What Umai does

Umaï is a French privately-held natural cosmetics laboratory founded in 2019 and headquartered in Montargis, France, operating as a 1–10 employee micro-enterprise. The company specializes in dermatological-grade solid-format personal care products — shampoos, conditioners, face cleansers, creams, exfoliants, body washes, baby care, and men's grooming — sold exclusively through its own e-commerce storefront at umai-natural.fr and shipped domestically within Metropolitan France. The brand positions itself as a "Laboratoire d'innovation naturelle et durable" (natural and sustainable innovation laboratory), differentiating through two in-house developed, trademarked proprietary botanical actives: SKIN LATTE® (a fermented plant infusion in rice milk with postbiotic benefits) and RLP-3 COMPLEX® (a phytosqualane/phytosphingosine/linoleate tocopherol blend for barrier restoration). Manufacturing uses hot-pour casting to preserve ingredient properties, and the majority of plant-based ingredients are sourced regionally from France (Auvergne, Yvelines, Gascogne, Haute-Alpes, Grasse).

The product portfolio spans approximately 25+ SKUs across hair care, face care, body care, baby care (Gaspard sub-brand), and men's grooming, with bundled routines and trio sets (Routine brillance, Routine visage, Routine double nettoyage, Les essentiels visage, Routine corps, Routine Bébé, Trio de shampoings) designed to drive multi-product attach. Pricing is publicly disclosed and ranges from approximately €12 to €35 for individual products, with bundles offering discounts of roughly 5–25% versus à la carte. Revenue is generated purely through direct product sales (B2C) and digital gift cards (€20–€150 denominations, 2-year validity). The company has accumulated 2,081+ verified customer reviews with an average rating above 4.87/5, and markets through a content blog, email newsletter with -10% first-order incentive, and six social media platforms (Facebook, Instagram, TikTok, Pinterest, LinkedIn, YouTube). The customer base is fragmented across five personas including sensitive-skin individuals, natural cosmetics consumers, curly/textured hair users, families with babies, and men, with no enterprise/B2B/wholesale accounts disclosed as of the source data.

Name

Umai

Legal name

Umaï

Website

https://umai-natural.fr

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Umaï is a French DTC natural cosmetics laboratory (founded 2019, 1–10 employees) that formulates and sells dermatological-grade solid personal care products — including shampoos, face creams, body washes, baby care, and men's grooming — directly to French consumers via umai-natural.fr, differentiated by two proprietary trademarked botanical actives (SKIN LATTE® and RLP-3 COMPLEX®).

Ownership category

akta.pro rank

Product category

Natural Cosmetics

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

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 industries

Sensitive Skin & Barrier Repair (CRABAAAG), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

Keywords

• Solid natural cosmetics
• Plastic-free personal care
• French botanical skincare
• Dermatological solid bars
• Natural hair care

Headquarters

HQ city

Montargis

HQ country

France

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales (B2C e-commerce): Umaï generates revenue through direct-to-consumer sales of solid cosmetics via its own e-commerce platform (umai-natural.fr). Products are sold individually at fixed price points, as well as in bundled routines and trio sets. Additional revenue streams include gift cards (cartes cadeaux) sold in denominations from €20 to €150.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Umaï is a French natural cosmetics laboratory that formulates, manufactures, and sells solid-format personal care products — including solid shampoos, conditioners, hair masks, face cleansers, exfoliants, infused creams, shaving foams, body washes, and baby cleansers — direct to consumers through its own online store at umai-natural.fr. The portfolio is anchored on two proprietary in-house-developed botanical actives, SKIN LATTE® and RLP-3 COMPLEX®, and is positioned for sensitive and reactive skin with 90–100% natural-origin, vegan, and dermatologically tested formulations made in France.

Product overview

Umaï is a French natural cosmetics laboratory specializing in solid personal care products for hair, face, body, and baby care. The product portfolio is organized into three main categories: hair care products including shampoos (doux, rééquilibrant, violet, après-soleil), conditioners, hair masks, and curl definition creams; face care products featuring the SKIN LATTE® technology with infused creams (hydratante, relipidante), cleansing milk, soothing cleanser, exfoliating scrub, and shaving foam; and body care including body washes, body exfoliant, and baby care products. The company also offers curated routines such as Routine brillance, Routine visage, Routine double nettoyage, Les essentiels visage, Routine corps, Routine Bébé, and the Mimosa gift set. All products are solid-format cosmetics formulated with natural ingredients sourced primarily from France, emphasizing sustainability and sensitive skin compatibility.

Differentiator

Problem solved

Functional benefit

Brands

• SKIN LATTE®: An exclusive active ingredient developed by the Umaï laboratory - an infusion of fermented plants in rice milk with soothing and antioxidant properties, featuring pomegranate peel, milk thistle, and calendula.

Products and services

• Shampoing doux solide Gentle solid shampoo formulated with plum butter to nourish and soften all hair types, sold as a standalone unit (€20.90).
• Shampoing rééquilibrant solide Rebalancing solid shampoo with hemp oil and green clay that purifies the scalp and helps space out washes.
• Shampoing violet solide Violet solid shampoo that neutralizes yellow tones, nourishes the hair fiber, and reinforces blonde or bleached hair.
• Masque solide soin brillance Solid shine-care mask that nourishes, illuminates, and softens hair, formulated with ceramides and squalane.
• Après-shampoing solide démêlant Solid detangling conditioner that nourishes and detangles curly hair without effort.
• Crème définition boucles Curly hair definition cream designed to style and define curls.
• Trio de shampoings solides Set of 3 solid shampoos composable to alternating needs, designed to optimize scalp health.
• Routine brillance Complete hair routine combining shampoo and shine mask for brilliant, soft results.
• Le coffret mimosa Mimosa-scented gift set containing a gentle solid shampoo and a gentle solid body wash, inspired by the golden light of mimosa flowers.
• Lait démaquillant solide Solid cleansing milk that transforms into milk on contact with water to effectively remove makeup, including waterproof formulas.
• Nettoyant visage apaisant Soap-free facial cleanser that cleanses and visibly reduces redness of sensitive skin with zinc gluconate.
• Exfoliant lissant solide Solid face exfoliant with cream texture that restores the skin barrier while smoothing fine lines and preventing first signs of aging, featuring RLP-3 Complex.
• Mousse de rasage nettoyante 2-in-1 cleansing shaving foam that ensures precise, comfortable shaving while gently cleansing skin with glycerin and Rhamnosoft.
• Routine double nettoyage Double cleansing routine combining solid cleansing milk and soothing facial cleanser for removing waterproof makeup and impurities.
• Les essentiels visage Face essentials bundle combining soothing cleanser and infused cream for daily cleansing, soothing, and intense hydration.
• Routine visage Complete face ritual that cleanses, soothes, exfoliates, and nourishes skin deeply with complementary care products.
• Duo de crèmes infusées Pair of complementary infused creams (hydrating and relipidating) featuring Skin Latte, ceramides, and hyaluronic acid.
• Crème infusée hydratante Hydrating infused cream with Skin Latte for deep hydration and plump skin, ideal for normal to combination skin.
• Crème infusée relipidante Relipidating infused cream that nourishes and restores the skin barrier with ceramides and peptides.
• Exfoliant corps tonifiant solide Toning solid body exfoliant enriched with antioxidant astaxanthin and refreshing methyl lactate for smooth, firm skin.
• Soin lavant doux bébé solide Ultra-gentle solid body and hair cleanser specially formulated for babies' sensitive skin from birth (Gaspard line).
• Soin lavant corps solide vanille poudrée Vanilla powdered solid body wash with pH-balanced formula for sensitive skin.
• Soin lavant corps ambre boisé Woody amber solid body wash with dermatological formula for gentle cleansing.
• Trio de soins lavants corps SOLIDES Set of 3 solid body washes in two sensory fragrances for varied shower experiences.
• Routine corps Complete body routine combining body wash and exfoliant for daily cleansing and care.
• Routine Bébé Complete baby care routine with gentle body and hair cleanser.
• Soins pour lui Men's care routine with products designed for male skin and shaving needs.
• La carte cadeau 100% digital gift card valid for 2 years, available in denominations from €20 to €150.

Quantifiable outcome

• 95% of testers report hair is more nourished after first use of Coffret Mimosa
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Direct peers

• Pai Skincare: UK-based certified-organic and sensitive-skin skincare brand. Overlaps with Umaï in clean-ingredient, sensitive-skin positioning and D2C-led distribution; slightly different geography but same niche audience and brand architecture.
• Lamazuna: French pioneer of solid-format ecological cosmetics (shampoo bars, deodorants, oral care). Direct overlap with Umaï on solid hair/body/skincare format, French D2C focus, and 'zero-waste' positioning.
• Respire: French natural skincare brand offering clean, dermatologist-tested face and body care via D2C. Comparable to Umaï in French natural-beauty positioning, skincare-led SKU architecture, and digital-first marketing.
• La Rosée: French clean personal-care brand with natural-origin, dermatologically tested skincare and body care sold via pharmacy and D2C channels. Direct overlap with Umaï on natural-ingredient positioning, sensitive-skin focus, and French manufacturing.

Broad incumbents

• Melvita: Established French organic beauty brand with broad skincare, body care, and aromatherapy portfolio. Overlaps with Umaï on natural-ingredient positioning and botanical actives but operates at much larger scale with retail distribution.
• Caudalie: Major French natural skincare brand built around vineyard-derived actives. Comparable to Umaï's lab-developed botanical philosophy but with global retail reach, international brand recognition, and broader category coverage.
• Klorane: French dermatological botanical haircare brand under Pierre Fabre. Comparable to Umaï's plant-based hair care positioning and dermatological angle, but distributed through pharmacies and saloons at much larger scale.
• SO'BiO étic: French organic personal-care brand with certified-organic skincare, haircare, and hygiene portfolio sold in mass retail and parapharmacies. Comparable on natural/clean-beauty positioning and French origin but with broader distribution and SKU breadth.
• Avène: French dermo-cosmetic brand under Pierre Fabre specializing in sensitive-skin skincare via thermal-spring water. Comparable to Umaï's barrier-repair and sensitive-skin positioning but at enterprise scale with global pharmacy distribution.

Regional players

• La Corvette / Savonnerie du Midi: Traditional French soap maker producing solid Marseille-style soaps and natural personal care. Comparable to Umaï on solid-format French manufacturing and natural-ingredient claims, primarily serves retail/wholesale rather than D2C digital.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCJmcIbfDGhOKUk5rNL9dHiQ
• Facebookfacebook.com/umai.natural
• LinkedInlinkedin.com/company/umai-natural
• Instagraminstagram.com/umai.natural
• TikToktiktok.com/@umai.natural
• Pinterestpinterest.fr/umai_natural

Revenue estimate

Valuation estimate

Number of profiles

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 Umai