Wildcraft
Wildcraft is an Indigenous-owned Canadian natural skincare brand founded in 2014, offering 100% natural, handmade botanical face, body, and hair care products, sold direct-to-consumer online and through major Canadian retailers including Whole Foods and Shoppers Drug Mart.
- Company typePrivate
- Founded2014
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wildcraft does
Wildcraft is an Indigenous-owned Canadian natural skincare company founded in 2014 by Laura Whitaker in Toronto, Ontario. The company formulates 100% natural, handmade botanical skincare products targeting consumers across skin types including dry, mature, combination, oily, and sensitive. The product portfolio spans face care (creams, serums, cleansers, toners, eye treatments, masks), body care (body creams, body oil, deodorants), hair care (eucalyptus and mint shampoo and conditioner), skincare sets and routines, accessories, and digital gift cards, with over 40 SKUs priced between $13 and $182. Core technical components include plant-based retinol alternatives using rambutan (Bio-Retinol technology) and small-batch handmade production in Canada, with all products certified cruelty-free under the Leaping Bunny program.
The business operates a dual-channel go-to-market model. Direct-to-consumer sales run through the company's e-commerce website wildcraftcare.ca with a free shipping threshold of $40 and a tiered loyalty rewards program (Bloom at $150 spend, Flourish at $500 spend). Wholesale distribution reaches consumers through a broad network of Canadian retail partners including Whole Foods Market, Shoppers Drug Mart, The Detox Market, Healthy Planet, Well.ca, Simons, Indigo, and Grove Collaborative, alongside smaller natural health retailers. Revenue is generated primarily through one-time unit purchases at the retail and DTC level, augmented by a referral/rewards program that incentivizes repeat purchases. The company also ships to the United States, with stated geographic restrictions for Alaska and Puerto Rico.
Wildcraft is privately held and founder-owned, with no disclosed institutional funding, no parent company, and no subsidiaries. The company has not publicly disclosed revenue figures or headcount. Recent product launches have expanded the portfolio into new categories (deodorants in 2021, hair care in 2023, Wash Gel Cleanser in 2025), and earned media coverage has appeared in major publications including ELLE Canada, Forbes, Vogue, Fashion Magazine, The Globe and Mail, and Hello! Magazine.
Wildcraft firmographics
Firmographics- Name
- Wildcraft
- Legal name
- Wildcraft
- Website
- https://wildcraftcare.ca
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wildcraft is an Indigenous-owned Canadian natural skincare brand founded in 2014, offering 100% natural, handmade botanical face, body, and hair care products, sold direct-to-consumer online and through major Canadian retailers including Whole Foods and Shoppers Drug Mart.
- Ownership category
- akta.pro rank
Wildcraft industry classification
Industry- Product category
- Natural Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Skincare Sets, Kits & Travel Sizes (CRABAAAL), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Wildcraft is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Wildcraft business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Wildcraft sells products directly to consumers through their e-commerce website wildcraftcare.ca, offering face care, body care, hair care, and skincare sets with prices ranging from $13 to $182.
- Retail/Wholesale Distribution: Products are sold through third-party retail partners including Whole Foods Market, Shoppers Drug Mart, The Detox Market, Healthy Planet, Well.ca, Simons, and other retailers who purchase wholesale and resell to consumers.
- Rewards Program: Wildcraft operates a loyalty rewards program where customers earn points on purchases, referred friends earn discounts, and VIP tiers (Bloom at $150, Flourish at $500) offer additional perks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Face Care Products |
| Unit Pricing | Pay-as-you-go | Body Care Products |
| Unit Pricing | Pay-as-you-go | Hair Care Products |
| Unit Pricing | Pay-as-you-go | Skincare Sets and Routines |
| Freemium | Monthly | Rewards Program |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
Wildcraft product offering
Product offeringCore offering
Wildcraft manufactures and sells 100% natural, botanical skincare products that are handmade in small batches in Canada. The product portfolio spans face care (moisturizers, serums, cleansers, toners, eye treatments, masks, scrubs), body care (body creams, body oil, deodorants), hair care (shampoo and conditioner), and curated skincare sets and routines. Products are Leaping Bunny certified cruelty-free and priced from $13 to $182, sold direct-to-consumer via wildcraftcare.ca and through major Canadian retail partners.
Product overview
Wildcraft is an Indigenous-owned Canadian natural skincare company offering 100% natural, handmade skincare products crafted with botanical ingredients. The product portfolio consists of Face Care products ( Restore Face Cream, Revive Bio-Retinol Face Serum, Brighten Vitamin C Face Serum, Regenerate Face Serum, Clarify Face Cream, Calm Face Lotion, Refine Face Serum, Balance Toner, Clarify Toner, Renew Eye Serum, Pure Radiance Vitamin C Eye Cream, multiple cleansers including Wash Gel Cleanser, Wash Cream Cleanser, and Wash Oil Cleanser, Cleanse Purifying Tonic and Makeup Remover, Buff Face and Body Scrub, and Nourish Face Mask); Body Care products (Lemongrass and Sunflower Illuminate Body Cream, Frankincense and Geranium Illuminate Body Cream, Luxe Body Oil, Lavender and Sage Deodorant, Lime and Bergamot Deodorant); Hair Care products (Eucalyptus and Mint Shampoo and Conditioner); Skincare Sets (routine bundles like Firm & Hydrate 3/4/5-Step Routines, Founder's Firming Routine, All-Day Radiance Duo, Brighten 4-Step Routine, Bright Eyes Duo, Best Selling Skin Essentials, Calm & Repair 4-Step Routine, Clarify 3-Step Routine, Body Cream Duo); Accessories (Silk Sea Sponge, Body Sea Sponge, Beauty Pouch); and Gift Cards. All products are cruelty-free (Leaping Bunny certified), made in Canada, and formulated for sensitive skin.
Differentiator
Problem solved
Functional benefit
Products and services
- Restore Face Cream Ultra-rich face moisturizer that deeply replenishes moisture, softens fine lines, revives tired skin, and provides a dewy glow for dry and mature skin.
- Revive Bio-Retinol Face Serum Plant-based retinol alternative serum using rambutan, seabuckthorn, and evening primrose that firms, smooths, and renews skin overnight without irritation, suitable for sensitive skin.
- Wash Gel Cleanser Brightening sudsy cleanser that clarifies and balances skin, with yuzu and white tea to brighten dull skin and fade dark spots.
- Lemongrass and Sunflower Illuminate Body Cream Nourishing all-over body moisturizer scented with lemongrass and sunflower essential oils for silky, smooth skin.
- Lavender and Sage Deodorant Natural, baking soda-free deodorant designed for sensitive skin, scented with lavender and sage.
- Eucalyptus and Mint Shampoo Cleansing and strengthening plant-based shampoo naturally scented with eucalyptus and mint.
- Eucalyptus and Mint Conditioner Detangling and softening plant-based conditioner naturally scented with eucalyptus and mint.
- Firm & Hydrate 3-Step Routine Three-product skincare routine containing the essentials for dry, mature skin and fine lines, including a cleanser, treatment, and moisturizer.
- Founder's Firming Routine Curated skincare set of founder Laura's top essentials to smooth and renew, including Wash Cream Cleanser, Balance Toner, Revive Bio-Retinol Face Serum, Restore Face Cream, Pure Radiance Eye Cream, and Beauty Pouch.
- Digital Gift Cards Multi-value instant digital gift cards for purchase on wildcraftcare.ca to be redeemed across the Wildcraft product range.
Quantifiable outcome
- Over 5,000 five-star customer reviews
Companies that use Wildcraft
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles1 record
Wildcraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wildcraft partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Whole Foods MarketcoreNational natural foods retailer carrying Wildcraft products in their Canadian stores. Offers product refills. One of the key retail partners for Wildcraft's physical retail presence.
- Shoppers Drug MartcoreMajor Canadian pharmacy chain with extensive retail presence across Canada. Carries Wildcraft's natural skincare product line.
- The Detox MarketcoreCanadian natural beauty retailer specializing in clean beauty products. An important channel partner for reaching conscious beauty consumers.
- Healthy PlanetminorCanadian natural health retailer with physical store locations. Provides additional retail distribution for Wildcraft products.
- Well.cacoreLeading Canadian online health and beauty retailer. An important e-commerce partner for reaching customers across Canada.
- SimonsminorCanadian department store chain with locations across the country. Provides access to fashion-forward consumers interested in natural beauty.
- IndigominorCanadian bookstore and lifestyle retailer with national presence. Provides exposure to lifestyle-oriented consumers.
- Grove CollaborativeminorOnline retailer specializing in natural and eco-friendly products. Another channel for reaching natural product consumers.
- Village JuiceryminorHealth-focused retailer. Part of Wildcraft's expanding network of retailers.
- Nature's SignatureminorNatural health retailer. Part of Wildcraft's retail distribution network.
- Natural Food PantryminorNatural foods retailer. Additional retail partner in Wildcraft's distribution network.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Wildcraft competitors and assessment
Company assessmentBroad incumbents
- The Ordinary (DECIEM): Canadian-headquartered multi-brand skincare company (acquired by Estée Lauder) known for affordable, ingredient-focused serums and moisturizers sold widely through Sephora, Shoppers Drug Mart, and Well.ca.
- Drunk Elephant: Biocompatible skincare brand (acquired by Shiseido) selling serums, creams, and cleansers at premium price points; comparable target customer but vastly larger scale and broader global retail.
- Burt's Bees: Mass-market natural personal-care brand (owned by Clorox) offering skincare, lip care, and body care; same natural-ingredient positioning but at much greater scale and price-point reach.
Direct peers
- cocokind: Affordable natural skincare brand offering serums, oils, and cleansers with sustainability focus; competes in the same accessible natural-beauty tier with similar SKU breadth and pricing.
- 100% Pure: Natural and organic beauty brand offering fruit- and plant-based skincare, body care, and hair care; competes on the same natural-ingredient, cruelty-free positioning across DTC and natural retail.
- S.W. Basics: Minimal-ingredient natural skincare brand with small product line of cleansers, serums, and creams; closest small-batch, single-country comparable on operational model.
- Tata Harper: US-based luxury 100% natural skincare brand with botanical anti-aging serums, creams, and masks sold DTC and at premium retailers; comparable product architecture and clean-beauty positioning.
- Herbivore Botanicals: US natural skincare brand selling botanical facial oils, serums, and creams DTC and at Sephora; comparable price band, plant-based ingredient story, and target customer.
- Province Apothecary: Toronto-based Canadian natural skincare brand offering small-batch botanical face oils, serums, and skincare; closest comparable on geography, price-point ($20–$110), and natural-ingredient positioning.
Emerging players
- Mara Beauty: Natural skincare brand focused on plant-based facial oils, serums, and waterless beauty formulations; comparable in size and ingredient philosophy but with a more US-centric distribution footprint.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Wildcraft social profiles
Digital presenceWildcraft compliance and trust
Trust signalCompliance2 records
Wildcraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wildcraft leadership team
Management profileNumber of profiles
Profiles1 record
Wildcraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wildcraft 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 Wildcraft
What does Wildcraft do?
Wildcraft manufactures and sells 100% natural, botanical skincare products that are handmade in small batches in Canada. The product portfolio spans face care (moisturizers, serums, cleansers, toners, eye treatments, masks, scrubs), body care (body creams, body oil, deodorants), hair care (shampoo and conditioner), and curated skincare sets and routines. Products are Leaping Bunny certified cruelty-free and priced from $13 to $182, sold direct-to-consumer via wildcraftcare.ca and through major Canadian retail partners.
Is Wildcraft a public or private company?
Wildcraft is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wildcraft founded?
Wildcraft was founded in 2014. It employs 1 to 10 people.
Where is Wildcraft based?
Wildcraft is headquartered in Toronto, Canada, in the North America region.
How does Wildcraft make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail/Wholesale Distribution and rewards Program.
Who are Wildcraft's main competitors?
Broad incumbents on record are The Ordinary (DECIEM), Drunk Elephant and Burt's Bees. Direct peers are cocokind, 100% Pure, S.W. Basics, Tata Harper, Herbivore Botanicals and Province Apothecary. Mara Beauty is listed as an emerging player.
Does Wildcraft have an API?
No public API is recorded for Wildcraft.
What industry is Wildcraft in?
Wildcraft's product category is Natural Skincare. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAAAL, Skincare Sets, Kits & Travel Sizes. Its NAICS code is 45612 and its SIC code is 2844.