Dickinson's Original Witch Hazel

What Dickinson's Original Witch Hazel does

Dickinson's Original Witch Hazel, operated by Dickinson Brands Inc., is a privately held American skincare company founded in 1866 by Reverend Thomas Newton Dickinson, who established the first commercial witch hazel distillery. The company produces a portfolio of 12 skincare products across three categories—cleansers and makeup removers, toners, and toner+serum hybrids—built around a proprietary USP-compliant steam distillation process that extracts witch hazel from twigs and bark while removing skin-irritating tannins. Raw material is sourced under vertical integration from 33,000+ wild acres of New England forest, harvested during dormant winter months when active ingredients are most potent, with plants regenerating within 5–7 years and certified organic annually. The company sells at mass-market price points ($3.99–$10.99 per unit), targeting consumers with acne-prone, oily, or sensitive skin seeking natural, dermatologist-tested skincare free of dyes, sulfates, parabens, phthalates, and gluten.

The business operates a hybrid distribution model combining direct-to-consumer e-commerce through dickinsons.com with broad retail distribution across the major US mass and drug channels—Amazon, CVS Pharmacy, Target, Walgreens, Walmart, and Meijer. The DTC site processes transactions via Stripe and supports free shipping on orders of $20+, while retail revenue flows through wholesale and distributor relationships. Marketing is multi-channel and includes paid search (Google/Microsoft), paid social (Meta, Instagram, TikTok), organic content marketing on owned channels, and Klaviyo-driven email lifecycle programs, alongside Bazaarvoice-powered product reviews.

The corporate entity is headquartered at 31 East High Street, East Hampton, Connecticut, under President Bryan Jackowitz, and was formed in its current structure in 1997 through the merger of two heritage brands (Dickinson's and T.N. Dickinson's) originally founded in the early 1800s. The current operating footprint is domestic-only (United States), the company is independently owned with no venture or private equity backing identified, and it is operated with a very lean team of 1–10 employees, implying heavy reliance on outsourced manufacturing, distribution, and retail broker relationships.

Name

Dickinson's Original Witch Hazel

Legal name

Dickinson Brands Inc.

Website

https://dickinsons.com

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

1–10 employees

Short description

Dickinson's is a privately held, 1866-founded skincare company that sells witch hazel-based cleansers, toners, and serums via proprietary USP-compliant steam distillation, distributed direct-to-consumer online and through major US mass retailers (Amazon, CVS, Target, Walgreens, Walmart, Meijer).

Ownership category

akta.pro rank

Product category

Natural Witch Hazel Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic) (CRABAEAH)

Keywords

• Witch hazel skincare
• Natural astringent toners
• Facial cleansers
• Acne treatment products
• Sustainable skincare

Headquarters

HQ city

East Hampton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through own website with product catalog, shopping cart, checkout functionality, and account management. Offers free shipping on orders of $20 or more.
2. Retail Distribution: Products sold through major US retail chains including Amazon, CVS Pharmacy, Meijer, Target, Walgreens, and Walmart, generating revenue through wholesale/distributor relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Dickinson's manufactures and sells witch hazel-based skincare products for consumer use, including toners, cleansers, astringents, micellar waters, and exfoliating serums. Products are formulated with proprietary USP-standard distilled witch hazel extracted from sustainably wild-harvested New England forests, positioned as natural, dermatologist-tested skincare for acne-prone, oily, and sensitive skin at drugstore price points.

Product overview

Dickinson's Original Witch Hazel offers a skincare product line centered on their proprietary, highest-grade witch hazel extracted from sustainably harvested New England forests. The product portfolio includes twelve core products organized across four main categories: Cleansers & Makeup Removers (Clear Skin Clarifying Foam Cleanser, Pore Perfecting Cleanser, Hydrating Gel Cleanser, Micellar Cleansing Witch Hazel, Refreshingly Clean Cleansing Cloths), Toners (Clear Skin Exfoliating Bubble Toner, Pore Perfecting Toner, Gentle Balancing Toner, Alcohol Free Hydrating Toner with Rosewater, Deep Cleansing Astringent), Toner + Serums (Clearing Toner + Serum with Eucalyptus, Brightening Toner + Serum with Grapefruit). The products range from acne-fighting treatments with salicylic acid to hydrating and brightening formulations, all leveraging the company's USP-standard distilled witch hazel as the foundational ingredient. The line is positioned as gentle yet effective for all skin types, with products free from dyes, sulfates, parabens, phthalates, and gluten.

Differentiator

Problem solved

Functional benefit

Products and services

• Clear Skin Clarifying Foam Cleanser A lightweight acne-fighting foam cleanser containing 2% salicylic acid, witch hazel, and tea tree extract that gently clears breakouts while reducing redness and irritation, targeted at consumers with acne-prone or sensitive skin.
• Clear Skin Exfoliating Bubble Toner A foaming toner with 0.5% salicylic acid, 2% glycolic acid, and polyhydroxy acid that smooths, brightens, clears, and evens skin tone while defending against irritation, targeted at consumers seeking chemical exfoliation.
• Clearing Toner + Serum with Eucalyptus A 4-in-1 hybrid skincare solution combining salicylic acid, niacinamide, and eucalyptus that exfoliates, detoxifies, balances, and clarifies while improving skin texture, marketed for acne-prone skin.
• Pore Perfecting Cleanser A gentle, restorative facial cleanser combining 100% natural distilled witch hazel, niacinamide, and ceramides that removes excess oil and impurities while protecting the skin's barrier, targeted at consumers seeking pore refinement.
• Pore Perfecting Toner The brand's signature 100% natural witch hazel toner that refreshes and refines skin by removing excess oil, dirt, and makeup residue without over-drying, made with sustainably harvested certified-organic witch hazel distillate.
• Brightening Toner + Serum with Grapefruit An alcohol-free 4-in-1 skincare solution combining 100% natural distilled witch hazel, lactic acid, vitamin C, and grapefruit extract that exfoliates, tones, hydrates, and nourishes skin for a brighter complexion.
• Gentle Balancing Toner An alcohol-free witch hazel toner designed to gently balance and refresh skin using natural ingredients for consumers with sensitive skin.
• Hydrating Gel Cleanser A gentle hydrating gel cleanser that removes impurities while restoring the skin's moisture barrier using witch hazel and nourishing ingredients, targeted at consumers seeking non-stripping daily cleansing.
• Alcohol Free Hydrating Toner with Rosewater An alcohol-free hydrating toner combining witch hazel with rosewater to refresh and moisturize skin without over-drying, targeted at consumers with dry or sensitive skin.
• Deep Cleansing Astringent A deep cleansing astringent that removes excess oil and impurities while tightening pores using the brand's authentic witch hazel formula, targeted at consumers with oily or acne-prone skin.
• Micellar Cleansing Witch Hazel A no-rinse micellar cleansing water using witch hazel to gently remove makeup and impurities without rubbing, targeted at consumers seeking a convenient daily cleanser.
• Refreshingly Clean Cleansing Cloths Pre-moistened cleansing cloths made with plant-based material that gently cleanse and refresh skin using witch hazel, targeted at on-the-go consumers seeking convenient facial cleansing.

Quantifiable outcome

• 100% natural formula with certified organic witch hazel distillate
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered major and regional.

• AmazonmajorChannel Partner/ Reseller/ DistributorOfficial Dickinson's branded items sold through Amazon storefront. Products designated as 'Ships from Amazon.com and Sold by Amazon.com' to ensure authenticity. Channel partnership for online marketplace distribution.
• CVS PharmacymajorChannel Partner/ Reseller/ DistributorRetail distribution partnership for in-store and online sales of Dickinson's skincare products at CVS Pharmacy locations.
• TargetmajorChannel Partner/ Reseller/ DistributorRetail distribution partnership making Dickinson's products available at Target stores and Target.com nationwide.
• WalgreensmajorChannel Partner/ Reseller/ DistributorRetail distribution partnership for Walgreens stores and Walgreens.com for skincare and witch hazel products.
• WalmartmajorChannel Partner/ Reseller/ DistributorRetail distribution partnership for T.N. Dickinson's brand products available at Walmart stores and Walmart.com.
• MeijerregionalChannel Partner/ Reseller/ DistributorRegional Midwest retail partnership for T.N. Dickinson's witch hazel cleansing cloths and other products at Meijer stores.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Thayers Natural Remedies: Direct competitor in the witch hazel toner category with overlapping mass-market distribution. Thayers' Natural Witch Hazel Toner is the most directly substitutable SKU to Dickinson's Pore Perfecting Toner, competing for the same acne-prone, value-conscious consumer.
• Mario Badescu: Heritage skincare brand known for facial astringents, toners, and acne treatments sold through its own DTC site and select retailers. Strongly comparable product mix (astringents, cleansers, toners) and similar mass-tilted price points.
• The Ordinary: Deciem-owned mass-premium skincare brand selling toners, serums, and acne treatments at affordable price points through DTC and major retailers including Sephora. Comparable product format (toner + serum combinations) and target consumer.
• Paula's Choice: Skincare brand focused on BHA/AHA exfoliants, toners, and acne treatments sold DTC and through Amazon/Ulta. Overlapping product categories and ingredient-forward positioning makes it a relevant peer for consumer overlap and category competition.

Broad incumbents

• CeraVe: L'Oréal-owned mass skincare brand dominating cleansers, moisturizers, and acne treatments across CVS, Target, and Walmart. A much larger incumbent competing directly for acne-prone consumer wallet share and shelf placement.
• Neutrogena: Kenvue-owned mass skincare brand with broad cleansers, toners, and acne-treatment portfolio distributed through the same major US drug and mass retailers. Overlaps directly in facial skincare category and retail channels.
• La Roche-Posay: L'Oréal-owned dermatologist-recommended skincare brand with cleansers, toners, and acne treatments in the same price tier as Dickinson's premium SKUs. Competes for the sensitive-skin and acne-prone segment through drugstore and DTC channels.
• Cetaphil: Galderma-owned sensitive-skin cleanser and skincare brand with national US retail distribution. Comparable gentle-cleanser positioning and overlapping mass-market consumer base.
• Burt's Bees: Clorox-owned natural personal care brand with skincare extensions sold through mass and drug channels. Comparable natural-ingredient positioning and similar mass-retail shelf presence.

Emerging players

• Drunk Elephant: Shiseido-owned clean-biocompatible skincare brand selling cleansers, serums, and treatments DTC and through Sephora. Comparable natural/clean positioning and overlap in the acne and brightening treatment categories.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@DickinsonsWitchHazel
• Facebookfacebook.com/DickinsonsWitchHazel
• Instagraminstagram.com/dickinsonswitchhazel
• TikToktiktok.com/@dickinsonswitchhazel

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 Dickinson's Original Witch Hazel