Earthley

What Earthley does

Earthley is a privately-held natural wellness company operating under the legal entity Modern Alternative Mama, LLC (dba Earthley Wellness), headquartered in Columbus, Ohio, and founded in 2016. The company formulates and sells natural soaps, salves, tinctures, herbal remedies, dietary supplements, and cleaning products to families pursuing traditional and plant-based alternatives to mainstream personal care and wellness products. Since inception, Earthley has served more than 625,000 families and offers a catalog of 140+ unique SKUs, supported by 21,000+ five-star customer reviews. The company is entirely bootstrapped, family-owned, with no outside investors and no debt, employing approximately 50 people.

Earthley operates a primarily direct-to-consumer e-commerce model, supplemented by a physical retail store, Amazon distribution through a third-party partner (Mixt Solutions), a wholesale program for retailers, and an affiliate marketing program. Pricing is positioned in the value segment, with most products priced under $25 and free shipping on orders above $60. Recurring revenue mechanics include the Subscribe & Thrive subscription (10% discount) and the Earthley Rewards loyalty program. The company holds cGMP certification (achieved 2025), Leaping Bunny certification, and FDA facility registration; an April 2020 FDA warning letter was resolved quickly without material disruption. The company does not currently ship internationally.

The underlying technology stack is conventional for a small-batch D2C wellness brand: e-commerce storefront, in-house manufacturing for small-batch production (which supports ingredient-transparency claims central to brand positioning), and standard third-party logistics. There is no disclosed proprietary formulation IP beyond recipe ownership, and manufacturing is positioned around ingredient quality and clean-label sourcing rather than patented delivery or bioavailability technology. The business model relies on small-batch, in-house production to control costs, sustain a roughly 39% price advantage versus comparable clean-ingredient competitors, and preserve margin while offering value-tier pricing to a long-tail consumer base of families with children, health-conscious adults, and natural-living households.

Name

Earthley

Legal name

Modern Alternative Mama, LLC

Website

https://earthley.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Earthley is a Columbus, Ohio-based natural wellness company that formulates and sells herbal remedies, dietary supplements, soaps, salves, and cleaning products to over 625,000 families through direct-to-consumer e-commerce, Amazon, wholesale, and a retail store.

Ownership category

akta.pro rank

Product category

Natural Wellness Products

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRAHAEAF

Natural Personal Care & Clean Beauty Retail (within Health Food Stores)

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

SECONDARYCRAJAMAM

Natural/Eco All-Purpose Cleaners

Consumer Products & Retail/Household Products & Cleaning Supplies/All-Purpose Cleaners

Keywords

• Herbal supplements
• Natural wellness products
• Herbal remedies
• Natural skincare
• Organic personal care

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

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 Product Sales: Online sales of herbal remedies, supplements, and cleaning products directly to consumers via earthley.com. One-time purchases and subscription orders. The company sells 140+ products across categories including gut health, immune support, respiratory health, body & skin care, baby & breastfeeding, and home cleaning.
2. Scribe & Thrive Subscription Program: Recurring subscription program offering 10% off every order automatically with flexible delivery. Orders process weekly on Wednesdays. Key subscription products include Nourish Her Naturally, Vita C, Sinus Saver, and Elderberry Elixir. Provides predictable recurring revenue and customer retention.
3. Retail Store Sales: Physical retail store at 6903 E Broad St, Columbus, Ohio open Mon-Fri 10am-6pm, Saturday 10am-7pm, Sunday 12pm-6pm. In-person DIY classes also offered.
4. Amazon.com Sales: Products available on Amazon.com through an exclusive third-party seller arrangement with Mixt Solutions for US market. Wholesale resellers are prohibited from selling on Amazon.com.
5. Wholesale and Affiliate Programs: Affiliate program offering competitive commission rates on all sales, marketing materials, product samples, and real-time analytics. Wholesale registration available for resellers on channels other than Amazon.com.
6. Earthley Rewards Program: Points-based loyalty program where members earn 10 points per $1 spent on qualifying purchases at earthley.com. Points can be redeemed in increments of 1,000 for $3 off products online. Points expire one year after being credited.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Earthley manufactures and sells natural herbal remedies, dietary supplements, body and skin care products, baby and breastfeeding products, and home cleaning products made with 100% clean, organic ingredients. Products are hand-crafted in small batches at a cGMP-certified, FDA-inspected facility in Columbus, Ohio, and are free of synthetic ingredients, natural flavors, added sugars, essential oils (in ingestibles), and most of the top 9 allergens. The company sells 140+ SKUs directly to consumers through earthley.com, a retail store, Amazon, and wholesale/affiliate channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Magnesium Lotion Natural magnesium lotion designed for sleep, muscle relief, and mood support. Sold in 8oz size at $17.99 ($19.99 retail), positioned 39% below comparable competitor pricing of $52.00.
• Black Drawing Salve Herbal salve for bug bites, stings, and poison ivy. Sold from $5.99 in 0.5oz and 2oz sizes. Parent Picks 2026 Winner with 318 reviews and a 4.84 rating.
• Teeth Tamer Herbal tincture formulated for teething relief and toothaches. Priced from $12.99, with 881 reviews and a 4.88 rating.
• Sinus Saver Herbal tincture providing sinus support for seasonal sniffles. Priced from $12.99, with 655 reviews and a 4.87 rating.
• Natural First Aid Bundle Curated bundle of Earthley natural first aid products designed for household first aid needs, sold as a single SKU on earthley.com.
• Laundry Detergent Natural laundry detergent offered in scented and unscented variants for households seeking non-toxic cleaning products. Sold directly on earthley.com.
• Subscribe & Thrive Subscription Program Recurring subscription program providing 10% off every order automatically with flexible delivery cadence. Includes popular SKUs such as Nourish Her Naturally, Vita C, Sinus Saver, and Elderberry Elixir. Cancel anytime with no commitment or hidden fees.
• In-Person DIY Classes (Earthley Retail Store) DIY educational classes conducted in person at the Earthley retail store in Columbus, Ohio, covering natural wellness product preparation.

Quantifiable outcome

• 625,000+ families have trusted Earthley products since 2016
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SGS (Societe Generale de Surveillance)coreTechnology or IntegrationSGS is the third-party certification body for Earthley's cGMP (Current Good Manufacturing Practices) certification covering dietary supplements and cosmetics. SGS conducts site visits, audits documentation, and verifies compliance with strict manufacturing standards including raw material traceability, identity testing, batch tracking, quality checks, and cleanliness standards.
• Mixt SolutionscoreChannel Partner/ Reseller/ DistributorExclusive third-party seller arrangement for Amazon.com listings in the United States. Earthley prohibits wholesale resellers from selling on Amazon.com, maintaining this exclusive arrangement with Mixt Solutions.
• Health Professionals (Chiropractors, Physician Assistants)minorGTM or Marketing PartnerHealth professionals including Dr. Kelly (KSW Chiropractic) and Melissa Long (Physician Assistant & Holistic Nutritional Consultant) recommend Earthley products to patients. These professionals provide testimonials and endorsements used in marketing materials.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zatural: Zatural sells natural CBD, herbal supplements, and essential-oil-free wellness products via DTC e-commerce. Comparable to Earthley on ingestible herbal categories, MTHFR-safe positioning, and direct e-commerce distribution to health-conscious adults.
• Badger Balm: Badger Balm is a family-run natural balm, salve, and skincare brand focused on organic ingredients and B-Corp certification. Direct competitor to Earthley's salve and body care lines, serving similar natural-wellness families through DTC and natural retail channels.
• WishGarden Herbs: WishGarden Herbs is a family-owned herbal remedies company selling tinctures and herbal extracts for family wellness. Direct competitor to Earthley's Sinus Saver, Cough B Gone, and tincture lines, with similar herbalist-formulated positioning and family-targeted use cases.
• Mary Ruth's: Mary Ruth's is a family-founded liquid supplement brand selling herbal tinctures, vitamins, and probiotics via DTC and Amazon. Direct competitor to Earthley's Sinus Saver, Elderberry Elixir, and tincture categories, with strong content-led acquisition and similar target customer.
• Wellements: Wellements is a natural baby and family wellness brand selling herbal remedies, gripe water, and supplements for infants and children. Direct competitor to Earthley's baby & breastfeeding, teething, and gut health categories with overlapping customer base of clean-ingredient parents.

Emerging players

• Public Goods: Public Goods is a DTC essentials brand selling natural personal care and cleaning products via subscription. Comparable to Earthley in DTC e-commerce model, clean-ingredient positioning, and household cleaning line, with stronger membership-tier subscription economics.
• Brands of Earth (Better Life, etc.): Better Life is a natural cleaning brand selling plant-derived laundry, dish, and surface cleaners through DTC and retail. Directly comparable to Earthley's home cleaning category on ingredient transparency and natural positioning, with larger retail distribution footprint.
• Wholistic Pet Organics: Wholistic Pet Organics makes natural pet supplements and herbal remedies using organic ingredients. Thematically comparable to Earthley in clean-ingredient, small-batch manufacturing philosophy, though focused on pets rather than families.

Broad incumbents

• Dr. Bronner's: Dr. Bronner's is a family-owned natural personal care brand selling organic soaps, lotions, and salves. Highly comparable to Earthley in clean-ingredient philosophy, family-ownership narrative, and DTC + retail distribution, though at significantly larger scale and broader product breadth.
• Honest Company: Honest Company is a large natural baby, personal care, and cleaning brand selling through DTC, Amazon, and major retail. Comparable to Earthley on clean-ingredient positioning and family-targeted categories, but at significantly larger scale with broader product portfolio and public-company governance.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/earthley
• LinkedInlinkedin.com/company/earthley-wellness

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 Earthley