What Base Formula does

Base Formula is a UK-based, privately held e-commerce company founded in 1996 and headquartered in Melton Mowbray, Leicestershire. The company supplies premium-grade therapeutic essential oils, carrier oils, hydrolats, cosmetic bases, skincare products, and aromatherapy accessories — totalling over 25 product categories — to professional aromatherapists, complementary-therapy colleges (including VTCT-accredited programs), NHS hospitals, hospices, care homes, individual home users, and a network of therapists who resell Base Formula products to their own clients. Quality assurance is supported through long-standing corporate membership in the Aromatherapy Trade Council (with random independent laboratory testing) and the International Federation of Aromatherapists (IFA) and IFPA, alongside Soil Association-certified organic SKUs and optional Gas Chromatography Analysis documentation.

Name

Base Formula

Legal name

Base Formula

Website

https://baseformula.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Base Formula is a UK-based e-commerce supplier founded in 1996 that sells premium-grade essential oils, carrier oils, cosmetic bases, and skincare products to professional aromatherapists, colleges, NHS/hospice/care-home institutions, and individual home users.

Ownership category

akta.pro rank

Product category

Aromatherapy and natural skincare products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

akta.pro secondary industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Aromatherapy Massage (HSALAEAM)

Keywords

• Aromatherapy essential oils
• Carrier and base oils
• Natural skincare products
• Aromatherapy massage oils
• Organic cosmetic ingredients

Headquarters

HQ city

Melton Mowbray

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Base Formula generates revenue through direct online sales of aromatherapy products including essential oils, carrier oils, pre-blended massage oils, cosmetic bases, hydrolats, and skincare products. Customers purchase directly through their e-commerce website with various shipping options including standard delivery, same-day priority dispatch, and international shipping.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Base Formula supplies and distributes a curated range of premium 100% pure aromatherapy essential oils, organic essential oils, carrier oils, absolutes, pre-blended massage oils and waxes, pulse point rollers, spritzes, hydrolats, cosmetic bases, aloe vera gels, face mask kits, cosmetic ingredients, and finished skincare sub-ranges (Neroli, Rose, Recovery). Offerings are sold direct-to-consumer via e-commerce, through reseller packs to therapists, and as wholesale student kits to colleges, serving professional aromatherapists, complementary health practitioners, NHS/hospice/care home buyers, and home users in the UK and overseas.

Product overview

Base Formula is a UK-based aromatherapy and natural beauty products supplier offering a comprehensive portfolio of over 25 distinct product categories. The core offering centers on premium grade essential oils (including organic certified options), carrier oils, and pre-blended aromatherapy products. The product ecosystem includes massage oils, massage waxes, pulse point rollers, spritzes, and aromatherapy stones for direct therapeutic use. Supporting products include cosmetic bases, aloe vera gels, hydrolats, eye gels, and face mask kits for DIY skincare formulation. Skincare sub-brands include the Neroli Range, Rose Range, and Recovery Range. Additional offerings encompass aromatherapy kits for students and professionals, reseller packs for therapists, handmade soaps, and accessories including packaging and diffusers. The company also offers an organic-certified product line and various ingredient categories including butters, clays, salts, and cosmetic additives.

Differentiator

Problem solved

Functional benefit

Brands

• Base Formula Organic Range: Certified organic essential oils, carrier oils, cosmetic bases and natural cosmetic butters sourced from Soil Association or other regulatory bodies such as Agrobio, ECOCERT, Nature et Progrès or Qualité-France SA certified suppliers.

Products and services

• Essential Oils Premium grade, 100% pure therapeutic essential oils in sizes from 2ml to 50ml, including organic options certified by the Soil Association. Intended for professional aromatherapists, complementary health practitioners, and home users.
• Organic Essential Oils Certified organic essential oils sourced from Soil Association or ECOCERT-approved suppliers, grown without herbicides or pesticides, for therapeutic and cosmetic use.
• Carrier Oils 100% pure natural base oils for aromatherapy massage and skincare, rich in vitamins, minerals, and essential fatty acids, including Sweet Almond, Grapeseed, Argan, Rosehip Seed, Jojoba, and Coconut oils.
• Organic Carrier Oils Certified organic carrier oils including Almond, Apricot Kernel, Borage Seed, Calendula, Castor, Coconut, Grapeseed, Hemp Seed, Jojoba, Olive, Soya Bean, St John's Wort, Sunflower Seed, and Wheatgerm oils.
• Absolute Oils Highly concentrated and aromatic oils extracted via solvent extraction, including Jasmine, Lavender, Rose (Centifolia), Rose (Damascena), and Violet Leaf absolutes.
• Essential Oil Infusions and Dilutions Pre-diluted therapeutic essential oil blends in carrier oils such as Jojoba for safe, ready-to-use application without further preparation.
• Pre-blended Essential Oils Expertly formulated blends of 100% pure essential oils for physical and emotional needs, including Allergy Ease, Anti-Virus, Breathe Easy, Digestion, Focus, and Relaxing blends.
• Aromatherapy Pulse Point Rollers Travel-sized roll-on remedies with pure essential oils diluted in Grapeseed oil for convenient application to pulse points throughout the day.
• Aromatherapy Massage Oils Ready-to-use massage oils blended with therapeutic essential oils and carrier oils, including Calming, Detox, Muscles, Relaxing, Reviving, Sensuality, Tranquillity, and Uplifting variants for professional and home use.
• Aromatherapy Massage Waxes Semi-solid professional-grade massage products made with Sunflower Seed oil, Coconut oil, and Beeswax that melt on skin contact, including Muscles, Relaxing, and Unscented variants.
• Aromatherapy Spritzes Therapeutic body and room sprays blended with Orange Flower Hydrolat and pure essential oils, including Focus, Sweet Dreams, and Balance variants.
• Aromatherapy Stones Sicilian lava rocks infused with organic essential oils that slowly release therapeutic aromas, including Happy, Sleep, Snore, Stress, and Suits You (unscented) variants.
• Aromatherapy Kits Curated sets of essential oils for starter home users, VTCT student courses, and themed collections including Balance, Breathe, Calm, Clarity, Immunity, Pain, Sleep, and Vitality.
• Reseller Packs Pre-selected product bundles for therapists retailing products to clients, available in Basic (£235.50), Standard, Premium, Pre-Blended, and Skincare variants, with optional bespoke label artwork.
• Cosmetic Bases Formulated bases for creating custom skincare and haircare products including Bath & Shower Bases, Cream & Lotion Bases, Facial Cleansing Bases, and Haircare Bases, free of parabens, lanolin, and synthetic fragrance.
• Aloe Vera Gels Vegan-friendly hydrating gels with pure essential oils and botanical extracts for various skin types, including Neroli, Rose, Seaweed, and Tea Tree & Lavender variants.
• Eye Gels Nourishing gels for the delicate eye area, including Hydrating Eye Gel, Aloe Vera Elderflower & Seaweed Eye Gel, and Age Defence Eye Gel.
• Hydrolats (Hydrosols) 100% pure and natural waters collected during steam distillation, including Chamomile, Lavender, Orange Flower (Neroli), Rose Otto, and Witch Hazel hydrolats.
• Face Mask Kits DIY face mask sets containing clays, aloe vera gels, and hydrolats for various skin types, including Green Clay, Kaolin Clay, Neroli, Rose, and Sandwich mask kits.
• Cosmetic Ingredients Natural ingredients for DIY cosmetics including Cosmetic Additives (Beeswax, Glycerine, Vitamin E), Natural Butters (Cocoa, Shea, Mango, Aloe Vera), Natural Clays (French Green, Kaolin), and Natural Salts (Dead Sea, Himalayan Pink, Epsom).
• Neroli Skincare Range Skincare line blended with Neroli essential oil from orange flower blossom, suitable for all skin types including dry, sensitive, acne-prone, and mature skin.
• Rose Skincare Range Skincare collection with Rosa damascena essential oil for dry, mature, wrinkled, sensitive skin and broken capillaries.
• Recovery Skincare Range Skincare range with antibacterial essential oils for oily, blemished, and acne-prone skin.
• Facial Oils Expertly blended facial oils with essential oils and plant oils rich in nutrients and antioxidants for all skin types, including Neroli Facial Oil and Rose Facial Oil.
• Handmade Soaps Artisan soaps including Hair, Body & Beard Bars with various essential oil blends.

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Aromatherapy Trade Council (ATC)coreOthersLong-standing corporate member of the Aromatherapy Trade Council. All essential oils are subject to random testing and verification at independent laboratories to ensure exceptional quality. The ATC membership positions Base Formula as a trusted, compliant supplier within the UK aromatherapy industry.
• The International Federation of Aromatherapists (IFA)coreOthersCorporate member of the International Federation of Aromatherapists, a leading professional aromatherapy organization. IFA membership demonstrates professional credibility and commitment to industry standards.
• The International Federation of Professional Aromatherapists (IFPA)coreOthersCorporate member of the International Federation of Professional Aromatherapists. IFPA membership provides professional recognition and ensures adherence to high standards of practice in aromatherapy.
• Complementary Health Professionals (CHP)minorOthersAffiliate membership with Complementary Health Professionals, an organization supporting practitioners in the complementary health field. Provides visibility and credibility among complementary health practitioners.
• The Soil AssociationcoreOthersSupplier of Soil Association certified organic essential oils and carrier oils. Products sourced from suppliers certified by the Soil Association or other regulatory bodies including Agrobio, ECOCERT, Nature et Progrès, or Qualité-France SA.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Holland & Barrett: UK's largest health and wellness retailer carrying a broad assortment of aromatherapy, essential oils, and natural skincare alongside nutrition; competes for the same end-consumer wellness customer across both DTC and physical retail.
• Young Living: Global MLM essential oils leader; broad incumbent in the essential oils category with established UK presence, comparable end-product category but very different distribution model and scale.
• Weleda: Large international natural and holistic skincare brand with an aromatherapy-leaning product range; broader portfolio and global footprint but overlapping customer interest in botanical, essential-oil-led body and skincare.
• doTERRA: Global MLM essential oils giant with a UK distributor network; competes for the same essential oil customer and increasingly for therapist supply, but operates a fundamentally different MLM business model and at much larger scale.

Direct peers

• Tisserand Aromatherapy: UK-based aromatherapy and essential oil specialist with a comparable professional and consumer product range, overlapping target customer segments (therapists, home users), and strong own-brand positioning; direct substitute in the same UK mass-and-professional channel.
• Neal's Yard Remedies: UK natural and organic beauty brand combining essential oils with skincare, sold DTC and through own retail; comparable UK heritage, organic positioning, and overlap in essential-oil-based skincare and massage products.
• Aromatherapy Associates: UK-based aromatherapy brand specialising in essential oil blends, massage oils, and bath/body products sold through spas, retailers, and DTC; highly comparable product mix and premium positioning targeting both professional therapists and consumers.
• Quinessence Aromatherapy: UK specialist in pure essential oils and carrier oils targeted at professional aromatherapists and home users; direct competitor in therapist supply with overlapping product categories and pricing structure.
• Oshadhi: European essential oils specialist with a UK presence, focused on therapeutic-grade oils and carrier oils for therapists and enthusiasts; comparable product depth and professional customer base.
• Pranarôm: European (French-Belgian) aromatherapy specialist offering essential oils and aromatherapy products with strong scientific and educational positioning; comparable professional-grade offering with similar therapist and educator focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/baseformula
• Facebookfacebook.com/BaseFormula
• LinkedInlinkedin.com/company/base-formula-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Base Formula