What Maui Moisture does

Maui Moisture is a US-based hair care brand founded in 2017 and operated as a subsidiary under Vogue International LLC, headquartered in Skillman, New Jersey. The brand sells curl-focused shampoos, conditioners, hair masks, styling products, and treatment serums formulated with 100% aloe vera as the first ingredient and infused with natural botanicals including coconut milk, coconut oil, shea butter, hibiscus water, flaxseed, bamboo fibers, and citrus extracts. All formulas are vegan and free from silicones, parabens, and sulfated surfactants, positioning the brand within the clean-beauty segment. The product portfolio is organized into seven distinct collections (Heal & Hydrate + Shea Butter, Nourish & Moisture + Coconut Milk, Lightweight Hydration + Hibiscus Water, Curl Quench + Coconut Oil, Gentle & Lightweight Flaxseed, Thicken & Restore + Bamboo Fibers, and Scalp Care) targeting the textured hair market across Type 2 wavy, Type 3 curly, and Type 4 coily consumers.

The company's core technology is its ingredient-led formulation platform, where the consistent use of aloe vera as the lead ingredient is paired with collection-specific hero ingredients (shea butter, coconut milk, hibiscus water, coconut oil, flaxseed, bamboo fibers, apple cider vinegar) to address differentiated hydration, definition, and repair needs. The brand complements this formulation base with an educational content layer including a Curl Guide, Moisture Guide, Hair Quiz, and blog to support product discovery and routine building.

Maui Moisture operates a dual go-to-market: direct-to-consumer e-commerce via mauimoisture.com paired with a Where to Buy retail locator and an email signup program for promotions and sweepstakes. Revenue is generated through one-time product sales in standard 13 fl oz retail sizing with bundle options, and the company is privately held with no public listing, no disclosed funding rounds, and no named enterprise customers. Founder Todd Christopher is associated with the brand, and operations are currently active across the United States.

Name

Maui Moisture

Legal name

Vogue International LLC

Website

https://mauimoisture.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Maui Moisture is a US hair care brand that sells vegan, aloe-vera-based shampoos, conditioners, stylers, and treatments across seven collections targeting consumers with wavy, curly, and coily hair through DTC e-commerce and US retail.

Ownership category

akta.pro rank

Product category

Hair Care

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Curly hair care
• Vegan haircare products
• Aloe vera shampoo
• Curl defining products
• Natural hair care

Headquarters

HQ city

Skillman

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Hair Care Products: Maui Moisture generates revenue through the sale of hair care products including shampoos, conditioners, hair masks, styling products, and treatment serums. Products are sold in 13 fl oz standard sizing, with bundle options available.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Maui Moisture manufactures and sells vegan, aloe-based hair care products including shampoos, conditioners, hair masks, curl foam mousses, leave-in conditioning mists, edge controls, and scalp care serums. Products are organized into seven ingredient-themed collections (Shea Butter, Coconut Milk, Hibiscus Water, Coconut Oil, Flaxseed, Bamboo Fibers, Scalp Care) targeting wavy (Type 2), curly (Type 3), and coily (Type 4) hair textures in 13 fl oz standard sizing.

Product overview

Maui Moisture is a hair care brand offering a comprehensive portfolio of curl-focused products centered around 100% aloe vera as the first ingredient. The product line consists of core offerings (Shampoo and Conditioner), bundled sets, styling products (Hair Stylers), and treatment products (Hair Treatments). Products are organized into seven distinct collections: Heal & Hydrate + Shea Butter (for dry/damaged hair), Nourish & Moisture + Coconut Milk (lightweight for dry hair), Lightweight Hydration + Hibiscus Water (for wavy/curly hair), Curl Quench + Coconut Oil (for thick/curly hair), Gentle & Lightweight Flaxseed (for fine/medium curls), Thicken & Restore + Bamboo Fibers (for damaged/transitioning hair), and Scalp Care (clarifying line with apple cider vinegar). All formulas are vegan, free from silicones, parabens, and sulfated surfactants. Three products from the Clarify & Soothe + Black Soap and Flaxseed collections have been discontinued.

Differentiator

Problem solved

Functional benefit

Products and services

• Heal & Hydrate + Shea Butter Collection Collection featuring shea butter, coconut oil, and macadamia oil for dry, damaged hair requiring extra intense moisture. Includes shampoo, conditioner, hair mask, leave-in conditioning mist, and hair & scalp milk. Targeted at consumers with dry, damaged strands needing intensive moisture repair.
• Nourish & Moisture + Coconut Milk Collection Lightweight collection with coconut milk, guava oil, and mango butter for dry hair. Includes shampoo, conditioner, curl foam mousse, and bundled sets. Targeted at consumers seeking lightweight nourishment for dry strands.
• Lightweight Hydration + Hibiscus Water Collection Lightweight collection with hibiscus water, passion fruit, and watermelon extracts for wavy and curly hair. Includes shampoo, conditioner, and bundled sets. Featured as a Best Seller on the brand site. Targeted at consumers with wavy-to-curly hair seeking lightweight hydration.
• Curl Quench + Coconut Oil Collection Collection with coconut oil, papaya butter, and plumeria extract for thick, curly hair. Includes shampoo, conditioner, curl smoothie, and bundled sets. Targeted at consumers with thick, curly hair seeking hydration and curl definition.
• Gentle & Lightweight Flaxseed Collection Lightweight collection with flaxseed oil, coconut water, and citrus oil for fine to medium curls. Includes shampoo and conditioner. Targeted at consumers with fine-to-medium curl patterns seeking lightweight, non-weighing formulas.
• Thicken & Restore + Bamboo Fibers Collection Collection with bamboo fibers, castor oil, and neem oil to strengthen and repair over-styled, damaged hair. Includes shampoo and conditioner for weak, brittle hair. Targeted at consumers with damaged, over-styled, or transitioning hair in need of strengthening.
• Scalp Care Collection Clarifying scalp care line with apple cider vinegar, Vitamin E, Pro B5, and rosemary oil. Gently removes scalp buildup without stripping strands of moisture. Includes clarifying shampoo, rejuvenating conditioner, and soothe & strengthen serum. Targeted at consumers addressing scalp buildup, itch, or imbalance.
• Hair Care Sets Pre-curated shampoo and conditioner bundles in 13 fl oz sets, offering savings and coordinated formulations for specific hair care routines. Targeted at consumers wanting a matched shampoo and conditioner set at a bundled price.
• Heal & Hydrate + Shea Butter Hair Mask Deep conditioning treatment with shea butter, coconut oil, and macadamia oils for intensive moisture and repair of dry, damaged strands. Can be used in-shower or as a leave-in treatment. Targeted at consumers with dry, damaged hair needing intensive moisture repair.
• Frizz-Free + Shea Butter Leave-In Conditioning Mist Lightweight leave-in mist with shea butter, coconut oil, and macadamia oil that helps protect from heat while defining curls and keeping frizz at bay. Targeted at consumers with dry, damaged, or frizz-prone curls needing heat protection and definition.
• Flexible Hold + Coconut Milk Curl Foam Mousse Lightweight, no-crunch mousse with aloe and coconut milk that moisturizes, volumizes, and defines curls without leaving residue. Targeted at consumers with curly hair seeking volume and definition without crunch.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Expansion highlights4 records

Direct peers

• TGIN (Thank God It's Natural): Textured-hair specialist with shampoo, conditioner, mask and styling SKUs targeting natural curls; competes in the same mass-and-mid-tier curl-care channel set as Maui Moisture.
• SheaMoisture: Direct competitor in curl- and textured-hair care with a broad collection architecture and natural-ingredient positioning; SheaMoisture targets the same Type 2-4 consumer via mass and grocery channels and historically shares category codes with Maui Moisture.
• Cantu: Mass-market textured-hair brand offering shampoos, conditioners, styling and treatments for curly/coily hair; competes directly on shelf positioning and drugstore distribution against Maui Moisture's retail footprint.
• As I Am: Curl-focused brand offering moisture, define and treatment product lines for naturally curly hair; directly overlaps Maui Moisture's functional benefits (hydration, definition, scalp care).
• Camille Rose: Natural-ingredient textured-hair brand with botanical-forward collections (rice, mint, honey) targeting the same Type 3-4 consumer and sold through similar beauty-specialty and DTC channels.
• DevaCurl: Specialist curly-hair brand known for its no-poo/curls-specific system; overlaps with Maui Moisture in curl definition, hydration, and routine-building use cases for Type 2-4 consumers.
• Carol's Daughter: Heritage textured-hair brand owned by L'Oréal with multi-collection curl regimens; directly comparable to Maui Moisture's collection-led assortment and natural-ingredient positioning.
• Mielle Organics: Fast-growing textured-hair care brand with ingredient-led (rice water, babassu, rosemary) collections; targets the same curly/coily segment with comparable shampoo/conditioner/styling/treatment structure.

Emerging players

• Pattern Beauty: Celebrity-founded textured-hair brand with curated curl collections and strong DTC pull; an emerging but high-velocity competitor for the same curly/coily shopper, especially online.
• Kinky-Curly: Boutique textured-hair brand with curl-defining, cleansing and treatment SKUs; competes for the same curly/coily niche, particularly via natural and specialty retail channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/maui_moisture
• Facebookfacebook.com/MauiMoisture
• LinkedInlinkedin.com/company/mauimoisturebrand

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 Maui Moisture