True Botanicals

About True Botanicals

True Botanicals operates in the luxury skincare market, offering products with biocompatible, natural ingredients. The company was founded in 2014 by Hillary Peterson and Christina Mace-Turner. Peterson, a former marketing executive at Levi Strauss & Co., was motivated to create the company after a thyroid cancer diagnosis at age 32, which led her to scrutinize the ingredients in her personal care products. This personal health journey inspired an eight-year study into botanicals and green chemistry, culminating in the establishment of a brand focused on safety and efficacy without the use of toxins.

The company's business model is primarily direct-to-consumer (DTC), with a strong emphasis on a subscription-based service that boasts a high customer retention rate. While initially focusing on DTC, True Botanicals has expanded its retail footprint and is available through partners such as Nordstrom, Credo Beauty, and The Detox Market. Revenue is generated from the sale of its skincare products, with a significant portion derived from its online store, which features an online quiz for personalized recommendations. The business targets "skintellectuals," consumers who are well-informed and invested in the health and appearance of their skin, with a core customer base aged 25 to 42.

True Botanicals' product line includes skincare for the face, body, and sun protection, formulated to address concerns like aging, acne, and hyperpigmentation. A key differentiator is its commitment to ingredient safety; the entire product line is the first to be certified as MADE SAFE®, meaning it is free from over 6,500 known toxic chemicals. The products are formulated with plant-derived peptides, antioxidant-rich oils, and other natural extracts, such as Chebula, an Ayurvedic herb known for its antioxidant properties. The company validates its product performance through independent clinical trials, which have shown its products to outperform conventional luxury brands. The firm has raised a total of $21.6 million over four funding rounds, with a Series B completed in March 2023, to support retail growth and its social and environmental mission.