HERDAY Inc.

What HERDAY Inc. does

HERDAY Inc., doing business as Essentials by Temi, is a Toronto, Canada-based private skincare and wellness company founded in 2019 by an entrepreneur named Temi. The company designs, formulates, and sells plant-based skincare, body care, and aromatherapy products under three lines: Face Skin Essentials (complexion mists, facial elixir oils, Botanical Masque, Mini Facial Essentials Duo), Body Skin Essentials (butter scrubs and buttercreams), and Soul Essentials (aromatherapy rollers, incense sticks, and candles). Its core technical proposition is small-batch, handmade production of waterless, preservative-free formulations using certified organic, naturally derived ingredients with a 6-12 month shelf life; the Botanical Masque features a disclosed six-ingredient botanical complex (kaolin clay, maca root, chamomile, ginkgo biloba, cacao, matcha). Products are 99% vegan and cruelty-free, packaged in recyclable glass vessels designed for reuse through the "Reuse Your Jar" program.

The business operates a direct-to-consumer e-commerce model via essentialsbytemi.com as the primary sales channel, with complimentary nationwide Canadian shipping on orders over $125 CAD and international shipping to selected countries (U.S. shipping is currently suspended due to tariffs). Unit pricing ranges from approximately $32 (complexion mists) to $74 (Soothing Elixir Oil), with a subscription tier offering 10% recurring savings. A wholesale and stockist program is being built out across North America and Europe, and a curated collaboration with Safe Milk Studio produced the limited-edition Freedom Candle. Marketing relies on the founder's brand narrative, an active Instagram presence (@essentialsbytemi), an email newsletter (with TEMILOVESU 10% sign-up incentive), SEO on the company website, and earned editorial features in Vogue.com, Glamour, GQ, Good Morning America, TheKit, Byrdie, and Global publications.

The company is founder-owned and operated with 1-10 employees, no disclosed external funding rounds, no parent company, and no subsidiaries. Customer concentration is in individual consumers across all skin types (dry, oily, combination, sensitive) with secondary wholesale stockists in select markets. The revenue model combines one-time e-commerce purchases, optional subscription recurring revenue, and nascent wholesale B2B sales, with primary customer segments being health-conscious consumers seeking natural, vegan, preservative-free skincare and aromatherapy products.

Name

HERDAY Inc.

Legal name

HERDAY INC.

Website

https://essentialsbytemi.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

HERDAY Inc. (Essentials by Temi) is a Toronto-based, founder-owned skincare and wellness brand that sells handmade, small-batch, waterless plant-based face, body, and aromatherapy products direct-to-consumer via its own e-commerce site, with a developing wholesale stockist program across North America and Europe.

Ownership category

akta.pro rank

Product category

Natural Skincare & Body Care

NAICS

Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Plant-based skincare
• Natural body care
• Small-batch cosmetics
• Organic facial care
• Aromatherapy wellness

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time product purchases through essentialsbytemi.com. Customers can purchase individual products or subscribe for recurring deliveries with a 10% discount. Products include body care, face care, and soul essentials.
2. Subscription Model: Optional subscription program offering 10% savings on recurring orders. Customers can sign up for regular product deliveries, particularly for the Soothing Complexion Mist and other face products.
3. Wholesale/B2B: Products sold to selected stockists throughout North America and Europe for resale in physical retail locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

HERDAY Inc. (operating as Essentials by Temi) is a Canadian plant-based skincare and wellness brand that formulates and sells handmade, small-batch, preservative-free face care, body care, and aromatherapy products. Three core product lines—Face Skin Essentials, Body Skin Essentials, and Soul Essentials—are built around waterless, certified-organic, 99% vegan, cruelty-free formulations and are sold primarily direct-to-consumer online with a wholesale stockist program and an optional 10% subscription.

Product overview

HERDAY Inc. operates Essentials By Temi, a Canadian skincare and wellness brand offering three core product lines: Face Skin Essentials (complexion mists, facial elixir oils, Botanical Masque, Mini Facial Essentials Duo), Body Skin Essentials (butter scrubs and buttercreams), and Soul Essentials (candles, incense sticks, and rollers). All products are handmade, small-batch, preservative-free with minimal water content, 99% vegan (excluding honey), and cruelty-free. Products feature organic botanical ingredients and are formulated for specific skin types and aromatherapy needs. Notable press includes a Vogue.com feature for the Botanical Masque.

Differentiator

Problem solved

Functional benefit

Products and services

• Botanical Masque A purifying, hydrating powder clay masque ($66 for 1 oz) featuring six botanicals—kaolin clay, maca root, chamomile, ginkgo biloba, cacao, and matcha—each selected for a specific function. Featured on Vogue.com as a soothing, hydrating, and purifying gem and aimed at consumers seeking a multi-ingredient facial treatment.
• Intense Hydration Complexion Mist A multi-use complexion mist ($32) for normal to dry skin, scented with neroli floral extract. Can be used as toner, mist, or setting spray. Subscription option at $28.80/month with 10% savings.
• Radiance Complexion Mist A lightweight complexion mist ($32) for combination and oily skin, delivering hydration and balance. Scented with lemongrass essential oil that tones, clarifies, and brightens.
• Soothing Complexion Mist A multi-use complexion mist ($32) formulated for sensitive, irritated, dry, and weather-damaged skin. Features chamomile extract, ginkgo biloba extract, and vegetable glycerin, packaged in 100% recyclable glass with a fine mist atomiser.
• Intense Hydration Elixir Oil A velvety, fast-absorbing facial oil ($70) for normal to dry skin. Features carrot seed oil and perilla seed oil for restoration, cell renewal, and moisture retention.
• Radiance Elixir Oil A lightweight facial oil ($70) for combination and oily skin. Contains lemongrass essential oil and baobab oil for visible radiance and natural tone-evening without adding congestion.
• Soothing Elixir Oil A gentle, deeply restorative facial oil ($74) formulated for sensitive skin. Features chamomile essential oil and sea buckthorn oil to reduce redness, calm inflammation, and rebuild compromised skin.
• Mini Facial Essentials Duo A travel-size facial ritual duo ($58) combining a 30 mL complexion mist and 7.5 mL facial elixir oil. Available in three formulations: Intense Hydration (normal to dry), Radiance (combination to oily), and Soothing (sensitive/dry/irritated).
• Sleepy Honey Buttercream A plant-based body cream from $48 in 4 oz or 8 oz sizes. Made with shea butter, babassu oil, mango seed butter, and avocado oil and scented with honey and chamomile for evening use.
• Lemongrass + Thai Buttercream A citrusy, creamy body buttercream from $48 scented with lemongrass and Thai tea. Features shea butter, babassu oil, mango seed butter, and avocado oil.
• Bergamot + Patchouli Buttercream A citrusy, spicy, woody body buttercream from $48 scented with bergamot and patchouli, offering a bright top note with grounded undertones. Made with shea butter, babassu oil, mango seed butter, and avocado oil.
• Cedar + Vanilla Butter Scrub An evening body scrub ($62) with a warm, woody, musky scent. Features Dead Sea salt, shea butter, coffee, and cane sugar for exfoliation and nourishment. Pairs with the Cedar & Vanilla Buttercream and matching incense sticks.
• Mint + Honey Butter Scrub A morning body scrub ($62) with a sweet, refreshing, minty scent. Features Dead Sea salt, shea butter, coffee, and cane sugar; peppermint clears the senses and honey adds sweetness. Pairs with the Mint & Honey Buttercream and incense sticks.
• Freedom Roller An essential oil roller bottle ($40) from the Soul Essentials aromatherapy and wellness line, designed for personal aromatherapy application.
• Temi x Safemilk Freedom Candle A limited-edition collaboration candle ($57) co-created with Safemilk Studio, packaged in a handcrafted ceramic vessel designed to be kept and reused. Marketed as a piece of art bridging skincare and home fragrance aesthetics.
• Soul Incense Sticks Incense sticks ($36) from the Soul Essentials line, available in matching scents to the body care products (Mint & Honey and Cedar & Vanilla) for complete scent rituals.

Quantifiable outcome

• 6-12 month shelf life for preservative-free products when stored properly
• +2 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.

• Safe Milk StudiocoreStrategic or Co-development PartnerExclusive collaboration with Safe Milk Studio to create the Freedom Candle, a limited edition piece packaged in a handcrafted ceramic vessel designed to be kept and reused. This partnership represents a curated artistic collaboration bringing together skincare and home fragrance aesthetics.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Ranavat: South Asian-inspired botanical skincare brand with similar premium pricing, founder-led narrative, Vogue-tier editorial features, and a Sephora entry — a relevant comp for the indie-to-Sephora trajectory.
• Beekman 1802: Natural ingredient-focused skincare and body-care brand with broad retail distribution; useful comp for the stockist/retail expansion path Essentials by Temi is targeting across North America.

Direct peers

• True Botanicals: Clean, plant-derived skincare brand with subscription and DTC at similar premium price points; comparable customer profile of wellness-oriented, ingredient-conscious consumers.
• Herbivore Botanicals: Seattle-based DTC clean-beauty brand selling plant-based facial oils, mists, and masques with a similar natural/botanical positioning and premium price points ($30-$80). Closest direct analogue in waterless, ingredient-forward skincare.
• Youth to the People: Plant-based, vegan skincare brand with strong DTC, Sephora wholesale, and editorial coverage at similar price points. Represents the scaled version of the trajectory Essentials by Temi is pursuing.
• Necessaire: Premium clean body-care brand (similar to the Body Skin Essentials line) with minimalist packaging and a strong DTC-plus-stockist GTM. Highly relevant comp for the body buttercream and scrub range.
• Tata Harper: Premium natural skincare line with strong editorial pedigree (Vogue, Allure) and comparable AOVs. Direct competitor in the high-end plant-based skincare segment with similar founder-led brand storytelling.
• Osea: Plant-based clean-beauty brand with comparable pricing, body-care focus, and a DTC-plus-wholesale GTM that has scaled through spas and stockists — a useful template for what a successful Essentials by Temi wholesale rollout could look like.
• Liha Beauty: Black-founded natural skincare and body-care brand with a similar cultural-narrative-driven DTC model, comparable price points, and an emphasis on plant-based ingredients — closest cultural and brand-architecture peer.

Broad incumbents

• Drunk Elephant: Established clean/biocompatible skincare brand (acquired by Shiseido for ~$845M) operating at scale across DTC and Sephora. Illustrates the upside of a clean-beauty positioning that achieves retail penetration and category leadership.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/essentialsbytemi
• LinkedInlinkedin.com/company/essentialsbytemi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HERDAY Inc.