What Tuel & Berodin does

Tuel & Berodin, founded in 1979 and headquartered in San Leandro, California, is a private professional skincare and wax manufacturer operating under parent company Eva's Esthetics, Inc. The company sells two complementary product lines through wholly-owned subsidiaries: Tuel Skincare, a 100% vegan botanical skincare range formulated in California and free of phthalates, sulfates, parabens, mineral oil, synthetic dyes, and fragrances; and Berodin Wax, a professional hair-removal line built on proprietary flexible polymer technology that adheres only to hair and applies at low temperature. Product breadth spans cleansers, deep pore cleansing duos, essential oil blends (25% active botanicals), moisturizers featuring cross-linked hyaluronic acid, serums, eye care, mineral sunscreen, exfoliation treatments, masks, body care, and a hard/soft wax system with pre- and post-care products.

The business operates a B2B distribution model gated by professional account verification, requiring a valid esthetician, cosmetologist, or spa-owner license number to view pricing. Go-to-market combines direct B2B sales with parallel regional distributor networks (Tuel Distributors and Berodin Distributors), authorized salon/spa partners across 25+ US states (discoverable via Salon Finder), and a separate consumer-facing DTC site at tuelskincare.com. A flagship Complete Package bundles a full back bar of professional-size products, retail SKUs, a four-day advanced skincare class at the California training center, the Tuel Technical Manual, online education access, and an interest-free payment plan. Customer segments are licensed estheticians, spa and salon owners, cosmetologists, and esthetics students. The company is co-owned by founders Lisa Nestore and Lori Nestore, and is privately held with no disclosed venture capital or private equity backing.

Name

Tuel & Berodin

Legal name

Eva's Esthetics, Inc.

Website

https://tuelberodin.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Tuel & Berodin is a California-based private professional skincare and wax manufacturer founded in 1979, selling 100% vegan botanical skincare (Tuel) and advanced polymer wax (Berodin) to licensed estheticians, spas, and cosmetologists via regional distributors and authorized salon partners across 25+ US states.

Ownership category

akta.pro rank

Product category

Professional Skincare and Wax Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

akta.pro secondary industries

Waxing & Depilatory Professional Products (CRABALAH), Professional Skincare & Facial Treatments (CRABALAF), Natural/Organic & Clean Skincare (CRABAAAH), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Professional skincare products
• Professional wax systems
• Esthetician training programs
• Vegan botanical skincare
• Spa and salon wholesale

Headquarters

HQ city

San Leandro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Skincare Products: B2B sales of professional-grade skincare products including cleansers, serums, moisturizers, masks, and body care to licensed estheticians and salon/spa operators.
2. Berodin Wax Products: Hard and soft wax products including Blue Hard Wax Beads, Black Soft Wax, Aqua Soft Wax, along with warmers and accessories for professional hair removal services.
3. Complete Package Training Program: Comprehensive professional training package including full back bar of pro-size products, retail products, four-day advanced skincare class, technical manual, and unlimited access to online educational videos. Includes one-on-one mentoring available.
4. Education Programs: Skincare education classes, wax training, and Pore Star University online training platform for professional development of estheticians.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Tuel & Berodin manufactures and sells professional-grade botanical skincare products under the Tuel Skincare brand and professional hard and soft wax systems under the Berodin Wax brand to licensed estheticians, spa and salon owners, and cosmetologists. The company also provides structured professional training, including a four-day advanced skincare class at its California training center, Pore Star University online education, and the Complete Package bundle that combines a full back bar of products with training, technical manual, and mentoring. Products are 100% vegan, made in California, and free from phthalates, sulfates, parabens, mineral oil, synthetic dyes, and fragrances.

Product overview

Tuel & Berodin is a professional skincare and wax company offering two main product lines: Tuel Skincare (100% vegan botanical skincare) and Berodin Wax (luxury professional hair removal products). Tuel Skincare products are organized into skin-type-specific lines (Rescue/Moisture/Balance/Detox/Calm) and include cleansers, deep pore cleansing duos, essential oils, moisturizers, serums, eye care, sun protection, masks, extraction/exfoliation treatments, body care, and professional supplies. Berodin Wax offers hard and soft wax formulations with advanced polymer technology, plus pre/post care products. The company also provides education through Pore Star University and professional training programs including the Complete Package which combines products with hands-on training. Products are manufactured in California and are free from phthalates, sulfates, parabens, mineral oil, synthetic dyes, fragrances, and are never tested on animals.

Differentiator

Problem solved

Functional benefit

Brands

• Tuel Skincare: Professional botanical skincare line for estheticians and spas, 100% vegan products made in California
• Berodin Wax

Products and services

• Tuel Skincare Professional-grade botanical skincare line covering cleansers, moisturizers, serums, masks, essential oils, eye care, sun protection, masks, extraction/exfoliation treatments, body care, and professional supplies, organized by skin type (Dry, Combo/Oily, Acne, Reactive, Mature) and offered to licensed estheticians and spa owners through verified professional accounts.
• Berodin Wax Professional wax line featuring hard and soft wax products (Blue Hard Wax Beads, Black Soft Wax, Aqua Soft Wax) with advanced polymer technology that stays flexible and adheres only to hair, applied at low temperatures to minimize irritation; includes pre and post wax care products for licensed cosmetologists and spa professionals.
• Complete Package Bundled professional launch program that includes a full professional back bar of pro-size products, a retail product assortment, a four-day advanced skincare class at the California training center, the Tuel Technical Manual, and access to online educational videos; one-on-one mentoring is available upon inquiry and an interest-free payment plan is offered.
• Pore Star University Free online training platform offering treatment protocol education from Tuel and Berodin educators, including educational videos for licensed estheticians and cosmetologists; access requires a professional account login.
• AHA Moment Double Action Resurfacing Serum Next-generation exfoliating gel serum launched in 2025 as a Tuel Skincare product, designed as an upgrade to the original Power Peel product line for licensed estheticians and spa professionals.
• Skin Analysis System Diagnostic tool offering skin type identification by analyzing pores to classify skin as Dry, Combo, Oily, Reactive, Acne, or Mature regardless of gender, ethnicity, or color, and recommend the appropriate Tuel product line.
• Four-Day Advanced Skincare Class Hands-on professional skincare training program conducted at the California training center with certified educators, providing in-person instruction and mentorship for licensed estheticians and spa owners; included as part of the Complete Package.
• Professional Esthetics Consultations
• Tuel Body Care Professional body care product line with active botanical ingredients from pine, eucalyptus, and kukui, including Green Clean Invigorating Body Wash, Triple Splash 3-in-1 Hydrating Body Serum, Botanical Blast Ultra Rich Body Lotion, Shape Shifter Body Smoothing Cream, Body Polish Exfoliation Kit, Wrap Cream, and Intensify.
• Consumer Retail Site (tuelskincare.com) Separate consumer-facing e-commerce storefront at tuelskincare.com offering retail versions of Tuel Skincare products directly to end users, distinct from the professional B2B site at tuelberodin.com.

Quantifiable outcome

• Super Soothe Calming Mask improves redness by 40-60% for sensitive skin
• +3 more outcomes

Named customers3 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tuel Salons (Partner Salons)coreChannel Partner/ Reseller/ DistributorAuthorized salon and spa partners that use Tuel Skincare products. Partners gain access to premier product line, education, training, and ongoing support. Salon Finder tool helps locate partners.
• Berodin Salons (Partner Salons)coreChannel Partner/ Reseller/ DistributorAuthorized salon and spa partners using Berodin Wax products. Partners receive training, support, and access to complete waxing system with pre and post care products.
• Tuel DistributorscoreChannel Partner/ Reseller/ DistributorRegional distributors carrying Tuel Skincare products to salons and spas in their territories.
• Berodin DistributorscoreChannel Partner/ Reseller/ DistributorRegional distributors carrying Berodin Wax products to salons and spas in their territories.
• Esthetics SchoolsminorStrategic or Co-development PartnerSchool partnerships providing discounted products and training for esthetics students. Tuel School Partnership and Berodin School Partnership programs.
• Eva's Esthetics, Inc.coreOthersParent company. TuelBerodin & Tuel Skincare are both subsidiaries of Eva's Esthetics, Inc. The company was founded by Lisa and Lori.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• EltaMD: Physician- and esthetician-dispensed skincare brand with strong sun protection and post-treatment product lines. Comparable professional channel positioning and overlap on SPF/mineral sunscreen products (Daily Defense Mineral Sunscreen Serum).
• Dermalogica: One of the largest professional skincare brands globally, sold exclusively through licensed skin therapists and spas. Directly comparable to Tuel as a B2B professional skincare line, but with vastly greater scale, global reach, and an extensive education platform.

Direct peers

• PCA Skin: Professional-grade skincare brand sold exclusively to licensed estheticians, dermatologists, and medical spas. Closely mirrors Tuel's B2B professional model with treatment-focused chemical peels and serums in a similar price tier.
• Éminence Organic Skin Care: Handcrafted natural and organic professional skincare line sold through spas and estheticians worldwide. Highly comparable to Tuel's botanical/vegan positioning with similar clean-beauty, professional channel-only distribution model.
• Image Skincare: Professional skincare brand sold through licensed estheticians and medical spas with an education-led approach. Comparable product portfolio (cleansers, peels, serums) and similar professional distribution strategy to Tuel.
• Starpil Wax: Professional hard and soft wax products for estheticians and cosmetologists with strong social media presence. Comparable to Berodin in product format, target buyer (licensed waxers), and education-led marketing.
• Repechage: Professional seaweed-based skincare brand sold through spas and salons with a strong training and certification program. Comparable to Tuel in B2B professional channel, ingredient-led brand story, and emphasis on esthetician education.
• Rhonda Allison Clinical Skin Care: Professional-only skincare line sold through estheticians with an emphasis on chemical peels, serums, and treatment protocols. Comparable B2B professional channel and product mix to Tuel.
• Gigi Honee (Haus of Wax): Long-established professional wax brand used in salons and spas with hard and soft wax formulations plus pre/post care. Closest direct peer to Berodin Wax in product category, professional channel, and training support.

Emerging players

• HydroPeptide: Peptide-focused professional skincare brand sold through licensed estheticians and spas. Comparable product philosophy (active-ingredient serums) and professional channel model to Tuel, though smaller and more recent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tuelskincare
• YouTubeyoutube.com/user/TueLSkinCare
• Facebookfacebook.com/BerodinWax
• Instagraminstagram.com/tuelskincare

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Tuel & Berodin