Fairy Tales Hair Care

What Fairy Tales Hair Care does

Fairy Tales Hair Care is a privately held, women-owned, mom-founded consumer products company founded in 1999 by Risa Barash. It formulates and sells clean, kid-focused hair and personal care products (83%+ naturally derived ingredients, free from parabens, sulfates, phthalates, and harsh chemicals; vegan and cruelty-free) under a portfolio of seven core trademarked collections: Rosemary Repel® (lice-prevention botanicals), Tangle Tamer® (detangling), Curly-Q™ (curl care with murumuru butter and quinoa), Daily Cleanse (everyday care), Sun & Swim™ (chlorine/salt removal), Lice Good-Bye® (enzyme-based lice removal with Terminator™ Comb), and tbh® Kids (tween personal care). The proprietary technologies of note are the enzyme-based nit-removal system and the Rosemary Repel® botanical blend, which has sold over 5 million bottles. Products are sold direct-to-consumer via fairytaleshaircare.com (with a Subscribe & Save program offering 15% off recurring 30/60/90-day deliveries) and through wholesale distribution to 15+ major US retailers including Walmart, Target, CVS, Walgreens, Ulta Beauty, Dollar General, H-E-B, and regional grocers, reaching all 50 states. The company does not currently ship internationally. The customer base is parents of children ages 3 and older, with secondary segments for tweens (via tbh®) and families with curly/wavy hair (via Curly-Q™). The company is private, founder-controlled, with no disclosed institutional investors, acquisitions, or funding rounds.

Name

Fairy Tales Hair Care

Legal name

Fairy Tales Hair Care

Website

https://fairytaleshaircare.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Fairy Tales Hair Care is a women-owned, mom-founded brand founded in 1999 that formulates and sells clean, naturally derived kids' hair and personal care products across seven trademarked collections (Rosemary Repel, Tangle Tamer, Curly-Q, Daily Cleanse, Sun & Swim, Lice Good-Bye, and TBH Kids) via DTC e-commerce and 15+ major US retailers.

Ownership category

akta.pro rank

Product category

Kids Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Kids hair care
• Natural lice prevention
• Children detangling shampoo
• Tween personal care
• Clean kids shampoo

Headquarters

HQ city

Fairfield

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through fairytaleshaircare.com website. Customers can purchase individual products, bundles, and kits. Subscription model available with 15% savings on recurring deliveries.
2. Wholesale/Retail Distribution: Products sold through major US retail chains including Walmart, Target, CVS, Walgreens, Ulta Beauty, Dollar General, and regional grocery chains. Revenue generated through wholesale orders to retailers.
3. Subscription Program: Fairy Rewards subscription program with automatic deliveries at 30, 60, or 90-day intervals. Customers receive 15% savings on subscription orders with ability to manage, skip, or cancel shipments.

Pricing tiers

Go-to-market motion2 records

Distribution channels12 records

Marketing channels6 records

Core offering

Fairy Tales Hair Care is a mom-founded, women-owned brand that formulates, manufactures, and sells clean, naturally derived (83%+) hair and personal care products specifically designed for children ages 3 and up. The product portfolio addresses common childhood hair challenges across seven core collections: Rosemary Repel® daily lice prevention, Tangle Tamer® detangling, Curly-Q™ curl care, Daily Cleanse everyday care, Sun & Swim™ post-swim chlorine/salt removal, Lice Good-Bye® enzyme-based lice removal, and TBH Kids tween personal care. Products are sold direct-to-consumer via the brand's own e-commerce site with a subscription program, and through major US retail chains.

Product overview

Fairy Tales Hair Care is a mom-founded, women-owned kids hair care brand operating since 1999. The product portfolio consists of seven distinct core collections addressing different hair care needs: Rosemary Repel® (lice prevention), Tangle Tamer® (detangling), Curly-Q™ (curl care), Daily Cleanse (everyday care), Sun & Swim™ (chlorine/salt removal), Lice Good-Bye® (lice removal), and TBH Kids (tween personal care). These are complemented by Bug Bandit (insect repellent), Travel Kits, Trial Size Minis, Routine Bundles, and Accessories. The company emphasizes clean, naturally derived ingredients—free from parabens, sulfates, phthalates, and harsh chemicals—with products typically made from 83%+ naturally derived ingredients. Products are cruelty-free, allergy-friendly, and proudly made in the USA, targeting children ages 3 and older.

Differentiator

Problem solved

Functional benefit

Brands

• tbh® Kids: Personal care line for tweens, including gentle cleansers, conditioners, lotions, and deodorant designed for age-appropriate care.
• Tangle Tamer®
• Lice Good-Bye®
• Daily Cleanse
• Curly-Q™
• Rosemary Repel®
• Sun & Swim™

Quantifiable outcome

• 5 million+ bottles of Rosemary Repel sold
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, minor and regional.

• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner. Products available in Walmart stores nationwide including Rosemary Repel, Tangle Tamer, Daily Cleanse, and Sun & Swim lines.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner. Products available in Target stores including multiple product lines.
• CVS PharmacycoreChannel Partner/ Reseller/ DistributorRetail pharmacy distribution partner. Products available at CVS locations.
• WalgreenscoreChannel Partner/ Reseller/ DistributorRetail pharmacy distribution partner. Products available at Walgreens locations.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorPremium beauty retail partner. Products available at Ulta Beauty locations.
• Dollar GeneralminorChannel Partner/ Reseller/ DistributorValue retail distribution partner. Products available in Dollar General stores.
• H-E-BregionalChannel Partner/ Reseller/ DistributorTexas-based regional grocery chain distribution partner.
• Harris TeeterregionalChannel Partner/ Reseller/ DistributorEast Coast regional grocery chain distribution partner.
• WegmansregionalChannel Partner/ Reseller/ DistributorNortheast regional grocery chain distribution partner.
• MeijerregionalChannel Partner/ Reseller/ DistributorMidwest regional department/grocery store distribution partner.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• As I Am: Curly and coily hair specialist with kids-friendly formulations. Comparable to Curly-Q™ in targeting textured hair and offering clean, ingredient-conscious formulations.
• Cantu: Specialist haircare brand with dedicated kids line targeting textured, curly, and coily hair. Directly comparable to Fairy Tales' Curly-Q™ portfolio in both product and customer base.
• Dr. Bronner's: Organic, fair-trade personal care brand with kids' body and hair SKUs. Comparable clean, naturally derived formulation philosophy and family-focused positioning across natural and conventional retail.

Direct peers

• SoCozy: Kids haircare brand offering shampoos, conditioners, detanglers, and styling products formulated for children. Direct overlap with Fairy Tales' Tangle Tamer® and Daily Cleanse collections in target customer (parents of kids) and product format.
• Babo Botanicals: Clean, plant-based baby and kids hair, skin, and sun care brand sold through specialty and mass channels. Highly comparable clean-ingredient positioning, kids-focused portfolio, and multi-channel distribution model.
• California Baby: Premium clean baby and kids personal care brand with shampoos, body washes, and sunscreens. Comparable focus on naturally derived, allergy-friendly formulations for sensitive skin and kids' haircare.

Broad incumbents

• Johnson's Baby: Mass-market incumbent in baby and kids personal care including shampoos, conditioners, and body washes. Represents the scaled competitor Fairy Tales competes against on retail shelves at Walmart, Target, CVS, and Walgreens.
• The Honest Company: Public clean-family personal care company with kids' hair, body, and skin care lines plus broader household portfolio. Comparable clean-ingredient, parent-trust positioning and significantly larger scale and distribution.
• SheaMoisture: Unilever-owned clean haircare brand with explicit kids and curl-care lines. Closely comparable to Fairy Tales' Curly-Q™ curl collection and multicultural hair-texture focus.
• Mustela: International clean baby and kids personal care brand sold in US specialty and pharmacy channels. Comparable clean-ingredient, parent-trust positioning; demonstrates the cross-border scaling path Fairy Tales has not pursued.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fairytalesinc
• YouTubeyoutube.com/@fairytaleshaircare
• Facebookfacebook.com/FairyTalesHairCare
• LinkedInlinkedin.com/company/fairy-tales-hair-care-inc
• Instagraminstagram.com/fairytaleshaircare

Compliance5 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 Fairy Tales Hair Care