Burt's Bees

Name

Burt's Bees

Legal name

Burt's Bees

Website

https://burtsbees.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Pet and Pet Supplies Retailers (459910)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye & Lip Skincare (CRABAAAC)

akta.pro secondary industries

Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

Keywords

• Natural personal care
• Lip balm products
• Natural skin care
• Body care moisturizers
• Baby care products

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (DTC): One-time product purchases through Burt's Bees e-commerce website. Products include lip care (lip balms, lip butter, lip oil, lip milk, lip treatments), skin care (cleansers, moisturizers, body care), and baby/mama products. Average product prices range from $3.99 to $45.00.
2. Retail Distribution: Products sold through major retail partners including Amazon, Target, Walmart, and CVS, generating revenue through wholesale/distributor relationships.
3. Subscription (Hive to Home): Auto-delivery subscription service allowing customers to set up recurring orders with free shipping on orders $40+.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Burt's Bees manufactures and sells naturally-derived personal care products including lip care (balms, butters, oils, treatments, SPF lip balms), facial skin care (Boosted Body, Sensitive Solutions, Clear & Balanced acne line, Renewal anti-aging line, cleansers, sheet masks), body care (lotions, butters, hand creams, foot creams), baby and mama care (Baby Bee and Mama Bee), and select makeup and SPF products. The brand also sells curated gift sets, bundles, and limited merchandise. Products are sold direct-to-consumer via burtsbees.com and through Amazon, Target, Walmart, and CVS.

Product overview

Burt's Bees is a natural personal care company offering a diverse portfolio of lip care, skin care, body care, and baby products built on natural ingredients. The core product lines include the Lip Care collection (Lip Butter, Lip Oil, Lip Milk, Tinted Boosted Lip Balm, Beeswax Lip Balm, Tinted Lip Balm, Lip Shimmer, Rescue Lip products, and various lip treatments), the Skin Care collection (Boosted Body line with Daily Lotion, Moisturizing Melt, and Whipped Butter; facial cleansers including Oil Control Foaming Cleanser and Skin Balancing Gel Cleanser; Sensitive Solutions line; Renewal line; Clear & Balanced acne line; and sheet masks), Body Care products (hand creams, foot creams, body oils), Baby & Mama products, and Makeup offerings. The company also produces seasonal and limited-edition gift sets, bundles, and branded merchandise. Burt's Bees products emphasize natural origin ingredients, dermatologist recommendation, and Leaping Bunny certification for cruelty-free products. The brand is positioned as the #1 dermatologist recommended natural skin care brand and offers FSA/HSA eligible sun protection products.

Differentiator

Problem solved

Functional benefit

Brands

• Burt's Bees Baby: Baby clothing and infant care products line under the Burt's Bees brand
• Burt's Bees Pets

Products and services

• Lip Butter Rich 24-hour hydration lip treatment with shea and mango butters, vitamin E, and responsibly sourced beeswax; sweet vanilla honey flavor with sheer finish, for consumers wanting repair for dry lips.
• Lip Oil Lip oil delivering glass-like shine and lightweight moisture for soft, hydrated lips.
• Lip Milk Lightweight lip moisturizer that preps lips with a smooth, hydrated finish.
• Tinted Boosted Lip Balm Tinted lip balm with 24-hour moisture, vitamin C/E/F antioxidants and a semi-glossy buildable color.
• Beeswax Lip Balm The brand's iconic original lip balm made with beeswax for natural lip protection and hydration.
• Tinted Lip Balm Buildable color lip balm that hydrates with a tinted finish.
• Lip Shimmer Lip product adding shimmer and color with natural ingredients.
• Boosted Body Daily Lotion Daily body moisturizer with triple-action ceramide, niacinamide and peptide complex for 24-hour hydration.
• Boosted Body Moisturizing Melt Body moisturizer with melt-in texture that seals moisture and enhances glow.
• Boosted Body Whipped Butter Ultra-hydrating whipped body butter providing 24-hour rich hydration.
• Oil Control Foaming Cleanser Facial cleanser that washes away oil without stripping skin, suitable for acne-prone skin.
• Skin Balancing Gel Cleanser Gentle daily gel cleanser designed to help balance the skin.
• Cleansing Oil Facial cleansing oil for makeup removal and deep cleansing.
• Facial Cleansing Towelettes Pre-moistened facial cleansing towelettes available in cucumber & mint, sensitive aloe vera, pink grapefruit, and micellar formulations.
• Rescue Lip Relief Lip treatment for soothing and relieving dry or chapped lips.
• Overnight Intensive Lip Treatment Nighttime lip treatment for deep overnight hydration and repair.
• SPF 30 Renewal Firming Day Lotion Daytime moisturizer with SPF 30 sun protection and anti-aging firming benefits, FSA/HSA eligible.
• Sensitive Solutions Calming Night Cream Night cream formulated for sensitive skin to provide calming hydration.
• SPF 15 BB Cream Tinted moisturizer with SPF 15 providing coverage and sun protection, FSA/HSA eligible.
• Lemon Butter Cuticle Cream Cuticle and nail care cream with lemon and butter formula for moisturizing and softening.
• Miracle Balm Multi-purpose balm for skin hydration and protection, viral on social media.
• Res-Q Tin Multi-purpose rescue balm in a tin format for on-the-go skin care needs.
• Essential Burt's Bees Kit Curated everyday essential kit featuring multiple Burt's Bees products for daily skin care routine.
• Tips and Toes Kit Gift set containing hand and foot care products from Burt's Bees.
• Mask Bundle Holiday Gift Set Holiday-themed gift set featuring face mask products.
• Baby Bee Shampoo Gentle shampoo and wash product designed specifically for babies.
• Rescue Lip Balm with Aloe Lip balm with aloe for rescue and relief of dry, chapped lips.
• Rescue Lip Butter - Cherry Vanilla Rich lip treatment with cherry vanilla flavor for deep hydration and repair of dry lips.
• Lip Gloss with Avocado Oil Lip gloss providing shine and hydration with avocado oil nourishment.
• Lip Sleeping Mask Overnight lip mask for intensive overnight hydration and treatment.
• Lip Gloss Lip gloss product for adding shine and color to lips.
• Lip Shine Lip product providing shine and gloss finish.
• Squeezy Tinted Balm Squeeze-tube tinted lip balm for easy application with buildable color.
• Shea + Hyaluronic Acid Plumping Lip Serum Lip serum combining shea butter with hyaluronic acid for plumping and hydration.
• Conditioning Lip Scrub Lip exfoliant for conditioning and smoothing dry, chapped lips.
• Sheet Masks Face sheet masks including calming rose, detoxifying charcoal & green tea, reviving pineapple, rejuvenating eye mask, moisturizing lip mask, and brightening biocellulose gel formulations.
• Hand Salve Concentrated hand treatment for very dry, cracked hands.
• Shea & Mango Hand & Body Butter Rich body butter with shea and mango for deep moisturizing of hands and body.
• Peach & Willow Bark Deep Pore Scrub Facial scrub with peach and willow bark for deep pore cleansing and exfoliation.
• Soap Bark & Chamomile Deep Cleansing Cream Cream cleanser with soap bark and chamomile for deep cleansing.
• Sensitive Solutions Gentle Cream Cleanser Gentle cream cleanser formulated for sensitive skin types.
• Sensitive Solutions Soothing Toner Soothing toner for sensitive skin to prepare and balance skin.
• Renewal Firming Moisturizing Cream Anti-aging moisturizer for firming and reducing the appearance of fine lines.
• Clear & Balanced Breakout Defense Foaming Wash Acne-fighting foaming wash with BHA and prebiotic for breakout-prone skin.
• Clear & Balanced Even Tone Liquid Exfoliant Liquid exfoliant for acne and even tone improvement.
• Coco Loco SPF 30 Lip Balm Lip balm with SPF 30 sun protection and coconut flavor.
• Island Getaway SPF 30 Lip Balm Tropical-flavored lip balm with SPF 30 sun protection, FSA/HSA eligible.
• Beaches & Cream SPF 30 Lip Balm Lip balm with SPF 30 protection and beach-inspired flavor, FSA/HSA eligible.
• SPF 15 All-Weather Moisturizing Lip Balm Everyday lip balm with SPF 15 for all-weather sun protection, FSA/HSA eligible.
• Aloe After Sun Soother After-sun care product with aloe for soothing sun-exposed skin.
• Coconut Foot Cream Foot cream with coconut for moisturizing and softening dry feet.
• Shea + Mango Glowing Body Oil Body oil with shea and mango for glowing, nourished skin.
• Hydrating Face & Body Cream Multi-purpose cream for hydrating both face and body.
• Rapid Rescue Cold Sore Treatment Treatment specifically formulated for cold sore relief.
• Lip Balm Gift Sets Curated gift sets featuring lip balms including Summer Mini Mega Balm, In Full Bloom, Just Picked, Petal Kisses, Balm Bouquet, Garden Party, Party Pack, Birthday Cake, Lavender Vanilla, Pomegranate, Vanilla Bean, Watermelon, Strawberry Lemonade, Green Apple Limited Edition, and Stars & Swipes limited edition.
• Teacher Appreciation Balm Special gift set designed for teacher appreciation featuring lip balms.
• Spring Hand Cream Trio Gift set of three hand cream products for spring gifting.
• Burt's Crew Neck Sweatshirt Branded merchandise sweatshirt featuring Burt's Bees branding.
• The Balm Bottle Branded water bottle merchandise item.
• The Balm Keychain Branded keychain merchandise featuring lip balm design.
• Burt's Balm Dog Toy & Pawrent Balm Set Bundle combining pet toy and lip balm for pet owners, connecting to Burt's Bees Pets brand.
• Buzz On-The-Go Bundle (with Mike's Hot Honey) Limited edition bundle featuring Burt's Bees products with Mike's Hot Honey collaboration.
• Personalized Lip Balm Customizable lip balm offered in packs from 4 to 150 count for personalization and gifting.
• Gift Cards Burt's Bees gift cards available for purchase on the e-commerce site for use on gifts and personal care products.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered parent company and core.

• Clorox Companyparent companyOthersBurt's Bees is a brand under the Clorox Company's 'Family of Brands' portfolio, operated as a subsidiary within the larger consumer goods company.
• TerraCyclecoreStrategic or Co-development PartnerBurt's Bees partners with TerraCycle for their 'Recycle on Us' program, offering free recycling of packaging through the TerraCycle Brigades program.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a major retail distribution partner for Burt's Bees products, selling through the Amazon Brand Store and marketplace.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget is a key retail partner for Burt's Bees, featuring exclusive products and limited-edition collaborations such as the 'Stars & Swipes' lip balm pack for America's 250th anniversary.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart serves as a retail distribution partner for Burt's Bees products through Walmart.com and physical store locations.
• CVScoreChannel Partner/ Reseller/ DistributorCVS is a pharmacy retail partner distributing Burt's Bees products, with emphasis on FSA/HSA eligible skin and lip care items.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Peers

• The Ordinary (DECIEM):

Direct peers

• Carmex: Direct competitor in medicated and natural lip balm categories. Both target the dry/chapped lip need state and compete across drugstores, mass retailers, and grocery with overlapping price points.
• Vaseline (Petroleum Jelly): Competes across lip care, body moisturization, and skin protection. Owned by Unilever, Vaseline is a comparable mass-market legacy brand with broad retailer presence and similar price-tier structure.
• ChapStick: Direct competitor in the lip balm category, owned by Haleon. Both brands compete at the mass-market lip care entry point with broad retail distribution and similar price positioning. ChapStick's Beeswax variant directly mirrors Burt's Bees' flagship product.
• The Honest Company: Direct competitor in the natural personal care space with parallel positioning around clean ingredients, dermatologist relevance, and baby/family extensions. Both brands compete in beauty, baby care, and household categories with omnichannel distribution.
• eos (Evolution of Smooth): Direct competitor in the mass-market lip balm category with spherical packaging and broad retail distribution. Targets similar consumer demographics with comparable price points and natural ingredient positioning.

Broad incumbents

• Aquaphor: Beiersdorf-owned healing ointment and lip care brand. Competes directly with Burt's Bees' Rescue lip treatment and overnight lip products, with strong drugstore and mass-channel presence.

Emerging players

• Tower 28 Beauty: Clean beauty brand focused on sensitive skin and lip products (lip glosses, SOS daily rescue). Directly competes with Burt's Bees' tinted lip balm and lip treatment lines at the masstige price point.
• https://theordinary.com: Science-driven skincare brand under Estée Lauder with transparent ingredient positioning. Competes in the skincare adjacencies to Burt's Bees' Boosted and Renewal lines, particularly with younger consumers seeking active-ingredient efficacy.
• Drunk Elephant: Premium clean skincare brand owned by LVMH. Competes with Burt's Bees in the natural/biocompatible skincare space but at the prestige tier with differentiated active-ingredient formulations targeting younger consumers.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/burtsbees
• YouTubeyoutube.com/user/burtsbeesvideos
• Facebookfacebook.com/burtsbees
• Instagraminstagram.com/burtsbees
• TikToktiktok.com/@officialburtsbees?lang=en
• Pinterestpinterest.com/burtsbees

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Burt's Bees