Florae
Florae Beauty is a US-based, direct-to-consumer hair wellness brand that sells a modular SANA hair care system (shampoo, conditioner, oil, masks, and seven mix-in boosters) targeted at women with textured hair, with personalization driven by an AI-powered quiz.
- Company typePrivate
- Founded2019
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Florae does
Florae Beauty is a US-based, direct-to-consumer personalized hair wellness brand founded and led by Dr. Natalie King, a neuroscientist with a PhD in Neuroscience and Biophysiology. Operating from St. Louis, Missouri, the company targets women with textured hair (curly, coily, wavy, kinky) and adjacent clean-beauty consumers with a modular product architecture built around the proprietary SANA Bioactive Complex — a plant-based blend of oils, extracts, and antioxidants combined with hydrolyzed collagen. The core line includes the SANA Shampoo & Conditioner Set (regular and 1L jumbo), SANA Hair Oil Serum, and a Superfruit Deep Treatment Mask, extended through seven customizable Booster Extracts (Growth, Hydration, Strength, Root Revive, Scalp Clear, ProSlip, Replenish), pre-curated Growth/Hydration/Strength collections, and tiered Ritual Bundles priced up to $169.
Revenue is generated almost entirely through online direct sales on a Shopify-hosted storefront, with a 30-day money-back guarantee and optional subscription management for repeat orders. A wholesale/B2B program is available for retailers and distributors. A proprietary AI-powered personalization quiz serves as the primary lead-generation and product-matching funnel, with supporting marketing across Klaviyo email, organic social, an educational 'Science of Hair' blog, and earned media in NBC, CBS, Retail Boss, and Beauty Independent. The company operates as a privately-held, founder-owned entity with no disclosed external funding, no disclosed headcount beyond the founder, and 1000+ verified customer reviews averaging 4.9/5. International shipping is offered but the US is the primary market.
Florae firmographics
Firmographics- Name
- Florae
- Legal name
- Floraebeauty
- Website
- https://floraebeauty.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Florae Beauty is a US-based, direct-to-consumer hair wellness brand that sells a modular SANA hair care system (shampoo, conditioner, oil, masks, and seven mix-in boosters) targeted at women with textured hair, with personalization driven by an AI-powered quiz.
- Ownership category
- akta.pro rank
Florae industry classification
Industry- Product category
- Textured Hair Care
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
- akta.pro secondary industry
- Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)
Keywords
Where Florae is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Florae business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Product Sales: Direct-to-consumer online sales through their Shopify e-commerce platform. Customers purchase individual products, bundles, and trial sizes. One-time purchase model with optional subscription management for repeat orders.
- Wholesale/B2B: Wholesale program for retailers and distributors purchasing Florae products for resale
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | SANA Shampoo & Conditioner Set - Regular size (8 oz each) |
| Unit Pricing | Pay-as-you-go | SANA Shampoo & Conditioner Jumbo Set (1L / 33 fl oz) |
| Unit Pricing | Pay-as-you-go | Travel Minis SANA Shampoo & Conditioner Set |
| Unit Pricing | Pay-as-you-go | SANA Hair Oil Serum |
| Unit Pricing | Pay-as-you-go | Booster Extracts (Growth, Hydration, Strength, Scalp Clear, Root Revive, ProSlip, Replenish) |
| Unit Pricing | Pay-as-you-go | Superfruit Deep Treatment Mask + Booster |
| Unit Pricing | Pay-as-you-go | Trial Size Bundles (Growth, Hydration, Strength, Scalp Clear, Root Revive, Replenish) |
| Unit Pricing | Pay-as-you-go | The Essential Ritual Bundle |
| Unit Pricing | Pay-as-you-go | The Growth Ritual Bundle |
| Unit Pricing | Pay-as-you-go | The Full Florae Ritual Bundle |
| Unit Pricing | Pay-as-you-go | Personalized Bundles (Growth, Hydration, Strength, Scalp Clear, Root Revive, Replenish) |
| Unit Pricing | Pay-as-you-go | Florae Beauty Gift Cards |
| Other | Pay-as-you-go | Shipping |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Florae product offering
Product offeringCore offering
Florae Beauty is a personalized hair wellness brand that sells plant-based hair care products formulated for textured hair. Its core SANA line includes shampoo, conditioner, hair oil serum, and a deep treatment mask powered by the proprietary SANA Bioactive Complex and hydrolyzed collagen. A modular booster system (Growth, Hydration, Strength, Root Revive, Scalp Clear, Replenish, ProSlip) allows customers to customize products for individual concerns, with recommendations driven by a proprietary AI-powered personalization quiz.
Product overview
Florae Beauty is a personalized hair wellness brand offering a modular hair care system centered around the SANA product line. The core offering consists of the SANA Shampoo & Conditioner Set (available in regular and jumbo sizes), SANA Hair Oil Serum, and customizable Booster Extracts (Growth, Hydration, Strength, ScalpClear, RootRevive, Replenish, and ProSlip) that users mix into their shampoo or the Superfruit Deep Treatment Mask. The company also offers pre-curated collections (Growth, Hydration, Strength) and various bundle options including Trial Size bundles, Travel Size bundles, and curated Ritual Bundles. A proprietary AI-powered quiz personalizes recommendations based on individual hair concerns and goals.
Differentiator
Problem solved
Functional benefit
Brands
- SANA: Core product line including SANA Shampoo, SANA Conditioner, SANA Hair Oil Serum, and SANA Superfruit Deep Treatment Mask - formulated with plant-based ingredients and hydrolyzed collagen for textured hair.
- SANA Bioactive Complex
Products and services
- SANA Shampoo & Conditioner Set A two-step system featuring sulfate-free, moisture-locking shampoo and nutrient-rich conditioner formulated with plant-based ingredients and hydrolyzed collagen to soothe scalp irritation, reduce breakage, and create the foundation for healthy hair growth. Sized at 8 oz each, dermatologist-tested.
- SANA Shampoo & Conditioner Jumbo Set (1L / 33 fl oz) Jumbo-sized SANA shampoo and conditioner set (1L / 33 fl oz each) featuring sulfate-free, moisture-locking shampoo and nutrient-rich conditioner infused with hydrolyzed collagen. Designed for daily use, families, or salon use.
- SANA Hair Oil Serum A lightweight, concentrated treatment powered by the SANA Bioactive Complex — a blend of oils, plant extracts, and antioxidants that soothes the scalp and works to repair signs of damage and promote growth.
- Superfruit Deep Treatment Mask A rich, conditioning mask made without parabens, phthalates, and silicones that pairs with Booster Extracts to deliver reparative nourishment deeper into each strand, strengthening hair and promoting length retention.
- SANA Booster Extracts (Growth, Hydration, Strength, Root Revive, Scalp Clear, Replenish, ProSlip) A modular system of seven concentrated booster formulas — Growth, Hydration, Strength, Root Revive, Scalp Clear, Replenish, and ProSlip — that customers mix with shampoo, conditioner, or mask to address targeted concerns such as thinning, breakage, dryness, scalp irritation, frizz, and shedding. Powered by plant-based actives.
- Travel Minis SANA Shampoo & Conditioner Set A travel-sized set of gentle SANA shampoo and moisturizing conditioner minis designed for portability, formulated to restore natural shine and health.
- Growth Collection — Strengthen Roots & Healthy Regrowth A curated set including the Superfruit Deep Conditioning Leave-In Mask, Growth Booster, and SANA Hair Oil Serum, designed to nourish roots, reduce breakage, and support healthy regrowth.
- Hydration Collection — Moisture Retention & Shine A curated set including a deep treatment mask, Hydration Booster, and SANA Hair Oil Serum designed to lock in moisture, soften, smooth, and add shine to textured hair.
- Strength Collection — Reinforce, Repair & Prevent Breakage A curated set including the SANA Deep Treatment Mask, Strength Booster, and SANA Bioactive Hair Oil Serum designed to fortify hair, reduce breakage, and enhance resilience.
- Personalized Trial Size Bundles (Growth, Hydration, Strength, Root Revive, Scalp Clear, Replenish) Trial bundles of 3–5 products customized for top hair concerns, each centered on the SANA Shampoo & Conditioner Set plus a targeted booster or collection (Growth, Hydration, Strength, Root Revive, Scalp Clear, or Replenish). Priced at $45 per bundle.
- Travel Size Bundles (Growth, Hydration, Strength) Travel-sized bundles customized by hair concern, offering portable versions of the Growth, Hydration, and Strength Collection products.
- The Ritual Bundles (Essential, Growth, Full Florae) Three founder-curated Ritual Bundles: The Essential Ritual Bundle (SANA Shampoo & Conditioner Set, one targeted booster, and SANA Hair Oil Serum; $89, retail value $110); The Growth Ritual Bundle (Growth Collection plus SANA Shampoo & Conditioner Set, RootRevive Booster, and Replenish Booster; $129, retail value $153); and The Full Florae Ritual Bundle (jumbo shampoo and conditioner, three targeted boosters, and a restorative hair mask kit; $169, retail value $210).
- Florae Beauty Gift Card Digital gift cards available in $50 and $100 denominations for purchase on the Florae Beauty website.
Quantifiable outcome
- Reduces hair breakage by up to 35%
- +2 more outcomes
Companies that use Florae
Customer profileSegments3 records
Ideal customer profiles4 records
Florae technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Florae partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Florae competitors and assessment
Company assessmentBroad incumbents
- Olaplex: Science-led premium hair care brand with patented bond-building technology. Comparable in positioning a clinical/scientific efficacy story at a premium price point, though Olaplex targets all hair types and is heavy in professional channels.
- SheaMoisture: Long-standing natural-ingredient hair and body brand with strong textured-hair presence. Larger incumbent with overlapping ingredient philosophy (botanical oils, clean formulations) and significantly broader retail distribution.
- Cantu: Mass-market textured-hair brand with extensive global retail footprint. Overlaps with Florae in shampoo, conditioner, masks, and oils but at a different price tier and channel mix.
- Carol's Daughter: Long-standing textured-hair and multicultural beauty brand with national retail presence. Comparable in target demographic and product formulation philosophy, with a much larger incumbent distribution footprint.
Direct peers
- As I Am: Natural-ingredient textured-hair care brand with comparable SKU structure (cleansers, conditioners, masks, treatments). Direct competitor in the botanical, sulfate-free textured-hair care segment.
- The Doux: Professional-textured-hair care brand offering sulfate-free shampoos, conditioners, and treatments. Comparable as a specialized textured-hair brand with science-backed positioning and salon-channel heritage.
- Function of Beauty: Personalized hair care brand offering customizable shampoo, conditioner, and body products. Comparable on mass personalization architecture and DTC-first GTM, though Function of Beauty targets a broader hair-type customer base.
- Prose: AI-driven personalized hair care brand offering customized shampoo, conditioner, and treatments. Closest comparator to Florae on the AI quiz + customized regimen model, with a similarly science-forward brand voice.
- Mielle Organics: Plant-based hair care brand focused on textured/curly hair. Closest direct competitor to Florae in the botanical, clean-beauty, textured-hair segment with overlapping ingredient narratives and product categorization.
- Pattern Beauty: Celebrity-founded textured-hair care brand with shampoo, conditioner, treatments, and styling products. Directly comparable in target customer (women with curly/coily hair) and curated DTC-plus-retail positioning.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Florae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florae leadership team
Management profileNumber of profiles
Profiles1 record
Florae funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florae 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 Florae
What does Florae do?
Florae Beauty is a personalized hair wellness brand that sells plant-based hair care products formulated for textured hair. Its core SANA line includes shampoo, conditioner, hair oil serum, and a deep treatment mask powered by the proprietary SANA Bioactive Complex and hydrolyzed collagen. A modular booster system (Growth, Hydration, Strength, Root Revive, Scalp Clear, Replenish, ProSlip) allows customers to customize products for individual concerns, with recommendations driven by a proprietary AI-powered personalization quiz.
Is Florae a public or private company?
Florae is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Florae founded?
Florae was founded in 2019. It employs 1 to 10 people.
Where is Florae based?
Florae is headquartered in St Louis, United States, in the North America region.
How does Florae make money?
Two revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are wholesale/B2B.
Who are Florae's main competitors?
Broad incumbents on record are Olaplex, SheaMoisture, Cantu and Carol's Daughter. Direct peers are As I Am, The Doux, Function of Beauty, Prose, Mielle Organics and Pattern Beauty.
Does Florae have an API?
No public API is recorded for Florae.
What industry is Florae in?
Florae's product category is Textured Hair Care. Its primary akta.pro industry code is CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments), with a secondary code of AFAJAKAD, Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts). Its SIC code is 2844.