Babytime
Babytime!, a brand of Episencial, Inc., manufactures natural, probiotic-integrated skincare products for infants and children with sensitive skin, sold direct-to-consumer online, via wholesale, and through healthcare professional recommendation channels.
- Company typePrivate
- Founded2005
- HeadquartersSanta Barbara, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Babytime does
Babytime!, operating under the corporate entity Episencial, Inc., is a California-based manufacturer of natural skincare products targeted at infants and young children with sensitive skin. Founded in 2005 and headquartered in Orange County, Southern California, the company develops and manufactures its products within a 20-mile radius of its headquarters, with the majority of production taking place at a solar-powered facility that reduces carbon footprint by over 65%. The company positions itself as one of the first to integrate probiotics into skincare formulations using plant-based ingredients, with a brand promise of "Skincare as Healthcare."
The product portfolio is intentionally narrow: a Stay Clean Bundle (Playful Wash 8 oz paired with Soothing Cream 3.4 oz, sale-priced at $30 versus a $46 list), Snuggly Lotion 3.4 oz ($10), Peaceful Bubbles 8 oz bath treatment ($10), and a Hand Sanitizer 3-Pack. Distribution occurs through three channels: a Shopify-powered direct-to-consumer e-commerce storefront at babytimeusa.com, a wholesale and reseller page, and a dedicated healthcare-professional page through which clinicians can recommend and access the products. All products are marketed as safe, eco-friendly, cruelty-free, and suitable for sensitive skin conditions.
Revenue mechanics are based on one-time unit purchases with no subscription or recurring billing in evidence. Primary customers are parents of babies and young children, with healthcare professionals serving as a secondary, influencer-style segment. The company employs between 11 and 50 people, holds no disclosed external institutional funding, has no recorded M&A activity, no published patents, and operates solely in the U.S. market.
Babytime firmographics
Firmographics- Name
- Babytime
- Legal name
- Episencial, Inc.
- Website
- https://babytimeusa.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Babytime!, a brand of Episencial, Inc., manufactures natural, probiotic-integrated skincare products for infants and children with sensitive skin, sold direct-to-consumer online, via wholesale, and through healthcare professional recommendation channels.
- Ownership category
- akta.pro rank
Babytime industry classification
Industry- Product category
- Baby Skincare Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro industry
- Baby Skincare (Lotions, Creams, Oils)Baby Powder & Anti-ChafeKids Skincare (Moisturizers, Sensitive Skin)Kids Personal Cleansing (Body Wash, Hand Soap)
Keywords
Where Babytime is headquartered
LocationHeadquarters
- HQ city
- Santa Barbara
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Babytime business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of baby skincare products through e-commerce website and wholesale distribution channels. Products sold include bundles, individual items, and multi-packs at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stay Clean Bundle - Playful Wash + Soothing Cream |
| Unit Pricing | Pay-as-you-go | Snuggly Lotion 3.4oz |
| Unit Pricing | Pay-as-you-go | Hand Sanitizer 3-Pack |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Babytime product offering
Product offeringCore offering
Babytime! manufactures and sells natural, professional-level skincare products for babies and young children, including washes, lotions, bath treatments, and hand sanitizers. Products are formulated with plant-based ingredients and probiotics, manufactured in a solar-powered facility within a 20-mile radius of its Orange County, California headquarters.
Product overview
Babytime! offers natural, professional-level skincare products for babies and children. The product portfolio includes the Stay Clean Bundle (combining Playful Wash and Soothing Cream), Snuggly Lotion (a moisturizing treatment), Peaceful Bubbles (a soothing bath product), and Hand Sanitizer 3-Pack (alcohol-free sanitizers). The company was founded in 2005 and emphasizes eco-friendly, cruelty-free products made with plant-based ingredients and probiotics, manufactured in Southern California.
Differentiator
Problem solved
Functional benefit
Products and services
- Stay Clean Bundle A bundle containing two Playful Wash 8 oz and two Soothing Cream 3.4 oz, combining the company's most popular skincare products for babies.
- Snuggly Lotion 3.4oz A non-greasy nourishing moisturizer for babies that locks in skin hydration, containing borage seed oil to boost skin immunity and avocado, flax, and primrose oils to soften skin.
- Peaceful Bubbles 8oz An extra gentle, non-irritating, ultra-soothing bath treatment with moisturizing extracts designed for sensitive baby skin.
- Hand Sanitizer 3-Pack Baby-friendly alcohol-free hand sanitizers sold as a 3-pack spray format designed for safe use on infants.
Quantifiable outcome
- Carbon footprint reduced by over 65% through solar powered manufacturing
Companies that use Babytime
Customer profileSegments2 records
Ideal customer profiles3 records
Babytime technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Babytime partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Babytime competitors and assessment
Company assessmentBroad incumbents
- Aveeno Baby: Aveeno Baby is the Johnson & Johnson-owned baby skincare line offering washes, lotions, and eczema treatments. Comparable to Babytime on baby skincare category and sensitive-skin positioning, but at vastly greater scale and distribution.
- Johnson's Baby: Johnson's Baby is the global mass-market leader in baby washes, lotions, and shampoos. Competes with Babytime in the same product categories but at much larger scale, broader retail distribution, and significant marketing spend.
- Cetaphil Baby: Cetaphil Baby (Galderma) provides dermatologist-recommended washes, lotions, and creams for babies. Comparable to Babytime on healthcare-professional endorsement strategy and sensitive-skin positioning, with much larger scale.
- Weleda Baby: Weleda Baby offers natural and biodynamic baby skincare (creams, bath products) distributed globally. Comparable to Babytime on natural plant-based ingredient story and baby skincare category, with significantly broader international footprint.
Emerging players
- Tubby Todd Bath Co. Tubby Todd is a digitally native baby skincare brand offering lotions, washes, and ointments marketed to millennial parents. Comparable to Babytime on DTC-first go-to-market and premium natural baby skincare positioning, though with a younger brand and broader social presence.
- Pipette: Pipette is a venture-backed clean baby skincare brand offering lotions, washes, and balms through DTC and Target. Comparable to Babytime on clean/natural baby skincare positioning and product formats, but with stronger recent funding and broader retail penetration.
Direct peers
- Earth Mama Organics: Earth Mama offers organic, plant-based baby skincare including lotions, balms, and bath products with strong midwife/OB endorsement. Comparable to Babytime's healthcare-professional endorsement strategy and natural ingredient positioning.
- California Baby: California-based natural baby skincare brand offering plant-based lotions, washes, and sunscreens for sensitive baby skin. Directly comparable to Babytime on product category (baby skincare), natural ingredient positioning, and Made-in-California manufacturing narrative.
- Burt's Bees Baby: Burt's Bees Baby line extends the natural personal-care brand into baby washes, lotions, and diaper ointments. Overlaps with Babytime on natural ingredient positioning, mass-retail distribution, and product format (lotions, washes) for babies.
- Mustela: French dermatologist-developed baby skincare brand sold through DTC, pharmacies, and mass retail. Comparable to Babytime across the baby skincare category (creams, washes, balms), with similar claims around sensitive-skin and natural/plant-based formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Babytime social profiles
Digital presenceBabytime financial estimates
Financial estimateRevenue estimate
Valuation estimate
Babytime leadership team
Management profileNumber of profiles
Babytime funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Babytime 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 Babytime
What does Babytime do?
Babytime! manufactures and sells natural, professional-level skincare products for babies and young children, including washes, lotions, bath treatments, and hand sanitizers. Products are formulated with plant-based ingredients and probiotics, manufactured in a solar-powered facility within a 20-mile radius of its Orange County, California headquarters.
Is Babytime a public or private company?
Babytime is a private company. It is classified as corporate owned and is currently operating.
When was Babytime founded?
Babytime was founded in 2005. It employs 11 to 50 people.
Where is Babytime based?
Babytime is headquartered in Santa Barbara, United States, in the North America region.
How does Babytime make money?
One revenue line is on record: direct Product Sales.
Who are Babytime's main competitors?
Broad incumbents on record are Aveeno Baby, Johnson's Baby, Cetaphil Baby and Weleda Baby. Emerging players are Tubby Todd Bath Co. and Pipette. Direct peers are Earth Mama Organics, California Baby, Burt's Bees Baby and Mustela.
Does Babytime have an API?
No public API is recorded for Babytime.
What industry is Babytime in?
Babytime's product category is Baby Skincare Products. Its primary akta.pro industry code is CRABAJAB, Baby Skincare (Lotions, Creams, Oils), with a secondary code of CRABAJAG, Baby Powder & Anti-Chafe. Its NAICS code is 32561 and its SIC code is 2844.