Cleban & Daughters

What Cleban & Daughters does

Cleban & Daughters (legal entity: Cleban Inc., California) is a privately held, founder-led family apothecary selling handcrafted herbal tinctures, a multi-purpose skin salve, and traditional Dutch licorice directly to consumers and through independent retail stockists. The company's flagship wellness SKUs are Braven Tincture (a stress and anxiety herbal blend containing Skullcap, Wood Betony, Milky Oats, Ashwagandha, Lavender, and flower essences), Nocturne Tincture (a melatonin-free sleep blend of Passionflower, Skullcap, Valerian, and California Poppy), and Warrior Salve (a plant-oil-and-beeswax skin repair salve formulated with Calendula, Tamanu, Yarrow, and Plantain). All products are positioned around "full-spectrum," slow alcohol-steeped preparations using sustainably sourced organic ingredients (notably from Pacific Coast Farms and an Oregon family bee farm), lab-tested for microbes/E. coli, and validated through human focus-group testing rather than pharmaceutical clinical trials.

The brand rests on a 1850 Amsterdam apothecary heritage story carried into the modern company by co-founders and sisters Roxane and Liana Pekelharing. Liana Pekelharing functions as chief formulator and the creative lead (including a handmade ceramic Shape-Shifter Cup SKU and brand imagery); Roxane runs operations, wholesale partnerships, events, and customer care. The catalog extends beyond core herbal SKUs into bundled regimens (Stress Relief System, Mini-Tincs sampler), a Dutch licorice line including a refillable Keepsake Tin, a botanical beverage mix (Portland Rose Fog), and accessories (Porta Pouch). Pricing is intentionally premium: tinctures at $42 one-time or $35.70 on Subscribe & Save (15% off), Warrior Salve from $25, Dutch Licorice from $11, accessories from $24, and gift cards from $50.

The business model is a hybrid of direct-to-consumer e-commerce on Shopify (with a Subscribe & Save subscription engine offering 15% off recurring tincture orders every 30/60/90 days) and a curated wholesale/stockist network of approximately 25+ independent U.S. retailers across seven states plus a sole European stockist (Soul Sister, Amsterdam), plus listings on two online marketplaces (Bubble Goods, The Flower Pot). Free shipping is offered on U.S. orders over $30; international shipping is available to Canada and Japan. Marketing leans on organic social (Instagram, Facebook), an educational blog (Learn), email capture (15% off signup), a loyalty/rewards program, in-person wellness events (e.g., Spirit Weavers Gathering), and paid digital advertising that has driven tracked conversions. All products carry an FDA non-evaluation disclaimer and are not positioned to treat or diagnose disease. The company employs 1–10 people, has no disclosed external funding, and reports no headquarters address beyond the San Francisco, CA legal entity address, with operational packaging occurring in Portland, Oregon.

Name

Cleban & Daughters

Legal name

Cleban Inc.

Website

https://cleban.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Cleban & Daughters is a privately held, founder-led Dutch-Filipina family apothecary that sells handcrafted herbal tinctures (Braven for stress, Nocturne for sleep), a multi-purpose healing salve (Warrior Salve), and traditional Dutch licorice directly to health-conscious U.S. consumers via Shopify, with a wholesale stockist network spanning 25+ independent U.S. and European retailers.

Ownership category

akta.pro rank

Product category

Herbal Wellness Products

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Sleep, Stress & Mood Support (HLAIADAG)

Keywords

• Herbal tinctures
• Plant medicine
• Healing salves
• Natural skincare
• Wellness supplements

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Direct E-Commerce Product Sales: Cleban & Daughters sells its product line (tinctures, salves, licorice, accessories) directly to consumers via its Shopify-powered website. One-time purchases and subscription (Subscribe & Save at 15% discount) options are available. Free shipping is offered on orders over $30 in the USA.
2. Wholesale/Stockist Revenue: The company supplies its products to approximately 25+ independent retail stockists across the U.S., Europe, and online marketplaces. Roxane manages wholesale partnerships, events, and customer care.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Cleban & Daughters is a Dutch-Filipina family apothecary that formulates and sells herbal wellness products including full-spectrum tinctures for stress and sleep, a multi-purpose healing salve for skin conditions, and traditional Dutch licorice. Products are made with organic, sustainably sourced ingredients from Pacific Coast Farms, prepared through slow alcohol-based extractions, and validated through focus-group testing before sale via Shopify e-commerce and a network of independent retail stockists.

Product overview

Cleban & Daughters is a Dutch-Filipina family apothecary offering a portfolio of herbal wellness products centered around plant medicine. The core product line consists of two flagship tinctures: Braven (stress and anxiety relief) and Nocturne (sleep support), both of which are also bundled together in the Stress Relief System. The company complements its herbal tinctures with Warrior Salve, a multi-purpose healing skin salve, and traditional Dutch Licorice candies. Additional offerings include Portland Rose Fog (botanical beverage mix), the Shape-Shifter Cup (handmade ceramic vessel for plant medicine rituals), Portal Pouch (botanical-dyed accessory), Mini-Tincs sampler sets, and gift cards. The company operates an e-commerce store powered by Shopify, with products available for direct online purchase and through select retail stockists.

Differentiator

Problem solved

Functional benefit

Products and services

• Braven Tincture A curated herbal blend for stress and anxiety relief offering immediate, non-sedative relief using Skullcap, Wood Betony, Milky Oats, Ashwagandha, Lavender, and flower essences. Vegan, organic, gluten-free, lab-tested, focus-group approved.

Quantifiable outcome

• 98% of focus group participants felt physical calm; 97% felt mental clarity; 94% felt energetically grounded after taking Braven Tincture
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Soul Sister (Amsterdam)coreChannel Partner/ Reseller/ DistributorSoul Sister is Cleban & Daughters' sole European physical retail stockist, located in Amsterdam. The store offers EU and UK shipping, making it a key partner for European customer access to the brand's products.
• Soul Sister (Amsterdam)coreChannel Partner/ Reseller/ DistributorSoul Sister is Cleban & Daughters' sole European physical retail stockist, located in Amsterdam. The store offers EU and UK shipping, making it a key partner for European customer access to the brand's products.
• U.S. Retail Stockists (25+ locations)coreChannel Partner/ Reseller/ DistributorA network of 25+ independent U.S. retail stockists including Remedy Rx, Rising Tides Apothecary, The Meadow, Communal Coffee, Coquine Market, and others. Roxane manages wholesale partnerships directly.
• Bubble GoodsminorChannel Partner/ Reseller/ DistributorOnline marketplace partner listing Cleban & Daughters products alongside other natural wellness and specialty food products.
• The Flower Pot (Los Angeles)minorChannel Partner/ Reseller/ DistributorLos Angeles-based online retailer partner carrying Cleban & Daughters' products.
• Pacific Coast FarmscoreOthersPrimary supplier of organic and wildcrafted ingredients for Cleban & Daughters' tinctures and salves. Ingredients sourced from Pacific Coast Farms bring heart and quality to the formulations.
• Oregon Family Bee FarmcoreOthersSource of local organic beeswax used in Warrior Salve. Sourced from a family farm in Oregon, supporting the Pacific Northwest ecosystem connection in Cleban's products.
• Herbalists Without BordersminorStrategic or Co-development PartnerCharitable partnership for the Warrior Salve: 80% of developing world relies on traditional herbal medicine. Cleban & Daughters partners with HWB to send jars of Warrior Salve as part of a buy-one-give-one philosophy, making Warrior a product that is both bought and shared widely.
• Whimsy MakesminorOthersArtisan partner who hand-dyes the Portal Pouch using roses and logwood from Sonoma County. Each pouch is uniquely botanically dyed, reflecting the handcrafted nature of Cleban & Daughters' non-core products.
• Residency ApparelminorOthersNon-profit organization from which Cleban & Daughters sources the hemp-cotton pouches for the Portal Pouch product, supporting ethical and non-profit supply chain partners.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hilma: DTC herbal remedies brand selling clinically-studied, naturally-derived products for common ailments. Comparable on herbal OTC positioning, modernized apothecary branding, and direct-to-consumer e-commerce with subscription options.
• Province Apothecary: Small-batch Canadian herbal apothecary producing tinctures, skincare, and body care with certified organic ingredients. Comparable on artisanal herbal formulation, founder-led brand, and DTC + select stockist distribution.
• Moon Juice: Premium DTC wellness brand selling herbal tinctures, adaptogenic blends, and supplements directly to consumers via Shopify. Closely comparable to Cleban on product format (tinctures), pricing tier, channel mix, and target customer (wellness-conscious women seeking plant-based alternatives).
• Plant People: Herbal wellness brand offering tinctures, capsules, and topicals with full-spectrum hemp and adaptogen blends. Comparable on plant-based wellness positioning, DTC model, and tincture product format.
• The Nue Co. DTC wellness brand offering tinctures, supplements, and topical products with a focus on bioavailable formulations and clean ingredients. Closely aligned with Cleban on premium positioning, science-adjacent herbal claims, and subscription commerce.
• Anima Mundi: Small-batch herbal apothecary offering tinctures, elixirs, and botanical skincare with strong founder/herbalist storytelling. Directly comparable to Cleban on artisanal positioning, full-spectrum herbal formulations, and DTC + stockist distribution model.

Emerging players

• Hum Nutrition: DTC wellness supplement brand targeting beauty-from-within and women's health with ingestibles and topicals. Comparable on modernized wellness branding, DTC + retail channel mix, and target demographic of health-conscious female consumers.

Broad incumbents

• Gaia Herbs: Large-scale herbal supplement manufacturer producing liquid extracts, capsules, and powders with farm-to-shelf traceability. Comparable on full-spectrum botanical extracts and lab-testing emphasis, but at national distribution scale.
• Herb Pharm: Established liquid herbal extract manufacturer with broad SKU portfolio and wide retail distribution including Whole Foods, Sprouts, and natural grocers. Comparable on alcohol-based tincture manufacturing but at much larger scale and broader product line.
• Traditional Medicinals: Well-known herbal wellness brand selling teas and supplements with strong natural foods channel presence. Comparable on plant-based wellness positioning and organic/herbal sourcing, but distributed through mass retail versus Cleban's curated stockist model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/clebandaughters
• Instagraminstagram.com/clebandaughters/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Cleban & Daughters