Nurture Handmade

What Nurture Handmade does

Nurture Handmade is an independent, woman-owned direct-to-consumer e-commerce retailer that supplies soap making and candle making ingredients, fragrance oils, colorants, and equipment predominantly to hobbyist and small-business artisan crafters in the United States. The company was founded and is led by Carrie Jack and operates from a single location in Indiana, marketed under a 260 area code. The business model is a standard transactional e-commerce retailer: customers purchase supplies at unit-level pricing through the company's website, with monetization supplemented by a customer rewards program and an affiliate program.

The catalog is built around proprietary and curated raw materials: 172 fragrance oils, 224 colorants, 49 custom-blended colors, and 467 soap making supply items. The company's most differentiated technical offerings are the PureScent fragrance technology, a proprietary formulation marketed as a chemical-free alternative to traditional fragrance oils, and Custom Colors, an exclusive in-house line of 49 blended mica pigments. The company also publishes educational content and interactive tools — including lye, fatty acid, conversion, and substitution calculators — on its blog, lowering the technical barrier for entry-level soap makers and reinforcing the site's role as a reference resource rather than a pure storefront.

The business is bootstrapped, privately held, and was rebranded from Nurture Soap to Nurture Handmade in 2024 to reflect a planned expansion into candle making, epoxy resin, and perfumery supplies. Customer engagement is driven through a moderated Facebook community of more than 50,000 soap makers, which functions as both a marketing channel and a soft retention moat. The company does not appear to operate a wholesale or B2B enterprise channel and has no disclosed external funding, M&A, or third-party distribution agreements.

Name

Nurture Handmade

Legal name

Nurture Handmade

Website

https://nurturehandmade.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Nurture Handmade is an independent, woman-owned Indiana-based e-commerce retailer supplying soap making and candle making ingredients, fragrance oils, colorants, and equipment to hobbyist and small-business artisan crafters in the United States.

Ownership category

akta.pro rank

Product category

Artisan Soap and Candle Making Supplies

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industries

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

Keywords

• Soap making supplies
• Candle making supplies
• Fragrance oils
• Mica colorants
• Artisan crafting materials

Headquarters

HQ city

Huntington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from selling soap making supplies, candle making supplies, colorants, fragrance oils, essential oils, molds, tools, and accessories directly to artisan crafters through their e-commerce storefront. Products include over 172 fragrance oils, 224 colorants, 49 custom colors, 467 soap making supply items, and various other crafting materials.
2. Affiliate Program: Commission-based revenue through affiliate partners who earn 10% commission on each referral sale with 30-day cookie duration. Affiliates can choose direct payouts or store credit conversions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Nurture Handmade sells soap making and candle making supplies directly to artisan crafters through its e-commerce storefront. The catalog includes 172+ fragrance oils, 224+ colorants (including 49 in-house custom colors and 168 mica powders), 467 soap making supply items, essential oils, biodegradable glitter, candle wax, dyes, and tools. The company also offers its proprietary PureScent™ fragrance line, which is formulated to exclude carcinogens, mutagens, reproductive hazards, and organ toxins while remaining safe for marine life.

Product overview

Nurture Handmade is an independent, woman-owned business offering a comprehensive portfolio of soap making and candle making supplies for artisan crafters. The core offering centers on three product lines: Fragrance Products (Fragrance Oils, PureScent™ proprietary fragrance technology, Essential Oils, Fragrance Blends, and sample bundles), Colorants (Custom Colors, Mica Powders, Dyes & Lakes, Pigments & Neons, Natural Colors, Biodegradable Glitter, Color Sets, and mica sample bundles), and Soap Making Supplies (Soap Molds, Silicone Liners, Soap Making Tools, Kits, and raw materials). The company also offers Candle Making products (Wax, Dyes, Scents), utility calculators (Fragrance, Lye, Color Blender), and customer loyalty programs (Rewards and Affiliate). Notably, PureScent™ represents a proprietary clean-crafted fragrance technology that excludes known harmful toxins while maintaining environmental safety. The company rebranded from Nurture Soap to Nurture Handmade to expand into additional handmade markets including candles, epoxy resin, and perfumery.

Differentiator

Problem solved

Functional benefit

Brands

• PureScent™: A clean-crafted fragrance technology that harmonizes high-end fragrance performance with an elevated safety profile. PureScent™ rigorously excludes known harmful toxins such as carcinogens, mutagens, and reproductive hazards while prioritizing environmental sustainability with a formula safe for marine life.

Products and services

• Fragrance Oils Meticulously curated and professionally formulated fragrance oils designed for complexity, depth, and reliability in handcrafted soap and cosmetics. The collection includes 172 items covering a wide range of scent profiles for artisan crafters.
• PureScent™ Fragrance Oils Proprietary clean-crafted fragrance technology engineered to deliver high-end fragrance performance with an elevated safety profile. Excludes carcinogens, mutagens, reproductive hazards, and organ toxins, and is safe for marine life. Designed for cold process soap, candle, and melt-and-pour soap applications.
• Essential Oils Pure botanical essential oils including Dark Patchouli, Eucalyptus, Lavender 40/42, Lemon, Lemongrass, Lime, Peppermint, Rosemary, Tea Tree, and Ylang Ylang III. The collection includes 13 items formulated for therapeutic scents in handmade products.
• Fragrance Blends Blends combining the purity of natural botanicals with the stability of high-end fragrance oils, delivering long-lasting aromas with balance, depth, and quality. Includes 122 items.
• All Colorants Premium colorants for artisans demanding vibrant, consistent, and ethically sourced hues. Includes 224 items covering all coloring needs for cold process soap, bath bombs, and cosmetics.
• Custom Colors Exclusive, ready-to-use shades developed in Nurture Handmade's in-house mixing studio. Unique, complex hues not found elsewhere, including High Voltage Red Mica, Into The Void Black Mica, Peach Pop Mica, and Edge Of Night Dark Purple Mica. Includes 49 items.
• Mica Powders High-performance mineral colorants engineered specifically for soap making and cosmetics, including ethically sourced options. The collection includes 168 items.
• Biodegradable Glitter Environmentally conscious glitter options safe for marine life, including holographic and specialty shapes. Includes 12 items.
• Dyes & Lakes High-performance water-soluble or oil-dispersible colorants for bath bombs and liquid soap, including Batch Certified Dyes and Lakes for neon transparency and water-tinting power.
• Pigments & Neons Specialized colorants for fluorescent brightness or deep matte shades, including fluorescent neon pigments, glow-in-the-dark pigment, and titanium dioxide. Includes 24 items.
• Natural Colors Natural coloring options including French Green Clay, Indigo Powder 6%, Kaolin Clay, and Rose Kaolin Clay. Includes 6 items.
• Soap Making Supplies Comprehensive soap making supplies including molds, liners, colorants, fragrance oils, soap cutters, MP soap bases, carrier oil blends, additives, and lye. Includes 467 items covering basic, handle, loaf, premium, silicone, slab, and wood molds along with silicone liners and kits.
• Candle Wax Soy container wax and other candle waxes for candle making.
• Candle Dyes Specialized dyes for coloring candles.
• Candle Scents Fragrance oils specifically formulated for candle making.
• Gift Cards Digital gift cards delivered by email in denominations of $10, $25, $50, and $100, with no additional processing fees.

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 indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Wholesale Supplies Plus: Bulk supplier of soap, candle, and cosmetic making ingredients including fragrance oils, colorants, and wax. Directly overlaps with Nurture Handmade's product catalog across multiple verticals.
• The Flaming Candle: Online candle and soap making supplies retailer with strong fragrance oil catalog. Similar maker-focused DTC model to Nurture Handmade.
• CandleScience: Specialized candle making supplies retailer offering wax, wicks, fragrance oils, and dyes. Directly comparable to Nurture Handmade's candle making category.
• Aztec-Essence / Aztec Candle & Soap Supplies: Wholesale fragrance oils and soap making supplies. Comparable in product category, though more wholesale-skewed than Nurture's DTC focus.
• Nature's Garden Wholesale: Wholesale supplier of candle and soap making supplies including fragrance oils, colorants, waxes, and molds. Comparable to Nurture on product breadth and maker target customer.
• Bramble Berry: Direct competitor in the artisan soap making supplies market, offering fragrance oils, colorants, molds, and educational resources to DIY soap makers. Closest peer to Nurture Handmade's core offering.
• Lonestar Candle Supply: Candle and soap making supplies retailer offering fragrance oils, waxes, and colorants. Comparable catalog and target customer base.

Emerging players

• Making Cosmetics: Supplier of cosmetic raw materials and ingredients serving DIY formulators and small brands. Adjacent to Nurture Handmade's coloring and base ingredient offerings.
• Savonia (formerly SaveOnCitrus / Rustic Escentuals): Specialty fragrance oil and soap making supplies retailer focused on crafters. Partial overlap with Nurture Handmade's fragrance oil and supplies offering.

Broad incumbents

• Michaels Companies: Large craft retail chain offering broad assortment of soap and candle making supplies alongside general craft categories. Much larger scale but addresses overlapping maker customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NurtureSoap
• LinkedInlinkedin.com/company/nurture-soap-inc.

Compliance6 records

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 Nurture Handmade