LATHER
LATHER is a Pasadena-based, founder-led clean beauty brand founded in 1999 that formulates and sells botanical, cruelty-free skincare, haircare, body care, and wellness products directly to consumers via e-commerce, company-owned retail stores, airport locations, and luxury hotel wholesale.
- Company typePrivate
- Founded1999
- HeadquartersPasadena, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What LATHER does
LATHER is a Pasadena, California-based direct-to-consumer clean beauty brand founded in 1999 that formulates and sells botanical, cruelty-free, and vegan skincare, haircare, body care, and wellness products. Its portfolio spans four core categories — Face (cleansers, moisturizers, serums, masks, sun care, eye and lip care), Body (washes, scrubs, moisturizers, soaps, deodorant, foot and hand care), Hair (shampoos, conditioners, treatments), and Wellness (bath, sleep, muscle-ease, aromatherapy) — organized into themed sub-brands including the Hotel Body Collection, The Landscapes Collection (packaged in 100% ocean-bound plastic), Australian Superfoods Skincare, and ingredient-led collections (Bamboo, Mint, Lavender, Coconut). The company has no proprietary technology platform; its product portfolio is formulation-based and built around natural, botanical ingredients without parabens, sulfates, or synthetic fragrances.
LATHER operates an omnichannel distribution model with four primary revenue streams: DTC e-commerce through lather.com, four company-owned retail stores (Pasadena, Long Beach, Phoenix, Atlanta airport), seven airport retail points through an Evolve by Hudson partnership (Fort Lauderdale, Salt Lake City, three Las Vegas concourses), and B2B wholesale to luxury hotels via its Hotel Collection. Customer acquisition blends content marketing (The LATHER Edit blog, skincare quiz), social media (Instagram, Facebook), earned media coverage in Allure, People, Shop Today, and Women's Health, and experiential retail events (Sip & Shop, Pamper Parties). Retention is driven by Subscribe & Save auto-replenishment (5% discount, free shipping) and the LATHER Up rewards program. Individual product pricing ranges from $7 (single-use sheet masks) to $68+ (bundle sets), with core SKUs clustered in the $16-$46 range, and Afterpay provides interest-free installment payments at checkout. The company is privately held and founder-led by CEO Emilie Hoyt, with no disclosed institutional investment, funding events, or revenue figures.
LATHER firmographics
Firmographics- Name
- LATHER
- Legal name
- LATHER(), INC.
- Website
- https://lather.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LATHER is a Pasadena-based, founder-led clean beauty brand founded in 1999 that formulates and sells botanical, cruelty-free skincare, haircare, body care, and wellness products directly to consumers via e-commerce, company-owned retail stores, airport locations, and luxury hotel wholesale.
- Ownership category
- akta.pro rank
LATHER industry classification
Industry- Product category
- Natural Skincare and Body Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Other Health and Personal Care Retailers (45619)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)
- akta.pro secondary industry
- Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)
Keywords
Where LATHER is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
LATHER business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: LATHER generates primary revenue through direct online sales via lather.com, selling skincare, haircare, and body care products to individual consumers at retail prices ranging from $7 to $68+.
- Subscription Auto-Replenishment: The Subscribe & Save program provides recurring revenue through automatic product deliveries. Subscribers receive 5% discount plus free shipping on recurring orders, creating predictable subscription revenue with customer retention benefits.
- Retail Store Sales: LATHER operates company-owned retail locations in Pasadena, Long Beach, Phoenix, and Atlanta airport, generating in-store revenue from walk-in customers.
- B2B Hotel Amenities: LATHER supplies its products to luxury hotels (Hotel Collection), positioning their body and hair care as amenities trusted by premium hospitality brands for guest use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Pricing |
| Subscription | Monthly | Subscribe & Save Program |
| Unit Pricing | Pay-as-you-go | Bundles and Sets |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
LATHER product offering
Product offeringCore offering
LATHER formulates and sells natural, botanical, cruelty-free, and vegan skincare, body care, haircare, and wellness products directly to consumers via its e-commerce site, company-owned retail stores, and airport retail locations. The company also supplies its Hotel Collection to luxury hotels as premium guest amenities and operates a Subscribe & Save auto-replenishment program plus a LATHER Up customer loyalty rewards program.
Product overview
LATHER is a clean beauty brand offering natural, botanical, and cruelty-free skincare, body care, and hair care products. The product portfolio spans four core categories: Face Products (cleansers, moisturizers, exfoliators, serums, masks, toners, eye care, lip care, and shave essentials), Body Products (body washes, scrubs, moisturizers, soaps, foot and leg care, hand care, deodorant, and accessories), Hair Products (shampoos, conditioners, hair treatments, and sets), and Wellness Products (workout essentials, sleep essentials, bath essentials, muscle ease, and aromatherapy balms). These are organized into themed sub-brands and collections including The Landscapes Collection (sustainable ocean-plastic packaging), Hotel Body Collection (luxury hotel-grade products for home), Australian Superfoods Skincare, and ingredient-focused collections (Bamboo, Mint, Lavender, Coconut). The company also offers services including Subscribe & Save auto-replenishment, LATHER Up Rewards loyalty program, Pamper Parties, and a Skincare Quiz for personalized product recommendations.
Differentiator
Problem solved
Functional benefit
Brands
- Hotel Collection: Product line designed for hotel and hospitality use, featuring signature scents like Mint Thyme, Bamboo Lemongrass, and Lavender Lime.
- Landscapes Collection
- Australian Superfoods Skincare
Products and services
- Face Products Facial skincare lineup including cleansers, moisturizers, exfoliators, serums, masks, toners, eye care, lip care, sun essentials, and shave essentials for individuals with combination, sensitive, dry, oily/acne-prone, or aging skin.
- Body Products Body care lineup including body washes, scrubs, moisturizers, soaps, foot and leg care, hand care, deodorant, sun essentials, and bath accessories for daily body hygiene, hydration, exfoliation, and odor control.
- Hair Products Haircare lineup including shampoos, conditioners, hair treatments, and hair sets formulated for dry, damaged/color-treated, and fine/oily hair types.
- Wellness Products Wellness items including workout essentials, sleep essentials, bath essentials, shower essentials, muscle ease products, and aromatherapy wellness balms for at-home self-care, recovery, and sleep support.
- Hotel Body Collection Professional-grade body and hair care products (body washes, shampoos, conditioners, moisturizers, soaps) supplied to luxury hotels as premium guest amenities and sold to consumers for home use, featuring signature scents including Bamboo Lemongrass, Mint Thyme, and Lavender Lime.
- The Landscapes Collection Sustainable skincare and haircare sub-brand packaged in bottles made with 100% ocean bound plastic, featuring botanical formulas inspired by nature's landscapes (e.g., Mountain Fir & Elderflower, Forest Cedar & Acai, Coastal Coconut & Sea Moss).
- Australian Superfoods Skincare Skincare collection featuring Australian botanical superfoods and natural ingredients, positioned within the Face product category.
- Daily Defense Mineral SPF 50 Body Sunscreen Reef-safe mineral body sunscreen with zinc oxide offering SPF 50 protection with no white cast, formulated with antioxidant botanicals and shea butter, water resistant up to 80 minutes.
- Subscribe & Save Auto-replenishment subscription service offering 5% discount and free US shipping on recurring monthly deliveries of favorite products, with convenient credit card billing and cancel-anytime flexibility.
- LATHER Up Rewards Customer loyalty rewards program offering members-only perks, point accumulation on purchases, birthday rewards, and exclusive offers.
Quantifiable outcome
- Subscribe & Save program offers 5% discount plus free shipping on recurring orders
- +1 more outcomes
Companies that use LATHER
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
LATHER technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
LATHER partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Evolve by HudsonminorAirport retail partnership through Evolve by Hudson stores located in Fort Lauderdale, Salt Lake City, and Las Vegas airports, making LATHER products available to travelers.
- Luxury HotelscoreLATHER supplies its Hotel Collection products as amenities to luxury hotels, creating a B2B revenue stream while building consumer brand awareness through the hotel-to-home model.
- RUKSTRminorLATHER partnered with RUKSTR for wellness content, featuring smart upgrades for everyday wellness combining LATHER skincare with RUKSTR wellness products.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
LATHER competitors and assessment
Company assessmentBroad incumbents
- Origins: Established prestige skincare and body care brand owned by Estée Lauder, using natural ingredients and wellness positioning. Broader incumbent with overlapping botanical/wellness messaging that competes for the same clean-conscious consumer as LATHER.
Direct peers
- Beautycounter: Clean beauty brand offering skincare, body care, and cosmetics with a mission-driven positioning. Comparable to LATHER in clean beauty values, cruelty-free stance, and multi-category personal care assortment.
- The Ordinary: Clinical skincare brand owned by DECIEM with broad serums, moisturizers, and treatments. Overlaps with LATHER's skincare assortment and competes for the same ingredient-conscious consumer.
- Glossier: Direct-to-consumer beauty brand spanning skincare, body, and fragrance. Comparable to LATHER as a digitally native, values-driven brand competing in the same clean beauty category with similar price points.
- Tatcha: Premium skincare brand with natural Japanese botanical ingredients and a luxury hospitality heritage (now part of Unilever). Comparable to LATHER in natural positioning and overlap with LATHER's premium hospitality-to-retail strategy.
- Biossance: Clean, sustainably formulated skincare brand with squalane-based products. Comparable to LATHER in clean beauty, sustainability messaging, and skincare assortment overlap.
- Youth To The People: Superfood-ingredient skincare brand with face cleansers, moisturizers, and treatments. Comparable to LATHER's Australian Superfoods collection and clean beauty positioning targeting similar demographic.
- Herbivore Botanicals: Natural, plant-based skincare and body care brand with a similar botanical/clean formulation ethos. Directly competes with LATHER across face oils, serums, body scrubs, and natural fragrance profile.
- Drunk Elephant: Clean, biocompatible skincare brand offering face, body, and sun care with ingredient transparency. Directly comparable to LATHER in product category, natural/botanical positioning, and DTC-led distribution.
- Tata Harper: High-end natural and non-toxic skincare brand focused on botanical formulations. Comparable to LATHER's clean, botanical positioning at the premium end of the natural skincare category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
LATHER social profiles
Digital presenceLATHER financial estimates
Financial estimateRevenue estimate
Valuation estimate
LATHER leadership team
Management profileNumber of profiles
Profiles1 record
LATHER funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LATHER 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 LATHER
What does LATHER do?
LATHER formulates and sells natural, botanical, cruelty-free, and vegan skincare, body care, haircare, and wellness products directly to consumers via its e-commerce site, company-owned retail stores, and airport retail locations. The company also supplies its Hotel Collection to luxury hotels as premium guest amenities and operates a Subscribe & Save auto-replenishment program plus a LATHER Up customer loyalty rewards program.
Is LATHER a public or private company?
LATHER is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LATHER founded?
LATHER was founded in 1999. It employs 51 to 100 people.
Where is LATHER based?
LATHER is headquartered in Pasadena, United States, in the North America region.
How does LATHER make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are subscription Auto-Replenishment, retail Store Sales and B2B Hotel Amenities.
Who are LATHER's main competitors?
Origins is listed as a broad incumbent. Direct peers are Beautycounter, The Ordinary, Glossier, Tatcha, Biossance, Youth To The People, Herbivore Botanicals, Drunk Elephant and Tata Harper.
Does LATHER have an API?
No public API is recorded for LATHER.
What industry is LATHER in?
LATHER's product category is Natural Skincare and Body Care. Its primary akta.pro industry code is CRAHAEAF, Natural Personal Care & Clean Beauty Retail (within Health Food Stores), with a secondary code of CRABAAAK, Professional/Backbar Skincare (Esthetician & Spa Use). Its NAICS code is 456120 and its SIC code is 2840.