Equinature

What Equinature does

Equinature is a woman-owned, US-based direct-to-consumer manufacturer of all-natural, organic grooming and wellness products for horses, dogs, and humans. Founded in 2001 and operating from Foxboro, Massachusetts, the company hand-formulates 22 SKUs across four collections — Body & Skincare, Fly Spray & Insect Control, Health & Wellness, and Herbs & Supplements — using vegetable-derived ingredients, small-batch manufacturing, and proprietary herbal blends such as the mucilaginous gel-coat gastric protectant in Belly Well and the 50/50 organic and wild-crafted Ulcer-Aid formula. Products are priced from $8 to $115 and sold exclusively through a Shopify e-commerce storefront, with local pickup at the Foxboro facility and shipping to all US states including Alaska and Hawaii.

The business is privately held with no institutional funding and was acquired in 2021 by Jessica Iorio from founder Christine Taylor after 20 years of operation. Go-to-market is product-led growth: organic search, a science blog, email signup with 10% first-order incentive, and a testimonials page featuring Olympic-level equestrians (Emma Ford, Allison Springer, Silva Martin) and other professional riders. Customer segments include horse owners and equestrian professionals, dog and pet owners, and human consumers using products like SkinMend Body Butter and Organic Sugar Polish; revenue is generated entirely from one-time unit purchases with no subscription or recurring billing model.

The company's competitive positioning rests on chemical-free formulation, show-ring approved and field-tested products (notably BugGone, a 10+ year top-seller), and third-party recognition from Equine Wellness Magazine and Horse Journal. Distribution is direct-only with no wholesale or third-party retail presence documented, and there is no public API, mobile app, or programmatic integration. Customer concentration is naturally diffuse across individual consumers, with professional endorsements functioning as marketing assets rather than enterprise contracts.

Name

Equinature

Legal name

Equinature LLC

Website

https://equinature.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Equinature is a woman-owned, Foxboro, MA-based DTC manufacturer of all-natural, organic grooming and wellness products for horses, dogs, and humans, selling 22 SKUs exclusively through a Shopify storefront and shipping nationwide.

Ownership category

akta.pro rank

Product category

Natural Pet and Equine Care Products

NAICS

Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)

akta.pro secondary industries

Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE)

Keywords

• Natural horse care
• Pet supplements
• Equine skincare
• Herbal fly spray
• Organic pet products

Headquarters

HQ city

Northbridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: The company sells all-natural horse, dog, and pet products directly to consumers through its Shopify-powered e-commerce website. Products include Body & Skincare, Fly Spray & Insect Control, Health & Wellness, and Herbs & Supplements. One-time purchase model with no subscription mentioned. Revenue generated from individual product sales at various price points ($8-$115+).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Equinature manufactures and sells all-natural, organic skincare, fly spray, health and wellness, and herbal supplement products for horses, dogs, pets, and people through its direct-to-consumer e-commerce website. The 22-product portfolio is handmade in small batches in Foxboro, MA using plant-based ingredients, therapeutic essential oils, and botanicals, with no pesticides, synthetic fragrances, dyes, or toxic preservatives. Products are sold as one-time purchases at price points ranging from approximately $8 to $115, with a Wellness Collection bundle available.

Product overview

Equinature is a woman-owned natural pet and horse care company offering all-natural, organic supplements and grooming products. The portfolio spans four core collections: (1) Body & Skincare featuring topical solutions like Aloe & Tea Tree Skin Lotion, SkinMend Herbal Salve, Zinc Cream, Healthy Suds Shampoo, Hoof-Fix Oil, Hoof-Dry, LegDown Liniment, Organic Sugar Polish, No Shock Anti-Static Grooming Spray, and Aloe & Tea Tree Wipes; (2) Fly Spray & Insect Control including BugGone All Natural Insect Control and BugGone PowerShot; (3) Health & Wellness comprising digestive support products like Ulcer-Aid and Belly Well; and (4) Herbs & Supplements featuring Jiaogulan, Meadowsweet, Spirulina, Sea Kelp, Seasonal Herb Blends, and Diatomaceous Earth & Bentonite Clay. The company also offers a Wellness Collection gift bundle. All products are made in small batches in the USA with pure, natural vegetable and plant-based ingredients, free from pesticides, synthetic fragrances, dyes, and toxic preservatives. Founded in 2001, Equinature was acquired by Jessica Iorio in 2021.

Differentiator

Problem solved

Functional benefit

Products and services

• Aloe & Tea Tree Skin Lotion A gentle, 100% natural skin lotion promoting fast healing and healthy skin for dogs and horses. Soothes itching, hot spots, bug bites, and supports recovery from fungal and bacterial skin issues.
• Aloe and Tea Tree Soft Skin Wipes (50 ct.) Soft cloth-like wipes infused with Aloe Vera, Tea Tree, witch hazel, and essential oils for gentle cleansing and comfort of irritated skin on horses, dogs, and people.
• Belly Well A high-grade powdered herbal gastric protectant designed to soothe the stomach, support healthy digestion, and normalize stool in dogs and horses. Forms a natural mucilaginous gel barrier that coats and protects the gut lining.
• BugGone All Natural Insect Control All-natural, non-toxic insect repellent safe for horses, dogs, people, and the environment. Effectively repels fleas, ticks, and other insects without permethrin or pyrethrin. Provides up to 8 hours of protection per application.
• BugGone PowerShot Double-strength all-natural mosquito protection formulated with Geraniol, proven more effective than other plant essential oils. Provides up to 8 hours of protection while remaining safe for people, horses, dogs, and the environment.
• Diatomaceous Earth & Bentonite Clay A pure, food-grade blend of diatomaceous earth (silica) and calcium bentonite clay sourced from clean freshwater deposits. Provides essential trace minerals while supporting digestion, hooves, joints, and overall mineral balance.
• Healthy Suds Shampoo 100% natural, pH-balanced cleanser for dogs and horses made with honey, aloe, and therapeutic essential oils. Gently cleans while supporting healthy skin without harsh detergents or sodium lauryl sulfates.
• Hoof-Dry All-natural drying powder that helps dry out wet hooves and heal thrush. Safe for use in hoof boots, under shoes and pads without harming live tissue. Also helps deter fleas and mites on legs.
• Hoof-Fix Oil A powerful, fast-absorbing hoof treatment made from 100% pure plant oils. Penetrates immediately to destroy bacteria and fungus associated with thrush, white line infection, bruising, and hoof pain.
• Jiaogulan for Horses An adaptogenic vine known as 'The Herb of Immortality' used to support immune system, circulation, respiratory health, and glucose metabolism in horses. Commonly fed to horses with metabolic challenges such as Insulin Resistance and PPID.
• LegDown Liniment All-natural leg and muscle toner designed to boost circulation, reduce inflammation, and support healthy lymphatic flow. Helps prevent stiffness, ease swelling, and speed recovery after work or competition without menthol or petroleum.
• Meadowsweet A time-honored herb providing gentle, natural pain relief for horses with arthritis and sensitive stomachs. Offers anti-inflammatory support without the gastric upset often associated with long-term NSAID use.
• No Shock Anti-Static Grooming Spray Eliminates static instantly during grooming, clipping, and blanket removal. 100% non-toxic, vegetable-based formula that conditions coats without silicone buildup and is safe for animals to lick.
• Organic Sugar Polish A gentle exfoliator made with organic coconut oil, cane sugar, and essential oils. Refreshes, exfoliates, and deeply moisturizes skin. Safe for face, body, and hands with or without water.
• Sea Kelp Atlantic Sea Kelp Granules sustainably harvested off the coast of Maine. Rich in iodine, over 60 bio-available minerals, amino acids, and essential vitamins. Supports healthy metabolism, thyroid balance, immune function, and promotes strong hooves and glossy coats.
• Seasonal Herb Blends Seasonal herb blends (Spring, Summer, Fall) delivering diverse plant support animals instinctively seek when grazing freely. Designed to support balance and resilience during seasonal challenges like parasites, allergies, and environmental stressors.
• SkinMend Herbal Salve A powerful yet gentle healing balm for people, horses, and dogs. Melts on contact to soothe irritated skin, lock in moisture, speed healing, encourage hair regrowth, and help reduce scarring.
• SkinMend Herbal Body Butter (for you) The same SkinMend formula packaged for people. Gentle herbal salve with mango butter, cocoa butter, and olive oil that locks in moisture without a greasy feel while calming inflammation and promoting natural skin renewal.
• Spirulina Nutrient-dense superfood made from freshwater blue-green algae, naturally rich in protein, beta-carotene, vitamin C, and vitamin E. Supports immune balance, healthy inflammatory responses, and seasonal skin and lung health for horses.
• Ulcer-Aid Digestive wellness formula made from 50% organic and 50% wild-crafted herbs that nourishes the digestive system, helps reduce excess acid, and supports calmer, healthier behavior in horses. Promotes better appetite, comfort, and performance.
• Wellness Collection with Equinature Gift Bag All-natural wellness gift set for horses and dogs including LegDown Liniment, Aloe & Tea Tree Skin Spray, BugGone Wipes or Spray, No Shock Grooming Spray, Zinc Ointment, and Hoof-Fix Antimicrobial Hoof Treatment in a reusable canvas bag.
• Zinc Cream for Horses A powerful, non-toxic barrier cream that soothes, protects, and speeds healing for equine skin issues. Ideal for dermatitis, scratches, minor wounds, bug bites, and sun-sensitive areas. Forms a moisture-resistant shield that reduces itching while keeping insects away.

Quantifiable outcome

• Ulcer-Aid provides 48-day supply at recommended dosage
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• HorseTech: HorseTech is a US equine supplement specialist selling custom-built hoof, joint, skin, and digestive formulas direct online. Comparable to Equinature on equine-focused DTC supplements, US geographic focus, and willingness to formulate around ingredients rather than off-the-shelf blends.
• Uckele Health & Nutrition: Uckele formulates and sells equine vitamin, mineral, and herbal supplements (including ulcer/digestive support), sold direct via its own site and through select retailers. Comparable to Equinature on target customer, proprietary-blend positioning, and equine digestive/wellness focus.
• SmartPak Equine: SmartPak is the dominant US equine supplements and wellness brand and built the category's signature auto-ship "SmartPaks" model. Directly comparable to Equinature on target customer (US horse owners), product type (herbal/digestive supplements), and DTC-led GTM, but materially larger and more capital-backed.
• Pyranha: Pyranha specializes in equine insect control — fly sprays, wipe-and-roll-ons, and premise sprays — with a long-standing show-ring safe product line. Directly comparable to Equinature's BugGone flagship fly-spray category and share of customer (US horse owners).

Emerging players

• Coat Defense: Coat Defense is a US DTC-first brand built around all-natural equine and canine skin/coat powders, with founder-led marketing and growing retail presence. Comparable to Equinature on natural ingredient positioning, equine-and-dog overlap, and small-batch artisan story.
• AniMed: AniMed produces equine and small-animal nutritional supplements, herbal blends, and topical care sold through feed stores and equine retailers. Comparable to Equinature on equine supplements, herbal positioning, and broad animal-species coverage.
• Cheval International: Cheval International produces natural, plant-derived equine skincare and hoof lines (liniments, salves, thrush treatments). Closely comparable to Equinature's Body & Skincare and Health & Wellness categories with overlapping botanical ingredients and target customers.

Regional players

• Hilton Herbs: Hilton Herbs is a UK-based herbal equine supplement maker with a deep range of blended tinctures and dried herbs (including digestive/ulcer support). Closely comparable on herbal-first formulation philosophy, though it primarily serves UK and EU markets rather than the US.

Broad incumbents

• Manna Pro: Manna Pro is a broad equine and small-animal nutrition/wellness brand (now part of Zinpro/related ownership) carried widely in feed stores and farm retail. Overlaps with Equinature on equine supplements and topical care but at much larger scale and broader retail footprint.
• Farnam: Farnam (owned by Central Garden & Pet) is one of the largest US equine care brands spanning fly control, grooming, hoof, and supplements, sold across mass retail, feed/tack stores, and online. Comparable on product categories (fly spray, liniments, hoof care) but operates as a broad incumbent rather than a niche DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/44321013167
• LinkedInlinkedin.com/company/equinature

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Equinature