Who Cares Group

What Who Cares Group does

Who Cares Group is a privately held Ukrainian direct-to-consumer beauty brand headquartered in Lutsk, founded in 2022 and commercially launched after a delay caused by the full-scale war. The company designs, formulates, and markets a portfolio of hair care and facial skincare products—including sulfate-free shampoos, bond-building hair masks, hyaluronic-acid and vitamin C serums, an SPF 50 sunscreen, lactic-acid peels, and a vegan PDRN anti-aging cream—built around proprietary ingredient complexes such as MC-PhytoDNA Rose Complex, Celyscence, fiberHance PLEX, and Bifida Ferment Lysate. Manufacturing is outsourced to third-party production facilities outside Ukraine, with clinical efficacy testing referenced in European laboratories.

The brand primarily serves female consumers in Ukraine and the European Union seeking ethically produced, vegan, and clinically validated home-care alternatives, sold individually or as curated sets at price points ranging from ₴49 (sachets) to ₴1,899 (premium hair-care sets). Revenue is generated through two streams: direct-to-consumer e-commerce on whocares-group.com with delivery via Nova Poshta (free over ₴3,000 domestically), and a developing wholesale channel targeting physical beauty retailers, concept stores, and show-rooms. The company operates with a team of eight, is bootstrapped with no disclosed external funding, and supports its marketing through Instagram, Facebook, an educational blog, and influencer-driven testimonials. The offering has expanded materially across 2025–2026 via new product launches and 2.0 reformulations, alongside initial cross-border expansion into the EU.

Name

Who Cares Group

Legal name

Whocares Group

Website

https://whocares-group.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Who Cares Group is a Ukrainian bootstrapped DTC beauty brand selling science-backed, vegan hair and skincare products directly to consumers in Ukraine and the EU via its own e-commerce store, with an emerging wholesale channel and a team of eight.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Hair care products
• Facial skincare products
• Anti-aging serums
• Bond-building hair masks
• Vegan cosmetics brand

Headquarters

HQ city

Lutsk

HQ country

Ukraine

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through the company's owned online store (whocares-group.com). Customers purchase individual products or curated sets at listed retail prices with periodic promotional discounts.
2. Wholesale/Partnership Sales: B2B wholesale sales to physical beauty stores, online retailers, concept stores, and show-rooms. Partners receive wholesale pricing and marketing support.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Who Cares Group is a Ukrainian direct-to-consumer beauty brand that develops, brands, and sells science-backed hair care and facial skincare products. The product portfolio covers sulfate-free shampoos, conditioners, bond-building masks, scalp scrubs, anti-aging creams, serums, and sunscreen, manufactured in global production facilities and sold primarily through the company's own online store with wholesale partner distribution in Ukraine and the EU.

Product overview

Who Cares Group is a Ukrainian direct-to-consumer beauty brand offering a comprehensive portfolio of hair care and facial skincare products. The product line consists of: hair care products including sulfate-free Balancing Shampoo, daily Firming Shampoo, Shampoo 2.0 Fundamental Repair, Conditioner 2.0 Fundamental Repair, and Hair Therapy PLEX Mask with bond-building technology; facial skincare including Gentle Peel Lactic Acid Serum, Moisture Perfection Serum, Shining C-Capsule Serum (multivitamin with encapsulated vitamin C), Vegan PDRN Cream (anti-aging with polynucleotides), and Bifida Barrier Sun Cream (SPF 50); plus Pumpkin Protein Scalp Scrub for scalp care. Products are sold individually, as sets (Balancing/Firming/ Fundamental Repair 2.0 bundles, Bestsellers travel set, facial care sets), travel sizes (75ml), sachets (10ml), and accessories (eco bags, hair ties). The brand emphasizes scientifically-formulated, ethically-produced cosmetics with products manufactured in quality facilities worldwide (excluding terrorist countries).

Differentiator

Problem solved

Functional benefit

Products and services

• Balancing Shampoo Sulfate-free shampoo for dry and normal scalp that gently cleanses without overdrying. Contains seven botanical extracts to nourish hair, strengthen, and support healthy growth. Targeted at women seeking quality home hair care.
• Firming Shampoo Daily shampoo for normal scalp providing SPA-level cleansing with botanical extracts and B vitamins to support hair growth. Targeted at women seeking quality home hair care.
• Hair Therapy PLEX Mask Reconstructing hair mask using fiberHance™ bond-building technology to strengthen internal hair bonds, deeply moisturize, and restore elasticity, smoothness, and natural shine. For women with dry, damaged, or brittle hair.
• Gentle Peel Lactic Acid Serum Rinse-off serum-peel with lactic acid combining skin renewal and hydration using BHA, LHA, and PHA acids plus ferulic acid for anti-aging benefits. For all skin types.
• Moisture Perfection Serum Intensive hydration facial serum containing 3 types of hyaluronic acid for multi-level hydration, plus glyceroyl glucoside to activate aquaporins and peptide complexes. For dehydrated facial skin.
• Shining C-Capsule Serum Multivitamin serum with encapsulated vitamin C in a lightweight, stable formula combining C + E + Ferulic acid for antioxidant protection, tone evening, and natural glow. For facial skincare consumers.
• Vegan PDRN Cream Moisturizing face cream with vegan polynucleotides for all skin types, containing 10% MC-PhytoDNA Rose Complex and 2% Celyscence for anti-aging, wrinkle reduction, and skin renewal. For women seeking science-backed anti-aging skincare.
• Bifida Barrier Sun Cream Sunscreen with SPF 50 and PA++++, containing bifidobacteria formula to strengthen skin barrier, 4 new-generation chemical UV filters, and 9 botanical extracts. For all skin types seeking daily sun protection.
• Pumpkin Protein Scalp Scrub Acid scrub-peel for all scalp types with double exfoliation (perlite and AHA/BHA/LHA acids). Pumpkin seed protein strengthens hair structure and regulates sebum. For scalp care consumers.
• Hair Care Set Balancing Shampoo x Conditioner 2.0 Bundled set of Balancing Shampoo 300ml and Conditioner 2.0 Fundamental Repair 300ml for complete hair care with sulfate-free cleansing and intensive nourishment. For women seeking bundled value.
• Hair Care Set Firming Shampoo x Conditioner 2.0 Bundled set of Firming Shampoo 300ml and Conditioner 2.0 Fundamental Repair 300ml for daily hair care with SPA effect and natural shine. For women seeking bundled value.
• Fundamental Repair 2.0 Hair Set Complete hair care bundle containing Shampoo 2.0 and Conditioner 2.0 for deep cleansing and maximum hydration with botanical oils and amino acids. For women with dry, damaged hair.
• Bestsellers Hair Set (Travel) Travel-size hair care set including Balancing Shampoo 75ml, Firming Shampoo 75ml, Conditioner 2.0 Fundamental Repair 75ml, hair tie, and branded cosmetics bag. For travelers and gift buyers.
• Gentle Peel Lactic Acid Serum x Bifida Barrier Sun Cream Set Bundled facial care set combining Gentle Peel Lactic Acid Serum 30ml and Bifida Barrier Sun Cream 10ml for daily skin renewal and sun protection. For skincare consumers seeking bundled value.
• Hair Ties (Heart, Mint, Flower) Hair accessory ties in Heart, Mint, and Flower designs made from smooth fabric (97% polyester, 3% elastane) with soft filling. For women purchasing branded accessories.

Quantifiable outcome

• Vegan PDRN Cream clinical study: 8/10 participants showed 23% average improvement in skin hydration after 4 weeks of use.
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Nova PoshtacoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for domestic delivery across Ukraine (to pick-up points and customer addresses) and international delivery to the EU. Free shipping is provided for domestic orders over 3000₴. The partnership enables the brand to serve customers nationwide and expand into European markets.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Olaplex: Bond-building professional haircare brand built around proprietary chemistry (PLEX/bis-aminopropyl diglycol dimaleate). Whocares uses fiberHance bm solution as a similar bond-building PLEX technology in its Hair Therapy PLEX Mask, targeting the same 'repair damaged hair' use case.
• K18 Biotech: Science-driven haircare brand using biomimetic peptide (K18Peptide) to reconnect broken keratin chains. Direct comparability with Whocares' trichology-tested, bond-repair-focused hair range.
• Briogeo Hair Care: Clean, vegan, cruelty-free DTC haircare brand with botanically- and protein-based repair formulations. Comparable to Whocares on positioning (vegan + science-backed hair care) and DTC channel mix.

Broad incumbents

• The Ordinary (DECIEM): Science-backed, ingredient-led skincare brand selling serums, acids, and SPF globally. Comparable on the skincare side via shared actives (hyaluronic acid, vitamin C, lactic acid) and clinical-test-led marketing.
• Paula's Choice: Research-driven skincare brand with strong consumer education, clinical efficacy claims, and global DTC distribution. Overlaps with Whocares' education-heavy blog and science-backed positioning.
• CeraVe: Mass-market skincare brand developed with dermatologists, featuring ceramides, hyaluronic acid, and SPF. Comparable on clinically-tested, barrier-support skincare (Bifida/sun cream overlap).
• Drunk Elephant: Biocompatible, ingredient-led skincare brand with vegan formulations and clinical-test storytelling. Comparable on science + vegan positioning and serum/cream-led assortment.

Emerging players

• Noughty Hair Care: Vegan, cruelty-free, sustainably packaged haircare challenger brand selling via DTC and major retailers. Comparable on vegan/ethical positioning and hair-care-first product focus.

Regional players

• Holy Skin (Ukrainian skincare brand): Ukrainian DTC skincare brand with serums, acids, and SPF focused on the domestic market. Closest regional peer; competes for the same Ukrainian consumer with a similar science-led, indie-brand profile.
• YAKA (Ukrainian beauty brand): Ukrainian hair and body care brand offering natural-ingredient products through DTC and retail. Competes for the same Ukrainian hair-care customer with adjacent vegan/natural positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/whocaresgroupua
• Instagraminstagram.com/whocares_brand

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 Who Cares Group