Suzanne Somers

What Suzanne Somers does

Suzanne Somers is a private direct-to-consumer e-commerce business (legal entity SLC Websales, Inc.) operating from Calabasas, California, that sells clean beauty, wellness, and lifestyle products under the personal brand of its late founder. The catalog is anchored on the SUZANNE Organics sub-brand of Certified ToxicFree skincare, makeup, hair care, and body care formulated without parabens, PEGs, synthetic fragrances, or chemical emulsifiers, and is extended by two differentiated functional wellness lines: GROBACK, a plant-based hair and scalp regrowth system using four clinically studied molecules, and GUT RENEW, a plant-based superfood protein and gut-health supplement. Adjacent offerings include fitness equipment (ThighMaster Gold, ButtMaster LBX), pet shampoo, candles, and the founder's published books.

The company operates a single Shopify-powered storefront at suzannesomers.com with no disclosed retail or wholesale distribution. Revenue is generated through one-time product purchases, a Subscribe & Save option that gives 10% off on 1/2/3-month auto-delivery cycles, and the SUZANNE Selects monthly subscription box priced at $49.99 (regularly $59.99) for curated product assortments valued at over $125. The unit price band runs from approximately $14.99 for accessories to $334.92 for a Coconut Spa Kit, with most hair care and skincare items in the $25-$60 range. Distribution is international in reach — the country selector exposes a long list including the U.S., Canada, Australia, and Singapore — and is supported by email capture, content marketing through The Journal blog, a YouTube channel, and live shopping events.

Commercially, the company is a small operation (1-10 employees) with no disclosed funding, no public revenue, and no public management team. Suzanne Somers, the founder and namesake, died on October 15, 2023, and the firm continues to operate under her brand without a publicly disclosed succession plan. The company's defensibility is therefore concentrated almost entirely in residual celebrity brand equity, proprietary ingredient positioning, and a modest subscription moat, rather than in technology, data, or enterprise distribution.

Name

Suzanne Somers

Legal name

Suzanne Somers

Website

https://suzannesomers.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Suzanne Somers is a private DTC e-commerce brand selling organic clean beauty, supplements, hair care, and wellness products under its late founder's name. It serves health-conscious consumers seeking Certified ToxicFree, non-toxic alternatives through a Shopify storefront with subscription options.

Ownership category

akta.pro rank

Product category

Clean Beauty and Wellness

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Food And Kindred Products (2000)

akta.pro primary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

akta.pro secondary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

Keywords

• Clean beauty products
• Organic skincare
• Plant-based supplements
• Wellness ecommerce
• Natural beauty brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of individual products across categories including clean beauty (skincare, makeup, hair care), supplements, fitness equipment, and pet products. Customers can purchase items at regular prices or during promotional sales.
2. SUZANNE Selects Subscription Box: Monthly subscription box delivering curated full-sized products valued at over $125 for $49.99/month (16% off regular $59.99 price). Provides recurring monthly revenue with customer retention benefits.
3. Subscribe & Save: Optional subscription model for individual products offering 10% discount on regular prices. Customers select delivery frequency (1, 2, or 3 months) with ability to pause or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Suzanne Somers operates a direct-to-consumer e-commerce business selling clean beauty, skincare, makeup, hair care, supplements, and fitness products under the SUZANNE Organics, GROBACK, and GUT RENEW sub-brands. All products are marketed as Certified ToxicFree, organic, non-GMO, gluten-free, and cruelty-free, with manufacturing in the United States. The company also offers the SUZANNE Selects monthly subscription box.

Product overview

Suzanne Somers operates an e-commerce business selling a curated portfolio of clean beauty, wellness, and lifestyle products under the SUZANNE Organics sub-brand. The product line includes: (1) SUZANNE Organics skincare and makeup — Certified ToxicFree face/body products and cosmetics free from parabens, PEGs, and synthetic fragrances; (2) SUZANNE Organics hair care — sulfate-free shampoos, conditioners, and styling products; (3) GROBACK hair growth system — plant-based hair and scalp serums and supplements for hair regrowth; (4) GUT RENEW supplements and snack bars — superfood protein formulas and gut health products; (5) fitness equipment including ThighMaster Gold and ButtMaster LBX; and (6) Suzanne Somers authored books on health and wellness. The company also offers the SUZANNE Selects Monthly Subscription Box delivering curated full-sized products. All products are marketed as organic, non-GMO, gluten-free, and cruelty-free, with manufacturing in the United States.

Differentiator

Problem solved

Functional benefit

Brands

• SUZANNE Organics: The primary clean beauty and wellness product line featuring Certified ToxicFree skincare, makeup, haircare, and body care products.
• GUT RENEW
• GROBACK
• SUZANNE Selects

Products and services

• SUZANNE Selects Monthly Subscription Box Monthly subscription box featuring curated full-sized Suzanne Somers products including skincare, makeup, hair care, supplements, and lifestyle items, valued at over $125 per box.
• GUT RENEW Formula Superfood protein formula delivering 20g organic plant-based protein with probiotics, prebiotics, digestive enzymes, and 50+ trace sea minerals per serving to support gut health.
• GUT RENEW Peanut Butter Crisp Snack Bar Gut health snack bar made with organic plant-based protein, phyto greens, and gut health nutrients, sold in a box of 10 individually wrapped bars.
• GROBACK Hair and Scalp Formula Plant-based hair growth serum using four clinically studied plant molecules (DHQG, Glycine, EGCG2, Zinc) to reactivate dormant hair follicles for thicker, fuller hair, without drugs or hormones.
• GROBACK Eyebrow Formula Plant-based formula for fuller, thicker eyebrows using the same four-molecule technology as the GROBACK Hair and Scalp Formula.
• GROBACK Vented Brush Scalp stimulation brush with flexible, heat-resistant bristles for styling and evenly distributing GROBACK formula through hair.
• GROBACK Shield and Shine Heat Protectant Serum Heat protectant serum that smooths hair cuticle, repairs split ends, and protects hair from heat styling damage.
• Suzanne Somers Toning System (ThighMaster Gold and ButtMaster LBX) Complete home fitness toning system combining the ThighMaster Gold and ButtMaster LBX devices for legs and glutes.
• SUZANNE Organics Body Wash Body wash enriched with white tea antioxidants and soothing ingredients such as jasmine and oats, formulated without chemical emulsifiers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Goop: Celebrity-founded (Gwyneth Paltrow) wellness and clean-beauty brand spanning skincare, supplements, and home — directly comparable as a celebrity-driven, multi-category clean-wellness DTC platform.
• Tatcha: Premium clean skincare brand with proprietary botanical formulations and a DTC + retail hybrid distribution model — comparable on clean-beauté premium positioning and formulation-led differentiation.
• The Honest Company: Celebrity-founded (Jessica Alba) clean beauty, baby, and household products brand with DTC + retail distribution and a certified-clean formulation standard — directly comparable in narrative and category.
• Beauty by Earth: Clean, natural, and organic skincare and beauty brand sold DTC — overlapping with SUZANNE Organics on natural/organic positioning and direct online distribution.
• Beautycounter: Direct-to-consumer clean beauty and personal care brand with a strong 'no-toxins' value proposition and subscription bundles, closely mirroring Suzanne Somers' Certified ToxicFree positioning and DTC-first model.
• Drunk Elephant: Clean, biocompatible skincare brand positioned around ingredient purity and efficacy, with proprietary formulation philosophy — a strong comparable for SUZANNE Organics' skincare positioning.
• HUM Nutrition: DTC beauty-from-within supplements brand with subscription model and clinically studied ingredient formulations — comparable to GUT RENEW and RestoreLife supplement lines.
• Beauty Heroes: Clean-beauty subscription service delivering curated full-sized products monthly — the closest direct analog to the SUZANNE Selects subscription box in model and price-point discipline.

Emerging players

• Athena Club: Emerging DTC subscription-based personal-care brand with direct-to-consumer model and curated bundles — comparable in subscription mechanics and DTC-first go-to-market, though broader in category.

Broad incumbents

• Sephora Collection: Mass-market beauty retailer carrying extensive clean-beauty assortments and launching private-label clean lines — represents the broader incumbent channel and brand ecosystem that Suzanne Somers competes against for shelf and mind share.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SuzanneSomersTV
• Facebookfacebook.com/suzannesomers
• Instagraminstagram.com/suzannesomers
• LinkedInlinkedin.com/company/suzanne-somers-foundation

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Suzanne Somers