Launched: 2015
Founder: Hillary Peterson
Key Executives:
2024 Full Year Expected Revenue Range: $30M-$50M, according to industry estimates.
Offline points of distribution projected globally for 2024:130
Primary Category: Skincare
Other Categories: Body Care
Key Markets:
Retail Partnerships:
Primary Distribution Channel: DTC
Other Distribution Channels:
Funding Rounds: Venture Capital
Notable Investors / Funding Partners: NextWorld Capital
Notable Advisors / Board Members: Margarita Arriagada, former Chief Merchant at Sephora
After her cancer diagnosis, our founder became more aware of the safety of the ingredients she was using on her body, and she couldn't find a clean skincare brand that delivered the luxurious experience and efficacy that she wanted. She's built an indulgent, luxurious line of skincare that is safe and sustainable, while also clinically proven to perform better than conventional bestsellers.
Insight shared by: Rebecca Boston, CMO
What are your key business initiatives for 2024?
What are you most proud of having accomplished?
Building one of the industry's leading, best-in-class subscription loyalty programs, which delivers nearly 50% of True Botanicals' revenue.
What has been the biggest surprise?
How quickly the industry and consumer trends change and evolve.
What fuels your competitive advantage?
Our commitment to make products that are clinically proven to outperform conventional bestsellers.
Please share your insight on the future of the beauty industry.
There is a lot of greenwashing and overpromising that happens in the beauty industry, and so we believe that in the future, third-party certifications and testing will be more important to consumers than ever.
What is the best piece of advice you’ve been given?
A good idea is worth doing right away.
What is the best mistake you've ever made?
It's hard to choose! We believe that there are no mistakes—there are wins, and there are learnings. As long as you are learning and pivoting and growing, you don't have to be afraid of failure or mistakes!
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Don't try and do everything; instead, do fewer things, better.
If you could change one thing in the beauty industry what would it be?
We'd want the industry to stop using toxic chemicals, because there are so many safe alternatives that have now been clinically proven to outperform the toxic stuff. It's just not necessary anymore to use chemicals that we know are endocrine disruptors, bad for environment, etc.
