THEYE LIMITED
THEYE LIMITED is a UK-based, founder-owned manufacturer of DEET-free, plant-based mosquito and insect repellents built on Citrepel75 PMD oil, serving families, travellers, and outdoor enthusiasts via DTC e-commerce, UK retail chains, pharmacy wholesalers, and global airline channels.
- Company typePrivate
- Founded2009
- HeadquartersHuddersfield, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What THEYE LIMITED does
THEYE LIMITED is a UK private limited company headquartered in Huddersfield, West Yorkshire, that develops, manufactures, and sells a range of natural, plant-based mosquito and insect repellents. The company serves three primary customer segments — families with young children, travellers visiting mosquito-disease-risk regions, and UK outdoor enthusiasts — through a portfolio that includes aerosol sprays, pump sprays, travel microsprays, tropical-strength lotions, biodegradable wipes, and silicone wristbands, plus bundled travel packs.
The company's products are built around Citrepel75, a highly refined PMD-rich oil (approximately 75% PMD) derived from citronella grown on independent family farms in Java, Indonesia. All formulations are DEET-free, alcohol-free, and preservative-free, and are positioned as suitable for children aged six months and older, pregnant women, and users with sensitive skin; clinical effectiveness is referenced via testing conducted by the London School of Hygiene and Tropical Medicine. The UK-manufactured range uses recyclable packaging (including sugarcane-based bio-plastic bottles and aluminium aerosol cans) and biodegradable wipes, supporting a sustainability-led brand positioning.
THEYE generates revenue through three mechanics: (1) direct-to-consumer e-commerce via its Shopify storefront (theye.co.uk), priced $7–$55 per SKU with multi-item volume discounts; (2) wholesale/retail distribution into major UK chains including Tesco, Boots, Holland & Barrett, WH Smith Airport stores, Home Bargains, and Tiso Outdoors, plus a 400+ UK pharmacy network; and (3) airline retail partnerships serving captive global traveller audiences. The company is founder-owned and bootstrapped, with no disclosed external funding, and operates with a small, undisclosed headcount.
THEYE LIMITED firmographics
Firmographics- Name
- THEYE LIMITED
- Legal name
- Theye Ltd
- Website
- https://theye.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Short description
- THEYE LIMITED is a UK-based, founder-owned manufacturer of DEET-free, plant-based mosquito and insect repellents built on Citrepel75 PMD oil, serving families, travellers, and outdoor enthusiasts via DTC e-commerce, UK retail chains, pharmacy wholesalers, and global airline channels.
- Ownership category
- akta.pro rank
THEYE LIMITED industry classification
Industry- Product category
- Insect Repellents
- NAICS
- Pesticide and Other Agricultural Chemical Manufacturing (325320), Chemical Manufacturing (325)
- SIC
- Miscellaneous Chemical Products (2890)
- akta.pro primary industry
- Insect Repellents (Topical & Spatial) (CRAJAHAD)
- akta.pro secondary industries
- Natural/Green Pest Control Products (CRAJAHAK), Household Insecticide Aerosols & Sprays (CRAJAHAA)
Keywords
Where THEYE LIMITED is headquartered
LocationHeadquarters
- HQ city
- Huddersfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
THEYE LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales (B2C E-commerce): Direct-to-consumer sales through their own Shopify e-commerce platform with prices ranging from $7 to $55 per product, offering free UK delivery.
- Wholesale/Retail Distribution: Supplying products to major UK retailers including Tesco, Boots, Holland & Barrett, WH Smith Airport stores, Home Bargains, Tiso Outdoors, and 400+ pharmacies through distribution networks.
- Airline Retail: Selling products through worldwide airlines who have a captive audience of millions, generating brand awareness globally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Unit Pricing | Pay-as-you-go | Bundles |
| Other | Pay-as-you-go | Volume Discounts |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels6 records
THEYE LIMITED product offering
Product offeringCore offering
THEYE LIMITED manufactures and sells a range of natural, plant-based mosquito and insect repellent products powered by Citrepel75®, a refined PMD-rich oil derived from Java citronella. The product portfolio spans multiple delivery formats including aerosol sprays, pump sprays, travel microsprays, tropical-strength lotions, biodegradable wipes, and silicone wearable bracelets, marketed to consumers through direct e-commerce and major UK retail, pharmacy, and airline channels.
Product overview
THEYE LIMITED offers a comprehensive range of natural, plant-based mosquito and insect repellent products powered by Citrepel75 (PMD-rich oil). The product portfolio spans multiple delivery formats including aerosol sprays, pump sprays, microsprays, lotions/creams, wet wipes, and wearable bracelets. The core products include the Natural Aerosol Spray 150ml (the UK's only natural aerosol), Pump Spray 100ml (recyclable bio-plastic bottle), Travel Microspray 18ml, Tropical Strength Lotion 75ml (8-hour protection), and Mosquito Repellent Wipes. The company also offers bundle packs for families and travellers, including Family Travel Pack, Extreme Traveller Pack, and Solo Traveller Pack. All products are DEET-free, preservative-free, alcohol-free, and cruelty-free/vegan, suitable for the whole family including children 6 months+ and pregnant women. The company emphasises sustainable, ethically sourced ingredients grown on independent family farms in Indonesia, with recyclable and biodegradable packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Mosquito & Insect Repellent Aerosol Spray 150ml The UK's only natural aerosol spray, providing fast, even, spray-and-go coverage with an alcohol-free formula delivered in a fine mist that does not leave a sticky film or clog valves. Aluminium can and PP lid are fully kerbside-recyclable. For families and travellers seeking natural, DEET-free protection.
- Natural Mosquito & Insect Repellent Pump Spray 100ml Easy-to-use pump action spray for precise coverage, packaged in a 100% recyclable bottle made from Carbon Free BioPlastic (sugarcane plastic). Preservative-, alcohol-, and DEET-free; moisturising and non-greasy. Suitable for children 6 months+ and the whole family.
- Travel Mosquito Repellent Spray - Pocket Size (18ml) 18ml microspray in pocket or handbag size for on-the-go protection, offering up to 6 hours of complete protection per single application. Preservative-, DEET- and alcohol-free, with 20% Citrepel75. Targeted at travellers and commuters.
- Natural Mosquito & Insect Repellent Lotion 75ml - Tropical Strength Moisturising lotion for targeted application on sensitive areas, with 25% Citrepel75 delivering up to 8 hours of protection. Suitable for adults, children 6 months+, and pregnant women.
- Natural Mosquito & Insect Repellent Wipes - 12 Pack Mess-free application, especially helpful with children, with 15% Citrepel75 for up to 6 hours of protection. Preservative-, DEET- and alcohol-free. Compostable and biodegradable wipes.
- Mosquito Repellent Bracelet (silicone, adjustable and size variants) Stylish silicone bracelet containing 30% Citrepel natural plant-based repellent, effective for up to 2 weeks. One size fits all (160mm to 220mm); can be worn on wrist or ankle; waterproof and durable. Family-friendly, DEET-free.
- Natural Mosquito & Insect Repellent Family Travel Pack Family-friendly bundle pack containing multiple THEYE mosquito repellent products for comprehensive protection during travel. Priced at $55.00.
- Natural Mosquito & Insect Repellent Extreme Traveller Pack Comprehensive pack for extreme travellers providing maximum protection during high-risk travel. DEET-free and family friendly. Priced at $42.00.
- Natural Mosquito & Insect Repellent Solo Traveller Pack Pack designed for individual travellers providing complete mosquito protection in a compact format. Priced at $39.00.
- Mosquito Repellent Lotion & Travel Spray Bundle - Tropical Strength Bundle combining tropical-strength lotion and travel spray for extended protection. Priced at $21.00.
- Travel Mosquito Repellent Spray & Bracelet Bundle Bundle combining travel spray and bracelet for layered protection on the go. Priced at $11.00.
Quantifiable outcome
- 6-8 hours of complete protection after single application
- +2 more outcomes
Companies that use THEYE LIMITED
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
THEYE LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
THEYE LIMITED partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Lyme Disease UKcoreTHEYE is the official tick repellent partner of Lyme Disease UK, supporting the charity and raising awareness for tick bite protection across the UK. This partnership positions THEYE as a trusted brand for disease prevention.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
THEYE LIMITED competitors and assessment
Company assessmentDirect peers
- Ben's (Tender Corporation): US outdoor insect repellent brand (Ben's) offering DEET and natural sprays/wipes; comparable product formats and travel/outdoor consumer targeting.
- Jungle Formula: Established UK insect repellent brand (now under SC Johnson) selling DEET and natural sprays/lotions; competes head-to-head with THEYE on UK retail shelves in the same consumer use cases.
- Incognito: UK-based natural insect repellent brand offering DEET-free sprays, lotions and wristbands with similar plant-based positioning; the closest direct peer to THEYE in the natural repellent category.
- Mosi-guard (Nature's Best): UK natural insect repellent brand using PMD/citronella-based formulations; directly comparable natural alternative competing for the same family and travel consumer segments as THEYE.
- Sawyer Products: US-based insect repellent specialist offering DEET and Picarin/PMD natural alternatives (e.g., Permethrin, Premium Insect Repellent with Picaridin); comparable in product technology and outdoor/travel use cases.
Broad incumbents
- Reckitt Benckiser (Mosquito repellent portfolio): Multinational consumer health company (owner of Jungle Formula and other repellent brands); broad incumbent with established UK/European retail distribution and significant marketing resources.
- Autan: European insect repellent brand owned by SC Johnson; broad incumbent offering DEET and natural formulations across European retail, comparable in product format and target use cases (family/travel/outdoor).
- SC Johnson (OFF!): Multinational CPG owner of OFF! and Autan; broad incumbent with global distribution, large marketing budgets and overlapping natural/DEET-free product lines that compete for the same category shelf.
Emerging players
- Kinfield: US emerging natural repellent brand targeting outdoor enthusiasts and families with DEET-free formulations; comparable emerging natural-positioning peer with similar brand-led DTC motion.
- Murphy's Naturals: US emerging natural insect repellent brand with sprays, balms and candles; comparable emerging natural-positioning peer targeting families and outdoor consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
THEYE LIMITED social profiles
Digital presenceTHEYE LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
THEYE LIMITED leadership team
Management profileNumber of profiles
THEYE LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THEYE LIMITED M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THEYE LIMITED
What does THEYE LIMITED do?
THEYE LIMITED manufactures and sells a range of natural, plant-based mosquito and insect repellent products powered by Citrepel75®, a refined PMD-rich oil derived from Java citronella. The product portfolio spans multiple delivery formats including aerosol sprays, pump sprays, travel microsprays, tropical-strength lotions, biodegradable wipes, and silicone wearable bracelets, marketed to consumers through direct e-commerce and major UK retail, pharmacy, and airline channels.
Is THEYE LIMITED a public or private company?
THEYE LIMITED is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was THEYE LIMITED founded?
THEYE LIMITED was founded in 2009.
Where is THEYE LIMITED based?
THEYE LIMITED is headquartered in Huddersfield, United Kingdom, in the Europe region.
How does THEYE LIMITED make money?
Three revenue lines are on record. Direct Product Sales (B2C E-commerce) is the primary driver. The others are wholesale/Retail Distribution and airline Retail.
Who are THEYE LIMITED's main competitors?
Direct peers on record are Ben's (Tender Corporation), Jungle Formula, Incognito, Mosi-guard (Nature's Best) and Sawyer Products. Broad incumbents are Reckitt Benckiser (Mosquito repellent portfolio), Autan and SC Johnson (OFF!). Emerging players are Kinfield and Murphy's Naturals.
Does THEYE LIMITED have an API?
No public API is recorded for THEYE LIMITED.
What industry is THEYE LIMITED in?
THEYE LIMITED's product category is Insect Repellents. Its primary akta.pro industry code is CRAJAHAD, Insect Repellents (Topical & Spatial), with a secondary code of CRAJAHAK, Natural/Green Pest Control Products. Its NAICS code is 325320 and its SIC code is 2890.