Rustic MAKA

Name

Rustic MAKA

Legal name

Rustic MAKA LLC

Website

https://RusticMAKA.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Natural Personal Care — Natural Deodorants

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Deodorants & Antiperspirants (CRABADAB)

akta.pro secondary industries

Deodorants & Antiperspirants (CRADANAA), Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Natural deodorants
• Aluminum-free deodorant
• Underarm care products
• Natural bar soaps
• Personal care products

Headquarters

HQ city

White Lake

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 Product Sales: One-time purchase revenue from selling natural deodorants ($12-$15), bar soaps ($12), and bundles ($23) directly to consumers through the e-commerce website. Customers can also purchase via Buy With Prime option.
2. Subscribe & Save: Subscription model offering recurring deliveries with discount pricing. Allows customers to set up recurring orders so they don't run out, with ability to skip, pause, or modify anytime. No commitment or weird rules.
3. Wholesale Distribution: Wholesale channel for retailers to purchase Rustic MAKA products for resale through their own stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rustic MAKA formulates and sells natural personal care products — primarily aluminum-free, baking soda-free deodorants in multiple product lines (Daily Essentials, SoothingCare™ signature, and Extra Strength), along with complementary underarm care items (charcoal scrub, shaving gel, bar soap) and bundled deodorant+soap sets. Products are sold direct-to-consumer through the company's e-commerce site, with Subscribe & Save recurring orders, Buy With Prime, and a wholesale channel for retailers.

Product overview

Rustic MAKA is a family-owned natural deodorant company offering aluminum-free, baking soda-free deodorants made with magnesium, activated charcoal, and skin-conditioning botanicals. The product portfolio consists of three main deodorant lines (Daily Essentials for everyday use, SoothingCare™ for elevated/signature scents, and Extra Strength for active individuals), complemented by Care + Prep underarm care products (Charcoal Underarm Scrub, Hydrating Aloe Shaving Gel, Charcoal Clay Bar Soap), a Deodorant Quiz service, and Build Your Bundle options pairing deodorants with soap. Individual deodorant scents include Luna Bliss, Ocean Breeze, Takes Two To Mango, Calming Fields, Good Morning (unscented), Mystic River, Sacred Hour, Sweet Lemonade, Pearl Whispers, Amber Oryn, and Velvet Sol, organized into scent families (Fresh + Clean, Warm & Grounded, Bright & Citrus, Soft & Calming). The company operates primarily as an e-commerce direct-to-consumer business since 2014, with over 100,000 orders fulfilled.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 100,000+ orders filled since founding
• +1 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Schmidt's Naturals: Schmidt's is one of the original natural deodorant brands, offering aluminum-free, baking soda-free stick deodorants in similar scent-driven portfolios. It is a direct peer given overlapping product format, ingredient philosophy, and DTC-led distribution targeting the same consumer.
• Native: Native sells aluminum-free natural deodorants with broad scent variety, subscription-based DTC sales, and competitive pricing. It directly overlaps Rustic MAKA on product category, customer demographic, and subscription/recurring revenue motion.
• Primal Pit Paste: Primal Pit Paste is a small, independent natural deodorant brand with aluminum-free, baking soda-free, and sensitive-skin formulations. Comparable as a similarly sized indie CPG rival in the same niche.
• PiperWai: PiperWai offers natural, activated charcoal-based deodorants as a small DTC brand focused on sensitive-skin and clean-ingredient positioning. Directly comparable on formulation philosophy, scale, and channel mix.
• Each & Every: Each & Every sells aluminum-free, baking soda-free natural deodorants in a similar scent-family structure via DTC e-commerce. Directly comparable on product positioning, ingredient story, and target consumer.
• Dr. Squatch: Dr. Squatch is a DTC men's natural personal care brand selling soaps and deodorants with a similar clean-ingredient, scent-driven portfolio and small-batch positioning. Comparable on customer overlap, product format, and subscription motion.
• Cleo + Coco: Cleo + Coco is a small, independent natural deodorant brand focused on aluminum-free, clean-ingredient formulations sold DTC. Directly comparable as a similarly scaled indie natural deodorant peer.

Broad incumbents

• Tom's of Maine: Tom's of Maine (owned by Colgate-Palmolive) is a long-established natural personal care brand offering natural deodorants among a wider portfolio. Comparable as a larger incumbent in the same natural personal care category.
• Schmidt's (Unilever brand): Following Unilever's acquisition of Schmidt's, the brand operates as a broad incumbent in natural deodorant with wider distribution and marketing resources. Comparable as a scaled, strategic-owned competitor in the same shelf.

Emerging players

• ATTITUDE Super Leaves: ATTITUDE offers EWG-verified, natural personal care products including deodorants under its Super Leaves line. Comparable as a clean-ingredient peer with broader personal care portfolio but overlapping deodorant category.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pachybyrusticmaka
• Instagraminstagram.com/rusticmaka
• Xx.com/rusticmaka
• LinkedInlinkedin.com/company/rustic-maka

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 Rustic MAKA