Verelle

What Verelle does

Verelle is a direct-to-consumer haircare brand that manufactures and sells clean, vegan, cruelty-free formulations targeted at consumers with wavy (Type 2), curly (Type 3), and kinky-coily (Type 4) hair. Its core product architecture is a proprietary 3-step system — sulfate-free hairwash, silicone-free conditioner, and an all-in-one curl/styling cream — with separate ingredient profiles (shea butter, argan oil, and aloe vera for wavy; mango butter, tangerine butter, and castor oil for coily) custom-formulated for each curl pattern. Products are manufactured in the USA in GMP-compliant, FDA-registered facilities and retail between $10 (minis) and $60 (complete 3-step sets), with a Styler Trio and Restore & Repair Hair Mask as add-on SKUs.

The business operates entirely through its own Shopify-powered e-commerce storefront at verellecos.com, distributing only within the United States with free shipping on all orders and Shop Pay buy-now-pay-later available for purchases over $50. Customer acquisition relies on a hair-quiz funnel, organic social (Instagram, Facebook, Twitter), paid ads across Facebook/Google/Bing, and earned media coverage from BuzzFeed, The Everygirl, NaturallyCurly, and The Fascination. There is no subscription model, no wholesale or retail channel, and no international shipping; the firm operates as a small (11-50 employee range), independently-owned private company with no disclosed institutional investors or funding rounds.

A prominent closeout banner on the site — 'STORE WILL CLOSE BY END OF JUNE — EVERYTHING MUST GO | 60% OFF EVERYTHING — CODE: FINALCLOSEOUT' — indicates that the company is in active wind-down of its DTC operations. There is no disclosed management team, no published revenue or ARR figures, and no evidence of capital infusion to sustain or scale the business.

Name

Verelle

Legal name

Verelle

Website

https://verellecos.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Verelle is a US direct-to-consumer haircare brand selling a 3-step customized, clean-beauty system (hairwash, conditioner, all-in-one styler) for wavy, curly, and coily hair types via its Shopify storefront, currently winding down operations under a final closeout sale.

Ownership category

akta.pro rank

Product category

Curly Haircare Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABABAC

Styling Products (Gels, Sprays, Mousses, Creams)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAB

Conditioners & Hair Masks

Consumer Products & Retail/Beauty & Personal Care/Haircare

Keywords

• Curly haircare products
• Vegan hair care
• Sulfate-free shampoo
• Curl styling cream
• Textured hair products

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Haircare Products: Verelle generates revenue through the direct sale of haircare products via their e-commerce website. Products include individual items (hairwash, conditioner, stylers) and bundled sets (3-step sets). The company also offers mini/travel-size trial sets. Revenue is generated through one-time purchase transactions with no subscription model mentioned. Shop Pay buy-now-pay-later option is available for orders over $50.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Verelle manufactures and sells a customized 3-step haircare system — hairwash, conditioner, and all-in-one styler — formulated specifically for each of three curl types: Wavy (Type 2), Curly (Type 3), and Kinky-Coily (Type 4). Products are clean, sulfate-free, silicone-free, paraben-free, vegan, and cruelty-free, made in the USA in GMP-compliant facilities. The brand sells directly to consumers through its e-commerce website with mini/travel trial sizes available.

Product overview

Verelle is a customized curly haircare brand offering a simple 3-step haircare system (hairwash, conditioner, and all-in-one styler/cream) across three hair type collections: Wavy (Type 2), Curly (Type 3), and Coily/Kinky (Type 4). The product line includes core 3-step sets, individual products (all-in-one curl/styling creams, sulfate-free hairwash, silicone-free conditioners), deep conditioning masks, and travel-size mini versions. Products are clean, natural, sulfate/silicone/paraben-free, vegan, cruelty-free, color-safe, and made in the USA in GMP-compliant facilities. The company also offers a personalized hair quiz to help customers find the right products for their curl type.

Differentiator

Problem solved

Functional benefit

Products and services

• 3-Step WAVY Set Complete 3-step haircare routine for wavy (Type 2) hair including sulfate-free hairwash, silicone-free cream conditioner, and all-in-one curl cream. Designed to wash, condition, and style wavy hair in three simple steps.
• 3-Step CURLY Set Complete 3-step haircare routine for curly (Type 3) hair including sulfate-free hairwash, silicone-free cream conditioner, and all-in-one milky curl cream. Designed to hydrate, detangle, and define curls without weighing them down.
• 3-Step COILY Set Complete 3-step haircare routine for kinky-coily (Type 4) hair including sulfate-free hairwash, silicone-free conditioner, and all-in-one styling cream. Transforms hair into defined, hydrated, and healthy coils.
• WAVY All-In-One Curl Cream Multi-functional styler for wavy hair that hydrates, defines, and smooths waves in one step. Contains shea butter, argan oil, and aloe vera to prevent frizz and leave waves soft and enhanced.
• COILY All-In-One Styling Cream All-in-one styling cream for kinky-coily hair that seals in moisture, defines curls, adds shine, and provides long-lasting hold in one step. Contains mango butter, tangerine butter, and castor oil for superior moisture penetration.
• Hydrating Sulfate-Free Hairwash Gentle sulfate-free shampoo that cleanses and moisturizes hair simultaneously. Removes dirt and buildup without stripping natural oils, preparing hair for the conditioning step.
• Curl-Enhancing Conditioner Ultra hydrating silicone-free cream conditioner that moisturizes and detangles curls without weighing them down. Contains natural botanicals with antioxidants to promote a healthy scalp.
• Styler Trio Set of three stylers with varying hold levels: soft curl cream (light hold), milky curl cream (medium hold), and styling cream (strong hold). All designed to hydrate, tame frizz, and define curls without adding weight.
• Restore & Repair Hair Mask Deep conditioning hair mask that nourishes and repairs curls after one treatment. Contains shea butter, mango butter, rice proteins, coconut oil, and aloe vera to moisturize, strengthen, and restore curl pattern.
• Hydrating Shower Set Shampoo and conditioner duo for cleansing and moisturizing hair. Part of the core 3-step haircare routine.
• Mini Coily Set Travel-size version of the 3-step coily haircare set. Contains 2oz bottles of hairwash, conditioner, and styling cream for on-the-go use.
• Mini Styler Trio Travel-size version of the Styler Trio featuring soft curl cream, milky curl cream, and styling cream in 2oz sizes for trying or traveling.
• Mini Curl-Enhancing Conditioner Travel-size silicone-free conditioner, 2oz.
• Mini Hydrating Sulfate-Free Hairwash Travel-size sulfate-free shampoo, 2oz.
• Mini COILY All-In-One Styling Cream Travel-size all-in-one styling cream for coily hair, 2oz.

Quantifiable outcome

• 2,000+ 5-star reviews across products
• +1 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

Integration4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers Verelle's e-commerce website (verellecos.com), providing the online platform for product sales, payment processing, and order fulfillment management.
• FacebookminorGTM or Marketing PartnerFacebook is used as a marketing and advertising platform for targeted advertising campaigns.
• GoogleminorGTM or Marketing PartnerGoogle is used for targeted advertising through Google Ads and display advertising.
• Microsoft Advertising (Bing)minorGTM or Marketing PartnerBing advertising platform used for targeted online advertising campaigns.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cantu: Mass textured-hair brand selling shea-butter-based cleansers, conditioners, and curl creams. Comparable to Verelle as a curl-segmented, ingredient-led (shea/moisturizing) brand competing on price points below salon-only labels.
• The Doux: Salon-roots textured-hair brand with sulfate-free cleansers, conditioners, and stylers targeted at Type 3/4 hair. Comparable on free-from formulation, curl-typology segmentation, and DTC-plus-salon distribution model.
• DevaCurl: One of the most established curl-only haircare brands, selling shampoos, conditioners, and stylers formulated for wavy, curly, and coily hair. Directly comparable to Verelle on target customer (textured-hair consumers), product architecture (multi-step routine), and clean/free-from positioning.
• Pattern Beauty: Textured-hair brand (Tracee Ellis Ross) with curly/coily cleansers, conditioners, and stylers plus styling tools. Closely overlaps Verelle on target customer (Types 3 and 4) and curl-segmented product offering, with much broader retail distribution.
• SheaMoisture: Long-running natural-beauty textured-hair brand with sulfate-free cleansers, conditioners, masks, and stylers. Overlaps with Verelle on clean formulation philosophy, ingredient story (shea butter, oils), and curl-type segmentation.
• Mielle Organics: Fast-scaling textured-hair brand selling sulfate-free shampoos, conditioners, and stylers targeted at Type 3/4 hair, with strong retail distribution. Comparable on formulation philosophy (clean, natural), target demographic, and 3-step regimen.
• Carol's Daughter: Established textured-hair brand selling hair cleansers, conditioners, treatments, and styling products across curl types. Comparable on customer (women with textured hair), natural-ingredient positioning, and step-based routines.
• Ouidad: Curly-hair specialty brand with a 'Climate Control' line of cleansers, conditioners, and styling products segmented for different curl types. Comparable to Verelle as a curl-type-segmented, multi-step routine brand with both DTC and salon-channel distribution.

Broad incumbents

• Kérastase: Premium L'Oréal-owned professional haircare brand with curl-specific sub-lines (e.g., Curl Manifesto) covering cleansers, conditioners, and stylers. Broad incumbent competitor with overlapping curly-hair customers but far wider distribution (salons, Sephora, Ulta) and significantly more capital.
• Moroccanoil: Premium argan-oil-led haircare brand selling shampoos, conditioners, treatments, and stylers across all hair types. Overlaps with Verelle as a clean-ingredient, multi-step hair routine brand and competes in the same prestige-DTC and salon channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/verellecos
• Facebookfacebook.com/verellecos
• Instagraminstagram.com/verellecos

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 Verelle