo & Frankincense, Patchouli & Copal, Moroccan Rose, Black Spruce, Mountain Lavender, Bergamot & Ginger, Rosemary & Mint, Lavender & Holy Basil, Lemongrass & Sage, Unscented, and Sweet Amber. Bar soaps (4 variants) and lip balms (8 variants including 5 plastic-free options) complement the deodorant line. Bundling options include Build Your Own (mix any products, save up to 20%) and curated kits such as Jason Momoa's Favorites and Restore Kits. All products feature essential oils for fragrance, no synthetic fragrance, and are cruelty-free. The company offers a subscription service with 15% savings and maintains a 60-Day Love-It Guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Aluminum-Free Deodorant — Original Formula Aluminum-free natural deodorant using a 4-ingredient formula (Caprylic/Capric Triglyceride/MCT Oil, Non-GMO Corn Starch, Sodium Bicarbonate/Baking Soda, and Beeswax) plus essential oils for fragrance. Works by neutralizing odor-causing bacteria without blocking sweat glands. Sold at $10.99 per 2.5 oz / 70g unit across scents including Palo Santo & Frankincense, Patchouli & Copal, Moroccan Rose, Black Spruce, Mountain Lavender, Bergamot & Ginger, Rosemary & Mint, Lavender & Holy Basil, Lemongrass & Sage, Sweet Amber, and Unscented.
- Sensitive Skin Aluminum-Free Deodorant (Vegan, Baking Soda-Free)
- Plastic-Free Aluminum-Free Deodorant Aluminum-free deodorant packaged in FSC-certified paperboard tubes made from renewable materials, offering an environmentally-friendly alternative to plastic deodorant packaging. Available in 2.65 oz / 75g format priced at $12.99 per unit, across the full scent library including the Rockrose & Cedar scent co-created with Jason Momoa.
- Travel Size Deodorant Mini-format aluminum-free deodorant in .5 oz / 14g size priced at $3.99 per unit. Available across multiple scents for portable use while traveling.
- Moisturizing Bar Soap pH-balanced moisturizing bar soap for face, body, and shaving. Made with organic sunflower seed oil, coconut oil, sustainably sourced palm oil, shea butter, and olive oil with rosemary extract. Sold at $7.99 per 4 oz / 113g bar in Patchouli & Copal, Mountain Lavender, Lemongrass & Sage, and Unscented variants.
- Hydrating Lip Balm Hydrating lip balm formulated with five simple ingredients including organic coconut oil and cocoa butter. Available in standard plastic tubes at $3.49 (Moroccan Rose, French Peppermint, Unscented) and in plastic-free paperboard push-up tubes at $8.99 (French Peppermint, Grapefruit & Rosemary, Moroccan Rose, Unscented, Vanilla & Cardamom).
- Jason Momoa's Favorites Curated Kit Curated gift kit of Jason Momoa's personal product picks, all in plastic-free packaging: Rockrose & Cedar Plastic-Free Deodorant, Moroccan Rose Plastic-Free Deodorant, Palo Santo & Frankincense Plastic-Free Deodorant, Patchouli & Copal Soap, and Unscented Plastic-Free Lip Balm. Priced at $45.88 (regularly $55.95).
- Travel Size Discovery Kit Discovery kit of travel-size deodorants allowing customers to sample multiple scents and formulas before committing to full-size products. Can include up to six travel-size deodorants.
- Subscribe & Save Subscription Program Recurring subscription delivery service offering 15% off the first order and ongoing subscription savings on deodorant, soap, and lip balm products. Customers can modify, skip, or cancel anytime, with monthly billing cadence.
Quantifiable outcome
- 91% of customers would recommend Palo Santo & Frankincense Deodorant based on 406 reviews with 4.7/5 average rating
- +2 more outcomes
Companies that use Humble Brands
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Humble Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Humble Brands partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- 1% for the PlanetcoreHumble Brands is a member of 1% for the Planet, contributing one percent of annual sales to environmental nonprofits working in the regions they love (referencing their Taos, New Mexico home and high desert landscape). This membership demonstrates the company's commitment to environmental sustainability and social responsibility.
- Jason MomoacoreActor Jason Momoa serves as a celebrity ambassador and brand partner, co-creating the Rockrose & Cedar signature scent. He is featured prominently across marketing materials with the tagline 'I don't wear cologne. I wear Humble.' Products are featured as part of his personal essentials list in GQ interviews.
- Palm Done Right / Rainforest AllianceminorHumble Brands uses RSPO Certified and sustainably sourced palm oil from Palm Done Right and Rainforest Alliance certified sources, as noted in the ingredient disclosure for their Patchouli Copal Bar Soap.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Humble Brands competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights6 records
Customer concentration
Humble Brands social profiles
Digital presenceHumble Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Humble Brands leadership team
Management profileNumber of profiles
Humble Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Humble Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Humble Brands
What does Humble Brands do?
Humble Brands designs, manufactures, and sells aluminum-free natural personal care products — primarily deodorants, bar soaps, and lip balms — made in Taos, New Mexico. The deodorant line is offered in two proprietary formulas (Original with baking soda and Sensitive Skin with magnesium hydroxide) across 11 essential-oil scents and three packaging formats (standard, plastic-free paperboard, travel-size). The company sells direct-to-consumer via humblebrands.com and through wholesale retail partners, with a Subscribe & Save subscription option and curated bundle/kits.
Is Humble Brands a public or private company?
Humble Brands is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Humble Brands founded?
Humble Brands was founded in 2015. It employs 11 to 50 people.
Where is Humble Brands based?
Humble Brands is headquartered in Taos, United States, in the North America region.
How does Humble Brands make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription (Subscribe & Save) and wholesale/B2B.
Does Humble Brands have an API?
No public API is recorded for Humble Brands.
What industry is Humble Brands in?
Humble Brands's product category is Natural Personal Care. Its primary akta.pro industry code is CRADANAA, Deodorants & Antiperspirants, with a secondary code of CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 456 and its SIC code is 2844.