earth mama

What earth mama does

Earth Mama Organics is a Cincinnati-headquartered, founder-owned direct-to-consumer brand founded in 2002 by Melinda Olson—a nurse, herbalist, and grandmother—that formulates and sells certified organic herbal personal care products targeting pregnant, postpartum, and breastfeeding women, babies, and families. The portfolio spans pregnancy skincare (Belly Butter, Belly Oil), breastfeeding support (Organic Nipple Butter, Vegan Nipple Butter, Booby Soothe Cabbage Cream, Booby Tubes, lactation drink mixes, snack bars), postpartum recovery (Herbal Perineal Spray, Sitz Bath, Perineal Balm, C-Section Balm), baby care (Diaper Balm, Calendula Baby Oil, castile baby washes, Cradle Cap Cream), mineral sunscreens, a broad line of organic herbal teas, and curated bundles and gift collections. Core technology centers on traditional herbal formulations combined with evidence-based research; products are certified organic by Oregon Tilth under USDA NOP and NSF/ANSI 305 standards, with proprietary protocols such as WRAPO (a diaper dermatitis management protocol co-developed with a veteran NICU nurse manager) anchoring the clinical credibility proposition.

The business makes money primarily through DTC e-commerce on its Shopify storefront at earthmama.com, where individual products range from approximately $3.99 to $30 and bundles up to $125+. Secondary revenue streams include a wholesale program for retailers, a Hospital Partner Program selling individual-sized packaging to NICUs and healthcare facilities at discounts, distribution through Medline for broader healthcare channel access, and an Amazon.ca storefront for Canadian consumers. Marketing is multi-channel: organic content (blog, free Birth Plan and Lying-In Plan tools), active social presence across Facebook/Instagram/TikTok/YouTube/Pinterest, and dual affiliate programs (AspireIQ for content creators, AWIN for editorial partners earning 10–15% tier-based commission). The customer base is horizontally segmented across pregnant women, postpartum mothers, breastfeeding women, babies/young children, general families, and healthcare facilities—served through a common value proposition of ingredient transparency, EWG-1 hazard ratings, and safety for the most fragile users. The company is bootstrapped with no disclosed external funding, no parent company, and no subsidiaries.

Name

earth mama

Legal name

Earth Mama Organics

Website

https://earthmama.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

Earth Mama Organics is a Cincinnati-based, founder-owned DTC brand founded in 2002 that formulates and sells certified organic herbal personal care products—including skincare, castile soaps, mineral sunscreens, organic teas, and lactation support—for pregnant, postpartum, and breastfeeding women and their babies, distributed via direct e-commerce, wholesale, hospital partnerships, and Amazon.ca.

Ownership category

akta.pro rank

Product category

Organic Maternal and Infant Personal Care

NAICS

Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ), Baby Powder & Anti-Chafe (CRABAJAG), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Organic & Clean-Label Baby Nutrition (CRADAEAK)

Keywords

• Organic baby skincare
• Pregnancy and postpartum care
• Breastfeeding support products
• Natural personal care
• Herbal wellness products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices2 records

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-to-Consumer E-commerce: Earth Mama sells its full range of organic baby care, pregnancy, postpartum, and breastfeeding products directly to consumers through its e-commerce website (earthmama.com). Products are sold individually and in bundles at various price points ranging from approximately $3.99 to $125+.
2. Hospital and Healthcare B2B Sales: Earth Mama sells to hospitals, NICUs, and healthcare facilities through a Hospital Partner Program offering individual-sized packaging at discounts. Also distributed through Medline partnership.
3. Wholesale and Affiliate: Wholesale accounts for retailers and a dual affiliate program (AspireIQ for Brand Advocates, AWIN for editorial partners) earning tier-based commission on sales driven through affiliate links.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Earth Mama Organics formulates, manufactures, and sells certified organic herbal personal care products for pregnancy, postpartum, breastfeeding, and infant care. The product range includes balms (diaper, nipple, perineal, c-section, cradle cap), herbal teas (milkmaid, raspberry leaf, ginger nausea, heartburn, periodic), castile-based soaps and baby washes, mineral sunscreens with non-nano zinc oxide, body oils and lotions, lactation drink mixes and bars, and curated gift bundles and collections.

Product overview

Earth Mama Organics is a maternal and infant care brand offering a comprehensive portfolio of certified organic herbal personal care products. The product line centers on pregnancy support (Belly Butter, Belly Oil, pregnancy teas), breastfeeding support (Organic Nipple Butter, Vegan Nipple Butter, Booby Soothe Cabbage Cream, Booby Tubes, lactation drink mixes and snack bars), postpartum recovery (Herbal Perineal Spray, Herbal Sitz Bath, Organic Perineal Balm, Take Care Down There kit), and baby care (Organic Diaper Balm, Calendula Baby Oil, castile baby washes, baby lotions). Additional offerings include mineral-based sunscreens (SPF 40 for baby, kids, and adults in both lotion and face stick formats), organic herbal teas for various needs (elderberry immune, ginger nausea, raspberry leaf, peace, heartburn, throat soothie), and multi-purpose balms and body care. The brand combines traditional herbal remedies with evidence-based research, formulating products certified organic by Oregon Tilth, Non-GMO Project Verified, and Leaping Bunny Certified, with a focus on radical ingredient transparency. Products are available as individual items, bundled gift sets, and curated collections.

Differentiator

Problem solved

Functional benefit

Brands

• Healing Hearts Baby Loss Comfort: A line of products created to comfort and support women who have suffered baby loss, including grief resources.

Products and services

• Organic Diaper Balm Award-winning organic diaper cream with organic herbs to soothe and help prevent/heal diaper rash without harsh chemicals; intended for babies and used by hospital NICUs.
• Organic Nipple Butter Lanolin-free, Non-GMO Project Verified nipple cream safe for baby with no need to wash off before nursing; for breastfeeding mothers and the first Non-GMO Project Verified nipple cream.
• Vegan Nipple Butter Plant-based alternative to classic Nipple Butter without beeswax, offering the same moisturizing relief for nursing mothers.
• Booby Soothe Cabbage Cream Modern alternative to cabbage leaves with organic shea butter, aloe, red cabbage extract, cucumber seed oil, and coconut oil to relieve breast discomfort during breastfeeding or weaning.
• Booby Tubes Gel-free breast packs providing warm or cool therapy for encouraging milk flow, preventing clogged ducts, and soothing tenderness for breastfeeding mothers.
• Organic Milkmaid Tea Comforting organic herbal blend traditionally used to help support healthy breast milk production for nursing mothers.

Quantifiable outcome

• WRAPO Diaper Protocol significantly reduces diaper dermatitis in NICU settings, especially in the Neonatal Abstinence/opiate withdrawal population
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MedlinecoreChannel Partner/ Reseller/ DistributorEarth Mama has partnered with Medline, a major healthcare supply distributor, to make Earth Mama products available through Medline's distribution network. Customers can contact their Medline representative for Earth Mama's special contract pricing, enabling broader hospital and clinical access.
• NICU Hospital PartnerscoreStrategic or Co-development PartnerEarth Mama partners with hospital NICUs to replace conventional baby products with safe, zero-toxin alternatives. The company developed the WRAPO Diaper Protocol with a veteran NICU nurse manager, which has significantly reduced diaper dermatitis in participating NICUs.
• Oregon Tilth (OTCO)coreOthersOregon Tilth serves as Earth Mama's independent third-party organic certifier, verifying all organic claims across USDA NOP and NSF/ANSI 305 standards.
• rePurpose GlobalcoreOthersEarth Mama partners with rePurpose Global to achieve Plastic Neutral certification. Together they calculate all plastic used in Earth Mama's products and operations, then fund the ethical recovery and processing of the same amount of plastic waste from the environment.
• FoodChain IDcoreOthersFoodChain ID serves as the third-party technical administrator for Earth Mama's Non-GMO Project Verified certification, vetting ingredient compliance for GMO avoidance.
• PUSH for Empowered PregnancyminorStrategic or Co-development PartnerEarth Mama collaborated with PUSH for Empowered Pregnancy to create the free Birth Plan tool, incorporating research-based tips and resources designed to support an empowered pregnancy and stillbirth prevention.
• Community Organizations (Campaign for Safe Cosmetics, Breast Cancer Prevention Partners, Black Maternal Health Week, National Association to Advance Black Birth, Baby2Baby)minorGTM or Marketing PartnerEarth Mama has partnered with and supported multiple community organizations including Campaign for Safe Cosmetics, Breast Cancer Prevention Partners, Black Maternal Health Week, National Association to Advance Black Birth, Baby2Baby, Earth Day Oregon, and In Kind Boxes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Motherlove: Long-standing herbal maternal care brand offering pregnancy, postpartum, and breastfeeding products, including the best-known herbal lactation supplement. Closest direct competitor in the herbal/maternal niche where Earth Mama competes most heavily.
• Frida (Frida Mom): Fast-growing maternal and baby care brand with strong postpartum recovery product line (Frida Mom) directly competing with Earth Mama's perineal spray, sitz bath, and postpartum kit. Market leader in the postpartum segment with bigger CPG and retail presence.
• Hello Bello: Organic baby and personal care brand co-founded by Kristen Bell and Jessica Alba, offering diapers, wipes, bath, and skincare products that directly compete with Earth Mama's baby care portfolio. Targets the same clean/affordable niche with broader retail distribution.
• Bamboobies: Boob-ease brand offering organic breastfeeding accessories including bamboo washable breast pads, nipple cream, and lactation-support products. Directly competes with Earth Mama's breastfeeding product line including Booby Tubes and nipple butter.
• California Baby: California-based organic baby care brand offering bath, skincare, and sun products for sensitive skin. Mirrors Earth Mama's positioning around organic, EWG-friendly, pediatrician-tested baby care with comparable national retail and DTC distribution.
• The Honest Company: Public organic consumer products company (NASDAQ: HNST) with a portfolio directly overlapping Earth Mama's maternal and baby categories (diapers, wipes, skincare, bath). Competes for the same organic-conscious parent and healthcare channel customers with much larger marketing and distribution scale.
• Lansinoh: Established breastfeeding products brand with strong hospital channel presence (Lansinoh lanolin nipple cream is the legacy category leader). Directly competes with Earth Mama on nipple butter and breastfeeding accessories, with superior hospital distribution.
• Mustela: Baby and maternity skincare brand from Laboratoires Expanscience, sold through dermatologists, hospitals, and retail. Strong overlap with Earth Mama's baby skincare, perineal care, and maternity skincare categories, with similar credibility-based positioning.

Emerging players

• Erbaviva: Organic and non-toxic baby and maternal skincare brand offering similar pregnancy, postpartum, and baby products with comparable clean-ingredient positioning. Smaller scale than Earth Mama but overlapping in high-end organic retailers and boutiques.

Broad incumbents

• Burt's Bees (Baby Line): Mass-market natural personal care brand owned by Clorox with a baby product line that competes in the same natural/organic baby bath and skincare category. Significantly larger distribution and marketing budget than Earth Mama, but broader portfolio rather than maternal-care-only specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/earthmamaorganics
• Facebookfacebook.com/earthmamaorganics
• Instagraminstagram.com/earthmamaorganics
• Pinterestpinterest.com/earthmamaorganics
• TikToktiktok.com/@earthmamaorganics

Compliance8 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 earth mama