Saya

What Saya does

Saya is a privately held Australian skincare producer and direct-to-consumer brand founded by Saya McDermott in Noosa, Queensland, and operating for over 20 years with a team of 1-10 employees. The company formulates and sells a 41-SKU catalog spanning face care (cleansers, exfoliators, serums, moisturizers, eye cream), body care (body wash, lotions, oils, scrubs), hair care (Argan Shampoo and Conditioner), accessories (Gua Sha, candles, pouches), and bundles and gift sets. Its underlying technology centers on Australian native botanical extraction (Kakadu Plum, Desert Lime, Illawarra Plum, Bakuchiol, native wildberries) combined with COSMOS Organic certified ingredients and modern actives such as Niacinamide, Hyaluronic Acid, Ceramides, and Lactic Acid. Products hold COSMOS Organic, Australian Made, Vegan Friendly, and cruelty-free certifications, and the company reports consumer trial outcomes of 90-100% across multiple SKUs.

Saya's commercial model is primarily direct-to-consumer e-commerce through its Shopify storefront at sayaskin.com, which ships to more than 50 countries with multi-currency support. Revenue is generated through one-time purchases priced at a $30-$90 premium tier, a Subscribe & Save subscription program (10% recurring discount on 4-12 week delivery cadence), a B2B wholesale portal for retail resellers, a physical Noosa studio offering 25% bottle refill savings, and a B2B hospitality channel supplying luxury hotels and wellness spaces with bulk refill format. Customer acquisition is content-led via an editorial blog, skin quiz, organic social (Instagram, Facebook), email, and earned media coverage (Vogue Australia, The Daily Mail). Saya is founder-owned and bootstrapped with no disclosed external funding, parent company, or subsidiaries.

Name

Saya

Legal name

Saya

Website

https://sayaskin.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Saya is an Australian-owned, bootstrapped skincare brand founded by Saya McDermott in Noosa, producing and selling COSMOS Organic certified face, body, and hair care products direct-to-consumer in 50+ countries, plus wholesale and hospitality channels.

Ownership category

akta.pro rank

Product category

Natural and Organic Skincare

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Natural skincare products
• Australian botanical skincare
• Organic facial care
• Vegan body care
• Botanical hair care

Headquarters

HQ city

Noosaville

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via sayaskin.com. Products include skincare (cleansers, serums, moisturizers, exfoliators), body care, hair care, and accessories. One-time purchase model with 41+ products across various categories.
2. Subscription (Subscribe & Save): Recurring subscription model offering 10% savings on regular orders. Customers can set delivery frequency (4, 6, 8, 10, or 12 week intervals) for products like Brightening Peel at $62.10 (vs $69 one-time).
3. Wholesale Distribution: B2B wholesale channel through dedicated wholesale portal, supplying retail partners with Saya products for resale.
4. Refill Program: In-store refill program at Noosa studio offering 25% savings on bottle refills. Also supplies bulk refill format to luxury hotels and wellness spaces for guest amenities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Saya is an Australian producer and supplier of natural, COSMOS Organic certified skincare products formulated with native Australian botanicals (Kakadu Plum, Desert Lime, Bakuchiol, etc.) and certified organic ingredients. The product portfolio spans face care (cleansers, exfoliators, serums, moisturisers, mists), body care, hair care, accessories, and curated gift sets/bundles. Distribution is primarily direct-to-consumer through sayaskin.com globally, supplemented by a wholesale portal, a refill program at the Noosa studio, and bulk supply to luxury hospitality venues.

Product overview

Saya is a modern Australian botanical skincare brand offering a comprehensive portfolio of face care, body care, and hair care products. The face care range includes cleansers (Cleansing Gel, Cleansing Balm), exfoliators (AHA Micro Exfoliator, Brightening Peel), moisturisers (Intense Moisturiser, Balance Moisturiser, Intense Night Repair Cream, Eye Cream), and serums (Super Serum | Niacinamide, Renew Serum | Bakuchiol, Rose Hydrating Mist). Body care encompasses Body Wash, Argan Body Oil, Rich Body Cream, Hand & Body Lotion, Hand & Body Balm, and Coconut Body Polish. Hair care features Argan Shampoo and Argan Conditioner. The brand also offers accessories (Sculpting Gua Sha, Noosa Summer Candle, Saya Toiletry & Beach Pouch, Saya Key Roller) and various curated bundles and gift sets. All products are formulated with Australian native botanicals, certified organic ingredients, and are 100% vegan and cruelty-free. The brand is Australian made, COSMOS Organic certified, and grounded in Noosa, Queensland.

Differentiator

Problem solved

Functional benefit

Products and services

• Brightening Peel An overnight lactic acid resurfacing treatment combining Lactic Acid, Fruit Acid Complex, Hyaluronic Acid, Azelaic Acid, and Australian native lime extracts to brighten, resurface, and hydrate. Targeted at consumers with pigmentation, uneven tone, and texture concerns.
• Renew Serum | Bakuchiol Oil-based anti-ageing facial serum blending 15 botanical oils with Bakuchiol (a natural retinol alternative). Reduces hyperpigmentation, signs of ageing, and scarring without irritation; suitable for all skin types including sensitive skin.
• AHA Micro Exfoliator Triple-action exfoliator combining chemical (Lactic Acid, AHA Fruit Complex), enzymatic (Fermented Papaya, Pineapple, Mango), and micro-physical (biodegradable Jojoba Beads) exfoliation in a single formula.
• Cleansing Gel A pH-balanced, non-drying foaming gel cleanser formulated with Kakadu Plum, Marshmallow Root and Chamomile. Removes impurities, excess oil, and daily buildup while keeping skin hydrated and calm.
• Cleansing Balm Balm-to-milk cleansing technology that melts into the skin and emulsifies with water to dissolve makeup, sunscreen, and impurities. Formulated with Shea Butter, Macadamia Oil, and Kakadu Plum in a recyclable aluminium tube.
• Intense Moisturiser Deeply hydrating face moisturiser formulated with Hyaluronic Acid, Argan Oil, Rosehip Oil, Pentavitin, and Ceramides. Delivers immediate and long-lasting moisture while supporting the skin barrier.
• Rose Hydrating Mist Refreshing facial mist delivering Rose Water, Hyaluronic Acid, Witch Hazel, and Kakadu Plum. Tones, refines pores, brightens, and soothes; COSMOS Organic certified.
• Super Serum | Niacinamide Multi-correcting serum with 10% Niacinamide, multi-weight Hyaluronic Acid, Peptides, and wild-harvested Australian native wildberries. Addresses texture, oiliness, dullness, dehydration, and visible signs of ageing.
• Balance Moisturiser Lightweight face moisturiser providing balanced hydration suitable for combination and oily skin types.
• Intense Night Repair Cream Rich night cream that smoothes skin texture and improves firmness for healthier, radiant-looking skin.
• Eye Cream Targeted eye care product designed for the delicate skin around the eyes.
• Body Wash pH-balanced, sulphate-free body wash with rich creamy lather that deeply hydrates without stripping. Fragranced with Lime, Lemongrass, Peppermint, and Lemon Myrtle; available in 500ml and 5-litre refill format.
• Hand & Body Lotion Hydrating body lotion for daily use, fragranced with Mandarin and Patchouli.
• Argan Body Oil Nourishing body oil pressed from argan nuts, rich in essential fatty acids for skin nourishment.
• Rich Body Cream Rich body cream formulated for deep moisturisation.
• Coconut Body Polish Body scrub that transforms from polish to cream; best applied to dry skin before water for effective exfoliation.
• Hand Wash Gentle hand cleanser with Lime and Bergamot fragrance.
• Hand & Body Balm Nourishing balm for hands and body.
• Argan Shampoo Argan-oil-based shampoo free from sulphates, parabens, silicones, and phthalates; cleanses without stripping and softens without weighing hair down.
• Argan Conditioner Argan-oil-based conditioner formulated to complement the Argan Shampoo as part of a complete botanical hair care routine.
• Saya Discovery Set Curated discovery set of Saya products designed for consumers to trial the range. Priced at $55.
• Basin Essentials Bundle of essential products for a complete bathroom ritual. Priced at $99 (regular $119).
• Destination Essentials Travel-ready bundle of Saya essentials priced at a bundle discount.
• Shower Essentials Bundle of shower and body care essentials priced at bundle savings.
• Anti-Ageing Skin Duo Duo bundle targeting anti-ageing skincare needs.
• Restorative Ritual Gift Set Restorative ritual gift set positioned for Mother's Day and gifting occasions. Priced at $195.30 (regular $217).
• Refresh Ritual Limited Edition Gift Set Limited edition refresh ritual gift set for gifting occasions. Priced at $128.70 (regular $143).
• Healthy Hair Kit Complete hair care kit bundling the Argan Shampoo and Conditioner.
• Men's Everyday Ritual Curated set designed for men's daily skincare routine.
• Gift Card Digital gift cards available from $30 denominations for purchase of Saya products.
• Sculpting Gua Sha Sculpting tool for facial massage and lymphatic drainage.

Quantifiable outcome

• 100% saw a reduction in pigmentation after using Brightening Peel for 6 weeks (32-person trial)
• +15 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Drunk Elephant: Premium clean skincare brand (acquired by Shiseido for ~$845M) that popularised the 'biocompatible' ingredient philosophy. Useful broader comp for premium clean-beauty scale, exit multiples and the strategic value of differentiated ingredient narratives.

Direct peers

• Jurlique: Australian heritage natural skincare brand founded in the Adelaide Hills. Most direct comparable: shares Saya's botanical-led positioning, Australian Made status, premium pricing, and global DTC + retail distribution model. Now owned by Japanese group Pola Orbis, providing a useful comparison for Saya's potential acquisition trajectory.
• MV Organic Skincare: Australian certified-organic skincare brand based in the Southern Highlands, with rosehip, jojoba and native botanicals. Closely aligned with Saya on Australian origin, certified-organic positioning and global export to spa and retail channels; useful comparable for spa/hospitality wholesale distribution economics.
• Sand & Sky: Australian beauty brand built around native Australian botanicals (Tasmanian pepperberry, Kakadu plum) — direct overlap with Saya's native-ingredient thesis. Comparable on global DTC, premium positioning and Australian heritage storytelling; useful comp for international scaling of native-ingredient brands.
• Aesop: Australian-founded luxury botanical skincare brand, now owned by L'Oréal. Closely aligned with Saya on Australian botanical heritage, premium positioning, and refined brand aesthetic — but at materially larger scale and price point. Useful aspirational comp and demonstrates the strategic value of premium Australian skincare brands.
• Trilogy Natural Products: New Zealand-based natural skincare brand famous for rosehip oil, sold globally. Comparable on certified-natural positioning, botanical ingredient narrative, and global DTC + retail distribution. Recently divested by Suncorp; demonstrates investor appetite in the segment.
• Sukin: One of Australia's largest mass-market natural skincare brands, offering affordable certified-natural face, body and hair care. Directly comparable category (Australian natural skincare) and product mix; contrast with Saya is price tier and premium positioning. Useful benchmark for natural-beauty unit economics at scale.
• Dr. Roebuck's: Australian clean beauty brand offering dermatologist-developed, Australian-made skincare. Comparable on clean/natural ingredient philosophy, Australian origin credentials and DTC + international shipping model — operates at a similar scale to Saya.
• Kosmea: Australian certified-organic skincare brand, founded in South Australia, with a long heritage in rosehip oil. Directly comparable on Australian natural-organic positioning, premium pricing and global DTC distribution; serves as a peer for organic-certified natural skincare scale economics.

Emerging players

• Tata Harper: Luxury natural/non-toxic skincare brand, founded in Vermont, focused on farm-grown botanical ingredients and high-concentration formulas. Comparable to Saya on premium natural positioning, certified organic formulations, and small-batch heritage brand narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sayaskin
• Instagraminstagram.com/sayaskincare
• Xx.com/SayaSkincare
• LinkedInlinkedin.com/company/saya-skincare

Compliance5 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 Saya