Bath Box Pty Ltd
Bath Box Pty Ltd is an Australian direct-to-consumer e-commerce retailer that sells handmade bath bombs, salts, soaks, shower products, candles, and bath-comfort accessories (pillows and caddies) to Australian consumers via its Shopify-powered online store.
- Company typePrivate
- Founded2017
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bath Box Pty Ltd does
Bath Box Pty Ltd is an Australian privately-held direct-to-consumer e-commerce company that designs, sells, and distributes handmade bath and body care products to Australian consumers. Founded in 2017 and headquartered in Melbourne, the company operates exclusively through its Shopify-powered online store at bathbox.com.au, with next-day fulfillment from a Melbourne warehouse and free shipping on orders over $120. Bath Box is vertically present in its own supply as a handmade producer (in-house bath bombs, salts, soaks, dusts, shower gels, shower steamers, candles, and wax melts) and also retails bath-comfort hardware (Bath Pillow, XL Bath Pillow, Bath Caddy) that define its category-leading positioning.
Its product portfolio is anchored on two fronts: a wide long-tail catalog of consumables (83+ bath bomb SKUs, 27 bath dusts, 13 bath salts, 10 bath soaks, 22 shower gels, 20 shower steamers, 36 home fragrance items), and a curated gift-set merchandising layer organized around four use-cases — Relax, Recovery, Nourish, and Sleep — with three price tiers each (Starter at $49.95, Complete at $79.95, Luxury at $119.95), plus occasion-based Mother’s Day 2026 gift boxes, e-Gift Cards ($25–$200), and a gift-wrapping add-on. Bath Box markets itself as Australian-made, 100% vegan, cruelty-free, and eco-friendly (biodegradable glitter, plastic-free packaging).
The business model is a single-channel, Australia-only DTC retailer with no disclosed wholesale or retail partnerships and no external institutional funding. Revenue is generated entirely through one-time online product sales, supported by email-driven acquisition (15% first-order incentive), SMS remarketing, and an organic social presence on Facebook, Instagram, and TikTok. Payments are processed via Shopify Payments with multiple accelerated-checkout and BNPL options (PayPal, Shop Pay, Apple Pay, Google Pay, AfterPay) on top of standard card schemes, with PCI-DSS compliant Stripe-backed gateways. The company claims a cumulative base of over 500,000 customers and best-selling category status for its bath pillow and bath caddy products in Australia.
Bath Box Pty Ltd firmographics
Firmographics- Name
- Bath Box Pty Ltd
- Legal name
- Bath Box Pty Ltd
- Website
- https://bathbox.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bath Box Pty Ltd is an Australian direct-to-consumer e-commerce retailer that sells handmade bath bombs, salts, soaks, shower products, candles, and bath-comfort accessories (pillows and caddies) to Australian consumers via its Shopify-powered online store.
- Ownership category
- akta.pro rank
Bath Box Pty Ltd industry classification
Industry- Product category
- Bath and Body Care Products
- NAICS
- Toilet Preparation Manufacturing (325620), Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE)
- akta.pro secondary industries
- Body Wash, Shower Gel & Bath Gel (CRABAEAB), Kids Bath Additives & Fun Bath (Bubble Bath, Bath Bombs) (CRABAJAO)
Keywords
Where Bath Box Pty Ltd is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Bath Box Pty Ltd 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 E-commerce Product Sales: One-time purchase model for bath products including bath bombs, bath salts, bath soaks, shower gels, candles, wax melts, bath pillows, and bath caddies. Products sold at various price points from clearance items ($2.95) to premium bundles ($191.61).
- e-Gift Cards: Digital gift cards sold in denominations of $25, $50, $100, and $200 with no processing fees, no shipping fees, and no expiry dates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bath Pillow - Standard |
| Unit Pricing | Pay-as-you-go | XL Bath Pillow - Full Body Support |
| Unit Pricing | Pay-as-you-go | Bath Caddy - Bamboo Tray Stand |
| Unit Pricing | Pay-as-you-go | Pillow & Caddy Bundle |
| Unit Pricing | Pay-as-you-go | Bath Bombs |
| Unit Pricing | Pay-as-you-go | Bath Salts |
| Unit Pricing | Pay-as-you-go | Gift Sets - Starter (7-piece) |
| Unit Pricing | Pay-as-you-go | Gift Sets - Complete (10-piece) |
| Unit Pricing | Pay-as-you-go | Gift Sets - Luxury (13-piece) |
| Unit Pricing | Pay-as-you-go | Wax Melt Gift Set - 18 items |
| Unit Pricing | Pay-as-you-go | e-Gift Cards |
| Unit Pricing | Pay-as-you-go | Shower Steamer Gift Set - 10 items |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Bath Box Pty Ltd product offering
Product offeringCore offering
Bath Box Pty Ltd is an Australian e-commerce manufacturer and retailer that designs, makes, and ships handmade bath and body care products directly to Australian consumers. Its catalogue spans bath comfort accessories (Bath Pillow, XL Bath Pillow, Bath Caddy), bath additives (Bath Bombs, Bath Dusts, Bath Salts, Bath Soaks), shower products (Shower Gels, Shower Steamers), and home fragrance (Soy Candles, Wax Melts), sold as individual items and themed gift sets across Relax, Recovery, Nourish, and Sleep wellness themes. The company handles production and order fulfillment from its Melbourne warehouse with next-day dispatch and standard delivery through Australia Post, Couriers Please, and Aramex.
Product overview
Bath Box Pty Ltd is an Australian e-commerce retailer offering a comprehensive range of handmade bath and body care products. The product portfolio centres on core product categories including Bath Pillows (standard and XL full-body variants), Bath Caddies (extendable bamboo tray stands), Bath Bombs, Bath Dusts, Bath Salts, Bath Soaks, Shower Gels/Body Wash, Shower Steamers, and Home Fragrance (candles and wax melts). These products are sold both individually and as curated gift sets across four wellness themes: Relax, Recovery, Nourish, and Sleep. The company also offers e-Gift Cards and gift wrapping services. Products are characterized as handmade in Australia with vegan, cruelty-free, biodegradable glitter, and eco-friendly formulations. The business operates exclusively through its Shopify-powered e-commerce platform with shipping handled through Australia Post, Couriers Please, and Aramex.
Differentiator
Problem solved
Functional benefit
Products and services
- Bath Pillow Handmade Australian luxury bathtub cushion for neck, back, and shoulder support with four suction cups, mesh material, and machine-washable construction. Marketed as Australia's #1 best-selling and highest-rated bath pillow with 4.92 stars from 1,871 reviews.
- XL Bath Pillow (Full Body) Extended 122cm x 44cm full-body bathtub cushion providing neck, shoulders, back, and hip support with ten suction cups. Marketed as Australia's most comfortable and luxurious bath pillow with 4.95 stars from 1,001 reviews.
- Bath Caddy Extendable bamboo bathtub tray stand spanning 70cm-105cm with anti-slip grips, custom cut-outs for electronics and drinks, and a removable tablet rest. Marketed as Australia's highest-rated and #1 best-selling bath caddy with 4.93 stars from 305 reviews.
- Bath Bombs collection Handmade Australian bath fizzer range of 83+ variants including kids bath bombs with surprise toys, priced from A$5.00 (sale) to A$21.95, featuring botanicals, glitter, and essential oils for relaxation, sleep, recovery, and nourishment.
- Bath Dusts collection Handmade Australian foaming bubble fizz and glitter bath dust range covering 27 SKUs targeted at kids and adults, producing colourful bubbly bath experiences.
- Bath Salts collection Handmade Australian magnesium-based soak range of 13 SKUs including epsom salts and magnesium chloride flakes (300g/750g sizes) for sleep, muscle recovery, and relaxation, sold at A$14.95-A$24.95.
- Bath Soaks collection Handmade Australian herbal bath soak range of 10 SKUs with botanicals and salts targeting sleep, muscle recovery, relaxation, and skin nourishment; includes bath and body oils.
- Shower Gels & Body Wash collection Australian-made shower product range of 22 SKUs including bubble bath gels, body washes, and aromatherapy shower products.
- Shower Steamers collection Australian aromatherapy shower steamer range of 20 SKUs releasing essential oil fragrances when activated by shower steam, for calming, energizing, or spa-like experiences.
- Candles & Wax Melts collection Australian home fragrance range of 36 SKUs including natural soy wax candles (triple-scented, double-wick, 50-hour burn) and soy wax melt packs, plus electric wax warmers.
- Pillow & Caddy Bundle Two-piece gift bundle combining the Bath Pillow and Bath Caddy, priced at A$77.95 (was A$155.90), marketed as a complete bath comfort setup.
- XL Pillow & Caddy Luxury Gift Set Premium two-piece gift bundle pairing the XL Bath Pillow (full body) and Bath Caddy for a luxury spa bath experience, priced at A$191.61 (was A$212.90).
- Relax Starter / Complete / Luxury Bath Gift Sets Relax-themed bath gift set range in 7-piece Starter (A$49.95), 10-piece Complete (A$79.95, 30% off), and 13-piece Luxury (A$119.95, 40% off) variants featuring jasmine, rose, sandalwood, and honey lavender bath bombs, salts, soaks, and bubble bath.
- Recovery Starter / Complete / Luxury Bath Gift Sets Recovery-themed 7-piece, 10-piece, and 13-piece bath bundles formulated for post-workout and sore muscle relief, including R&R and Bath Therapy bath bombs and bath soaks.
- Nourish Starter / Complete / Luxury Bath Gift Sets Skin-nourish-themed 7-piece, 10-piece, and 13-piece bath bundles for eczema and irritation-prone skin featuring moisturising oils, butters, soothing salts, and Moo and Oat Bath bombs.
- Sleep Starter / Complete / Luxury Bath Gift Sets Sleep-themed 7-piece, 10-piece, and 13-piece bedtime bath bundles with lavender-scented bath bombs, epsom salts, and Counting Sheep / Shut Eye bath bombs to support drifting off and deeper sleep.
- Mother's Day Gift Box Collection Seasonal 10-piece Mother's Day gift boxes in Romance, Relax, Nourish, Recovery, and Sleep themes featuring bath bombs, soaks, salts, and bubble bath, plus a Mum's Daisy daisy-shaped bath bomb with grapeseed oil.
- Wax Melt Gift Set 18-piece home fragrance gift set including an electric wax warmer and 17 assorted soy wax melt varieties, priced at A$175.28 (was A$219.10).
- Shower Steamer Gift Set 10-pack aromatherapy shower steamer gift set with assorted fragrances and colours priced at A$71.60 (was A$89.50).
- Gift Box Wrapping Premium gift-wrapping add-on service providing ready-to-gift product packaging for orders.
- e-Gift Card Digital gift cards delivered by email in A$25, A$50, A$100, and A$200 denominations with no processing fees, no shipping fees, and no expiry dates.
Quantifiable outcome
- Bath Pillow rated #1 Best Seller in Back & Neck Support category
- +1 more outcomes
Companies that use Bath Box Pty Ltd
Customer profileSegments1 record
Ideal customer profiles1 record
Bath Box Pty Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature2 records
Bath Box Pty Ltd partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Bath Box Pty Ltd competitors and assessment
Company assessmentRegional players
- Thankyou: Thankyou is an Australian consumer-goods brand spanning body care, baby, and food with a social-impact positioning. Comparable to Bath Box on Australian origin, vegan/cruelty-free ethos, and DTC-led gifting model, though operating in adjacent personal-care categories rather than bath.
Broad incumbents
- Aesop: Aesop is an Australian luxury personal-care brand with a globally recognised apothecary aesthetic. Comparable to Bath Box in Australian heritage, premium positioning, and curated bath/body product mix, but with a much higher price ceiling and selective retail strategy.
- Rituals Cosmetics: Rituals is a global premium bath, body, and home-fragrance house selling through DTC, department stores, and spa/hotel channels. Comparable to Bath Box's premium gifting, home-fragrance candles, and shower/bath ritual positioning at a larger category scale.
- The Body Shop: The Body Shop is a long-established global bath, body, and skincare retailer focused on ethically sourced, vegan-leaning formulations. Comparable range, gift-set culture, and cruelty-free positioning to Bath Box, with broader retail footprint and higher brand awareness.
- Molton Brown: Molton Brown is a British heritage brand in bath, body, shower, and home fragrance sold through department stores, hotels, and DTC. Directly comparable on product mix (bath salts, shower gels, candles, gift sets) and on premium gifting/amenities channel.
Direct peers
- Dr. Teal's: Dr. Teal's is a bath-care brand built around Epsom salt and essential-oil soaks for sleep, recovery, and relaxation. Direct overlap with Bath Box on bath salts, soaks, and muscle-recovery positioning, though Dr. Teal's is mass-market and US-rooted.
- Frank Body: Frank Body is an Australian-born natural beauty brand that built a category-leading DTC and retail presence with coffee-based scrubs and bath/body products. Comparable to Bath Box in audience, Australian origin, viral social marketing, and giftable product packaging.
- Sukin: Sukin is a leading Australian natural skincare brand with vegan and cruelty-free credentials, distributed through pharmacies and mass retail. Comparable to Bath Box on Australian origin, natural/clean-beauty formulation, and bath/body product portfolio.
- Lush: Lush is the global benchmark for handmade, cruelty-free bath bombs, bath products, and shower gels sold DTC and through branded retail. Direct overlap with Bath Box on product type, ingredient ethos (vegan, natural), and gifting positioning.
Emerging players
- Etsy handmade bath brands: Etsy hosts thousands of small-batch handmade bath bomb, salt, and soak makers serving the same natural, vegan, giftable niche as Bath Box. Represents the long tail of emerging indie competitors Bath Box must out-market on differentiation, brand, and review velocity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Bath Box Pty Ltd social profiles
Digital presenceBath Box Pty Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bath Box Pty Ltd leadership team
Management profileNumber of profiles
Bath Box Pty Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bath Box Pty Ltd 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 Bath Box Pty Ltd
What does Bath Box Pty Ltd do?
Bath Box Pty Ltd is an Australian e-commerce manufacturer and retailer that designs, makes, and ships handmade bath and body care products directly to Australian consumers. Its catalogue spans bath comfort accessories (Bath Pillow, XL Bath Pillow, Bath Caddy), bath additives (Bath Bombs, Bath Dusts, Bath Salts, Bath Soaks), shower products (Shower Gels, Shower Steamers), and home fragrance (Soy Candles, Wax Melts), sold as individual items and themed gift sets across Relax, Recovery, Nourish, and Sleep wellness themes. The company handles production and order fulfillment from its Melbourne warehouse with next-day dispatch and standard delivery through Australia Post, Couriers Please, and Aramex.
Is Bath Box Pty Ltd a public or private company?
Bath Box Pty Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bath Box Pty Ltd founded?
Bath Box Pty Ltd was founded in 2017. It employs 11 to 50 people.
Where is Bath Box Pty Ltd based?
Bath Box Pty Ltd is headquartered in Melbourne, Australia, in the Oceania region.
How does Bath Box Pty Ltd make money?
Two revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are e-Gift Cards.
Who are Bath Box Pty Ltd's main competitors?
Thankyou is listed as a regional player. Broad incumbents are Aesop, Rituals Cosmetics, The Body Shop and Molton Brown. Direct peers are Dr. Teal's, Frank Body, Sukin and Lush. Etsy handmade bath brands is listed as an emerging player.
Does Bath Box Pty Ltd have an API?
No public API is recorded for Bath Box Pty Ltd.
What industry is Bath Box Pty Ltd in?
Bath Box Pty Ltd's product category is Bath and Body Care Products. Its primary akta.pro industry code is CRABAEAE, Bath Additives (Bath Bombs, Salts, Oils, Soaks), with a secondary code of CRABAEAB, Body Wash, Shower Gel & Bath Gel. Its NAICS code is 325620 and its SIC code is 2840.