earth harbor

What earth harbor does

Earth Harbor Naturals is a self-funded, indie plant-based skincare brand founded by toxicologist and herbalist Ali Perry-Hatch, MPH, who launched the company from her off-the-grid treehouse kitchen with $2,000 in personal savings after a near-fatal car accident and pregnancy drove her to formulate non-toxic, sustainable personal care products that did not exist on the market. The company formulates and sells a catalog of 58 nature-identical, ocean and earth-active skincare products — cleansers, toners, moisturizers, serums/treatments, sunscreen, masks, body/hair care, eye care, accessories/tools, and curated sets — using clinically proven actives, dermatologist-tested formulas, and over 2,700 banned ingredients avoided, with proprietary technology such as the Sheer Mineral Matrix in its ECLIPSE SPF 30 non-nano zinc sunscreen. The brand differentiates through a stack of sustainability credentials (Climate Neutral, Plastic Negative, 1% for the Planet, Leaping Bunny, PETA, EU certified, FSC, ISO GMP) and is the only skincare brand founded by a toxicologist per its positioning.

The business operates a product-led growth model combining a direct-to-consumer e-commerce storefront (earthharbor.com) with omnichannel distribution through Ulta Beauty, Whole Foods Market, Sprouts Farmers Market, and specialty online retailers (Thrive Market, Beauty Heroes, Natural Gracers, Grove Collaborative). Products are priced $11–$39 individually and $20–$79 in sets (20–39% savings), with free shipping over $50, a first-order discount of $15, a Subscribe & Save subscription at 10% off, ~5% refills, and the Mermaid Rewards loyalty program driving retention. Marketing centers on efficacy storytelling, sustainability messaging, editorial coverage in Vogue/Harper's Bazaar/Elle/Glamour, a personalized Skin Quiz, and content-led customer acquisition. The customer base spans all skin types plus targeted concern-based segments (acne, aging, sensitivity) and sustainability-conscious consumers, with 10,000+ loyal "merpals." Headquartered in Utah with founder roots in Georgia (Georgia Grown sourcing), the company remains a self-funded grassroots family business with 11–50 employees and no outside investors.

Name

earth harbor

Legal name

Earth Harbor Naturals

Website

https://earthharbor.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Earth Harbor Naturals is a self-funded, indie skincare brand that formulates and sells 58 plant-based, ocean and earth-active skincare products (cleansers, serums, moisturizers, SPF, masks) via DTC and retail partners Ulta, Whole Foods, and Sprouts, targeting consumers seeking non-toxic, clinically proven, sustainable skincare.

Ownership category

akta.pro rank

Product category

Natural Skincare

NAICS

Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industry

Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN)

Keywords

• Natural skincare products
• Ocean-active skincare
• Plant-based cosmetics
• Sustainable beauty products
• Direct-to-consumer skincare

Headquarters

HQ city

Utah

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, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue from selling skincare products directly through earthharbor.com e-commerce platform. Products sold at retail price with occasional promotions.
2. Wholesale/Retail Distribution: Revenue from selling products through retail partners including Ulta Beauty, Whole Foods, Sprouts Farmers Market, and online retailers.
3. Subscription/Recurring Revenue: Subscribe & Save program offering 10% discount for recurring orders, generating predictable recurring revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Earth Harbor Naturals formulates, manufactures, and sells 100% nature-identical, ocean and earth-active skincare products including cleansers, toners, moisturizers, serums, masks, mineral sunscreen, body and lip care, and curated sets. Products are sold direct-to-consumer via earthharbor.com and through wholesale partnerships with major retailers, supported by a plastic-free refill program, a subscription (Subscribe & Save) program, and a Mermaid Rewards loyalty program.

Product overview

Earth Harbor is a direct-to-consumer skincare brand offering a comprehensive portfolio of 50+ nature-identical, ocean and earth-active skincare products. The product line spans multiple categories including cleansers (AHOY LOVE, SUNSHINE DEW, OASIS, CITRINE SEA), toners (TIDAL ROSE, MYSTIC WATERS, CLOUDBURST), moisturizers (MERMAID MILK, SIREN SILK, MERMAID MOON, TREASURE, AZURE, CALYPSO), treatments/serums (MARINA, CELESTINE, SAMPHIRE, LUNA RAIN, HORIZON, ANCHOR, AURORA, NEBULA, HELIOS, OBSCURA), sunscreen (ECLIPSE), masks (PINK SURF, GLOW JUICE, BLUE CRUSH), body/hair care (LAGUNA, BEACH WAVES, SUNSTONE, SEA KISS), eye care (AQUA AURA, ISLA), and accessories/tools. Products are available as individual items, curated kits (SUNRISE TO SUNSET, DAWN TO DUSK, GLOW ON, SMOOTH SAILING, COASTAL CLEANSE), and plastic-free refills. The brand also offers a Skin Quiz for personalized routine building and a Mermaid Rewards loyalty program. All formulations are 100% nature-identical, clinically effective, dermatologist tested, and crafted in-house by the toxicologist-founder.

Differentiator

Problem solved

Functional benefit

Products and services

• PINK SURF Instant Reset Mask Whipped pink clay mask that purifies, hydrates, and refreshes congested skin using mineral-rich clays and sea actives.
• ISLA Bio-Retinol Youth Eye Serum Bio-retinol youth eye serum targeting fine lines and wrinkles around the eye area.
• MERMAID MILK Nutrient Glow Moisturizer Hydrating moisturizer with 4.8 rating from 1,022 reviews, part of the core best-seller lineup.
• MARINA Biome Brightening Concentrate Brightening ampoule concentrate with 4.9 rating from 593 reviews.
• SIREN SILK Bio-Retinol Hydration Cream Bio-retinol hydration cream rated 4.8 from 595 reviews.
• AHOY LOVE Nourishing Milky Cleanser Nourishing milky cream cleanser rated 4.7 from 532 reviews.
• TIDAL ROSE Seaweed Hydration Mist Seaweed-based hydration mist rated 4.8 from 614 reviews.
• CELESTINE Hydra-Peptide Firming Serum Hydra-peptide firming serum rated 4.8 from 445 reviews.
• ECLIPSE Sheer Mineral Sunscreen Broad spectrum SPF 30 mineral sunscreen with UV, blue light, and pollution protection using non-nano zinc oxide with Sheer Mineral Matrix Technology and no white cast.
• SUNSHINE DEW Antioxidant Cleansing Oil Antioxidant cleansing oil rated 4.9 from 560 reviews.
• AQUA AURA Peptide Awaken Eye Cream
• SUNRISE TO SUNSET Mini Set Mini skincare set with 33% savings, rated 5.0 from 27 reviews.
• DAWN TO DUSK Natural Skincare Kit Full-size skincare kit with 39% savings, rated 4.9 from 107 reviews.
• Refills & Plastic-Free Program First-of-its-kind plastic-free refill program allowing customers to replenish favorite products with eco-friendly refills at approximately 5% discount versus full-price items.
• Subscribe & Save Auto-Delivery Subscription program offering 10% off recurring orders with free shipping, enabling predictable recurring revenue.
• Mermaid Rewards Loyalty Program Free loyalty rewards program where customers earn points for purchases, reviews, and referrals to redeem for discounts; 1 point per $1 spent, 100 points for signup, bonus points for reviews and social media follows.
• Skin Quiz & Routine Builder Personalized skincare quiz helping customers discover products tailored to their unique skin concerns and goals.

Quantifiable outcome

• Over 10,000 loyal merpals (customers)
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• 1% For The PlanetcoreStrategic or Co-development PartnerEnvironmental partnership dedicating 1% of all sales (not just profits) to protecting world's oceans and solving global water crisis. Includes donations to Waterkeeper Alliance and Water For People.
• Pact CollectivecoreStrategic or Co-development PartnerZero-waste packaging program through mail-back recycling for hard-to-recycle beauty packaging materials.
• TerracycleminorStrategic or Co-development PartnerZero-Waste Program partner for recycling initiatives and sustainable waste management solutions.
• Change Climate ProjectcoreStrategic or Co-development PartnerCarbon neutral certification partner providing carbon footprint measurement and offset services.
• Plastic Credit ExchangecoreStrategic or Co-development PartnerPlastic negative certification partner for plastic offset credits and sustainability verification.
• Waterkeeper AllianceminorStrategic or Co-development PartnerOcean conservation organization receiving support through 1% For The Planet partnership.
• Water For PeopleminorStrategic or Co-development PartnerClean water nonprofit receiving support through 1% For The Planet partnership.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorMajor national retail chain distributing Earth Harbor products in stores and online.
• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorNatural and organic grocery retailer distributing Earth Harbor skincare products.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorHealth-focused grocery chain retailing Earth Harbor products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cocokind: Cocokind is a clean, affordable skincare brand selling through DTC and specialty retailers (including Sephora and Whole Foods). Earth Harbor and Cocokind compete head-to-head in clean skincare at accessible price points with similar sustainability and ingredient transparency positioning.
• Juice Beauty: Juice Beauty is an organic, clean skincare brand sold through Sephora, Ulta, and Whole Foods. It competes with Earth Harbor in organic/clean skincare, sharing similar ingredient-transparency and sustainability narratives and overlapping retail distribution.
• Indie Lee: Indie Lee is a clean, natural skincare brand with a comparable SKU portfolio (cleansers, toners, serums, oils, SPF) sold DTC and through specialty retailers. It competes with Earth Harbor in the clean/natural skincare category at similar price points.
• Necessaire: Necessaire is a clean personal-care brand spanning body, hair, and skincare with a strong sustainability narrative (recyclable packaging, Climate Neutral). It competes with Earth Harbor in clean body and skincare, with overlap in retail partners like Sephora and Whole Foods.
• Herbivore Botanicals: Herbivore is a clean, natural skincare brand with botanical actives sold DTC and through Sephora/Ulta. It directly competes with Earth Harbor in the natural skincare category, with comparable price points and a similar product line (cleansers, serums, masks, oils).
• Osea Malibu: Osea is the closest direct peer — a clean, ocean-inspired skincare brand using marine and plant-based actives. Earth Harbor and Osea share near-identical positioning around sea actives, sustainability certifications, and natural/clean ingredient standards, and both compete for the same eco-conscious skincare consumer.
• True Botanicals: True Botanicals is a clean, clinically-formulated natural skincare brand sold DTC and through retailers including Sephora and Ulta. Both brands emphasize clinically tested natural ingredients, sustainability certifications, and skincare efficacy narratives.
• Tata Harper: Tata Harper is a luxury 100% natural skincare brand built around a founder-led, scientifically formulated narrative — closely analogous to Earth Harbor's toxicologist-founder positioning. Both compete in prestige natural skincare, with Tata Harper operating at higher price points.

Broad incumbents

• Biossance: Biossance is a clean skincare brand built around squalane and biotech ingredients, owned by Amyris and distributed through Sephora and DTC. It competes with Earth Harbor in clean skincare and benefits from significant corporate backing and R&D resources.
• Drunk Elephant: Drunk Elephant is a leading clean/biocompatible skincare brand acquired by Shiseido and sold across Sephora, Ulta, and DTC. As a well-capitalized broad incumbent in the clean skincare category, it competes with Earth Harbor for share of voice, shelf space, and the same clean-beauty consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/earthharbornaturals
• LinkedInlinkedin.com/company/earth-harbor-naturals

Compliance11 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 harbor