Shubug

What Shubug does

Shubug Inc. is a Nevada-incorporated, privately held consumer-products company founded in 2022 and headquartered in Carson City, USA (11–50 employees). The company designs, manufactures, and distributes a DEET-free insect protection portfolio spanning five categories: skin repellents (Natural with Coconut MCT Oil and Geraniol/Lemongrass/Rosemary actives; Active with 20% Picaridin; Kids & Family), home and garden pest control (Home Pest Control, Bed Bug Killer, OMRI-listed Plant Pest Control and 3-in-1 Plant Spray), gear protection (Shelter spray for clothing/tents), itch relief (Pull It suction tool, Oops Pen with 10% Benzocaine), and kids' wearables (Citronella coil bracelets, Glow bracelets). Core technology is the proprietary "Clean Mist" 360 aerosol-free continuous spray system, an MCT-Oil carrier refined to remove tree-nut proteins, and a 12-hour mosquito / 8-hour tick protection duration claim. The business sells through a direct-to-consumer Shopify storefront, Amazon, and seven US national retailers (Target, Walmart, Tractor Supply, Do it Best, Camping World, Academy, Amazon), with a dedicated wholesale program offering 129-unit wood floor, 32-unit counter, and 100-unit cardboard display units. Shubug holds an exclusive glyphosate-free certification from The Detox Project and OMRI listing on its plant-protection line, and is the registered owner of the "Moisturizer That Repels" trademark. The company reports no institutional funding, operates without a disclosed management team or named parent, and appears to be founder-owned and bootstrapped.

Name

Shubug

Legal name

Shubug Inc.

Website

https://shubug.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Shubug is a US consumer-products company that formulates and sells DEET-free insect repellents and related pest-control products across skin, home, garden, gear, itch-relief, and kids categories through DTC e-commerce and major US retailers including Target and Walmart.

Ownership category

akta.pro rank

Product category

Insect Repellents and Outdoor Pest Protection Products

NAICS

Pesticide and Other Agricultural Chemical Manufacturing (32532)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Agricultural Chemicals (2870)

akta.pro primary industry

Insect Repellents (Topical & Spatial) (CRAJAHAD)

akta.pro secondary industries

Natural/Green Pest Control Products (CRAJAHAK), Household Insecticide Aerosols & Sprays (CRAJAHAA), Flea, Tick & Mite Home/Indoor Control (CRAJAHAH), Botanical Biopesticides & Plant Extracts (Essential Oils, Neem, Pyrethrins) (AFABAEAF), Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

Keywords

• Insect repellent products
• DEET-free repellents
• Plant-based bug spray
• Outdoor pest protection
• Natural mosquito repellent

Headquarters

HQ city

Carson City

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, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct sales on shubug.com to consumers. Products sold at MSRP with free shipping offered on orders over $35, and free beach bag promotional item on orders over $50.
2. Retail Distribution: Wholesale/retail channel through major national retailers including Target, Walmart, Tractor Supply, Do it Best, Camping World, Academy, and Amazon. Retailers purchase at wholesale pricing for in-store and online resale.
3. Wholesale/Bulk Sales: Dedicated wholesale program offering bulk display units including 129-unit wood floor displays, 32-unit counter displays, and 100-unit cardboard displays for retailers. Merchandise items also available for wholesale.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels5 records

Core offering

Shubug designs, manufactures, and sells DEET-free insect repellents and related insect-protection products for personal and home use. Its portfolio spans skin repellents (Natural, Active with 20% Picaridin, and Kids & Family formulas in 360 Spray and Pump formats), home and garden pest control (Home Pest Control, Bed Bug Killer, Plant Pest Control, 3-in-1 Plant Spray), gear protection (Shelter spray), itch relief (Pull It suction tool, Oops Pen with benzocaine), and kids' wearables (Citronella Coil Bracelets, Glow Bracelets). Products use plant-based actives including Coconut MCT Oil, Geraniol, Lemongrass, and Rosemary Oil, with the Active line using Picaridin for heavier bug pressure.

Product overview

Shubug is a modern insect protection brand offering a diversified product portfolio across five main categories: (1) Skin Repellents available in Natural (Coconut MCT Oil-based, DEET-free), Active (20% picaridin-powered), and Kids & Family formulations, sold in both 360 Spray (6 oz.) and Pump Spray (4 oz.) formats; (2) Home & Garden products including Home Pest Control, Bed Bug Killer, Plant Pest Control, and 3-in-1 Plant Spray; (3) Gear Protection via Shelter spray for clothing and outdoor equipment; (4) Itch Relief including the Pull it! suction tool and Oops Pen with benzocaine; and (5) Kids & Family wearables including Citronella Coil Bracelets and Glows with Glowing Bracelets. The brand positions itself around clean standards, skincare-grade feel, and glyphosate-free certification.

Differentiator

Problem solved

Functional benefit

Brands

• Shubug Natural: Skincare-forward insect repellent line made with natural oils and Coconut MCT Oil, designed for daily skin protection.
• Shubug Active
• Shubug Kids & Family
• Shubug Home & Plants
• Bugzy

Products and services

• Shubug Natural Clean Mist 360 Spray Insect Repellent (6 oz)

Quantifiable outcome

• 12-hour mosquito protection
• +3 more outcomes

Segments5 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

Ten partnerships are on record, tiered core, flagship and minor.

• ShopifycoreTechnology or IntegrationShopify powers Shubug's e-commerce platform (shubug.com), providing the storefront, payment processing, order management, and customer data infrastructure for direct-to-consumer sales. All e-commerce operations run on Shopify's platform.
• The Detox ProjectcoreStrategic or Co-development PartnerThe Detox Project provides third-party glyphosate-free certification for Shubug products. Shubug is the only insect repellent brand certified by The Detox Project, creating a unique competitive differentiator around cleaner ingredient standards.
• TargetflagshipChannel Partner/ Reseller/ DistributorMajor national retail partner with prominent brand placement. Products sold in Target stores nationwide and on Target.com. Featured with logo placement in Shubug website header.
• WalmartflagshipChannel Partner/ Reseller/ DistributorWalmart brand partner selling Shubug products in-store and on Walmart.com. Listed as official brand (brand/shubug/10013800) on Walmart platform.
• Tractor SupplycoreChannel Partner/ Reseller/ DistributorSpecialty retail partner serving rural lifestyle and outdoor enthusiasts. Products available in Tractor Supply stores and online (brand/shubug) targeting outdoor recreation customers.
• Academy Sports + OutdoorscoreChannel Partner/ Reseller/ DistributorOutdoor recreation retailer carrying Shubug products for camping, hiking, and outdoor activities. Products linked from Shubug website to Academy.com.
• Camping WorldcoreChannel Partner/ Reseller/ DistributorRV and camping specialty retailer. Products available through Camping World channel for customers interested in outdoor and camping protection.
• Do it BestminorChannel Partner/ Reseller/ DistributorHardware dealer cooperative serving independent retailers. Enables Shubug products to reach independent hardware and home improvement stores.
• AmazonflagshipChannel Partner/ Reseller/ DistributorMajor online marketplace partner. Products available on Amazon for convenient online purchasing and expanded reach beyond Shubug.com.
• OMRI (Organic Materials Review Institute)coreStrategic or Co-development PartnerOMRI provides organic materials certification for Shubug Plant Pest Control and 3-in-1 Plant Spray, enabling use in certified organic production and validating organic positioning.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mrs. Meyer's: SC Johnson's clean-ingredient household cleaning and personal care brand; broad incumbent comparable to Shubug in retail positioning and clean-ingredient marketing narrative rather than in product category.
• OFF!: Category-leading insect repellent brand owned by SC Johnson covering sprays, lotions, and clip-on formats; the dominant mass-market incumbent against which Shubug competes for shelf space at Target, Walmart, and Tractor Supply.
• Cutter: Spectrum Brands' mass-market insect repellent line with deep retail penetration; broad incumbent competing directly with Shubug in the same national chain aisles.
• Repel: SC Johnson's family-focused insect repellent brand offering DEET and DEET-free options; incumbent peer targeting the same family/outdoor consumer segments as Shubug Kids & Family and Active lines.

Emerging players

• EcoSmart: Eco-friendly insecticide brand using plant essential oils for home and yard pest control; overlaps with Shubug's Home Pest Control and natural positioning, particularly through independent hardware and home improvement channels.
• Badger: Small certified-natural personal care brand offering DEET-free insect repellent balms and sprays; comparable to Shubug's clean-ingredient, family-friendly positioning in the natural product channel.

Direct peers

• Sawyer Products: Specialty outdoor brand offering picaridin-based insect repellents and permethrin gear treatments; closely comparable to Shubug's Active line and Shelter gear spray across hiking, hunting, and camping channels.
• Wondercide: Natural pest control brand with plant-based sprays for home, yard, garden, and pets; directly comparable to Shubug's Home Pest Control, Plant Pest Control, and 3-in-1 Plant Spray portfolio in ingredient philosophy and channels.
• Natrapel: Long-standing DEET-free insect repellent brand (owned by Tender Corp/Adventure Medical Kits) using picaridin-based formulations; directly comparable to Shubug's Active line in active ingredient and 12-hour protection claim.
• Murphy's Naturals: Plant-based, DEET-free insect repellent and outdoor protection brand with a similar clean-ingredient, natural-oils positioning and multi-product line spanning skin sprays, candles, and yard treatments; one of Shubug's closest like-for-like natural repellent peers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/shubugco
• Facebookfacebook.com/shubugco
• LinkedInlinkedin.com/company/shubugco

Compliance3 records

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 Shubug