Karelia

What Karelia does

Carelia is a Barcelona-based natural cosmetics brand specializing in 100% natural and organic personal care products for babies, children, pregnant and post-partum mothers, and families with sensitive or atopic skin. The catalog spans four categories — Baby & Kids, Bath & Care, Home (fragrances and eco-accessories), and Gifts — totaling 55+ SKUs that include shampoos, diaper creams, body milks, organic soaps, mineral sunscreen, botanical bug repellent, natural brushes, organic-cotton towels, and curated gift sets. Formulas use cold-pressed plant oils, botanical extracts, and Ecocert-authorized ingredients, with products evaluated under ISO 16128 for natural cosmetics and dermatologically tested for high tolerance even on atopic skin. Manufacturing is conducted in Terrassa (Barcelona) under ISO 9001:2008 and ISO 22716:2007 GMP-certified laboratories, with additional compliance against EC Regulation 1223/2009, PETA cruelty-free standards, GOTS (organic textiles), and FSC (wood).

The business operates a product-led DTC model through its own multilingual e-commerce storefront (carelia.es, available in Spanish, English, and French) with a Carelia Lover loyalty and referral program, one-time pricing ranging from €0.60 (samples) to €76 (gift sets), and free shipping above €50 in Spain. A secondary wholesale/distributor channel targets physical retail partners, and clinic recommendation relationships with pediatric, gynecology, and dermatology clinics (including the Dermatological Clinic of Dr. de Moragas) serve as endorsement pathways. The company ships to Spain (peninsula, Balearic Islands, Canary Islands, Ceuta, Melilla), Portugal, Andorra, and EU countries, with payment processing via BBVA (Redsys), PayPal, and American Express SafeKey.

Carelia was founded in 2013 by Inés Navas in Barcelona and operates as LACLAIS, S.L. (CIF B66136177), registered in Terrassa. The company is privately held, founder-owned with no disclosed external institutional capital, and operates with 1-10 employees. No acquisitions, funding rounds, or material leadership changes are recorded in the available data.

Name

Karelia

Legal name

LACLAIS, S.L.

Website

https://carelia.es

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Carelia is a Barcelona-based natural cosmetics brand selling 100% natural, dermatologically tested skincare for babies, children, pregnant mothers, and sensitive-skin adults via its own e-commerce storefront and a wholesale/distributor program across Spain, Portugal, Andorra, and the EU.

Ownership category

akta.pro rank

Product category

Natural Baby & Family Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Natural baby cosmetics
• Organic skincare products
• Baby care toiletries
• Sensitive skin products
• Natural body care

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales (e-commerce): Carelia sells its natural cosmetic products directly to consumers through its own e-commerce storefront at carelia.es. Customers purchase individual products, gift sets, and bundles at one-time prices. The company ships to Spain (peninsula, Balearic Islands, Canary Islands), Portugal, European Union countries, and Andorra.
2. Wholesale / Distributor channel: Carelia sells products through partner stores and distributors. The distributor program is promoted on the website encouraging retailers to become Carelia distributors to sell products in physical retail locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Carelia develops, manufactures, and sells natural and organic cosmetic products for babies, children, pregnant and post-partum mothers, and families with sensitive or atopic skin. Its portfolio covers skincare, bath and body care, diapers, sun and bug protection, organic textiles, room fragrances, and curated gift sets. The company sells primarily through its own e-commerce storefront at carelia.es and supplements sales via a wholesale distributor and partner-store channel.

Product overview

Carelia is a natural cosmetics brand specializing in baby and family care products. The product portfolio is organized into four main categories: Baby & Kids (skincare, bath products, diapers care), Bath & Care (body care, exfoliation, aromatherapy), Home (home fragrances, eco accessories), and Gifts (premium gift sets and bundles). Core products include the Eau de Cologne Petits fragrance line, the Soft Shampoo and Shower Body Wash, Diaper Cream Balm, Moisturizing Body Milk, Body Oil, organic soaps (Calendula, Rosehip, Cocoa), Mineral Sunscreen SPF50, and Botanical Bug Repellent. The brand also offers complementary handcrafted accessories like Terra Collection soap dishes, organic cotton towels, and konjac sponges. Gift sets range from newborn essentials to travel kits and premium luxury boxes. All products are 100% natural, dermatologically tested, and suitable for sensitive and atopic skin.

Differentiator

Problem solved

Functional benefit

Products and services

• Eau de Cologne Petits (50ml and 100ml) Floral cologne with neroli, orange blossom and lily of the valley fragrance for babies and young children, available in 50ml and 100ml sizes.
• Soft Shampoo and Shower Body Wash Gentle shampoo and bath gel made from oat, calendula, honey and bisabolol for sensitive, dry or irritable skin; suitable from birth.
• Diaper Cream Balm Eco (100ml) Diaper cream that calms and protects sensitive areas from irritations caused by diaper dermatitis using bioregenerative certified organic ingredients.
• Natural Laundry Soap (1L) 100% natural plant-based laundry soap free of enzymes that can irritate delicate baby skin, suitable for people with allergies or eczema.
• Moisturizing Body Milk (200ml) Body milk to calm and prevent skin irritations, made from oat, cotton seed oil, sweet almond oil, shea butter and aloe vera; suitable for atopic skin.
• Body Oil - Mum & Baby (100ml) Dry, light 100% natural body oil with jojoba, avocado, rice and sunflower oils for stretch marks, dryness and scars; vegan and reef-friendly.
• Organic Soaps (Calendula, Rosehip, Cocoa) Range of organic cold-pressed vegetable oil soaps (Calendula, Rosehip, Cocoa) for sensitive and delicate skin, offering calming, repairing/toning and moisturizing/regenerative benefits.
• Gel & Shampoo (Green Tea, Calendula & Bisabolol, 500ml) Stimulating gel-shampoo with organic green tea extract (antioxidants), combined with calendula, oat and bisabolol for gentle cleansing.
• Mineral Sunscreen SPF50 Vegan sunscreen with 100% mineral protection against UVA and UVB rays, suitable for sensitive and atopic skin; reef-friendly.
• Botanical Bug Repellent Protection Protective bug repellent with carap, geranium, lemon and neroli oils that protects sensitive skin from mosquito bites.
• FSC-certified Body Brushes (Exfoliating, Anti-Cellulite Massage, Natural Baby Brush) Body brushes made of FSC-certified beech wood with natural bristles or maple tips for skin exfoliation, blood circulation stimulation, lymphatic activation, and a soft variant for gently combing baby hair and helping eliminate cradle cap.
• Hooded Bath Towel ECO (GOTS organic cotton) Soft, absorbent hooded towel made of 100% GOTS-certified organic cotton for wrapping babies after bath.
• Natural Konjac Sponge Natural sponge made from vegetable fibres of the Asian Konjac plant that gently cleanses baby and sensitive facial skin without irritation.
• Room Fragrance (orange blossom, jasmine, lily of the valley and neroli) Soft home fragrance with orange blossom, jasmine, lily of the valley and neroli that creates a warm environment.
• Aromatherapy Pillow (organic lavender, chamomile and wheat seeds) Pillow filled with organic lavender flowers, chamomile and wheat seeds for relaxation, sleep and relief of facial tension.
• Terra Collection Ceramic Soap Dishes Handmade ceramic soap dishes made in Barcelona from matt glazed clay, available in flat dish, plate dish and oval formats in earthy colors.
• Palm Leaf Basket Bag Traditional handmade basket bag made of palm leaf with braided cotton handles and boxwood charm.
• Eco Face Towel (pack of 2, GOTS organic cotton) Pack of two 20x20cm organic cotton face towels with GOTS certification; washable, reusable and zero waste.
• Gift Sets (Soft Baby Care Pack, Baby Pack, Summer Kit, Travel Essentials Duo, Little Essentials Pouch, Pack Premium, Pack My Care, Weekend Set) Curated themed gift sets bundling Carelia products for newborn essentials, summer, travel, premium gifting, self-care, and weekend getaways.
• Gift Cards Gift cards available in €30 denominations with themed messages (Disconnection, Extra Help, Pampering) redeemable on carelia.es.

Quantifiable outcome

• All products achieve excellent grades for High Tolerance and Proven Efficacy in clinical tests, even on atopic skins
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

One partnership is on record.

• Laclais, S.L.coreOthersLaclais, S.L. is the legal entity that owns and operates the Carelia brand. It is a Spanish company registered in Terrassa, Barcelona, with CIF/NIF B66136177. The company handles all corporate operations, data processing, and product sales under the Carelia Natural Care brand name.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burt's Bees Baby: Burt's Bees Baby offers natural, plant-based infant skincare products (lotions, washes, diaper cream) made without parabens or phthalates. It is comparable to Carelia as a natural-ingredient baby care brand targeting health-conscious parents.
• Dr. Bronner's: Dr. Bronner's is a certified organic, fair-trade personal care brand offering castile soaps, lotions, and baby products. It shares Carelia's organic, certified, cruelty-free positioning in natural personal care for sensitive consumers.
• California Baby: California Baby is a premium natural baby care brand focused on calendula-based, allergy-tested, pediatrician-trusted formulations. It shares Carelia's positioning of chemical-free, plant-based skincare for sensitive and atopic-prone baby skin.
• Mustela (Laboratoire Expanscience): Mustela is one of Europe's leading baby skincare brands offering natural-origin products for babies and mothers-to-be. It directly competes with Carelia in the same baby skincare, bath, and maternity categories, targeting the same sensitive-skin consumers.
• Green People: Green People is a UK-based organic skincare brand with a dedicated baby and child range, certified by EcoCert and Soil Association. It is comparable to Carelia as a small premium natural-organic brand serving parents seeking chemical-free baby skincare.
• Weleda: Weleda is a globally established natural and organic cosmetics brand with a strong baby and child care line, including creams, bath products, and maternal care. It directly competes with Carelia on natural, certified, plant-based baby skincare for sensitive skin.

Emerging players

• SEBAMED: SEBAMED is a German skincare brand focused on pH-balanced, soap-free formulations frequently recommended by dermatologists and pediatricians for sensitive and atopic skin. It overlaps with Carelia's clinical/atopic-skin positioning in the baby skincare category.

Broad incumbents

• La Roche-Posay (L'Oréal): La Roche-Posay is a leading dermo-cosmetic brand with a dedicated baby line (Lipikar) formulated for atopic and eczema-prone skin. It overlaps with Carelia in dermatologically tested, sensitive-skin, pediatrician-recommended positioning, but operates at a global parent (L'Oréal) scale.
• Bioderma (NAOS): Bioderma is a major dermocosmetics brand with sensitive-skin product lines (e.g., Atoderm for atopic-prone skin) sold through pharmacies and recommended by dermatologists. It overlaps with Carelia's atopic-skin dermatologically tested positioning and pediatric clinic channel.
• Avène (Pierre Fabre): Avène is a French dermo-cosmetic brand specializing in spring water-based skincare for sensitive and atopic skin, widely recommended by dermatologists and pediatricians. It competes with Carelia's dermatologically tested, sensitive-skin positioning but at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CareliaPetits
• LinkedInlinkedin.com/company/laclais-sl

Compliance8 records

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 Karelia