What VERTLY does

VERTLY is a privately held, founder-owned e-commerce skincare brand founded in 2017 by husband-and-wife duo Claudia Zander and Zander in Sausalito, Northern California. The company sells a 19-product catalog of botanically infused CBD skincare products, including bath salts, body oils, face serums, lip butters, and curated bundles, all handcrafted in small batches made fresh weekly at its Northern California production facility. Its core technology is a three-week slow-extraction process for botanicals, which the company positions as the foundation for higher-potency, fresher formulations than mass-produced alternatives; products are formulated with herbs, botanical extracts, plant butters, and minerals such as Arnica, Chamomile, Calendula, Lavender, Shea Butter, and various essential oils.

The company operates a direct-to-consumer go-to-market through a Shopify storefront at vertlybalm.com, supported by a product-led subscription (the Bath of the Month Club at $20 per month) for recurring revenue and customer retention. Distribution extends beyond DTC to 43 retail store partners across the United States and a wholesale listing on the Faire marketplace, giving Vertly a hybrid DTC, retail, and wholesale channel mix. Unit prices range from $15 to $87 with free shipping on orders over $100 and a 10% subscription discount.

Vertly's customer base is segmented into wellness-focused consumers seeking natural, botanical products for self-care and mindfulness; athletes and fitness enthusiasts using Arnica and Magnesium-based products for post-workout recovery; and gift shoppers purchasing premium botanical bundles. The company markets through Instagram, email newsletters, a blog, and earned media coverage in Vogue, Forbes, Allure, GQ, Vanity Fair, Glamour, the New York Times, and Oprah's Pick. The company has no disclosed external institutional funding, no AI/ML capabilities, no patents, and no public revenue or headcount data, which materially limits investment-grade visibility into its financial scale and growth dynamics.

Name

VERTLY

Website

https://vertlybalm.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

VERTLY is a founder-owned, Northern California-based e-commerce skincare brand selling 19 handcrafted, botanically infused CBD products via a Shopify storefront, a $20/month subscription, 43 US retail partners, and the Faire wholesale marketplace, targeting wellness consumers and athletes.

Ownership category

akta.pro rank

Product category

Natural Botanical Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

CBD/Hemp Topicals & Beauty Retail (CRANAHAB)

akta.pro secondary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Botanical skincare products
• CBD bath products
• Handcrafted body care
• Natural lip butters
• Botanical bath soaks

Headquarters

HQ city

Sausalito

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of individual products including bath salts, body oils, lip butters, face serums, and lotions sold directly through the e-commerce website.
2. Bath of the Month Club Subscription: Monthly subscription service delivering a fresh handcrafted botanical bath soak each month for $20. Customers receive rotating blends of Muscle, Eucalyptus, and Floral soaks. Subscription provides recurring monthly revenue with 10% discount for subscribers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

VERTLY manufactures and sells handcrafted, botanically-infused CBD skincare and bath products made fresh weekly in small batches in Northern California. Its portfolio includes topical body care (relief lotion, body oils, face serums, face mists, lip butters) and mineral-rich bath soaks, sold direct-to-consumer online with a monthly Bath of the Month Club subscription for recurring delivery.

Product overview

VERTLY is a handcrafted skincare brand offering a portfolio of fresh botanical products made weekly in small batches in Northern California. The product line centers on three core categories: topical body care products (Relief Lotion, Body Oils, Face Serums, Face Mists, Lip Butters), bath and soak products (Muscle Soak, Restorative Eucalyptus Soak, Floral Soak, Relaxing Floral Soak, Cooling Recovery Spray), and curated bundles combining multiple products. The brand differentiates through a slow-extraction process where botanicals steep for up to three weeks to maximize potency. Products are available à la carte or through a subscription service (Bath of the Month Club) delivering fresh monthly soaks. The portfolio includes single products like the Relief Lotion ($46), California Bloom Body Oil ($45), Glowing Skin Face Serum ($50), and various Lip Butters ($15-$20), as well as bundles for gifting and recovery purposes.

Differentiator

Problem solved

Functional benefit

Products and services

• Relief Lotion A lightweight cooling lotion infused with Arnica, Magnesium, Aloe Vera, and Peppermint Hydrosol designed to soothe sore muscles, reduce tightness, and hydrate skin, handcrafted weekly in Northern California.
• California Bloom Body Oil A fast-absorbing body oil made with slow-extracted Calendula and Chamomile blended with Sweet Almond Oil to deeply hydrate, soften, and restore glow without a greasy feel, available in 1.6 oz and 3.8 oz glass bottles.

Quantifiable outcome

• Products rated 4.5-5.0 stars across categories with hundreds of verified customer reviews

Named customers1 record

Segments3 records

Ideal customer profiles3 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 moves5 records

Expansion highlights4 records

Broad incumbents

• Drunk Elephant: Biocompatible skincare brand with serums, oils, and lotions sold via Sephora and DTC. Comparable clean-beauty positioning and ingredient-led marketing, but at much larger scale and broader distribution.
• Lush Cosmetics: Established handmade bath, body, and skincare brand with bath bombs, soaps, lotions, and lip balms. Comparable product categories and handcrafted ethos; far larger scale and global retail footprint than VERTLY.
• Dr. Teal's: Mass-market bath soak and body care brand anchored by Epsom salt + essential oil products sold via mass retail. Adjacent on bath-soak category but much larger and significantly lower price point than VERTLY.

Direct peers

• Lord Jones: Pioneer of premium CBD-infused topicals including body lotions, bath salts, and oils sold DTC and via retail partners. Directly comparable on CBD-topical positioning, premium pricing, and prestige-channel distribution.
• Herbivore Botanicals: Indie DTC botanical skincare brand selling serums, body oils, bath soaks, and lip products with natural, plant-based formulations. Closest comparable in brand positioning, target customer (wellness-focused millennials), and e-commerce-led GTM model to VERTLY.
• Papa & Barkley: California-based botanical and CBD wellness brand with topicals, bath soaks, and recovery products. Same California-origin, slow-craftsmanship ethos targeting the same botanically-conscious wellness consumer.
• Cannuka: CBD + manuka honey skincare brand selling body creams, bath products, and lip balms via DTC. Highly comparable SKU mix and clean-ingredient positioning to VERTLY's CBD-infused portfolio.
• Tata Harper: Handcrafted, farm-made natural skincare brand with face serums, body oils, and lip treatments in the premium tier. Comparable on small-batch artisan positioning, botanical formulations, and high DTC price points.

Emerging players

• Pursoma: Small-batch botanical bath soak and wellness brand with similar mindful-self-care positioning and DTC model. Comparable art-of-the-bath narrative but without CBD focus.
• Kush Queen: CBD bath and wellness brand with bath bombs, soaks, and body care products. Direct overlap on bath-and-body CBD category, with a younger, lifestyle-led brand presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/vertlybalm
• Xx.com/vertlybalm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 VERTLY