Maaemo
Maaemo is an Australian, founder-owned DTC skincare brand selling certified organic, vegan, botanical skincare, supplements, and curated bundles via its own e-commerce site, primarily targeting Australian women with dry, oily, mature, sensitive, or combination skin.
- Company typePrivate
- Founded-
- HeadquartersMornington, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maaemo does
Maaemo is an Australian direct-to-consumer skincare brand founded by Hillary, a Naturopath holding a Bachelor's Degree in Health Science (Naturopathy) and Advanced Diplomas in Western Herbal Medicine and Nutritional Medicine. The company develops, markets, and sells certified organic, vegan, botanical skincare products primarily to Australian women, with positioning segmented by skin concern: dry, oily, mature, sensitive, and combination skin. The portfolio spans 24 SKUs across cleansers, exfoliators, masks, moisturizers, serums, face oils, beauty tools, curated bundles, and a cross-category ingestible supplement called Inner Radiance.
Product formulations are developed by a cosmetic chemist in collaboration with the Naturopath founder, combining botanical actives and food-grade ingredients while avoiding harsh synthetic additives such as parabens, sulphates, and artificial fragrances. Notable technical features include a waterless dry-mix clay mask format (Elimination Mask) that activates on use with water, a four-amino-acid peptide complex serum (Hydra Glow Serum) combined with Tremella Mushroom and Hyaluronic Acid, and the Inner Radiance plant-based drink powder containing 16 food ingredients including natural sources of Vitamin C and Zinc.
The company operates a product-led, DTC business model through a Shopify-hosted storefront at maaemo.com.au. Revenue is generated through one-time product sales (individual products priced $35-$94; bundles $133-$240), a subscription program providing 15% off recurring orders, sample sizes, and gift cards. Supporting Afterpay, PayPal, and major card payments, plus free shipping thresholds and a $20 gift incentive for first-order subscribers. Marketing relies on Instagram, Facebook, email, customer reviews (Judge.me), and a Skin Quiz recommendation tool. The company is privately held, founder-owned, and shows no disclosed external funding, patents, awards, partnerships, or physical retail partnerships in the available data.
Maaemo firmographics
Firmographics- Name
- Maaemo
- Legal name
- Maaemo
- Website
- https://maaemo.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Maaemo is an Australian, founder-owned DTC skincare brand selling certified organic, vegan, botanical skincare, supplements, and curated bundles via its own e-commerce site, primarily targeting Australian women with dry, oily, mature, sensitive, or combination skin.
- Ownership category
- akta.pro rank
Maaemo industry classification
Industry- Product category
- Natural & Organic Skincare
- NAICS
- Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industry
- Body Scrubs & Exfoliating Cleansers (CRABAEAD)
Keywords
Where Maaemo is headquartered
LocationHeadquarters
- HQ city
- Mornington
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Maaemo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Product Sales (One-Time): Maaemo generates revenue through direct product sales of skincare and wellness products at various price points ranging from $12 (accessories) to $240 (bundles). Products include cleansers, moisturizers, serums, face oils, masks, and the Inner Radiance ingestible powder. Customers can purchase individual products or curated bundles.
- Subscription Program: Maaemo offers a subscription program where customers can set up automatic recurring delivery of products. Subscribers receive 15% off each order and access to exclusive gifts and offers not available to non-subscribers. The subscription can be cancelled or modified at any time through customer accounts.
- Inner Radiance Food Supplement: A plant-based drink powder positioned between skincare and nutrition, sold as a daily wellness supplement. This represents a cross-category revenue stream combining beauty-from-within positioning with functional food ingredients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Skincare Products - Price range from $35 to $94 |
| Unit Pricing | Pay-as-you-go | Curated Bundles - Savings of $10-$30 off individual product prices |
| Subscription | Monthly | Subscription Program - 15% discount on all subscription orders |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Maaemo product offering
Product offeringCore offering
Maaemo manufactures and sells Australian-made natural, organic, and vegan botanical skincare products including cleansers, moisturizers, serums, face oils, exfoliators, masks, and an ingestible beauty supplement (Inner Radiance). The company sells directly to consumers through its own e-commerce website, offering curated bundles, sample sizes, and a subscription program with 15% savings for recurring orders.
Product overview
MAAEMO is an Australian-made natural, organic, botanical skincare brand that offers a unified portfolio of skincare products, wellness supplements, and beauty tools. The core skincare range includes cleansers (Purifying Gel Cleanser, Rejuvenation Cleanser), exfoliators and masks (Fruit Enzyme Refiner, Elimination Mask), moisturisers (Hydra Glow Cream, Hydrating Face Cream), and face oils/serums (Youth Restore Elixir, Hydra Glow Serum, Vitalize Face Elixir). Products are organized into concern-based collections targeting Dry, Oily, Mature, Combination, and Sensitive skin types. The company also offers a wellness supplement (Inner Radiance) and beauty tools (Facial Treatment Brush, Microfibre Face Cloths). Multiple curated bundles are available including Hydra Glow Getter, The Daily Radiance Ritual, The Skin Longevity Set, and The Problem Solver. Sample sizes are offered for select products. The brand emphasizes botanical formulations developed by a naturopath founder, with products being Australian made, vegan, organic, and natural.
Differentiator
Problem solved
Functional benefit
Products and services
- Youth Restore Elixir | Radiance Facial Oil 30ml A blend of organic plant oils formulated with Bakuchiol and Buriti Oil. Lightweight and fast-absorbing radiance facial oil that leaves the complexion looking visibly more supple, dewy and radiant.
- Hydra Glow Cream | Rich Organic Moisturiser 50ml Ultra hydrating cream moisturizer for plumper and hydrated looking skin.
- Hydra Glow Serum | Hydrating Serum A botanical peptide serum for visibly plumper, hydrated, youthful-looking skin. Powered by a four amino acid complex and botanical ingredients including Tremella Mushroom and Hyaluronic Acid.
- Purifying Gel Cleanser | Organic Facial Cleanser 200ml Balancing facial cleanser suitable for daily use.
- Fruit Enzyme Refiner | AHA Exfoliant 70ml AHA facial exfoliant for gentle skin renewal.
- Elimination Mask | Botanical Clay Mask Clarifying clay mask that blends French and Kaolin Clay with botanical extracts to absorb excess surface oils and support the appearance of a visibly refined, comfortable complexion.
- Hydrating Face Cream | Balancing Facial Moisturiser 100ml Balancing moisturiser for daily facial hydration.
- Vitalize Face Elixir | Balancing Oil 30ml Balancing face oil for skin restoration and hydration.
- Rejuvenation Cleanser | Cream Cleanser 100ml Hydrating cream cleanser for gentle daily cleansing.
- Inner Radiance Mixed berry flavoured plant-based drink powder made with 16 food ingredients, including naturally rich sources of Vitamin C and Zinc. Supports normal connective tissue structure, collagen formation and normal skin function.
- Vitalize Face Elixir Scent Free 60ml Fragrance-free version of the balancing face elixir for sensitive skin types.
- Hydra Glow Getter Bundle Plumping and hydrating bundle designed to achieve dewy skin. Contains multiple products at a bundled discount.
- The Daily Radiance Ritual Bundle Hydrating botanical duo for daily skincare routine.
- The Skin Longevity Set Bundle Bundle designed for plumping, hydrating and radiance with multiple complementary products.
- The Problem Solver Bundle Acne prone bundle designed to address problem skin concerns.
- Double the Radiance (2x Month Supply) Two-month supply bundle for continued radiance results.
- Smooth Start Duo Bundle Entry-level duo bundle for those new to the MAAEMO range.
- Bright and Bouncy Skin Collection Bundle Collection designed to brighten, bounce and hydrate skin.
- Facial Treatment Brush Vegan friendly fibres and natural wood facial treatment brush designed for perfect application of Elimination mask. Fully recyclable.
- Microfibre Face Cloths (x2 pack) Pack of two microfibre face cloths for cleansing and product removal.
- Gift Card Digital gift cards available in various denominations for gifting.
Quantifiable outcome
- 89% of customers rate The Elimination Mask 5 stars (based on 197 reviews)
- +1 more outcomes
Companies that use Maaemo
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Maaemo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maaemo partnerships and signals
Strategic signalScale indicators3 records
Recent moves1 record
Expansion highlights5 records
Maaemo competitors and assessment
Company assessmentDirect peers
- Aesop: Australian-founded premium natural skincare brand with botanical formulations and a strong direct-to-consumer and selective retail distribution model. Directly comparable to Maaemo on geography, positioning, and ingredient-led philosophy, though at significantly larger scale.
- Tata Harper: Premium natural and non-toxic skincare brand built on botanical formulations, sold primarily DTC with select retail. Comparable to Maaemo on clean-ingredient positioning, premium price points, and founder-led brand narrative.
- Drunk Elephant: Clean, ingredient-focused skincare brand sold through DTC and Sephora with a similar premium positioning to Maaemo. Comparable on the 'biocompatible' / clean formulation philosophy and concern-based product segmentation.
- The Ordinary (DECIEM): Ingredient-forward skincare brand with strong DTC e-commerce and a broad catalog of serums and actives. Comparable to Maaemo on the direct-to-consumer model and education-led merchandising, though at a much more accessible price point.
- Indie Lee: Clean, naturally derived skincare brand sold DTC and through specialty retail. Directly comparable to Maaemo on non-toxic positioning, premium pricing, and a founder-driven brand narrative in the clean beauty segment.
- Herbivore Botanicals: Natural, botanical skincare brand with a strong DTC e-commerce presence and visually distinctive packaging. Comparable to Maaemo on plant-based formulation philosophy, premium pricing, and a target customer interested in clean, natural skincare.
- Trilogy Skincare: New Zealand-based natural skincare brand focused on botanical and rosehip oil-based formulations. Comparable to Maaemo on Australasian origin, natural/clean positioning, and botanical-led product development sold through DTC and selected retail.
- Beautycounter: Clean beauty brand with rigorous ingredient standards and a multi-channel DTC and consultant-driven sales model. Comparable to Maaemo on the clean/ingredient-conscious positioning and premium pricing structure.
Broad incumbents
- Weleda: Established global natural personal care brand with a broad portfolio across skincare, body care, and baby care. Comparable to Maaemo on natural/botanical positioning and NATRUE-style certification, but operates at much greater scale and category breadth as an incumbent.
- Jurlique: Australian-based premium natural skincare brand with botanical formulations and a farm-to-product narrative. Comparable to Maaemo on Australian origin, botanical positioning, and natural skincare focus, though at a significantly larger scale and broader international footprint.
Market position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Maaemo social profiles
Digital presenceMaaemo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maaemo leadership team
Management profileNumber of profiles
Profiles1 record
Maaemo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maaemo 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 Maaemo
What does Maaemo do?
Maaemo manufactures and sells Australian-made natural, organic, and vegan botanical skincare products including cleansers, moisturizers, serums, face oils, exfoliators, masks, and an ingestible beauty supplement (Inner Radiance). The company sells directly to consumers through its own e-commerce website, offering curated bundles, sample sizes, and a subscription program with 15% savings for recurring orders.
Is Maaemo a public or private company?
Maaemo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Maaemo founded?
Maaemo was founded in -1. It employs 1 to 10 people.
Where is Maaemo based?
Maaemo is headquartered in Mornington, Australia, in the Oceania region.
How does Maaemo make money?
Three revenue lines are on record. Product Sales (One-Time) is the primary driver. The others are subscription Program and inner Radiance Food Supplement.
Who are Maaemo's main competitors?
Direct peers on record are Aesop, Tata Harper, Drunk Elephant, The Ordinary (DECIEM), Indie Lee, Herbivore Botanicals, Trilogy Skincare and Beautycounter. Broad incumbents are Weleda and Jurlique.
Does Maaemo have an API?
No public API is recorded for Maaemo.
What industry is Maaemo in?
Maaemo's product category is Natural & Organic Skincare. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAEAD, Body Scrubs & Exfoliating Cleansers. Its NAICS code is 456 and its SIC code is 2844.