12 Personal Care Products Success Stories [2024]
Looking to break into a thriving market with a personal touch? Personal care products might be your ideal business. From skincare to haircare and beyond, personal care products cater to a universal need for wellness and self-expression.
Launching this business involves sourcing high-quality ingredients, developing effective formulas, and creating an appealing brand identity. As consumers grow more conscious about what they put on their bodies, opportunities abound for niche markets like organic, vegan, or cruelty-free products.
Start small with a few hero products and grow based on customer feedback. Effective marketing through social media platforms and collaborations with influencers can amplify your brand’s reach. The personal care industry is not just about selling products; it’s about selling a lifestyle.
Considering the shift towards natural and sustainable living, there's a real chance to make a meaningful impact while building a profitable business.
In this list, you'll find real-world personal care products success stories and very profitable examples of starting a personal care products that makes money.
1. Wild ($33.6M/year)
Charlie Bowes-Lyon came up with the idea for Wild after recognizing the increasing consumer demand for sustainable products. He initially started a side business selling reusable coffee cups and water bottles, which was a success. Inspired by the shift in customer sentiment towards packaging and waste, Charlie and his co-founder decided to tackle bathroom waste by creating a refillable, natural deodorant. With a focus on sustainability and an innovative product, Wild has scaled into a global brand with over a million customers and trading at upwards of £25m ARR.
How much money it makes: $33.6M/year
How much did it cost to start: $120K
How many people on the team: 50
Wild, a sustainable personal care brand that aims to remove plastic waste from the bathroom, scaled into a global brand in just two and a half years, selling to over a million customers and trading at upwards of £25m ARR, through their successful product innovation, diversification in marketing channels, and strong community engagement.
2. Tree To Tub ($6M/year)
Tree To Tub founder, Michael Koh, came up with the idea for his natural skincare company after experiencing the benefits of Soapberries for his sensitive skin. Immigrating to the U.S. and realizing the lack of options for people with sensitive skin, Koh saw an opportunity to create a product that could help many people feel good. Through crowdfunding and a focus on product market fit, Tree To Tub has achieved significant success, reaching $3 million in revenue on its third year.
How much money it makes: $6M/year
How many people on the team: 23
Tree To Tub, a natural skincare company, solves the painful problem of people with delicate skin, resulting in $3M revenue on their third year; their signature products include shampoo, body wash, and facial cleanser made from the gentle Soapberry, and they have since grown to $4M and plan to reach $10M in 2020.
3. Plaine Products ($2.4M/year)
Hello! Meet Lindsey McCoy, the CEO of Plaine Products, a hair and body care company that is on a mission to eliminate single-use plastic bottles. After witnessing the environmental impact of plastic pollution during her time in The Bahamas, Lindsey decided to create a solution by offering refillable aluminum bottles. With over 300,000 plastic bottles diverted from landfills and oceans, Plaine Products is making a significant impact in the fight against plastic waste.
How much money it makes: $2.4M/year
How much did it cost to start: $50K
How many people on the team: 6
Plaine Products CEO, Lindsey McCoy, rids the world of single-use plastic bottles and turns her passion for sustainability into a $2.4M/year hair and body care brand, diverting over 300,000 plastic bottles from landfills and oceans.
4. Spinster Sisters Co. ($1.5M/year)
spinsterproducts.com" style="color:blue"> via Amazon, and we sell internationally. We are in natural grocery and mass grocery, we are in spas and boutiques, and we are in gift shops and hotel spas. You almost have to give all channels a shot, to try to drive growth, brand recognition, and new sales. We have a strong social media presence, especially on Instagram, and we engage with our customers through newsletters and promotions. Additionally, we prioritize customer service and aim to provide a personalized and positive experience for each customer.
How much money it makes: $1.5M/year
How much did it cost to start: $1K
How many people on the team: 10
Spinster Sisters Co, a natural skin and personal care company that manufactures premium quality products, went from making soap in a basement to a $1.5 million/year business, boasting 18 employees, 2100 stores across the US and expansion into Canada, seeing massive growth potential in its sales funnel and achieving a record sales week, with a robust direct-to-consumer business (24% of sales) that's grown organically until this year.
5. Awkward Essentials ($1.44M/year)
Frances, the founder of Awkward Essentials, came up with the idea for her business, specifically the Dripstick product, after experiencing post-sex drip and realizing there were no effective solutions available. While baking and using a spatula, she had the idea for a vaginal spatula to clean up the leftovers, which ultimately led to the creation of the world's first cum sponge. Despite facing challenges and setbacks, Frances persisted and launched her business, gaining attention and orders from around the world.
How much money it makes: $1.44M/year
How much did it cost to start: $5K
How many people on the team: 4
Awkward Essentials CEO and founder, Frances, discusses the creation and launch of Dripstick, the world's first cum sponge, and how they have grown their business through a mix of marketing tactics, including viral TikToks and an Amazon launch.
6. Bey Moss ($1.2M/year)
Nick Bey, the founder of Bey Moss, came up with the idea for his business after hearing about the health benefits of sea moss from rapper Nipsey Hussle. He decided to sell sea moss products to his wife's large social media following and quickly sold out of his first batch, validating the demand for the product. With his background in computer programming and his wife's sales expertise, they were able to build Bey Moss into a successful e-commerce business, making over $800,000 in revenue to date.
How much money it makes: $1.2M/year
How much did it cost to start: $500
How many people on the team: 10
Bey Moss, an e-commerce platform selling sea moss-infused health and wellness products, made over $800,000 to-date with less than $10,000 overall in ads after validating the product idea through reviews and feedback and leveraging their social media following to build a Bey Moss community.
7. American Provenance ($960K/year)
Kyle LaFond, the founder of American Provenance, came up with the idea for his natural products manufacturing company while working as a middle school science teacher. He noticed that many of his students were using body sprays filled with harsh chemicals, and decided to teach them how to make their own personal care products using minimal ingredients. This experience, combined with his own desire for high-quality natural products at affordable prices, inspired him to launch American Provenance.
How much money it makes: $960K/year
How much did it cost to start: $225K
How many people on the team: 9
American Provenance, a natural products manufacturing company, achieved over $3M in lifetime revenue by creating high-quality natural products intended primarily for men, with a unique approach of building their reputation and customer base one store at a time.
8. Natural Forces Massage ($360K/year)
Timothy Turnbow, the founder of Natural Forces Massage, came up with the idea for his business after realizing his talent for relieving clients' pain through massage therapy. Inspired by the desire to have his own clinic and help others, he opened his doors in 2018 and has since garnered over 400 5-star reviews on Google Maps. With an average monthly sales of around $30,000, the business is thriving as they celebrate their 4-year anniversary.
How much money it makes: $360K/year
How much did it cost to start: $40K
How many people on the team: 0
Natural Forces Massage in Texas has seen sales grow year-over-year with an average of $30,000/month in sales, already has over 400 5-star reviews on Google, and boasts an employee count of 11 massage therapists and 5 receptionists.
9. Natural Girl ($360K/year)
The founder's admiration for natural textured wigs led to the idea of posting content about textured hair on her Instagram page. She received inquiries about the availability of the products, which validated her business idea before entering the market.
How much money it makes: $360K/year
How much did it cost to start: $3
How many people on the team: 0
Natural Girl Wigs is a 7-figure business, reaching six-figures just six months after launch, by creating Afrocentric extensions and protective styles catering to black women all over the world, with strategies including Instagram and Whatsapp, viral word-of-mouth, and targeted Facebook ads and email marketing.
10. Dirty Labs ($240K/year)
David Watkins, CEO and co-founder of Dirty Labs, came up with the idea for his business after working in consumer electronics and realizing the short lifespan of the products he was creating. He partnered with chemist Dr. Pete He and identified laundry detergent as the product to start with, aiming to create a solution that was safe, sustainable, and effective. They developed a prototype formula and secured funding from investors and notable individuals before launching their direct-to-consumer business.
How much money it makes: $240K/year
How much did it cost to start: $2.5M
How many people on the team: 7
Dirty Labs, a cleaning innovation lab founded by CEO David Watkins, introduces a line of laundry detergents that solve the cleaning trilemma, being safe, sustainable, and effective, achieving the goal with formulations that leverage nature-inspired green chemistry and earning $240k annually from the direct-to-consumer distribution.
11. Alfred Lane ($228K/year)
Rafael Hernandez, founder of Alfred Lane, came up with the idea for his solid cologne business while traveling and experiencing the hassles of transporting liquid cologne. He noticed a pattern and a problem to be solved, and after researching and experimenting with formulas, he created a line of handcrafted solid colognes for men that are easier to travel with. With initial sales on Shopify and successful placements in local boutiques, Alfred Lane now generates $19k a month in revenue.
How much money it makes: $228K/year
How much did it cost to start: $2K
How many people on the team: 1
Founder Rafael Hernandez launched Alfred Lane, a line of handcrafted personal and home fragrances, generating $19k in monthly revenue with 50% attributed to online and wholesale sales, while expanding to 65 stores across 6 countries and expanding to Europe and South America.
12. Healing Harbors ($216K/year)
Stacy Moore, a former Coast Guard helicopter mechanic, discovered the potential benefits of hemp and cannabis while providing home healthcare. After formulating a cream that drastically improved her client's mobility, Stacy founded Healing Harbors to offer thoughtfully made hemp products and educate others about the potential of natural remedies. The company has since grown, with products manufactured in-house and a focus on high-quality ingredients and customer satisfaction.
How much money it makes: $216K/year
How much did it cost to start: $200K
How many people on the team: 1
This case study follows the journey of Healing Harbors, a female-founded company that specializes in personal care and pet products made with CBD and has grown to generate $216k a year through e-commerce and wholesale accounts thanks to carefully planned formulation, small-batch manufacturing and meaningful relationships with customers.
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
