Nature of Things

What Nature of Things does

Nature of Things is a New York-based, privately held clean beauty personal care brand that formulates and sells plant-based hair care, body care, and hand care products. The company's product portfolio spans approximately 25 SKUs across three categories — hair (hydrating and volumizing shampoo and conditioner pairs), body (body washes, body lotions, and body bars), and hand (hand washes and hand cream) — plus a small accessories line and curated gift sets. Formulations are positioned as 75-98% plant-based and 91-97% natural origin, free from sulfates, parabens, phthalates, and silicones, with third-party lab verification of natural origin percentages published on every product page. Packaging is 96% post-consumer recycled material.

The company operates primarily as a direct-to-consumer e-commerce brand through its Shopify storefront at natureofthings.com, supported by a small set of curated stockist partnerships including Moda Operandi, Happier Grocer, Laurel Supply, Space 519, and a hotel amenity placement at Hotel Terra Jackson Hole. Pricing is premium, with individual products ranging from $20 for a Volcanic Pumice Stone to $144 for the Sea Moss & Plum Oil Volumizing Hair Duo, and a $50 free-shipping threshold for domestic US orders. The brand ships internationally to 100+ countries across North America, Europe, Asia Pacific, and South America, with multi-currency checkout (USD, CAD, EUR, GBP, AUD).

The business model is transactional DTC with one-time purchases; no subscription or loyalty program is disclosed. Marketing is concentrated on owned channels: an email newsletter offering a 10% first-order discount, an Instagram presence, and content on the website's Approach and FAQ pages. The company executed a brand relaunch with an expanded collection and enhanced formulas, and has received 2026 industry recognition from NewBeauty (Best Gel Body Wash) and Oprah Daily (Best Natural Wash). No external funding, parent company, or M&A activity is disclosed.

Name

Nature of Things

Legal name

Nature of Things, Inc.

Website

https://natureofthings.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Nature of Things is a New York-based clean beauty DTC brand selling plant-based, third-party verified shampoos, conditioners, body washes, body lotions, body bars, and hand care products to health-conscious consumers globally.

Ownership category

akta.pro rank

Product category

Clean Beauty Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Other Health and Personal Care Retailers (45619)

SIC

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

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Natural personal care
• Clean beauty products
• Plant-based haircare
• Vegan body care
• Sustainable skincare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Nature of Things generates revenue through direct online sales via its e-commerce platform at natureofthings.com. Customers purchase individual products or curated gift sets. The brand ships domestically within the US and internationally to multiple countries including Austria, Belgium, Canada, France, Germany, UK, Australia, Japan, and many others.
2. Wholesale to Stockists: The company sells through select retail stockists including Moda Operandi (online), Happier Grocer, Laurel Supply, Space 519, and Hotel Terra Jackson Hole.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Nature of Things is a personal care brand that formulates and sells plant-based, natural origin hair care, body care, hand care, and accessory products including shampoos, conditioners, body washes, body lotions, body bars, hand washes, and hand creams. The brand sells directly to consumers through its own e-commerce website at natureofthings.com and also distributes through select retail stockists and the Moda Operandi online marketplace. All formulations are free from sulfates, parabens, phthalates, and silicones, with 91-97% natural origin ingredients and 75-98% plant-based content depending on the product, packaged in 96% post-consumer recycled material.

Product overview

Nature of Things is a natural origin personal care brand offering a focused portfolio of hair care, body care, and hand care products. The hair care line includes hydrating (Vetiver & Aloe Leaf) and volumizing (Sea Moss & Plum Oil) shampoo and conditioner pairs. Body care encompasses body washes (Awakening Santal, Restorative Floral, Coconut Oil & Aloe Leaf Fragrance Free), body lotions, and body bars (Coconut Oil & Cupuacu Soothing, Charcoal & Cardamom Seed Oil Purifying). Hand care includes hand washes (Purifying Lavender Leaf, Exfoliating Lavender Leaf, Exfoliating Santal Citrus), hand cream (Lavender Leaf), and accessories (Volcanic Pumice Stone, Sandstone Soap Tray). Bundled gift sets combine complementary products. All formulations prioritize plant-based, natural origin, non-toxic, vegan, cruelty-free, sulfate free, paraben free, and phthalate free standards, with most products packaged in 96% post consumer recycled material.

Differentiator

Problem solved

Functional benefit

Products and services

• Vetiver & Aloe Leaf Hydrating Shampoo

Quantifiable outcome

• Products contain 75-98% plant-based ingredients depending on formulation
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor.

• Moda OperandiminorChannel Partner/ Reseller/ DistributorOnline-only fashion and lifestyle marketplace that stocks Nature of Things products for sale to its customer base.
• Happier GrocerminorChannel Partner/ Reseller/ DistributorRetail stockist carrying Nature of Things personal care products.
• Laurel SupplyminorChannel Partner/ Reseller/ DistributorRetail stockist carrying Nature of Things products.
• Space 519minorChannel Partner/ Reseller/ DistributorRetail stockist carrying Nature of Things products.
• Hotel Terra Jackson HoleminorChannel Partner/ Reseller/ DistributorLuxury hotel that uses Nature of Things products as in-room amenities for guests.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Cocokind: Affordable clean skincare brand with growing body and hair line, sold DTC through Target and Sephora. Comparable in natural/transparency positioning, but priced lower and broader in retail distribution.

Broad incumbents

• Beautycounter: Larger clean beauty incumbent offering skincare, body care, and haircare with a consultant-led and DTC model and 'Never List' ingredient transparency. Comparable in clean ingredient philosophy but with much broader assortment and scale.
• Dr. Bronner's: Established natural brand with castile bar soaps, body care, and hand care sold through DTC and broad retail. Comparable in natural-ingredient ethos and bar/body category overlap, though broader assortment and far greater distribution scale.
• The Honest Company: Public, scaled clean household and personal care brand with body wash, lotion, and hair care sold across mass retail and DTC. Comparable on clean positioning, but vastly larger assortment, retail distribution, and marketing budget.

Direct peers

• Rahua: Premium natural hair care brand built around rainforest-derived botanical ingredients, sold DTC and through high-end salons/spas. Comparable in premium pricing, natural ingredient storytelling, and salon/select-stockist distribution.
• True Botanicals: Clean, non-toxic beauty brand offering skincare and body care via DTC, with third-party ingredient verification claims. Comparable in transparency-led marketing and premium clean positioning.
• Innersense Organic Beauty: Clean, plant-based hair care brand with shampoo, conditioner, and styling products sold through DTC and select salons/stockists. Closely comparable in hair care category overlap and clean ingredient positioning.
• OSEA Malibu: Clean, plant-based body care and skincare brand with body washes, lotions, and bath products at premium price points, sold DTC and through stockists. Directly comparable in body care category and natural ingredient focus.
• Necessaire: DTC clean personal care brand selling body wash, lotion, and hair care with similar natural-origin and plant-based transparency claims. Directly comparable on category mix, ingredient philosophy, and premium DTC positioning.
• Tata Harper: Ultra-premium natural skincare and body care brand with non-toxic, plant-derived formulations sold DTC and through high-end retailers. Comparable on natural-origin claims, luxury pricing, and curated assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/natureofthings
• Facebookfacebook.com/notwellness
• LinkedInlinkedin.com/company/natureofthings

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 Nature of Things