Naturesse
Naturesse is a Colombian natural personal care company founded in 2010 in Cali, manufacturing INVIMA-registered shampoos, soaps, creams, and mosquito repellent sold via DTC e-commerce, retail chains, and B2B hotel and maquila contracts across Colombia, Peru, Guatemala, and El Salvador.
- Company typePrivate
- Founded2010
- HeadquartersSantiago De Cali, Colombia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Naturesse does
Naturesse S.A.S. BIC is a Colombian natural personal care products company headquartered in Cali, Valle del Cauca, and founded in 2010 by Natalia, a Chemical Engineer. The company formulates and manufactures shampoos, conditioners, liquid soaps, moisturizing creams, exfoliants, and a DEET-free natural mosquito repellent using plant-based ingredients including aloe vera, argan oil, vegetable keratin, coconut-derived surfactants, and botanical extracts. All flagship products carry INVIMA sanitary registrations (NSOC89593-18CO, NSOC89589-18CO, NSOC86348-18CO, NSCO00213-20CO) and are positioned as paraben-free and cruelty-free, with cruelty-free, ANDI, and Valle Impacta certifications supporting the brand's natural and sustainability claims.
The business operates three parallel go-to-market motions. The direct-to-consumer channel runs through a Shopify storefront (naturesse.co) supported by WhatsApp-based customer service, social media presence on Facebook and Instagram, and educational blog content targeting Colombian families and environmentally conscious consumers. The B2B hotel amenities channel supplies bulk 20L drums and 30ml individual unit formats of shampoo, conditioner, and soap to hospitality operators. A maquila (contract manufacturing) offering delivers end-to-end services for third-party brands — covering custom formulation development, packaging design, and sanitary registry management. Distribution extends through major Colombian retail chains (Makro, Carulla, Krika, Dollar General) and into Peru, Guatemala, and El Salvador, with sister brands Bionaturesse and Jardín de Eva extending the natural personal care portfolio.
Revenue is generated through three streams: one-time direct product sales at COP unit pricing, bulk hotel amenity supply under multi-year contracts, and quote-based maquila services. Pricing for consumer SKUs ranges from approximately $11,100 COP (300ml liquid soap) to $79,900 COP (1L mosquito repellent refill), with combo bundles priced between $40,000–$50,000 COP and hotel bulk drum contracts ranging from $130,500–$191,000 COP per drum. The company is privately held, founder-owned and operated, with no disclosed external funding, 11–50 employees, and operates under a Colombian S.A.S. BIC (Benefit Corporation) legal structure.
Naturesse firmographics
Firmographics- Name
- Naturesse
- Legal name
- Naturesse S.A.S. BIC
- Website
- https://naturesse.co
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naturesse is a Colombian natural personal care company founded in 2010 in Cali, manufacturing INVIMA-registered shampoos, soaps, creams, and mosquito repellent sold via DTC e-commerce, retail chains, and B2B hotel and maquila contracts across Colombia, Peru, Guatemala, and El Salvador.
- Ownership category
- akta.pro rank
Naturesse industry classification
Industry- Product category
- Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industry
- Natural/Green Pest Control Products (CRAJAHAK)
Keywords
Where Naturesse is headquartered
LocationHeadquarters
- HQ city
- Santiago De Cali
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
Naturesse business model
Business model- 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
- Direct Product Sales: One-time purchase model for individual personal care products (shampoos, conditioners, liquid soaps, creams, exfoliants) sold directly to consumers through e-commerce and retail channels. Products range from personal sizes (300ml-1L) to family sizes.
- Hotel Amenities B2B: Bulk sales of hotel-sized amenity products (30ml individual units, 20L drums) to hotels and hospitality businesses. Includes coordinated packaging for hotel supply needs.
- Maquila/Contract Manufacturing Services: Custom manufacturing services for brands seeking to develop and launch their own personal care products. Services include formulation, packaging design, and sanitary registry assistance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual consumer products |
| Unit Pricing | Pay-as-you-go | Combo bundles |
| Unit Pricing | Multi-year contract | Hotel amenity bulk quantities |
| Other | Multi-year contract | Maquila services |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Naturesse product offering
Product offeringCore offering
Naturesse manufactures and sells natural-origin personal care products including shampoos, conditioners, liquid soaps, moisturizing creams, exfoliants, and natural mosquito repellent under its own brand. The company also offers hotel amenity products in bulk formats (30ml units and 20L drums) to the hospitality industry and provides full-service maquila (contract manufacturing) services for brands seeking to develop their own personal care lines.
Product overview
Naturesse is a Colombian personal care products company offering a diverse portfolio centered on natural-origin hair care, body care, and hotel amenities. The core product lineup includes shampoos (Argán, Keratin Vegetal, Herbal, Aloe Vera Hotel), conditioners (Mezcla Natural with Aloe Vera/Argán/Vitamin E, Hotel formats), liquid soaps (Limón & Verbena, Flores y Frutas, For Men, Espumoso), moisturizing creams (Pomegranate, Bioemulsión de Cacao), exfoliating products (Macadamia shell cream, Effervescent Salts), and natural mosquito repellent. The company also offers curated gift kits (Combo Rutina Cuidado Profundo, Combo Rutina Esencial, Orquídeas Silvestes, For Men, Pies Cansados) and private-label manufacturing services (Maquila Completa, Maquila de Formulaciones, Maquila Operativa). Related brands include Bionaturesse (bio line) and Jardín de Eva, with hotel-specific bulk products (20L drums, 30ml amenity packs) serving the hospitality sector.
Differentiator
Problem solved
Functional benefit
Brands
- Bionaturesse: A sub-brand of Naturesse, listed under 'Nuestras marcas' (Our brands).
- Jardín de Eva
Products and services
- Shampoo Argán x 400 ml
Quantifiable outcome
- Products certified cruelty-free and free from parabens
- +2 more outcomes
Companies that use Naturesse
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Naturesse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Naturesse partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- BionaturessecoreRelated brand under the Naturesse umbrella, focused on bio/natural product lines. Listed as one of the company's own brands alongside Naturesse, Jardín de Eva, and maquila services.
- Jardín de EvacoreRelated brand under the Naturesse umbrella, mentioned as part of the company's brand portfolio alongside Naturesse, Bionaturesse, and maquila services.
- ANDIminorAssociation shown in certifications section. ANDI (Asociación Nacional de Empresarios de Colombia) is Colombia's main business association.
- Valle ImpactaminorRegional impact initiative certification shown in certifications section, demonstrating commitment to social and environmental impact in the Valle del Cauca region.
- Cruelty-Free CertificationminorLeaping Bunny or similar cruelty-free certification shown in certifications section, validating that products are not tested on animals.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Naturesse competitors and assessment
Company assessmentBroad incumbents
- L'Oréal: Global beauty and personal care leader with strong Latin American operations and growing natural/clean beauty portfolio (Garnier, La Roche-Posay, etc.). Comparable as a broad incumbent in shampoo, conditioner, skincare, and body care categories served by Naturesse.
- Unilever: Global CPG conglomerate with major natural and conventional personal care brands (Dove, TRESemmé, Vaseline, etc.) and a large Latin American footprint. Comparable as a broad incumbent competitor in shampoo, conditioner, body wash, and lotion categories where Naturesse competes, though Unilever operates across a far wider portfolio.
Direct peers
- Yanbal: Ecuadorian/Colombian-origin personal care and beauty company with direct-selling and retail distribution across Latin America. Comparable to Naturesse on regional footprint, personal care category, and presence in both Colombia and Andean/Central American markets.
- Dr. Bronner's: US-based natural personal care company known for plant-based liquid soaps, lotions, and balms with strong organic/cruelty-free positioning. Directly comparable to Naturesse on natural-ingredient formulation philosophy, paraben-free and cruelty-free claims, and multi-category personal care portfolio.
- EO Products: US-based natural personal care manufacturer of soaps, shampoos, lotions, and hotel amenity products including the BeeKind hotel line. Closely comparable to Naturesse on natural-ingredient positioning, multi-format personal care portfolio, and explicit hotel amenity B2B channel.
- The Honest Company: US-based consumer brand offering natural, plant-based personal care, beauty, and household products with cruelty-free positioning. Comparable to Naturesse on natural-ingredient, paraben-free positioning and direct-to-consumer plus retail distribution, though at materially larger scale.
- Belcorp: Colombia-headquartered direct-selling personal care and cosmetics company with operations across Latin America. Comparable to Naturesse on geography, multi-category personal care portfolio, and Latin American B2B/B2C distribution model.
- Natura &Co (Natura): Brazilian-based, Latin American natural personal care and cosmetics manufacturer with multi-brand portfolio and direct-selling plus retail distribution. Directly comparable to Naturesse in natural/plant-based product positioning and Latin American market focus, though materially larger in scale.
- Sundial Brands (SheaMoisture): US-based natural personal care brand (acquired by Unilever) focused on plant-based hair, skin, and body products for diverse hair and skin types. Comparable to Naturesse on natural/botanical-ingredient positioning, hair and body care portfolio, and cruelty-free claims.
Emerging players
- Gilchrist & Soames: Hotel amenity manufacturer supplying shampoos, conditioners, soaps, and lotions to luxury hotels globally. Directly comparable to Naturesse's hotel amenity B2B line, including the 30ml individual and bulk 20L drum format offering, and similar in scale to Naturesse's B2B hospitality segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Naturesse social profiles
Digital presenceNaturesse compliance and trust
Trust signalCompliance2 records
Naturesse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naturesse leadership team
Management profileNumber of profiles
Profiles1 record
Naturesse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naturesse 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 Naturesse
What does Naturesse do?
Naturesse manufactures and sells natural-origin personal care products including shampoos, conditioners, liquid soaps, moisturizing creams, exfoliants, and natural mosquito repellent under its own brand. The company also offers hotel amenity products in bulk formats (30ml units and 20L drums) to the hospitality industry and provides full-service maquila (contract manufacturing) services for brands seeking to develop their own personal care lines.
Is Naturesse a public or private company?
Naturesse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naturesse founded?
Naturesse was founded in 2010. It employs 11 to 50 people.
Where is Naturesse based?
Naturesse is headquartered in Santiago De Cali, Colombia, in the Latin America region.
How does Naturesse make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are hotel Amenities B2B and maquila/Contract Manufacturing Services.
Who are Naturesse's main competitors?
Broad incumbents on record are L'Oréal and Unilever. Direct peers are Yanbal, Dr. Bronner's, EO Products, The Honest Company, Belcorp, Natura &Co (Natura) and Sundial Brands (SheaMoisture). Gilchrist & Soames is listed as an emerging player.
Does Naturesse have an API?
No public API is recorded for Naturesse.
What industry is Naturesse in?
Naturesse's product category is Personal Care Products. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRAJAHAK, Natural/Green Pest Control Products. Its NAICS code is 32561 and its SIC code is 2844.