Gilden Tree
Gilden Tree is a privately held, Omaha-based DTC brand founded in 1990 that sells natural foot care products, clinical-strength urea creams, waffle weave cotton towels, and aromatherapy shower steamers directly through its e-commerce site, Amazon, and wholesale accounts.
- Company typePrivate
- Founded1990
- HeadquartersOmaha, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gilden Tree does
Gilden Tree is a privately held, Omaha-based natural personal care and home textiles brand founded in 1990 by Ann and Kumy Thariani after they encountered a traditional terra cotta foot scrubber in Pakistan. The company is structured around three product lines: foot care (the signature Terra Cotta Foot Scrubber, clinical-strength urea creams and gels at 20%, 40%, and 42% concentrations, and Nourishing Foot Cream with shea butter and organic aloe), bath and body care (hand and body lotions, an aloe-based half-gallon cream, body buffers, shower steamers, and a Baby & Kids Gentle Touch Cream), and waffle weave bath textiles (bath towels, hand towels, washcloths, bath mats and tassel sets in Classic and Modern weave styles across approximately ten colorways). Curated Foot Care Kits bundle the scrubber with urea creams as two-step regimens. The underlying technology rests on European-style waffle weave construction in 100% natural cotton, claimed by the company to dry 40% faster than terry, and formulations built on Certified Organic aloe vera, jojoba oil, and wild-crafted shea butter, with the Terra Cotta Foot Scrubber positioned as a five-plus-year reusable tool.
The business model is direct-to-consumer e-commerce centered on a Shopify-powered storefront at gildentree.com, supplemented by Amazon marketplace presence, a wholesale account program for retailers, international shipping, and a brand ambassador referral channel. Monetization is unit-based across a catalog of more than thirty SKUs with prices from approximately $2.50 for nail brushes up to $140 for gallon-size lotions, towel sets priced $40-$132 depending on style and color, and shower steamer packs at $17 for six tablets. Customers are individual consumers organized into horizontal segments: health-conscious foot care sufferers, premium bath linen shoppers, wellness and aromatherapy buyers, and parents seeking gentle skincare for children with sensitive skin.
Gilden Tree has been bootstrapped since inception with no external funding rounds disclosed and remains under founder control, with Ann Thariani as President/Owner and Kumy Thariani as CEO, and a headcount reported in the 11-50 range. Differentiation rests on third-party certifications (Oeko-Tex Standard 100 for textiles, Oregon Tilth verification for Certified Organic ingredients) and a vegan, cruelty-free formulation policy, supported by earned-media placements in TIME Magazine, Oprah, Esquire, Good Housekeeping, and The Green Beauty Bible that function as the principal top-of-funnel awareness channel.
Gilden Tree firmographics
Firmographics- Name
- Gilden Tree
- Legal name
- Gilden Tree
- Website
- https://gildentree.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gilden Tree is a privately held, Omaha-based DTC brand founded in 1990 that sells natural foot care products, clinical-strength urea creams, waffle weave cotton towels, and aromatherapy shower steamers directly through its e-commerce site, Amazon, and wholesale accounts.
- Ownership category
- akta.pro rank
Gilden Tree industry classification
Industry- Product category
- Natural Personal Care and Bath Textiles
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Hand & Foot Care (CRABAAAE)
- akta.pro secondary industry
- Baby Bath & Cleansing (CRABAJAA)
Keywords
Where Gilden Tree is headquartered
LocationHeadquarters
- HQ city
- Omaha
- HQ country
- United States
- HQ region
- North America
Markets served
Gilden Tree business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales of foot care products, body care products, waffle weave towels, and shower steamers through their own website and Amazon marketplace
- Wholesale Distribution: B2B wholesale accounts for retailers interested in stocking Gilden Tree products
- Brand Partnership Programs: Brand ambassador partnerships for marketing and promotion
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Foot Care Products |
| Unit Pricing | Pay-as-you-go | Waffle Weave Towel Sets |
| Unit Pricing | Pay-as-you-go | Bath and Body Care |
| Unit Pricing | Pay-as-you-go | Shower Steamers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Gilden Tree product offering
Product offeringCore offering
Gilden Tree manufactures and sells natural foot care products (terra cotta pumice foot scrubbers and urea-based creams/gels), bath and body care items (hand & body lotions, body buffers, baby creams), European-style waffle weave cotton towels and bath mats, and essential oil shower steamers. All products emphasize Certified Organic ingredients verified by Oregon Tilth and Oeko-Tex Standard 100 certified textiles, and are sold direct-to-consumer online and through a wholesale program.
Product overview
Gilden Tree is an eco-friendly personal care company founded in 1990, offering three product lines: Foot Care (Terra Cotta Foot Scrubber, urea-based creams and gels, foot creams), Bath and Body Care (hand and body lotions, baby creams, body buffers), and Waffle Weave Textiles (bath towels, hand towels, washcloths, bath mats in two weave styles). The company also offers curated Foot Care Kits bundling scrubbers with creams, and Shower Steamers for aromatherapy. All products emphasize natural, certified organic ingredients and sustainable manufacturing.
Differentiator
Problem solved
Functional benefit
Products and services
- Terra Cotta Foot Scrubber Pumice Stone A 2-sided, 100% natural hand-formed terra cotta pumice stone that scrubs away thick calluses and buffs skin smooth; built to last 5+ years for consumers seeking natural callus and rough skin removal.
- Nourishing Foot Cream Foot cream made with Certified Organic Aloe, Shea Butter, and Jojoba oil for deep moisturizing and healing of dry, cracked feet; targeted at consumers with dry, cracked, or rough foot skin.
- Maximum Strength 42% Urea Gel with Salicylic & Hyaluronic Acid Clinical-strength 42% urea gel fortified with Salicylic and Hyaluronic Acid for dry skin and thick nails; lightweight, oil-free, non-greasy, fast-absorbing formula for consumers needing intensive foot and nail treatment.
- Callus and Cracked Heel Cream with 40% Urea Callus and cracked heel cream with 40% Urea, Shea Butter, and Organic Aloe Vera that softens and exfoliates thick, dry skin and calluses; for consumers with stubborn heel cracking and callus buildup.
- Dry & Rough Skin Cream with 20% Urea Body cream with 20% Urea, Shea Butter, and Organic Aloe Vera that softens and exfoliates bumpy skin including Keratosis pilaris; for body-wide dry and rough skin.
- Shea Butter Skin Repair Cream Skin repair cream made with 12% Shea Butter and Organic Aloe Vera for dry skin on elbows, knees, feet, heels, and hands; also provides eczema relief for adults and children.
- Foot Care Essentials Kit Bundle combining the Terra Cotta Foot Scrubber with Nourishing Foot Cream for everyday foot care and general dry skin maintenance.
- Foot Rescue Kit Bundle featuring 42% Urea Gel and Terra Cotta Foot Scrubber for deep cracks and stubborn foot problems requiring clinical-strength treatment.
- Callus Remover Kit Kit with 40% Urea Cream and Foot Scrubber for removing the most stubborn callus buildups using a two-step process.
- Terra Cotta Body Buffer Loofa-like body scrubber made of terra cotta for gentle body exfoliation; natural alternative to synthetic bath sponges.
- Soothing Hand & Body Lotion Hand and body lotion fortified with Shea Butter, Aloe Vera, and Jojoba Oil to renew and nourish skin; available in 8 oz and gallon sizes for individual and bulk purchasers.
- Hand & Foot Cream, Half-Gallon Size - Kiran Forest Large half-gallon aloe-based cream that helps heal dry skin all over the body, including cracked heels, dry and flaky skin, elbows and knees; sold in bulk half-gallon format.
- Baby & Kids Gentle Touch Cream Gentle moisturizing cream for sensitive baby and child skin made with aloe vera, shea butter, and jojoba oil; also suitable as a diaper rash cream and for childhood eczema.
- Waffle Weave Bath Towel Sets (Classic and Modern Styles) European-style waffle weave bath towel sets made from 100% natural cotton, Oeko-Tex Standard 100 certified, available in Classic and Modern weave styles across 10 colorways (White, Cream, Sage Grey, Seafoam, Stone, Pewter, Slate, Aqua, Midnight Blue, Faded Black); Modern style becomes softer with every wash.
- Shower Steamers (Essential Oil Aromatherapy Tablets) All-natural aromatherapy shower steamer tablets made with 100% pure essential oils, sold in three scents (Breathe Easy Eucalyptus & Mint, Relax Deeply Lavender & Rosemary, Morning Mint Peppermint) and a Variety Pack of 6 tablets (2 of each scent); individually wrapped for freshness.
Quantifiable outcome
- Waffle towels dry up to 40% faster than traditional terry towels
- +2 more outcomes
Companies that use Gilden Tree
Customer profileSegments4 records
Ideal customer profiles5 records
Gilden Tree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Gilden Tree partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Oregon TilthcoreThird-party certification body that verifies and validates the Certified Organic claims for Gilden Tree's personal care product ingredients including aloe vera and other botanical components
- Oeko-Tex AssociationcoreInternational certification organization that tests and verifies textiles meet strict manufacturing requirements for harmful substances. Gilden Tree's cotton products are Oeko-Tex Standard 100 Certified
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Gilden Tree competitors and assessment
Company assessmentDirect peers
- Eucerin: Eucerin (Beiersdorf) offers Aquaphor and urea-based foot and body repair products. It is a direct clinical skincare peer with much larger scale, strong dermatologist endorsement, and overlap with Gilden Tree's clinical-strength positioning.
- AmLactin: AmLactin (owned by Sandoz) sells lactic acid and ammonium lactate exfoliating creams for dry skin, calluses, and keratosis pilaris. It is the most direct competitive overlap with Gilden Tree's 20%/40%/42% urea cream and gel portfolio, targeting the same clinical-strength foot and body care use cases.
- Brooklinen: Brooklinen is a premium DTC home textile brand offering waffle towels, bath sheets, and bath accessories with strong editorial credibility. It is the most direct competitor to Gilden Tree's waffle weave towel line at premium price points and comparable distribution channels.
- Parachute Home: Parachute Home is a premium DTC home brand offering waffle towels, bath linens, and home essentials. It directly competes with Gilden Tree's waffle weave towel collection at premium price points and similar editorial-driven marketing approach.
- O'Keeffe's: O'Keeffe's (owned by Helen of Troy) is a leading hand and foot care brand known for Working Hands and Healthy Feet creams. It directly competes in Gilden Tree's core cracked heel and dry skin category with broader retail distribution.
- Gold Bond: Gold Bond (Sanofi Consumer Health) sells a broad portfolio of foot creams, body lotions, and skincare products including urea-based formulations. It competes head-to-head with Gilden Tree's foot care and body lotion SKUs at mass-market retail price points.
Broad incumbents
- CeraVe: CeraVe (L'Oréal) is a mass-market clinical skincare leader with foot/body lotions including SA and urea formulations. It serves as a broader incumbent threat — overlapping with Gilden Tree's clinical positioning while offering far larger marketing spend and retail penetration.
- Dr. Teal's: Dr. Teal's (owned by PDC Brands) sells bath and body care products including essential oil shower steamers and bath salts. It directly overlaps with Gilden Tree's shower steamer line and broader bath/body portfolio at mass-market price points.
- L'Occitane en Provence: L'Occitane is a global premium natural bath, body, and skincare brand with shea butter-based lotions and aromatherapy products. It competes with Gilden Tree's premium natural positioning and similar ingredient story (shea butter, essential oils) across international markets.
- Burt's Bees: Burt's Bees (Clorox) is a mass-market natural personal care brand with lotions, body care, and lip products using naturally sourced ingredients. It is a broader incumbent in the natural/clean positioning space Gilden Tree occupies, with much larger distribution and marketing budgets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Gilden Tree social profiles
Digital presenceGilden Tree compliance and trust
Trust signalCompliance3 records
Gilden Tree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gilden Tree leadership team
Management profileNumber of profiles
Profiles2 records
Gilden Tree funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gilden Tree 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 Gilden Tree
What does Gilden Tree do?
Gilden Tree manufactures and sells natural foot care products (terra cotta pumice foot scrubbers and urea-based creams/gels), bath and body care items (hand & body lotions, body buffers, baby creams), European-style waffle weave cotton towels and bath mats, and essential oil shower steamers. All products emphasize Certified Organic ingredients verified by Oregon Tilth and Oeko-Tex Standard 100 certified textiles, and are sold direct-to-consumer online and through a wholesale program.
Is Gilden Tree a public or private company?
Gilden Tree is a private company. It is classified as family owned and is currently operating.
When was Gilden Tree founded?
Gilden Tree was founded in 1990. It employs 11 to 50 people.
Where is Gilden Tree based?
Gilden Tree is headquartered in Omaha, United States, in the North America region.
How does Gilden Tree make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are wholesale Distribution and brand Partnership Programs.
Who are Gilden Tree's main competitors?
Direct peers on record are Eucerin, AmLactin, Brooklinen, Parachute Home, O'Keeffe's and Gold Bond. Broad incumbents are CeraVe, Dr. Teal's, L'Occitane en Provence and Burt's Bees.
Does Gilden Tree have an API?
No public API is recorded for Gilden Tree.
What industry is Gilden Tree in?
Gilden Tree's product category is Natural Personal Care and Bath Textiles. Its primary akta.pro industry code is CRABAAAE, Hand & Foot Care, with a secondary code of CRABAJAA, Baby Bath & Cleansing. Its NAICS code is 32561 and its SIC code is 2844.