What Completely Bare does

Completely Bare is a women-founded, women-owned, and women-operated direct-to-consumer beauty brand established in 1998 by CEO Alicia Nussdorf and headquartered in Bellport, New York. The company develops and sells botanical-infused, multi-benefit hair removal and skincare products for individual consumers, organized into four functional categories: hair removers (shave gels, wax strips, foaming sprays, creams), hair minimizers/inhibitors (body and facial moisturizers featuring the proprietary CB Tri-Complex with Capislow technology), bump eliminators (treatments for ingrown hairs and razor bumps using dual acid exfoliation), and pre/post treatments (nourishing oils and aftercare). All products are PETA Certified Cruelty-Free & Vegan, dermatologist-tested, made in the USA, and formulated without phthalates, soy, silicones, sulfates, or parabens.

The technology stack centers on the proprietary CB Tri-Complex blend of plant extracts (Larrea Divaricata, Gymnema Sylvestre Leaf, Narcissus Tazetta Bulb) combined with Capislow to reduce hair density, length, and regrowth, supported by clinically recognized actives such as Glycolic Acid 5%, Salicylic Acid 2%, and Azelaic Acid in targeted bump-elimination SKUs. The brand's revenue model is overwhelmingly consumer-direct: individual SKUs priced $5-$33, three curated bundles priced $20-$25, and a Subscribe & Save recurring program offering 15% off the first order and 10% off subsequent 4- or 8-week deliveries. Distribution operates through a Shopify-hosted DTC storefront complemented by wholesale placement at Target, Ulta, CVS, Walgreens, Rite Aid, Amazon, Bed Bath & Beyond, Meijer, and additional drug and beauty specialty retailers.

The customer base is a fragmented long tail of individual women (primary) and men (secondary), served through an omnichannel marketing motion that includes Instagram, TikTok, and Pinterest organic social, an open Brand Ambassador Program for content creators, an email newsletter of 31,000+ subscribers, and earned media coverage in Refinery29, Harper's Bazaar, Elle, People, InStyle, and Star. The company has earned sustained editorial recognition, including the 2024 People Magazine Best Body Hair Removal award for its easy OFF Foaming Hair Removal Spray, and operates with no disclosed external funding, subsidiaries, or parent company.

Name

Completely Bare

Legal name

Completely Bare Distributors, LLC

Website

https://completelybare.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Completely Bare is a women-founded, women-owned DTC beauty brand selling botanical-infused, vegan hair removal and skincare products (shave gels, wax, hair inhibitors, bump treatments) through its e-commerce site and major US retailers including Target, Ulta, CVS, and Amazon, targeting individual consumers seeking multi-benefit at-home hair removal solutions.

Ownership category

akta.pro rank

Product category

Personal Care & Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Intimate & Below-the-Belt Grooming (Trimmers, Washes, Powders) (CRABAGAI)

akta.pro secondary industry

Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)

Keywords

• At-home hair removal
• Vegan skincare products
• Ingrown hair treatment
• Hair growth inhibitors
• Women's beauty products

Headquarters

HQ city

Bellport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from direct-to-consumer sales of hair removal and skincare products through their e-commerce website and retail distribution channels. Products are sold as one-time purchases with subscription/auto-replenishment options available for select items.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Completely Bare is a women-founded, women-owned direct-to-consumer brand that develops, manufactures, and sells multi-benefit, cruelty-free and vegan at-home hair removal and skincare products. Its portfolio spans shave gels, wax strips, foaming hair removal sprays, hard wax pearls, hair-inhibiting body and facial moisturizers, and bump-eliminating treatments, sold directly via completelybare.com and through major US retailers.

Product overview

Completely Bare is a women-founded, women-owned and operated direct-to-consumer brand specializing in multi-benefit, cruelty-free, and vegan at-home hair removal and skincare solutions. The product portfolio consists of physical consumer goods organized into four main categories: Hair Removers (shave gels, wax strips, hair removal sprays, creams), Hair Minimizers/Inhibitors (body and facial moisturizers with hair growth-inhibiting properties), Bump Eliminators (treatments for ingrown hairs and razor bumps), and Pre & Post Treatments (nourishing oils and skin care). The company also offers curated product bundles for complete routines. All products are PETA Certified Cruelty-Free & Vegan, dermatologist tested, and made in the USA with botanical ingredients. Products range from $5-$30 and are available directly through the website as well as at major retail partners including Amazon, Target, Ulta, Walgreens, and CVS.

Differentiator

Problem solved

Functional benefit

Products and services

• completely SMOOTH Moisturizing No-Bump Shave Gel A moisturizing shave gel that provides a close shave while helping prevent ingrown hairs and bumps; formulated with Aloe Vera, Jojoba Oil, Calendula, and Chamomile extracts. Targeted at consumers seeking a soothing shaving experience.
• bikini bump BLASTER Ingrown Hair & Bikini Bump Eliminator Pre-moistened pads with Witch Hazel, Salicylic Acid (2%), and Glycolic Acid (5%) to exfoliate and smooth skin, reducing the appearance of ingrown hairs and bikini bumps. Targeted at consumers who experience post-shave/wax bumps.
• don't grow THERE Body Moisturizer & Hair Inhibitor Hydrating body moisturizer formulated with the proprietary CB Tri-Complex and Capislow to diminish hair density, length, and regrowth, combined with Shea Butter and White Willow Bark. Targeted at consumers seeking slower hair regrowth.
• don't grow GLOW Gradual Tan Body Moisturizer & Hair Inhibitor Combines gradual self-tanning with hair-inhibiting properties to help reduce hair density while providing long-lasting hydration and an enhanced tan. Targeted at consumers wanting both self-tan benefits and slower regrowth.
• go fuzz FREE Facial Moisturizer & Hair Inhibitor Daily facial moisturizer with the proprietary CB Tri-Complex and Capislow to reduce facial hair density; contains Vitamins A, C & E, Jojoba Oil, and White Willow Bark. Targeted at consumers with unwanted facial hair.
• pit STOP Deodorant & Hair Inhibitor Deodorant combined with hair-inhibiting properties using natural plant extracts with Capislow and Coconut Oil to prolong smooth effects after hair removal. Targeted at consumers seeking underarm odor control plus reduced regrowth.
• calm DOWN Ingrown Hair, Razor Bump & Redness Eliminator High-potency formula with Salicylic Acid, Azelaic Acid, Witch Hazel, and Aloe Vera to resurface skin, prevent razor bumps, and eliminate ingrown hairs. Targeted at consumers with post-shave irritation and discoloration.
• soothe & SUBDUE Nourishing Hair & Skin Oil Nourishing hair and body oil with Lavender Oil, Tamanu Oil, and Andiroba Oil to hydrate, soften, and heal irritated skin between hair removal sessions. Targeted at consumers seeking post-removal skin recovery.
• ready set WAX No Heat Wax Strips for Face, Bikini & Body Hypoallergenic pre-waxed strips warmed by hands only; custom-shaped for face, bikini and body. Includes 42 wax strips and 6 Lavender Oil cleansing towelettes. Targeted at consumers wanting mess-free at-home waxing.
• bare more ouch LESS Strip-Less Hard Wax Pearls Kit Strip-less hard wax pearls that shrink-wrap around hair follicles rather than skin, containing Coconut Oil and ethically sourced mica. Targeted at consumers seeking professional-style at-home waxing.
• easy OFF Foaming Hair Removal Spray Foaming hair removal spray for body hair removal, voted 2024 People Magazine Best Body Hair Removal. Targeted at consumers seeking fast, spray-on body hair removal.
• ctrl+hair+DEL Targeted Hair Removal Cream Targeted hair removal cream for precise application and removal of unwanted hair. Targeted at consumers wanting precision hair removal.
• razor bump BLASTER Ingrown Hair & Razor Bump Eliminator for Men Ingrown hair and razor bump eliminator specifically formulated for men to address post-shave razor bumps and ingrown hairs. Targeted at male consumers.
• completely CLEAN Hand Sanitizer Hand sanitizer product. Targeted at general consumers for everyday hand hygiene.
• bestseller TRIO Bundle Bundle containing the three most popular Completely Bare products offered at $25 for a complete hair removal routine. Targeted at consumers seeking a value bundle of bestsellers.
• fan fave TRIO Bundle Bundle including completely SMOOTH shave gel, calm DOWN, and don't grow THERE offered at $25 for a comprehensive skincare and hair inhibition routine. Targeted at consumers wanting an all-in-one hair removal and inhibition regimen.
• wax n' soothe TRIO Bundle Waxing bundle including ready set WAX strips, bare more ouch LESS wax pearls, and soothe & SUBDUE oil priced at $20 for a complete at-home waxing and aftercare regimen. Targeted at consumers starting or refreshing an at-home wax routine.

Quantifiable outcome

• 70% reduction in razor bumps reported by customers within days of use
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Brand Ambassador ProgramminorGTM or Marketing PartnerOpen ambassador program inviting content creators to collaborate with the brand. Interested parties can email [email protected] with subject line 'Let's Partner' including name, location, favorite product, social channels, and content creation capabilities (images, videos, stop motions, GIFs).

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• EOS: eos (Evolution of Smooth) is a mass-market personal care brand offering shave creams, lotions, and lip balms across major drug and mass retailers. It overlaps with Completely Bare's shave cream and body care categories with similar orb-shaped packaging and female-skewed consumer base.
• Veet: Veet (Reckitt) is a global hair removal brand offering depilatory creams, gels, and wax products in mass retail. It competes broadly with Completely Bare's hair removal line across drugstores and mass merchants, with deeper marketing budgets and category dominance.
• Nair: Nair is a long-standing mass-market brand of depilatory creams, sprays, and waxes owned by Church & Dwight. It is a broad incumbent competitor across Completely Bare's hair removal category (ready set WAX, easy OFF, ctrl+hair+DEL) with much wider retail penetration and pricing power.

Direct peers

• Billie: Billie is a women's body brand offering razors, shave cream, and body care through DTC and major retail (Target). It overlaps with Completely Bare's shave gel (completely SMOOTH), body care, and clean-beauty positioning targeting similar women consumers.
• Flamingo: Flamingo, the women's brand spun out of Harry's, sells razors, wax strips, shave gel, and ingrown hair treatments through DTC and Target/Walmart. It is directly comparable to Completely Bare across hair removal SKUs, bump-elimination products, and retail distribution strategy.
• Fur: Fur is a venture-backed DTC brand specializing in intimate-area skincare, hair removal, and ingrown-hair treatments for women. It directly competes with Completely Bare's bikini bump BLASTER, don't grow THERE, and ingrown hair routines with similar botanically-infused positioning and subscription offerings.
• Athena Club: Athena Club is a women's personal care subscription brand offering razors, body care, and skincare via DTC and major retail. It competes with Completely Bare's bundling model, women's positioning, and shave/hair-removal routines, leveraging similar e-commerce-first GTM.

Regional players

• Nad's: Nad's is an Australian-origin hair removal brand offering wax, sugar, and depilatory products globally. It is comparable to Completely Bare's wax and depilatory portfolio but primarily serves Australia, NZ, and Europe rather than the US market where Completely Bare is concentrated.

Emerging players

• Estrid: Estrid is a women's razor and body care brand operating DTC and through Target/Walmart. It is an emerging peer competing on shave gels and women's grooming with similar value pricing ($5-$33) and clean beauty credentials.
• Maude: Maude is an emerging sexual wellness and intimate care DTC brand offering body care, cleansers, and shaving products. It overlaps with Completely Bare on intimate-area skincare and minimalist, clean-ingredient positioning while expanding its own men's and women's lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/completelybare
• TikToktiktok.com/@completelybare?lang=en
• Pinterestpinterest.com/cbareproducts
• LinkedInlinkedin.com/company/completely-bare

Compliance4 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 Completely Bare