soy

What soy does

Soy of Life is a privately held, founder-operated small business based in Plymouth, Massachusetts, that sells a premium, natural soy-based skincare line directly to consumers. Founded in 2006 by Sherry Kelly after she experienced an allergic reaction to conventional products, the company formulates facial care, bath and body, and specialty personal-care products around non-GMO soy as the primary active ingredient, combined with spa-quality botanical extracts, therapeutic-grade essential oils, and clinically proven natural actives. The catalog spans moisturizers, cleansers, toners, an under-eye therapy, lip balms, body crèmes, dry oil mists, a healing balm, a psoriasis-specific cream, a natural insect-repellent spray, and tiered facial care packages.

The underlying technology is rooted in formulation chemistry rather than software or AI: soy is positioned for its small molecular structure, ability to penetrate the epidermis, stimulation of collagen synthesis, and "smart moisturizer" behavior that selectively hydrates dry areas while reducing oiliness. Products are formulated to be free of parabens, dyes, sulfates, phthalates, mineral oil, petroleum by-products, and formaldehydes, and the brand claims no hormonal effects from phytoestrogen content.

The business model is a direct-to-consumer e-commerce operation on soyoflife.com, supplemented by a wholesale/B2B channel for retailers with a valid retail tax ID. Pricing is unit-based with no subscription option, ranging from $2.99 to $38.99 per item, with a free-shipping threshold of $50 for domestic USPS priority orders; international shipping is offered on an inquiry basis, and digital gift cards ($50–$200) are available. Marketing is conducted organically through blog content, Facebook and Twitter, VerticalResponse-powered email, and earned media (Entrepreneur magazine features and radio spots). The company is bootstrapped, with no disclosed institutional funding, no patents or trademarks on record, and no formal partnerships.

Name

soy

Legal name

Soy of Life

Website

https://soyoflife.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Soy of Life is a Plymouth, Massachusetts-based small business founded in 2006 by Sherry Kelly that sells non-GMO, soy-based facial care, body care, and specialty personal-care products directly to consumers through its e-commerce website, with a wholesale channel and international shipping.

Ownership category

akta.pro rank

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Natural skincare products
• Soy-based skincare
• Facial care products
• Body care products
• Organic skincare

Headquarters

HQ city

Plymouth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer sales via their website. Products are sold individually with prices ranging from $2.99 to $38.99 for skincare items. Gift cards available at $50, $75, $100, $150, $200.
2. Wholesale/B2B Sales: Wholesale pricing available for retailers with proof of retail tax id and company information. This represents B2B revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Soy of Life manufactures and sells soy-based skincare, facial care, body care, and personal care products. Formulations are built on a non-GMO soy base combined with spa-quality botanical extracts, therapeutic-grade essential oils, and clinically proven natural actives, targeted at consumers seeking natural skincare alternatives.

Product overview

Soy of Life is a Premium, Organic and Natural Soy-based Skincare line consisting of Facial Care and Bath & Body product categories. The Facial Care line includes moisturizers (Face the Day!, Soothing Soy), cleansers and toners (Grace Your Face!, About Face Toner & Spritzer), eye treatments (Soy Young!), and lip balms (Soy Licious!, Shimmer Tint!). The Bath & Body line includes body lotions and creams (Soft As Silk, It's the Balm!), body sprays (SOS Body Quencher), dry oil mists (Soy Smooth), specialty treatments (Psoriasis Psolution), and insect spray (Soyweet Relief!). The company also offers value bundles through Facial Care Packages (Deluxe, Premium, Ultimate) and Gift Cards. All products feature non-GMO soy as the primary active ingredient combined with spa-quality botanical extracts, therapeutic-grade essential oils, and clinically proven natural actives. Founded in 2006 and located in Plymouth, Massachusetts.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Soy is 10 times more effective than DEET for insect repulsion (per 2002 Iowa State University study referenced in product descriptions)
• +1 more outcomes

Named customers3 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Aveeno: A Johnson & Johnson skincare brand built around soy and other naturally-derived actives (Active Naturals line). Most directly comparable to Soy of Life because both lead with soy-based skincare for sensitive and aging skin at retail scale.
• Dr. Hauschka: Premium natural skincare brand using botanical extracts and essential oils in facial and body care. Comparable positioning to Soy of Life in the 'spa-quality, natural actives' premium niche with overlapping product categories.
• Juice Beauty: Organic, plant-based skincare brand emphasizing clinically proven natural ingredients. Comparable to Soy of Life in the organic/clean beauty DTC channel with similar anti-aging positioning.
• Acure Organics: Natural and organic skincare brand sold through DTC, natural grocery, and mass channels. Directly comparable in price points, ingredient philosophy, and target consumer seeking clean beauty.
• S.W. Basics: Small-batch, minimalist natural skincare brand built around a small number of ingredients per product. Comparable in scale, DTC-first model, and natural-ingredient philosophy to Soy of Life.
• Pai Skincare: Certified organic skincare brand specializing in sensitive and problem skin (rosacea, eczema, psoriasis). Directly comparable to Soy of Life's sensitive-skin and psoriasis-targeting SKUs and ingredient transparency positioning.
• Drunk Elephant: Premium clean-beauty skincare brand focused on biocompatible actives and avoidance of 'suspicious' ingredients. Comparable to Soy of Life in the clean-beauty positioning and anti-aging product set, though at significantly higher price points and scale.

Broad incumbents

• Burt's Bees: Mass-market natural personal care brand (owned by Clorox) covering skincare, lip care, and body care. Comparable category overlap and natural positioning but far broader portfolio and retail scale than Soy of Life.
• The Body Shop: Global natural and ethically-sourced beauty retailer offering facial and body skincare. Overlaps with Soy of Life on natural positioning and product categories but operates at far greater scale and through physical retail.

Regional players

• Trilogy Skincare: Natural skincare brand from New Zealand using rosehip and botanical oils in facial care. Comparable to Soy of Life in natural-ingredient, anti-aging positioning but primarily serves Australasian and select international markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SoyofLife
• Facebookfacebook.com/112683378749917

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 soy