Naturally Smart Labs

What Naturally Smart Labs does

IndiMade Brands, LLC is a privately held, multi-brand e-commerce rollup headquartered at 7820 E. Pleasant Valley Road, Independence, Ohio, operating nine registered crafting-supply brands — Wholesale Supplies Plus, Nature's Garden, The Flaming Candle, Crafter's Choice, Rustic Escentuals, Just Scent, Elements Bath and Body, Make Your Own Buzz, and Milky Way Molds — serving the handmade soap, candle, and bath/body crafting community. The firm's short_description identifies a manufacturing entity (Naturally Smart Labs) producing glycerin melt-and-pour soap and liquid cosmetic bases, which is consistent with the portfolio's proprietary base and ingredient sourcing but is not separately documented in the remaining source data. The company distributes through three standalone U.S. e-commerce storefronts (wholesalesuppliesplus.com, naturesgardencandles.com, theflamingcandle.com), supported by per-brand social channels on Instagram, YouTube, Facebook, and Pinterest, and earned-media features in Southern Living, Business Insider, Real Simple, Cosmopolitan, and Newsweek.

The underlying product set spans 100% concentrated fragrance oils, soap bases and ingredients, candle-making supplies, bath and body components, and molds, with free shipping offered above a $25 order threshold. Revenue mechanics are straightforward direct-to-consumer e-commerce product sales to a fragmented base of more than 1 million makers and small businesses, segmented into professional soap/candle makers, SMB owners, and hobbyists. There is no disclosed pricing model, no API or platform integration layer, and no AI/ML capability referenced in the source material. Operations are lean (11–50 employees, single Ohio site) with no disclosed institutional ownership, no funding rounds on record, and no dated M&A activity, suggesting an established, profitable, founder-led operator that has expanded primarily through brand acquisition and portfolio consolidation rather than external capital.

Name

Naturally Smart Labs

Legal name

IndiMade Brands, LLC

Website

https://naturallysmartlabs.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

IndiMade Brands, LLC is a privately held, multi-brand e-commerce operator headquartered in Independence, Ohio, running nine crafting-supply brands (including Wholesale Supplies Plus, Nature's Garden, and The Flaming Candle) that sell soap bases, fragrance oils, candle supplies, and bath/body ingredients to over 1 million makers, small businesses, and hobbyists across the U.S.

Ownership category

akta.pro rank

Headquarters

HQ city

Independence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct online sales through branded e-commerce storefronts offering wholesale and individual quantities of soap making supplies, candle making materials, fragrance oils, and crafting ingredients to professional makers and hobbyists.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Naturally Smart Labs is a cosmetic manufacturing company that produces glycerin melt and pour soap bases and liquid cosmetic bases. The company supplies these base ingredients to the handmade soap making and personal care industry, operating as part of the IndiMade Brands portfolio of crafting supply brands serving makers, hobbyists, and small businesses.

Product overview

IndiMade Brands operates a multi-brand portfolio serving the handmade crafting community with supplies for soap making, candle making, and bath/body products. The core brands include Wholesale Supplies Plus (primary B2B and B2C platform), Nature's Garden (fragrance oils), and The Flaming Candle (candle supplies). Multiple sub-brands like Crafter's Choice, Rustic Escentuals, Just Scent, and Elements Bath and Body extend product offerings under the Wholesale Supplies Plus umbrella. The company serves over 1 million makers, offering ingredients, supplies, and resources from startup to scale-up stages.

Differentiator

Problem solved

Functional benefit

Brands

• Wholesale Supplies Plus: Wholesale soap making supplies and ingredients for professional soap makers and hobbyists
• Nature's Garden
• The Flaming Candle
• Crafter's Choice
• Rustic Escentuals
• Just Scent
• Elements Bath and Body
• Make Your Own Buzz
• Milky Way Molds

Products and services

• Glycerin Melt and Pour Soap Bases Glycerin melt and pour soap bases manufactured for professional soap makers, hobbyists, and small businesses as the foundational ingredient for finished handmade soap products. Sold through IndiMade Brands' Wholesale Supplies Plus storefront and distributed across the United States.
• Liquid Cosmetic Bases Liquid cosmetic bases manufactured for the bath, body, and personal care product industry. Used as foundational ingredients by makers, small businesses, and private-label producers formulating finished liquid cosmetic products.

Quantifiable outcome

• Trusted by 1M+ makers
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• CandleScience: CandleScience supplies wax, fragrance oils, wicks, and equipment for candle makers through e-commerce. It mirrors The Flaming Candle's offering and target buyer (small batch to growing candle businesses) with similar B2B/B2C distribution.
• Aztec's Candle & Soap Supplies: Aztec's distributes waxes (especially soy), wicks, fragrance oils, and candle-making equipment. It targets small and mid-sized candle businesses with the same maker-to-entrepreneur profile as The Flaming Candle.
• Lone Star Candle Supply: Lone Star Candle Supply sells private-label candle containers, fragrance oils, and wax blends to small candle businesses. It is a competitor to The Flaming Candle in private-label and small-batch candle supply.
• Bulk Apothecary: Bulk Apothecary wholesales fragrance oils, soap bases, candle supplies, and cosmetic ingredients. It serves the same SMB-and-hobbyist crafter demographic as IndiMade's brands and competes on price and depth of stock.
• New Directions Aromatics: New Directions Aromatics distributes essential oils, fragrance oils, cosmetic bases, and soap-making ingredients to crafters and small formulators. Its catalog and ingredient breadth overlap directly with Nature's Garden and Wholesale Supplies Plus's fragrance and base portfolios.
• Bramble Berry: Bramble Berry is a leading direct-to-consumer supplier of soap making ingredients, equipment, and educational content for soap makers. It competes head-to-head with Wholesale Supplies Plus in wholesale soap/craft supplies with a similar customer base of hobbyists and small manufacturers.
• TKB Trading: TKB Trading supplies soap, lotion, balm, and cosmetic-making ingredients, including melt-and-pour bases and colorants. It is a closer niche match on the cosmetic base / melt-and-pour segment of Naturally Smart Labs' manufacturing activities.
• Voyageur Soap & Candle Co. Voyageur is a Canadian-based wholesale and retail supplier of soap and candle making ingredients, molds, and fragrance. It is a regional but close comparable to Wholesale Supplies Plus and Nature's Garden for the shared maker customer base.
• The Sage Candle & Soap Supplies: The Sage supplies fragrance oils, soap bases, candle wax, and colorants to candle and soap makers via e-commerce. It overlaps directly with Nature's Garden and Wholesale Supplies Plus on ingredient assortment and buyer profile.

Broad incumbents

• Amazon Handmade: Amazon Handmade and Amazon's broader marketplace carry craft supplies, candle, and soap ingredients from thousands of sellers with Prime fulfillment. It is not a pure-play supply competitor but a broad incumbent that materially shapes IndiMade's pricing and discovery environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/indimade-brands

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 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 Naturally Smart Labs