Nelson Naturals
Nelson Naturals Inc is a women-owned Canadian CPG company founded in 2012 that manufactures and sells plastic-free, vegan oral care (toothpaste jars, Crush & Brush tablets, mouthwash tablets) and the Dom's Deodorant line direct-to-consumer from its Nelson, BC facility, serving eco-conscious consumers, families, and dental professionals.
- Company typePrivate
- Founded2012
- HeadquartersNelson, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nelson Naturals does
Nelson Naturals Inc is a privately held, women-owned Canadian CPG company headquartered in Nelson, British Columbia, founded in 2012. The company manufactures and sells plastic-free, zero-waste oral care and natural personal care products direct from its in-house facility in Nelson, BC. Its core portfolio centers on toothpaste in glass jars (including hydroxyapatite variants), Crush & Brush toothpaste tablets with compostable refill pouches, and Crush & Swish mouthwash tablets, complemented by accessories (bamboo toothbrushes, dental floss, stainless steel tongue scrapers, bamboo application tools) and the Dom's Deodorant sub-brand in cream-jar and paper-tube stick formats. Formulations use food-grade, vegan, fluoride-free, SLS-free ingredients and a proprietary Liquid Mineral Concentrate containing over 72 naturally occurring minerals sourced from the Great Salt Lake, with non-synthetic hydroxyapatite positioned as an alternative to fluoride for enamel remineralization.
The business operates a multi-channel go-to-market model. The primary revenue channel is direct-to-consumer e-commerce at nelsonnaturals.com, with a subscription program offering 20% off, flexible delivery cadence (1-6 months), and refill-pouch fulfillment for tablet formats. Supplemental channels include Amazon US, wholesale accounts for retail partners (free shipping at $250+), a network of zero-waste/refill stores across North America, and a 15% commission affiliate program. Pricing is unit-based, with jars and tablets in the $10-$15 range, deodorant at $16-$20, and bundle/bulk options (Best Sellers Pack, 5 Pack, 24-unit case, Soda Pop Collection) at $29-$245. The "Imperfectly Perfect" seconds line monetizes cosmetic defects at 50% off.
Nelson Naturals serves three primary customer segments: eco-conscious consumers seeking plastic-free, clean-ingredient personal care; families and multi-user households buying value packs; and dental professionals recommending natural alternatives to patients. The company is led by CEO and co-owner Tianna, who took ownership in 2022. The brand ships to over 100 countries and carries a 4.7-star aggregate rating across 3,013 reviews. The company is bootstrapped with no disclosed external institutional investment.
Nelson Naturals firmographics
Firmographics- Name
- Nelson Naturals
- Legal name
- Nelson Naturals Inc
- Website
- https://nelsonnaturals.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nelson Naturals Inc is a women-owned Canadian CPG company founded in 2012 that manufactures and sells plastic-free, vegan oral care (toothpaste jars, Crush & Brush tablets, mouthwash tablets) and the Dom's Deodorant line direct-to-consumer from its Nelson, BC facility, serving eco-conscious consumers, families, and dental professionals.
- Ownership category
- akta.pro rank
Nelson Naturals industry classification
Industry- Product category
- Natural Oral Care
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
Keywords
Where Nelson Naturals is headquartered
LocationHeadquarters
- HQ city
- Nelson
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Nelson Naturals business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue channel through nelsonnaturals.com website. Products sold as one-time purchases or subscription orders with 20% subscriber discount. Includes shipping fees with free shipping thresholds.
- Amazon Marketplace: US customers can purchase through Amazon.com, expanding reach beyond direct website sales.
- Wholesale/B2B: Products sold to retail partners and refill stores. Wholesale registration available through website. Free shipping at $250 wholesale orders.
- Affiliate Program: Partners earn 15% commission on sales. 30-day payout cycles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Toothpaste (93g jars) |
| Unit Pricing | Pay-as-you-go | Crush & Brush Toothpaste Tablets |
| Unit Pricing | Pay-as-you-go | Mouthwash Tablets |
| Unit Pricing | Pay-as-you-go | Dom's Deodorant (Jar Format) |
| Unit Pricing | Pay-as-you-go | Dom's Deodorant (Stick Format) |
| Unit Pricing | Pay-as-you-go | Bundle & Sample Packs |
| Subscription | Monthly | Subscription Model |
| Unit Pricing | Pay-as-you-go | Imperfectly Perfect (Seconds) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Nelson Naturals product offering
Product offeringCore offering
Nelson Naturals manufactures and sells plastic-free, zero-waste natural oral care and personal care products made in-house at its Nelson, British Columbia facility. The core product portfolio includes traditional toothpaste in glass jars, portable Crush & Brush toothpaste tablets, Crush & Swish mouthwash tablets, and the Dom's Deodorant sub-brand of natural cream and stick deodorants. All products are vegan, cruelty-free, fluoride-free, SLS-free, and packaged in glass jars or paper-based materials to eliminate single-use plastic.
Product overview
Nelson Naturals is a women-owned Canadian company (Nelson, BC) specializing in plastic-free, zero-waste oral care and personal care products since 2012. The core product portfolio centers on natural toothpaste offerings available in three formats: traditional glass jars (Moringa, Spearmint, Citrus Spice, Fennel, Fresh Mint, Vanilla Orange, Cinnamon, and Activated Charcoal variants), Crush & Brush toothpaste tablets (portable tablet format in multiple flavors), and Crush & Swish mouthwash tablets. The company also sells Dom's Deodorant sub-brand offering natural cream deodorants in multiple scents (Calm, Clear, Fresh, Bold, Nude, Bright) and stick formats (Black Pepper/Lime, Vanilla/Mint). Accessories include bamboo toothbrushes, dental floss, stainless steel tongue scrapers, and bamboo application tools. Products are sold individually, in bundles (Best Sellers Pack, 5 Pack, Soda Pop Collection, Toothpaste and Mouthwash Tablet Duo), or bulk/wholesale quantities. The company emphasizes sustainability with plastic-free packaging, vegan and cruelty-free formulations, and offers subscription refill options.
Differentiator
Problem solved
Functional benefit
Brands
- Dom's Deodorant: Natural deodorant line under Nelson Naturals, featuring cream-based and stick-form deodorants in various scents including Calm (lavender/rosemary), Fresh (lemongrass/cedar/teatree), Bold (frankincense/fir), Clear (baking soda free), Bright (citrus), Nude (unscented), Black Pepper/Lime, and Vanilla/Mint.
Products and services
- Traditional Toothpaste Jars Plastic-free, zero-waste toothpaste packaged in glass jars and available in multiple flavors including Moringa Forest Fresh, Spearmint, Citrus Spice Blend, Fennel, Fresh Mint with hydroxyapatite, Vanilla Orange with hydroxyapatite, Cinnamon with hydroxyapatite, and Activated Charcoal with hydroxyapatite. All formulas are fluoride-free, vegan, and contain natural ingredients like calcium carbonate, xylitol, bentonite clay, and colloidal silver. Designed for daily oral care.
- Crush & Brush Toothpaste Tablets
Quantifiable outcome
- 4.7 star average rating from 3,013 reviews
- +2 more outcomes
Companies that use Nelson Naturals
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Nelson Naturals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nelson Naturals partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Zero Waste/Refill StorescoreNelson Naturals partners with Zero Waste and Refill Stores across North America, allowing customers to refill their empty jars. This partnership supports the company's mission of reducing single-use plastic waste and provides customers with convenient refill options near them.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Nelson Naturals competitors and assessment
Company assessmentEmerging players
- Unbtoothpaste (Unpaste): Unpaste is a smaller emerging brand selling toothpaste tablets in plastic-free packaging. Comparable as a niche emerging player in the toothpaste-tablet format that intersects directly with Nelson Naturals' Crush & Brush line.
Direct peers
- Schmidt's Naturals: Schmidt's (owned by Unilever) sells natural deodorants in cream and stick formats with clean-ingredient positioning. Most directly comparable peer to Nelson Naturals' Dom's Deodorant sub-brand on product format, ingredient philosophy, and target consumer.
- Hello Products: Hello Products offers natural, vegan, fluoride-free toothpastes, mouthwashes, and related oral care with a fun brand voice. Comparable product portfolio and target customer (clean-conscious consumers) but with broader mass-market distribution than Nelson Naturals.
- Bite: Bite is a direct-to-consumer brand selling toothpaste tablets and mouthwash tablets in plastic-free packaging. Most direct overlap with Nelson Naturals' Crush & Brush and Crush & Swish tablet lines on format, sustainability positioning, and DTC distribution.
- Native: Native (owned by P&G) sells natural deodorant and personal care products with strong DTC and retail presence. Comparable to Dom's Deodorant on category, clean-ingredient positioning, and direct-to-consumer subscription model.
- Tom's of Maine: Tom's of Maine is a leading natural toothpaste and oral care brand, now owned by Colgate-Palmolive. Directly comparable to Nelson Naturals as a competitor in natural, fluoride-friendly oral care sold through mass retail and DTC channels.
- David's Toothpaste: David's is a natural toothpaste brand emphasizing premium ingredients, sustainability, and metal-tube packaging. Directly comparable as a DTC natural toothpaste competitor with similar clean-ingredient and eco-positioning.
Broad incumbents
- Dr. Bronner's: Dr. Bronner's is a family-owned natural personal care company spanning soaps, toothpaste, and body care with organic and fair-trade positioning. Comparable on natural ingredient philosophy and founder/family-owned ethos, though much larger in scale and product breadth.
- Colgate-Palmolive (Colgate): Colgate is the dominant mass-market toothpaste brand globally and owner of Tom's of Maine. Relevant as the broad incumbent whose natural-oral-care expansion could squeeze smaller natural brands like Nelson Naturals through distribution and marketing scale.
- Lush Fresh Handmade Cosmetics: Lush is a global natural cosmetics retailer offering handmade personal care including toothy tabs (solid toothpaste) and deodorants. Comparable on plastic-free, natural-ingredient positioning and retail-store distribution model through refill/sustainability-aligned locations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Nelson Naturals social profiles
Digital presenceNelson Naturals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nelson Naturals leadership team
Management profileNumber of profiles
Profiles1 record
Nelson Naturals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nelson Naturals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nelson Naturals
What does Nelson Naturals do?
Nelson Naturals manufactures and sells plastic-free, zero-waste natural oral care and personal care products made in-house at its Nelson, British Columbia facility. The core product portfolio includes traditional toothpaste in glass jars, portable Crush & Brush toothpaste tablets, Crush & Swish mouthwash tablets, and the Dom's Deodorant sub-brand of natural cream and stick deodorants. All products are vegan, cruelty-free, fluoride-free, SLS-free, and packaged in glass jars or paper-based materials to eliminate single-use plastic.
Is Nelson Naturals a public or private company?
Nelson Naturals is a private company. It is classified as family owned and is currently operating.
When was Nelson Naturals founded?
Nelson Naturals was founded in 2012. It employs 11 to 50 people.
Where is Nelson Naturals based?
Nelson Naturals is headquartered in Nelson, Canada, in the North America region.
How does Nelson Naturals make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are amazon Marketplace, wholesale/B2B and affiliate Program.
Who are Nelson Naturals's main competitors?
Unbtoothpaste (Unpaste) is listed as an emerging player. Direct peers are Schmidt's Naturals, Hello Products, Bite, Native, Tom's of Maine and David's Toothpaste. Broad incumbents are Dr. Bronner's, Colgate-Palmolive (Colgate) and Lush Fresh Handmade Cosmetics.
Does Nelson Naturals have an API?
No public API is recorded for Nelson Naturals.
What industry is Nelson Naturals in?
Nelson Naturals's product category is Natural Oral Care. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening). Its NAICS code is 456 and its SIC code is 2840.