Umæ

What Umæ does

Umæ is a direct-to-consumer equine care brand that develops and sells 100% natural-ingredient products for horse skin, hoof, and coat health. The portfolio currently consists of two veterinary-validated balms: "Le baume gale de boue" (€39), a 200ml concentrated balm formulated to treat mud fever (dermatophilosis) and cracked heels through a four-pillar mechanism (skin-barrier restoration, antibacterial action against Dermatophilus congolensis, hydrophobic moisture shield, and accelerated skin regeneration), and "Baume naturel anti-insectes pour chevaux" (€39), a natural insect repellent. Formulas combine plant extracts, precious oils (olive, coconut, neem, castor), beeswax, essential oils (tea tree, clove, oregano), calendula, propolis, sulfur flower, and natural vitamin E, and are developed in collaboration with veterinarians, natural care specialists, and herbalists, then validated by independent veterinarians before commercialization.

The company operates an artisanal small-batch production model at a workshop in a small Italian village of approximately 7,000 inhabitants near Rome and Lake Bracciano, emphasizing traditional craftsmanship over industrial scale. This geographic and methodological anchoring — combined with the Japanese-inspired brand name "Uma" (horse in Japanese) — forms the core of the brand identity.

Umæ sells exclusively through its own Shopify-powered DTC e-commerce website (umae.co), targeting individual horse owners and riders ("cavaliers") across France and the broader European Union. The revenue model is purely transactional one-time purchase (no subscription), with €39 unit pricing, free shipping in metropolitan France, free EU shipping above €50, and a 60-day satisfaction guarantee. Customer acquisition relies on organic search, word-of-mouth, and on-site customer reviews (46 reviews on the flagship product, 93% five-star). The company is privately held, founder-led, legally domiciled in France per its legal notice (with Alberto Roviti as Director of Publication under LCEN requirements), and discloses no external funding, partnerships, or institutional investors.

Name

Umæ

Legal name

Umæ

Website

https://umae.co

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Umæ is a direct-to-consumer equine care brand selling 100% natural, veterinary-validated balms for mud fever and insect protection, produced artisanally in Italy and marketed online to individual horse owners across France and the EU.

Ownership category

akta.pro rank

Product category

Equine Care Products

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Nutrition & Therapeutic Diets (HLAMAHAE)

Keywords

• Natural equine care
• Horse skin care
• Equine balm products
• Mud fever treatment
• Natural pet care

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales: Umæ generates revenue through direct-to-consumer sales of equine care products via their e-commerce website. Products are sold as one-time purchases (one-time license model) at fixed unit prices. No subscription model is currently offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Umæ develops and sells 100% natural, veterinary-validated equine care balms for horses, focused on skin, hoof, and coat health. Products are formulated with natural-origin ingredients (plant extracts, precious oils, beeswax, essential oils, calendula, propolis, sulfur flower, natural vitamin E) and produced in small artisanal batches at the company's workshop in a small Italian village near Rome. The portfolio targets individual horse owners (cavaliers) in France and the European Union via direct-to-consumer e-commerce.

Product overview

Umæ is a natural equine care brand offering a focused product line of two veterinarian-validated, 100% natural care products manufactured artisanally in Italy. The portfolio centers on 'Le baume gale de boue' (mud fever/cacked heels treatment balm at €39.00) and 'Baume naturel anti-insectes' (natural insect repellent balm). Both products are produced in small batches at the company's workshop near Rome, combining traditional artisanal methods with veterinary expertise to deliver high-tolerance formulations for all horses.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 93% of customers rate the product 5 stars (43 out of 46 reviews)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Foran Equine (Connolly's RED MILLS): Irish equine care brand with extensive equine grooming, skin care, and topical care lines distributed across Europe — comparable in European distribution footprint and product breadth.
• Farnam (Farnam Companies): Major US equine care brand with extensive product range including wound care, hoof care, and insect repellents — a broad incumbent competing in many of the same categories as Umæ but with conventional formulations and mass-market distribution.
• NAF (Natural Animal Feeds): UK-based equine supplement and topical care brand with a wide 'Five Star' natural-leaning portfolio — comparable as a natural-positioned equine care specialist with broader category breadth across nutrition and topicals.
• Absorbine (W.F. Young): Iconic US equine care company offering liniments, hoof care, and skin topicals across a large portfolio — relevant comparable on category positioning with significantly broader distribution.
• Carr & Day & Martin: Historic UK equine care brand offering a broad range of hoof, coat, and skin care products including washes, ointments, and conditioners — directly comparable to Umæ's natural skin/coat/hoof positioning but at much larger scale and with traditional formulations.

Direct peers

• Effol: German equine care manufacturer offering a comprehensive range of hoof ointments, coat sprays, and wound/skin care products — the closest direct competitor in natural/premium equine topical care with multi-channel European distribution.
• Lincoln (Lincoln Pharmaceuticals): Long-standing equine skin and wound care brand with mud fever creams, hoof dressings, and coat products — a direct comparable on the mud fever / dermatophilosis treatment angle.
• Leovet: German equine care specialist focused on natural and dermatological topicals for horses (hoof, skin, coat, wound care) — directly comparable to Umæ's natural, vet-aligned positioning.

Emerging players

• Hippo-Tonic / Horse Master: Smaller European equine care brand with mud fever, skin, and hoof topicals targeting amateur riders — analogous to Umæ in target customer (cavaliers) and natural-leaning positioning, though at slightly more developed scale.
• Equi Botanic / Equi'Nat: Emerging European natural equine care brand with botanical positioning and limited SKUs focused on skin, coat, and insect protection — closely analogous to Umæ's natural, artisanal, small-batch approach at a similar early stage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

Compliance1 record

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 Umæ