What Beauty Heroes does

Beauty Heroes, operating as Spa Heroes LLC, is a clean beauty curation and discovery platform founded in Novato, California in 2014 by Jeannie Jarnot after she identified toxic ingredients in the spa industry as a possible factor in her own infertility. The company screens ingredients against banned lists in the EU, Canada, and Japan, plus additional environmental and biodegradability criteria, selecting 12 Hero products annually from hundreds tested and curating over 110 healthy beauty and wellness brands in its Beauty Store.

Its core platform consists of three distribution surfaces: an auto-renewing monthly subscription box (tiers priced $39.95-$58.95/month) delivering 2-4 full-size curated products valued at $120+ per shipment; an e-commerce Beauty Store offering 15% discounts to subscribers; and a flagship discovery-based retail location in Novato offering facials ($135-$240), waxing, tinting, and event programming. The company monetizes through recurring subscription revenue, e-commerce sales across 110+ third-party brands, in-store service fees, gift cards, and a corporate gifting program, shipping to 30+ countries.

Beauty Heroes operates without disclosed venture capital or private equity backing and is described as a curation and e-commerce platform rather than a technology company. Its proprietary advantages center on ingredient vetting methodology, the founder-pioneered Blue Beauty movement (2018), and a network of sustainability partnerships including Provenance, The Good Face Project, rePurpose Global, PACT, and 1% for the Planet that collectively reinforce its position as a gatekeeper in the clean beauty segment.

Name

Beauty Heroes

Legal name

Spa Heroes, LLC

Website

https://beauty-heroes.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Beauty Heroes is a founder-led clean beauty discovery platform offering curated monthly subscription boxes, an e-commerce store with 110+ vetted brands, and a flagship retail location in Novato, California, serving ingredient-conscious consumers in 30+ countries.

Ownership category

akta.pro rank

Product category

Clean Beauty Retail & Subscription

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

akta.pro secondary industries

Skincare Sets, Kits & Travel Sizes (CRABAAAL), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Clean beauty subscription
• Natural skincare retail
• Beauty discovery box
• Organic beauty store
• Clean beauty curation

Headquarters

HQ city

Novato

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Beauty Discovery Subscription: Auto-renewing subscription boxes delivering curated clean beauty products monthly. Members receive 2-4 full-size products valued at $120+ per box, with tiered pricing for 3, 6, and 12-month terms. Subscribers also receive 15% discount on the Beauty Store.
2. Beauty Store E-commerce: Online retail store offering over 110 healthy beauty and wellness brands. Products include skincare, haircare, bodycare, makeup, and lifestyle items. Free shipping on US orders $75+, Canada $100+, International $250+.
3. In-store Services (Novato Flagship): Physical retail location offering skincare services including facials (Hero Worship Facial at $150-$240), makeup services, waxing, and tinting. Hospitality services including botanical teas and product sampling.
4. Corporate Gifting: Customizable corporate gifting program serving companies of all sizes with scalable gift options including subscription packages and pre-wrapped gift sets.
5. Gift Cards: Digital gift cards starting at $25, redeemable for products or subscriptions in-store or online.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Beauty Heroes delivers curated clean beauty products through a monthly auto-renewing Discovery Subscription Box (2-4 full-size hero products valued at $120+ per month) and an online Beauty Store carrying 110+ vetted healthy beauty and wellness brands. The company operates a flagship physical retail store in Novato, California offering skincare services, and ships internationally to 30+ countries.

Product overview

Beauty Heroes operates a multi-platform clean beauty business consisting of three core offerings: a Monthly Discovery Subscription Box (starting at $39.95/month) delivering curated full-size clean beauty products from rotating brands with 15% member discounts; an E-commerce Beauty Store featuring over 110 healthy beauty and wellness brands; and a Novato, California Flagship Store providing in-person discovery experiences and skincare services. Additional offerings include Gift Cards, Corporate Gifting Programs, and Limited Edition seasonal discoveries. The platform curates predominantly organic, cruelty-free skincare, haircare, bodycare, and makeup with rigorous ingredient standards.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Beauty: A platform and movement pioneered by Beauty Heroes founder Jeannie Jarnot in 2018 to connect conscious consumers with beauty brands that are working to make a positive impact on the environment through reef-safe ingredients, zero-waste packaging, and ocean conservation initiatives.

Products and services

• Monthly Discovery Subscription Box Auto-renewing monthly subscription service delivering 2-4 full-size clean beauty hero products from a curated brand, valued at $120 or more per month. Available in 3-month ($45.95/mo), 6-month ($41.95/mo), and 12-month ($39.95/mo) memberships, plus a one-time $58.95 box option. Members receive a 15% discount on Beauty Store purchases and free domestic shipping.
• Beauty Store (E-commerce) Online retail platform offering over 110 curated healthy beauty and wellness brands across skincare, makeup, haircare, bodycare, fragrance, and lifestyle categories. Features a 15% member-exclusive discount and free shipping on US orders $75+, Canada $100+, and International $250+.
• Novato Flagship Store Physical discovery-based retail location in Northern California offering the full Beauty Store assortment, skincare services (facials, makeup, waxing, tinting), hospitality services including botanical teas, and in-store events such as brand founder meet-and-greets. Also serves as warehouse and fulfillment location.
• Skincare Services Standalone skincare and beauty services at the Novato flagship, including Hero Worship Facial ($150-$240), Teen Spirit Facial ($135), The Face Lift ($99), Special Occasion Makeup ($75), Makeup Lesson ($85), brow/lip/chin/full face waxing, lash and brow tinting.
• Gift Cards Digital gift cards starting at $25, redeemable in-store or online for beauty products or Beauty Heroes subscriptions.
• Corporate Gifting Program Customizable corporate gifting service offering 3, 6, or 12-month Beauty Heroes subscription packages and pre-wrapped gift sets for companies seeking thoughtful, sustainable gifts for clients and employees.
• Limited Edition Discoveries Seasonal one-time makeup and lifestyle discoveries available for individual purchase from the Beauty Store outside the monthly subscription cycle.

Quantifiable outcome

• 12 products selected as Hero products from hundreds tested annually
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• ProvenanceflagshipStrategic or Co-development Partner · 18 April 2024First U.S. retailer to partner with Provenance, a platform verifying sustainability and social impact claims. 29 brands already verified with more added monthly. Allows consumers to explore verified sustainability claims on product and brand pages to combat greenwashing.
• The Good Face ProjectcoreTechnology or IntegrationPartnered with The Good Face Project to make their complete ingredient standard available to brands and formulators. Beauty Heroes uses this platform to verify that formulas meet their stringent ingredient standard.
• PACT (Pact Collective)coreStrategic or Co-development PartnerMember of PACT collective, pro-actively educating on and collecting unrecyclable beauty packaging. Novato flagship store is a Pact Drop Location for collecting hard-to-recycle beauty packaging from consumers.
• rePurpose GlobalcoreStrategic or Co-development PartnerEnvironmental and social impact enterprise. Beauty Heroes offsets one pound of plastic with every order placed through rePurpose Global partnership.
• 1% For the PlanetflagshipGTM or Marketing Partner1% of top line revenue goes to environmental causes including 5 Gyres, One Tree Planted, The Rainforest Alliance and more. Aligns with founder Jeannie Jarnot's mission to give back and Live Lighter.
• TerraCycleminorStrategic or Co-development PartnerPartnership for recycling hard-to-recycle beauty packaging. TerraCycle has partnered with brands and companies for years to recycle almost anything.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Credo Beauty: Credo Beauty is a multi-brand clean beauty retailer with brick-and-mortar stores and a strict 'Credo Clean Standard' for ingredient vetting — directly comparable to Beauty Heroes' curation model, proprietary ingredient standards, and physical-plus-DTC channel mix.
• Birchbox: Birchbox pioneered the beauty discovery subscription box model with monthly curated samples and a multi-brand storefront — directly comparable to Beauty Heroes' monthly discovery subscription + online beauty store mechanics.
• The Detox Market: The Detox Market is a multi-brand clean beauty retailer with both physical stores and e-commerce, curating vetted non-toxic brands — directly overlapping with Beauty Heroes on curation, ingredient standards, and clean-beatuy positioning.
• Ipsy: Ipsy operates a large-scale beauty subscription plus personalization platform and Glam Bag marketplace — closely comparable to Beauty Heroes on subscription discovery and multi-brand retail, though at significantly larger scale and broader mass-market positioning.
• Allure Beauty Box: Allure Beauty Box (Condé Nast) is a quarterly beauty subscription curated by the Allure editorial team — directly comparable to Beauty Heroes' editorially curated monthly discovery subscription model.

Broad incumbents

• Bluemercury: Bluemercury is a multi-store clean/clean-leaning beauty retailer offering products plus in-store spa services — comparable to Beauty Heroes on the combination of curated clean beauty retail and facial/skincare services, but at far larger physical footprint.
• GOOP: GOOP operates a curated clean wellness and beauty e-commerce storefront with strong founder-driven brand authority — broadly comparable to Beauty Heroes' clean beauty curation and content-driven marketing model.
• Sephora: Sephora's 'Clean at Sephora' initiative offers a vetted clean beauty assortment across thousands of stores and a global e-commerce platform — a broad incumbent that competes with Beauty Heroes on clean beauty curation at much greater scale and reach.

Emerging players

• W3LL PEOPLE: W3LL PEOPLE is a clean/natural cosmetics brand carried by clean beauty retailers — an emerging brand comparable in positioning to the curated brands Beauty Heroes features in its subscription and storefront.
• Mented Cosmetics: Mented is a clean-leaning color cosmetics brand with DTC focus — an emerging beauty brand whose positioning and ingredient transparency overlap with the clean color cosmetics brands curated by Beauty Heroes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/beautyheroes
• YouTubeyoutube.com/channel/UCl2wTzfsK69bSoGTu2-gXaQ
• Facebookfacebook.com/beautyheroesbox
• LinkedInlinkedin.com/company/beauty-heroes
• Instagraminstagram.com/beautyheroes
• TikToktiktok.com/@beautyheroes

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 Beauty Heroes