Goddess Maintenance Company

What Goddess Maintenance Company does

Goddess Maintenance Company is a privately held, US-based haircare company that sells a unified three-product system called BioProtection® through direct-to-consumer e-commerce and a parallel professional/wholesale channel. The company was founded in the Midwest by Lauren and Manda, who brought salon-industry operating experience, and later brought in partners Edward Connaghan and Denise Russell, both of whom previously held senior operating roles at Olaplex and K18 Hair, two haircare brands that achieved unicorn status. The company serves two distinct customer segments: individual consumers purchasing for at-home use across all hair textures, and salon professionals accessing wholesale pricing through a dedicated Pro Site at goddessmaintenancepro.com. No physical retail presence is disclosed, and distribution is domestic-only.

The company's product architecture is built around a proprietary dual-peptide technology marketed as the Goddess Molecule™, consisting of a micropeptide that penetrates the hair cortex to strengthen internal structure and a macropeptide that forms a breathable protective shield on the hair surface against heat, humidity, pollution, and mechanical stress. The retail lineup comprises the BioTech Blowout™ Restorative Shampoo ($36), Restorative Conditioner ($36), and Hair Mask ($40), sold individually or as a complete system bundle at $100, with free shipping on orders over $75. The company claims clinical performance metrics including 173% stronger hair, 38% improved curl retention, 8+ hour style hold in 50% humidity, and heat protection up to 450°F, positioning the system against deep-treatment products that require processing time. All formulas are Leaping Bunny certified cruelty-free.

The business model is product-led growth anchored on a Shopify storefront with two pricing tracks: standard DTC retail pricing on the consumer site and inquiry-based wholesale pricing on the Pro Site for salon accounts. Marketing is concentrated in organic social (Instagram, TikTok, Facebook), email capture on-site, and earned media, with the BioTech Blowout™ Hair Mask having been hand-selected for Allure's July Beauty Box. No institutional funding, headcount, or revenue figures are disclosed in available materials.

Name

Goddess Maintenance Company

Legal name

Goddess Maintenance Company

Website

https://goddessmaintenance.com

Company type

Private

Operating status

Operating

Short description

Goddess Maintenance Company is a US-based, privately held haircare brand selling a three-product BioProtection® system powered by proprietary dual-peptide technology directly to consumers online and to salon professionals via a wholesale Pro Site.

Ownership category

akta.pro rank

Product category

Professional Haircare Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Biotech haircare
• Peptide haircare
• Professional haircare
• Hair restoration products
• Salon haircare system

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (B2C): Direct-to-consumer online sales through primary e-commerce storefront goddessmaintenance.com. Individual product and bundled system purchases at listed retail prices. Primary revenue channel.
2. Professional/Wholesale Sales (B2B): B2B wholesale channel through Pro Site (goddessmaintenancepro.com) targeting salon professionals and beauty businesses. Inquiry-based wholesale setup via contact form.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Goddess Maintenance Company manufactures and sells a three-step biotech-powered haircare line — BioTech Blowout™ Restorative Shampoo, BioTech Blowout™ Restorative Conditioner, and BioTech Blowout™ Hair Mask — sold individually and as the BioProtection® System Bundle. All products are built on the proprietary Goddess Molecule™ dual-peptide technology and distributed direct-to-consumer via goddessmaintenance.com, with a parallel wholesale channel for salon professionals through goddessmaintenancepro.com.

Product overview

Goddess Maintenance Company offers a unified three-product haircare system called BioProtection®, consisting of the BioTech Blowout™ Restorative Shampoo, BioTech Blowout™ Restorative Conditioner, and BioTech Blowout™ Hair Mask. All three products are powered by the proprietary Goddess Molecule™ dual-peptide technology that works inside the hair cortex to strengthen and on the surface to shield against heat, humidity, and pollution. The system is designed as a complete professional approach that cleanses, hydrates, restores, protects, and styles hair with zero processing time, delivering clinically proven results including 450°F heat protection, 173% stronger hair, and 8+ hour style retention.

Differentiator

Problem solved

Functional benefit

Brands

• BioProtection® System: The company's flagship three-step haircare system comprising shampoo, conditioner, and BioTech Blowout hair mask, powered by the proprietary Goddess Molecule peptide technology.
• BioTech Blowout™
• Goddess Molecule™

Products and services

• BioProtection® System Bundle A streamlined three-step haircare system bundling the Restorative Shampoo, Restorative Conditioner, and BioTech Blowout™ Hair Mask to cleanse, hydrate, restore, protect, and style hair as one integrated process with zero processing time. Powered by the proprietary Goddess Molecule™ dual-peptide technology.
• BioTech Blowout™ Restorative Shampoo A mild restorative shampoo powered by the Goddess Molecule™ that removes buildup while preserving essential hair lipids, strengthens hair during the vulnerable wet state, and supports scalp health. Suitable for all hair types including color-treated hair.
• BioTech Blowout™ Restorative Conditioner An intelligent conditioner that restores and replenishes essential hair lipids including triglycerides and fatty alcohols while binding with keratin to support hair structure, strength, and elasticity. Features pH 4.0-5.0 for cuticle smoothing.
• BioTech Blowout™ Hair Mask A leave-in restorative styling mask that provides heat protection up to 450°F, improves curl retention by 38%, delivers 8+ hour style hold in 50% humidity, and strengthens hair by up to 173%. The final step of the BioProtection® System and a featured product in Allure's July Beauty Box.

Quantifiable outcome

• 173% stronger hair after use
• +5 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Soup AgencyminorOthersDigital agency responsible for website development and maintenance. Built the Shopify e-commerce storefront and ongoing site management.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Olaplex: Bond-repair peptide haircare brand with parallel professional + DTC channel strategy. Founded and scaled into a unicorn by Edward Connaghan and Denise Russell — the same partners now building Goddess Maintenance — making it the most direct comparable on technology, GTM motion, and team pedigree.
• Virtue Labs: Premium haircare brand built around human-identical keratin protein technology with a parallel professional/salon channel strategy. Closely comparable on biotech haircare positioning, premium pricing, and stylist-driven GTM.
• Briogeo: DTC-first clean-beauty haircare brand with strong social/digital presence and premium pricing tier. Comparable on digital-led growth, direct-to-consumer e-commerce model, and ingredient-led positioning targeting beauty enthusiasts.
• Living Proof: Science-driven haircare brand founded by MIT scientists, using patented technologies for style and repair. Comparable on biotech positioning, professional endorsements, and premium DTC distribution — though broader in SKU breadth.
• K18 Hair: Biotech-powered leave-in haircare brand built around a bioactive peptide technology that repairs keratin chains. Direct overlap with Goddess Maintenance's peptide platform, professional-channel seeding strategy, and Dennise Russell/Edward Connaghan involvement — also a prior venture of the same partners.

Broad incumbents

• Redken: L'Oreal-owned professional salon brand offering comprehensive haircare ranges. Relevant incumbent benchmark for professional-channel go-to-market and salon stylist relationships in the U.S. haircare category.
• Davines: Italy-based professional sustainable haircare brand with strong salon distribution globally. Relevant incumbent on premium positioning, professional stylist channel, and ingredient-led brand storytelling — also a prior Edward Connaghan affiliation.
• Pureology: L'Oreal-owned professional haircare brand specializing in color-treated hair care. Overlaps on professional-channel distribution, color-protection claims, and concentrate haircare positioning, but operates at much broader portfolio scale.

Emerging players

• dpHUE: DTC haircare brand with parallel consumer and professional channels, focusing on color-care and treatment products. Comparable on dual-channel GTM and digitally-led brand-building in the prestige haircare segment.
• Amika: DTC-leaning professional haircare brand with strong social presence and broad SKU portfolio. Comparable on digitally-savvy GTM targeting stylists and beauty enthusiasts through Instagram/TikTok.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goddesspros
• Instagraminstagram.com/goddess.pro
• TikToktiktok.com/@goddess.pro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Goddess Maintenance Company