The Golden Secrets

What The Golden Secrets does

The Golden Secrets is a privately held, 100% woman-owned clean skincare brand founded by Jesse Golden and formally incorporated in 2019, with its roots in a baby oil formulation Jesse first created over 20 years ago. The company designs and sells holistic, plant-based skincare, body care, and self-care products — including face oils, body oils, cleansers, mists, serums, masks, baby care, and ritual tools — through a direct-to-consumer Shopify storefront with subscription auto-delivery, a wholesale program for authorized retailers, and an Amazon marketplace presence. The product line is anchored by hero SKUs such as Youth Beauty Face Oil ($111), Heal All Oil ($58), Womb Wisdom Skin-Toning Oil ($89), Aura Beauty Mist, and the Sacred Triad kit ($237+), with a Discovery Mini Kit ($48) functioning as a low-friction entry point.

Underlying the product line is a small-batch, California-based manufacturing process that combines organic plant botanicals and cold-pressed oils with clinically studied actives including peptides, ceramides, antioxidants, and a naturally occurring trans-retinoic acid derived from whole fruit rosehip and carrot seed oil. All ingredients and finished products undergo third-party testing for safety, purity, and heavy metals. The brand holds EWG Verified, Think Dirty Verified, Leaping Bunny, FSC packaging, and (for Happy Baby Oil) National Eczema Association certifications, and operates in a 100% solar-powered facility with carbon-neutral fulfillment.

The go-to-market combines product-led growth (skin quiz, free samples above $125 orders, Discovery Mini Kit) with community-led growth through 10+ physician endorsements, 20+ podcast appearances, an active "In The Glow" blog, and referral and affiliate programs. Reported unit economics include a 54% repeat customer rate, review counts of 618+ for the Sacred Triad and 439 for Youth Beauty Face Oil, and a customer-survey outcome of 100% reporting overall skin improvement. The company ships to 50+ countries and remains bootstrap-funded with no disclosed institutional investment, 1-10 employees, and the founder personally serving as CEO and formulator.

Name

The Golden Secrets

Legal name

The Golden Secrets

Website

https://thegoldensecrets.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Golden Secrets is a 100% woman-owned, California-based clean skincare brand that designs and sells plant-based face oils, body oils, cleansers, mists, serums, baby care, and ritual tools directly to consumers worldwide via Shopify, subscription, and authorized retail channels.

Ownership category

akta.pro rank

Product category

Clean and Holistic Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Clean skincare products
• Organic facial oils
• Holistic body care
• Natural baby skincare
• Botanical beauty brand

Headquarters

HQ city

Topanga

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

Revenue model

1. Direct Product Sales: Primary revenue stream from selling skincare products directly to consumers through the company's e-commerce website. Products include face oils, body oils, cleansers, masks, serums, baby care, and ritual tools/kits. One-time purchase options available alongside subscription options.
2. Subscription/Auto-Delivery: Subscribe & Save program offering 25% off first order and 10% off subsequent orders with free shipping. Customers can select delivery frequency of 1, 2, or 3 months.
3. Wholesale/B2B: Wholesale program available for authorized retailers to stock The Golden Secrets products in their stores.
4. Affiliate Program: Become an affiliate program allowing partners to earn commissions for referring customers to the brand.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Golden Secrets manufactures and sells a holistic clean-skincare line spanning face oils, body oils, cleansers, mists, serums, masks, baby-care oils, and ritual tools, sold as individual SKUs and curated kits (e.g., Sacred Triad, Discovery Mini Kit). Products are formulated with organic plant botanicals, cold-pressed oils, and clinically studied actives such as peptides, ceramides, and naturally occurring trans-retinoic acid, and are third-party tested for heavy metals. The brand reaches consumers globally through its own Shopify storefront, an auto-delivery subscription program, authorized retail partners, and Amazon.

Product overview

The Golden Secrets is a holistic, high-performance organic skincare brand offering a comprehensive portfolio of face oils, body oils, cleansers, mists, serums, masks, and ritual tools. The core products include Youth Beauty Face Oil ($111), Heal All Oil ($58), Aphrodisiac Glow Oil ($58), Womb Wisdom Skin-Toning Oil ($89), Aura Beauty Mist (from $46), and Happy Baby Oil ($38). The brand also offers curated kits including the Sacred Triad 3-step ritual kit (from $237), Discovery Mini Kit ($48), and various duo/trio combinations. Ritual tools such as the Ionic Copper Dry Brush ($48), Sculpting Stone Gua Sha Body Tool ($120), and Celestial Sweep Facial Brush ($33) complement the skincare offerings. Products are sold directly through their Shopify e-commerce platform with EWG Verified, Think Dirty Verified, and Leaping Bunny certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Youth Beauty Face Oil A nutrient-dense facial oil with naturally occurring trans-retinoic acid from whole fruit rosehip and carrot seed oil, formulated to support skin longevity, reduce fine lines, and deliver a radiant glow; targeted at consumers seeking clean anti-aging skincare.
• Heal All Oil A multi-purpose organic Polynesian tamanu oil formulated to heal and nourish skin across multiple concerns; EWG Verified and serves as a flagship multi-use product in the line.
• Aphrodisiac Glow Oil A glow oil designed to give a luminous, vibrant, even-toned radiance to the skin; intended for use on face or body as a finishing or highlight step.
• Womb Wisdom Skin-Toning Oil An award-winning skin-toning body oil that nourishes and tones skin and is marketed as suitable for pregnancy and postpartum use.
• Long Lash Growth Serum A serum designed to promote natural lash growth and brow enhancement; formulated as a clean alternative in the lash-serum category.
• Aura Beauty Mist A multi-purpose hydrating facial mist clinically shown to improve skin hydration by up to 60% in 28 days, powered by Tremella Mushroom and Red Algae Arctic Peptide; EWG Verified.
• Goddess Shaping Body Oil A body oil designed to help shape, tone, and firm the body while nourishing the skin; typically paired with the Ionic Copper Dry Brush and Sculpting Stone Gua Sha in body-sculpting rituals.
• Happy Baby Oil A baby-skincare oil crafted by founder Jesse Golden, triple-verified by EWG, Think Dirty, and the National Eczema Association Seal of Acceptance; designed for sensitive and eczema-prone infant skin.
• Royal Codes Bath Soak A bath-soak product positioned for relaxation and skin nourishment; included in the brand's bath and body category.
• Instant Glow Facial Mask A facial mask designed to provide an instant glow and skin-rejuvenation effect; sold as a standalone treatment SKU.
• Magic Brightening Powder 3-in-1 A 3-in-1 brightening powder product for multiple skincare benefits; newly EWG Verified and sold as a standalone SKU in the line.
• Illuminating Cleansing Oil An oil-based cleanser that melts away makeup, sunscreen, excess sebum, and daily impurities without stripping the skin, based on the 'like dissolves like' principle; included in the Sacred Triad ritual kit.
• Sacred Triad Ritual Kit A 3-step bestselling foundational glow ritual kit that combines the Illuminating Cleansing Oil, Aura Beauty Mist, and Youth Beauty Face Oil to cleanse, hydrate, and rejuvenate skin as a single bundled SKU.
• Discovery Mini Kit A $48 starter kit containing samples of nine hero products designed as a low-commitment entry point for new customers to trial the brand's skincare line.
• Ionic Copper Dry Brush An ionic copper dry-brushing tool used for body sculpting and detoxification; described as 'Gone Viral' and typically paired with body oils in the brand's sculpting ritual.
• The Golden Secrets Gift Card A digital or physical gift card redeemable toward any purchase on thegoldensecrets.com, offered as a gifting product.

Quantifiable outcome

• 54% repeat customer rate - one of the highest in clean skincare
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Farmer's FootprintcoreStrategic or Co-development Partner1% of every order is donated to Farmer's Footprint, supporting regenerative farming initiatives. Partnership focuses on sustainability, soil health, and regenerative agriculture practices that align with the brand's commitment to leaving both customers and the planet better than before.
• EWG (Environmental Working Group)coreOthersProducts carry EWG Verified mark, verifying they are free from chemicals of concern and meet highest standards for transparency. Multiple products including Aura Beauty Mist and Heal All Oil hold this certification.
• Think DirtycoreOthersProducts are Think Dirty Verified as truly clean. Brand has won multiple Think Dirty Awards including Best Face Oil (two years), Best Body Oil, Best Perfume, Best Lash Serum, Best Face Cleanser, Best Exfoliator, and Best Bath Soak.
• National Eczema AssociationminorOthersHappy Baby Oil received the National Eczema Association Seal of Acceptance, triple verifying the product's safety for sensitive and eczema-prone baby skin.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Herbivore Botanicals: Natural, plant-based skincare brand with a similar direct-to-consumer model, premium-but-accessible pricing, and heavy reliance on Instagram and influencer-driven acquisition.
• RMS Beauty: Clean beauty brand focused on skin-loving, botanical-driven formulations with a founder-led identity. Comparable on clean-beauty positioning, ingredient purity story, and DTC-first distribution.
• Beautycounter: Clean beauty brand with rigorous ingredient screening, advocacy-driven marketing, and DTC plus consultant sales channels. Comparable on clean-beauty mission, certification-driven messaging, and women-led brand identity.
• Indie Lee: Founder-led clean skincare brand emphasizing non-toxic ingredients and sustainability. Similar in target customer (wellness-oriented women), ingredient transparency, and clean-certification narrative.
• True Botanicals: Clean, non-toxic skincare with clinically studied natural ingredients and a wellness/medical-adjacent positioning. Comparable in the 'clinical-meets-clean' narrative and doctor-endorsed marketing.
• ILIA Beauty: Clean, skin-centric beauty brand with a sustainability-first packaging ethos. Comparable on the combination of clean ingredients, premium positioning, and DTC-led growth with selective retail expansion.
• Tata Harper: Luxury natural/organic skincare DTC brand with a farm-to-face ethos and high AOV. Highly comparable to The Golden Secrets on clean formulation philosophy, premium pricing, and content-led DTC model.

Broad incumbents

• Tatcha: Premium skincare brand blending traditional botanicals with modern science, owned by Unilever. Similar on the 'ancient wisdom meets modern science' positioning and Japanese botanicals heritage approach.
• Drunk Elephant: Biocompatible, clean-leaning skincare brand now owned by LVMH. Comparable in clean-beauty positioning and active-ingredient focus, but significantly larger and backed by a luxury conglomerate.
• Goop Beauty: Wellness-and-clean-beauty vertical within Gwyneth Paltrow's Goop brand. Comparable on wellness-community-led growth, premium pricing, and the clean/natural beauty narrative, though Goop is significantly broader.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thegoldensecrets
• Xx.com/thegoldenglow
• Facebookfacebook.com/thegoldensecrets
• LinkedInlinkedin.com/company/the-golden-secrets

Compliance12 records

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 The Golden Secrets