Willow by the Sea

Name

Willow by the Sea

Legal name

Willow by the Sea

Website

https://willowbythesea.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

New Lambton

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their Shopify-powered online store selling individual products, gift sets, and bundles to consumers. Products are shipped across Australia and internationally.
2. Wholesale Distribution: Supplying over 90 Australian retail stockists including maternity boutiques, pharmacies, gift shops, day spas, and wellness centers. Includes wholesale login portal.
3. Gift Cards: Digital gift cards sold in denominations from $20 to $250, delivered via email with instructions to redeem at checkout.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Willow by the Sea is an Australian-owned skincare brand that manufactures and sells 100% certified organic, waterless skincare products formulated for pregnancy, postpartum, and baby care. The product range includes body butters, facial and body oils, nipple balms, nappy balms, baby bath teas, and gift sets, handcrafted in small batches in Newcastle, NSW. The brand also operates the Indie Paradiso sub-brand offering mineral SPF50+ sunscreens and sells digital gift cards.

Product overview

Willow by the Sea is an Australian-owned skincare brand offering a unified portfolio of 100% certified organic, waterless skincare products designed for pregnancy, postpartum, and baby care. The core product line centers on Belly Butter, Belly Oil, Nipple Balm, and Naked Cream, complemented by gift sets (Belly Deluxe Set, Large Belly Deluxe Set, Mum Edition Mini Set, Mum and Baby Edition Mini Set, Baby Shower Set, Baby Edition Mini Set), baby care products (Baby Oil, Bottom Balm, Body Butter for Baby), and body care (Face Oil, The Cream, Body Butter for Mum, Firming Body Oil). The brand also operates the Indie Paradiso sub-brand for mineral sunscreens (SPF50+ products) and offers gift cards and premium packaging add-ons. All products are Australian Certified Organic (ACO), made in Newcastle NSW in small batches, waterless (no fillers), and free from parabens, sulphates, synthetic fragrances, and other nasties.

Differentiator

Problem solved

Functional benefit

Brands

• Indie Paradiso: A sunscreen sub-brand offering SPF 50+ mineral sunscreens for sensitive skin. Born from the spirit of Indie, described as Willow's 'little sister, bold, sun-kissed, and endlessly chasing the horizon.' Products include The Original Mineral Sunscreen SPF50+ and Tinted Daily Face SPF50+.

Products and services

• Belly Butter Ultra-rich moisturizing butter for pregnancy skin containing shea butter, sweet almond oil, and grapeseed oil to support skin elasticity and reduce dryness. Available in 60ml and 120ml sizes.
• Belly Oil Lightweight, omega-rich oil serum with tamanu, jojoba, rosehip, and macadamia oils blended with lavender, lemon myrtle, and geranium essential oils. Supports skin elasticity during pregnancy. 100ml size.
• Nipple Balm Ultra-creamy balm for breastfeeding mothers containing mango butter, shea butter, calendula, avocado, and grapeseed oils. Lanolin-free, fragrance-free, vegan-friendly, and baby-safe. 60ml.
• Naked Cream Fragrance-free, ultra-sensitive moisturizing cream for delicate skin. Waterless formula with shea butter, mango butter, rosehip, argan, grapeseed, and coconut oils. Safe for newborns. 60ml.
• Belly Deluxe Set Gift-ready duo bundle containing 60ml Belly Butter and 100ml Belly Oil. Designed for daily pregnancy skincare routine.
• Large Belly Deluxe Set Larger version containing 120ml Belly Butter and 100ml Belly Oil for extended pregnancy skincare use.
• Baby Oil Gentle, calming oil for baby massage and post-bath hydration. Certified organic, waterless formula designed for delicate newborn skin.
• Bottom Balm Rich, soothing balm for nappy area protection and care. Helps protect and calm delicate baby skin against nappy rash.
• Face Oil Facial oil for addressing dull, tight, or sensitive skin during pregnancy and postpartum.
• The Cream Daily all-rounder moisturizer for dry, sensitive skin scented with lemon myrtle and clary sage. Suitable for both mum and baby use.
• Recovery Oil Postpartum recovery oil for skin that has been through birth. Part of the comfort-first postpartum collection for gentle, certified organic care.
• Indie Paradiso Sensitive Skin SPF50+ Mineral sunscreen under the Indie Paradiso sub-brand with SPF50+ broad spectrum UVA+UVB protection, dermatologist-tested for sensitive skin, non-nano zinc, 4-hour water resistance, reef-safe.
• Indie Paradiso Tinted Daily Face SPF50+ Tinted daily face sunscreen with SPF50+ protection, part of the Indie Paradiso sub-brand.
• Gift Card
• Baby Shower Set
• Calm Baby Bath Tea

Quantifiable outcome

• Thousands of positive reviews with products averaging 4.8-4.96 stars out of 5
• +1 more outcomes

Named customers3 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

Integration4 records

Feature3 records

Partnerships

15 partnerships are on record, tiered minor and core.

• A Dash Of OakminorChannel Partner/ Reseller/ DistributorRetail stockist located at 43 First Street, Quorn, SA 5433, Australia. One of over 90 independent retailers across Australia carrying Willow by the Sea products.
• Active Baby Co.coreChannel Partner/ Reseller/ DistributorMulti-location retail chain with stores at Narellan Town Centre, NSW and Macarthur Square, Campbelltown, NSW. Key stockist partner with multiple store locations.
• Wholelife PharmacycoreChannel Partner/ Reseller/ DistributorPharmacy chain with multiple locations including Barr Street Markets (Earlville), Pease St (Manoora), Atherton, Fairfield, and Mareeba in Queensland. Key health retail channel partner.
• Frankie Say RelaxminorChannel Partner/ Reseller/ DistributorMulti-location gift and lifestyle retailer with stores in Torquay and Manifold Heights, VIC. Carries Willow by the Sea gift sets and skincare products.
• Cloud 9 MaternitycoreChannel Partner/ Reseller/ DistributorSpecialty maternity retailer located in Albury, NSW. Direct-to-target audience channel for pregnancy-focused Willow products.
• Body Freedom Day SpaminorChannel Partner/ Reseller/ DistributorDay spa located in South Melbourne, VIC. Wellness-focused retail channel for Willow by the Sea products.
• Suki McMasterminorChannel Partner/ Reseller/ DistributorRetail stockist with locations in Melbourne CBD and South Melbourne Market. Carries Willow by the Sea in premium retail environment.
• Capsule PharmacyminorChannel Partner/ Reseller/ DistributorModern pharmacy located in Collins Square, Docklands, VIC. Health-focused retail channel for skincare products.
• Young WillowminorChannel Partner/ Reseller/ DistributorSpecialty baby and children's retailer located in Kensington, VIC. Targeted retail channel for baby care products.
• Baby NestminorChannel Partner/ Reseller/ DistributorBaby specialty retailer located in Albury, NSW. Direct-to-target retail channel for baby products.
• My Baby CairnsminorChannel Partner/ Reseller/ DistributorBaby specialty retailer located in Westcourt, QLD. Regional retail channel for baby care products in Far North Queensland.
• Augie and MayminorChannel Partner/ Reseller/ DistributorGift and lifestyle boutique located in Hampton, VIC. Carries Willow by the Sea gift sets and skincare products.
• Country KidsminorChannel Partner/ Reseller/ DistributorChildren's specialty retailer located in Ballarat, VIC. Regional retail channel for baby products.
• Essentia Natural HealthminorChannel Partner/ Reseller/ DistributorNaturopathic health clinic and retailer in Bankstown, NSW. Health-focused channel partner emphasizing natural and organic products.
• Peninsula Herbal Dispensary & Naturopathic ClinicminorChannel Partner/ Reseller/ DistributorNatural health clinic and retailer located in Mornington, VIC. Naturopathy-focused channel emphasizing organic and natural products.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Badger: Small US maker of certified natural and organic mineral sunscreens and balms. Comparable to the Indie Paradiso sub-brand in mineral SPF positioning and family-friendly organic ethos.
• Pipette: Clean, bio-based baby and maternity skincare brand backed by Amyris. Competes in the same pregnancy/baby sensitive-skin category with a science-led, premium positioning.
• Goddess Garden: Natural mineral sunscreen brand with reef-safe and sensitive-skin SPF products. Direct comparator to Indie Paradiso's mineral sunscreen range in formulation philosophy and target customer.

Broad incumbents

• Burt's Bees: Major natural personal care brand owned by Clorox with a broad range of body and baby care products. Overlaps on natural ingredient positioning and pregnancy-relevant body care but operates at much greater scale.
• The Honest Company: Public clean lifestyle brand with a baby and personal care line including pregnancy-relevant bath, body, and skincare. Competes in the same clean-ingredient, sensitive-skin positioning at greater scale.
• Mustela: Established global baby and maternity skincare brand offering pregnancy stretch-mark care and baby bath products. Much larger incumbent with deep retail and pharmacy distribution, competing for the same end customer.

Direct peers

• Erbaviva: Organic baby and maternity skincare brand with a similar emphasis on certified organic, gentle formulations for sensitive skin, distributed through premium spas and specialty retailers.
• Earth Mama Organics: US-based maker of certified organic pregnancy, postpartum, and baby skincare including belly butters, nipple creams, and baby care. Closest direct competitor in organic, water-aware formulations for the same target customer.
• Sukin: Australian natural and organic skincare brand with broad retail distribution including pharmacies. Closest home-market competitor in natural skincare positioning, distribution channels, and price tier.

Regional players

• Trilogy: New Zealand-based natural skincare brand with rosehip and botanical oil focus, including body oils popular with pregnant consumers. Comparable natural-ingredient positioning and ANZ distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/willowbythesea_
• TikToktiktok.com/@willowbythesea_
• LinkedInlinkedin.com/company/willowbythesea

Compliance1 record

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 Willow by the Sea