CULT+KING

What CULT+KING does

CULT+KING (legally Alkhemy LLC, a Utah-domiciled private company founded in 2016 and headquartered in Park City, Utah) is a botanical personal-care brand that formulates and sells non-toxic haircare, skincare, scalp, and shave products. Its core technical positioning is built around pH optimization — flagship products TONIK and SUPERWATER are formulated to approximately pH 4.7 to restore the scalp's natural acidic mantle after exposure to high-pH tap water — and around green chemistry, exemplified by CREAMPOP's five-year-developed temporary-charge conditioning system that replaces conventional Quaternary Ammonium Compounds, and by VEGAN BALM's liquid crystal emulsion architecture. The portfolio spans 12+ SKUs across scalp treatment, cleansing, conditioning, styling, finishing, and dry shampoo (TONIK, BALM, VEGAN BALM, JELLY, ASTRAL AMINO Shampoo/Conditioner, WASH, CREAMPOP, STYLE, SUPERWATER, SETSPRAY, HAIR POWDER, MULTIVERSE), supplemented by professional tools including FSC-certified bamboo boar-bristle brushes and a wearable Tool Sling.

The business is operated as an intentionally small, bootstrapped independent brand with 11–50 employees. Formulations are compounded and kitted in the U.S. Pacific Northwest (Utah, Montana, Idaho), and all orders ship from the Park City headquarters. Revenue is generated through two channels: direct-to-consumer sales via cultandking.com (free shipping on orders over $100, with referral-tracking that credits the originating stylist), and wholesale to thousands of independent salons, barbershops, apothecaries, and lifestyle boutiques at 50% off retail with no minimums or buy-in requirements. CULT+KING explicitly refuses to sell on Amazon, Sephora, or Ulta, and the wholesale program favors businesses with 20 or fewer locations. Channel monetization is reinforced by the Hella Awesome affiliate program (paying 25% cash commissions on referred online sales) and the CULT+KING PRO tiered wholesale program (CATALYST, DISRUPTER, SUPPORTER, NEW).

The primary customer is the independent hairstylist or barber, with conscious consumer end-buyers and salon tool purchasers as secondary segments. The company is a member of One Percent for the Planet, donating 1% of total annual gross sales (including shipping and tax) to environmental nonprofits selected via annual customer vote. Geographic operations are U.S.-only; the company does not ship internationally.

Name

CULT+KING

Legal name

Alkhemy LLC

Website

https://cultandking.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

CULT+KING is a bootstrapped botanical haircare, skincare, and scalp brand selling direct-to-consumer and through thousands of independent U.S. salons and barbershops. Operated by Alkhemy LLC from Park City, Utah, the company formulates pH-optimized, non-toxic products while intentionally avoiding Amazon, Sephora, and Ulta.

Ownership category

akta.pro rank

Product category

Natural Botanical Personal Care (Haircare, Skincare, Scalp and Shave)

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Botanical haircare products
• Natural skincare formulations
• PH-balanced scalp treatment
• Professional salon tools
• Clean beauty personal care

Headquarters

HQ city

Park City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Retail Sales: CULT+KING sells directly to consumers through its e-commerce website cultandking.com. Products are sold at full retail price with free shipping on orders over $100. The website tracks affiliate links so that salon/stylist referrals are credited and commission is paid to the referring wholesale account rather than disintermediating local retailers.
2. Wholesale Distribution: Wholesale accounts (independent salons, barbershops, apothecaries, lifestyle boutiques) purchase at 50% off retail price with no minimum order, no buy-in, and no required product stocking. A PRO program offers tiered benefits (CATALYST, DISRUPTER, SUPPORTER, NEW) with additional discounts and free backbar products. Wholesale accounts drive retail sales through customer recommendations and affiliate links, generating additional revenue through referral commissions.
3. Affiliate/Referral Commissions (Hella Awesome Program): Wholesale accounts earn 25% cash commissions on retail sales referred through their affiliate links (replaced the earlier store credit program). The HELLA AWESOME program includes QR codes for easy link sharing. Commissions are paid in cash rather than store credit, representing a direct revenue stream for salon/barbershop partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels13 records

Core offering

CULT+KING formulates, compounds, and sells natural, botanical haircare, skincare, scalp, and shave products (including TONIK, BALM, VEGAN BALM, JELLY, CREAMPOP, WASH, SUPERWATER, STYLE, SETSPRAY, MULTIVERSE, HAIR POWDER, and the ASTRAL AMINO shampoo and conditioner line), along with professional tools such as boar bristle brushes, aluminum combs, and the Tool Sling. The company sells direct-to-consumers via cultandking.com and through thousands of independent authorized salons, barbershops, apothecaries, and lifestyle boutiques in the United States, deliberately excluding Amazon, Sephora, and Ulta.

Product overview

CULT+KING is a botanical haircare, skincare, scalp, and shave product company offering high-performance clean products. Their portfolio includes TONIK (best-selling scalp spray), BALM (multi-use styling product), VEGAN BALM (liquid crystal emulsion formula), JELLY (salt serum volume product), ASTRAL AMINO SHAMPOO/CONDITIONER (new amino acid line), WASH (palm oil-free shampoo bar), CREAMPOP (co-wash conditioner cleanser), STYLE (styling cream), SUPERWATER (pH-balancing toner), SETSPRAY (botanical hairspray), HAIR POWDER (dry shampoo), and MULTIVERSE (styling product). They also offer professional tools including Boar Bristle Brushes, Tool Slings, Aluminum Combs, and Jute Totes. The company focuses on small business-first distribution through authorized salons and barbershops only.

Differentiator

Problem solved

Functional benefit

Products and services

• TONIK Botanical scalp treatment spray for all genders with herbal synergies and organic ingredients, formulated to an average pH of ~4.8 to help restore the scalp's ideal pH (just below 5). Conditions scalp and hair after washing; users may feel a tingle.
• BALM Multi-use styling product ($40 retail) made with natural ingredients including Organic Aloe Leaf Juice and organic beeswax. A small amount goes a long way, leading to devoted repeat usage across hair, skin, and beard applications.
• VEGAN BALM Vegan version of BALM without beeswax. Liquid crystal emulsion mimics the lipidic composition of skin for enhanced absorbency and moisturizing without greasiness. Contains conditioning olive oil fatty acids and a gentle bio-based preservative system; no alcohol.
• JELLY Salt serum for weightless volume and curl definition using three salts suspended in organic banana juice. Contains Organic Linden Bud Extract to seal the cuticle for shine and softness. Ships with glass droppers instead of cream pumps.
• ASTRAL AMINO SHAMPOO Amino acid-based shampoo and the first product in CULT+KING's new ASTRAL product line. Designed as part of a coordinated amino-acid haircare system paired with the ASTRAL AMINO CONDITIONER.
• ASTRAL AMINO CONDITIONER Amino acid-based conditioner complementing the ASTRAL AMINO SHAMPOO within the ASTRAL product family.
• WASH All-natural shampoo bar for hair, face, and body, sold as a 3-bar box at $35 retail. Superfatted cold-pressed style (no palm oil since 2022 reformulation) cleanses without stripping natural oils. Not formulated for color-treated hair.
• CREAMPOP Vegan conditioning cleanser (co-wash) that uses a temporary-charge green chemistry conditioning system instead of traditional permanently-charged quaternary ammonium compounds. Avoids buildup on hair and is gentler on aquatic environments. Scalp-friendly and formulated without harsh surfactants.
• STYLE Styling cream containing wax and Organic Linden Bud Extract (rich in phytochemicals, polysaccharides, peptides, and amino acids). Seals the hair cuticle for genuine shine, provides heat protection, and locks in moisture. Contains salt and is not keratin-safe alongside JELLY.
• SUPERWATER Antioxidant toner for hair and skin formulated to a pH around 4.7. Lowers hair and scalp pH after bathing to seal cuticles, restore from the inside out, reduce moisture loss and color fading, and can be used to re-wet next-day hair.
• SETSPRAY Botanical tincture hairspray available in purple 'Wonderworking' and blue 'Semi-Precious' variants. Marketed as the only botanical tincture hairspray in the world. Provides touchable hold with heat protection.
• HAIR POWDER Pumpable dry shampoo and volume creator applied to clean, dry hair to extend styles. Absorbs sebum into the powder to prevent it from reaching the hair shaft.
• MULTIVERSE New styling product launched as 'one styling product for infinite hair realities'. Part of the space-themed product lineup alongside JELLY.
• Boar Bristle and Nylon Styling Brush Professional styling brush (MSRP $80 each) with FSC 100% certified bamboo handle (Certificate C113128), natural boar bristles at half the height of nylon bristles for dual dry-brushing and blow-drying, and ball-tipped heat-resistant nylon bristles rated to 200°F. Includes pneumatic oval cushion and felted-wool carrying pouch with mini brush rake.
• Tool Sling Wearable tool carrier (MSRP $65) for hairstylists and barbers, built for versatility and durability in busy professional environments.
• Aluminum Comb Professional-grade aluminum cutting comb for stylists and barbers.
• Jute Tote Sustainable jute tote bag that replaced CULT+KING's canvas totes. Jute is described as the most sustainable crop on earth, grown without fertilizers or pesticides using only natural rainfall, and absorbs CO2 while releasing oxygen faster than trees.
• Replacement Glass Dropper for JELLY Free replacement glass dropper for JELLY bottles, available in Tall (full-size) and Short (mini) variants to support the brand's refillable packaging model.

Quantifiable outcome

• 1% of gross annual sales donated to environmental causes, including shipping and tax (not just profit), growing year-over-year as the company scales.
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Green Circle SalonsminorStrategic or Co-development Partner · 18 September 2023Green Circle Salons Founder Sarah Babington appeared in a free CULT+KING webinar (September 2023) on salon sustainability practices. CULT+KING is a member of Green Circle Salons, a sustainability solution for salons that diverts waste from landfills. The webinar recording was made freely available to all audiences.
• Rid-All Green Partnership (Cleveland, OH)minorOthers · 1 January 2022Received a $5,000 Founder's Gift from CULT+KING founder Jared in 2022, selected at his discretion from the One Percent donation nominees. A small urban nonprofit in Cleveland working to transform lives in an underserved neighborhood.
• One Percent for the PlanetcoreGTM or Marketing PartnerCULT+KING is a member of One Percent for the Planet, committing to donate 1% of total annual gross sales (including shipping and sales tax, not just profit) to environmental causes. The membership provides brand credibility, marketing association with the environmental movement, and an annual ritual of customer engagement through the donation vote.
• OPAL Environmental Justice PortlandminorOthers2022 recipient of CULT+KING's One Percent for the Planet donation, selected via customer vote. Fights environmental racism in Portland, OR. The company encourages customers to support environmental nonprofits they believe in.
• Louisiana Bucket BrigademinorOthersPast recipient of CULT+KING's One Percent donation. Fights petrochemical pollution in Louisiana's 'Cancer Alley' on behalf of impacted communities. Regularly nominated in annual donation votes.
• People Over Plastic (Occidental Arts & Ecology Center)minorOthers2023 nominee for CULT+KING's One Percent donation vote. A BIPOC storytelling collective working toward an anti-racist and plastic-free future through podcast and story salon gatherings.
• Green Amendments for the GenerationsminorOthers2023 nominee for CULT+KING's One Percent donation vote. Advocates for state-level Green Amendments establishing environmental rights as civil liberties. Founder Maya K. van Rossom appeared in a CULT+KING webinar.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rahua: Plant-based, rainforest-sourced haircare brand selling through prestige salons and DTC. Comparable premium positioning, ingredient-led storytelling, and professional stylist channel focus.
• EVOLVh: Clean, science-driven haircare brand built around plant-powered formulations, sold through salons and DTC. Comparable in clean-beauty ingredient story and professional channel strategy.
• Verb: Affordable, salon-grade haircare brand with strong indie salon and stylist distribution. Comparable salon-channel model and price-conscious stylists, though broader mainstream presence.
• Briogeo: Clean, naturally-derived haircare brand with broad DTC and prestige retail distribution. Comparable in clean-ingredient positioning, mid-premium price point, and consumer segment, though broader retail footprint than CULT+KING.
• Innersense Organic Beauty: Clean, plant-based haircare brand distributed primarily through independent salons and stylists with a professional/stylist certification program. Closest comparable in mission, ingredient philosophy, and salon-only distribution model.
• dpHUE: Clean color-care haircare brand sold through salons and DTC. Comparable in indie salon distribution and clean-beauty positioning, particularly around color-treated hair.

Broad incumbents

• Moroccanoil: Iconic salon-distributed haircare brand built around signature treatment and styling oils. Comparable salon-channel professional distribution model and stylist endorsement loop.
• Olaplex: Science-led, bond-repair haircare brand with deep salon channel penetration and global scale. Comparable in technology- and science-led formulation positioning, though now a public-company incumbent.
• Oribe (Kao): Premium professional haircare brand owned by Kao, distributed through high-end salons. Comparable in prestige salon positioning and premium price point, but part of a broader CPG portfolio.

Emerging players

• Prose: Custom, clean haircare brand with DTC-first distribution and data-driven formulation. Comparable clean-beauty and customization ethos, though primary channel is direct-to-consumer rather than salon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cultandking
• Facebookfacebook.com/cultandking
• LinkedInlinkedin.com/company/cult-and-king
• Instagraminstagram.com/cultandking
• TikToktiktok.com/@cultandking

Compliance2 records

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 CULT+KING