Launch Date: March, 2020
Geography: San Diego, CA, US
Founders:
Advisors:
Notable Investors:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Personal Care
Other Category: Bodycare
Funding: Friends and Family
Primary Distribution Channel: Mass
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 7,000
Hume Supernatural was founded in 2020 by a team of creators, chemists, and athletes who saw a gap in the market for personal care products that are both clean and high performing. We started with one question: Why does “natural” mean you have to compromise on results or design? We created Hume to challenge that idea—with breakthrough, microbiome-supporting formulations powered by plants, probiotics, and proprietary biotech ingredients. Our mission is to help all humans to live supernatural: confident in their skin, aligned with their values, and free from compromise.
Insights: Jeremy Horowitz, Co-Founder + CEO
Why now and why you?
Consumers are more educated than ever. They’re looking for science-backed products that are clean, effective, and made by brands that stand for something. We built Hume to be that brand.
What fuels your competitive advantage?
We’re not a white-label brand. Every Hume formula is custom-built from scratch by our co-founder chemist, Melissa Christenson, in partnership with San Diego based biotech firm Sirenas Marine Discovery. Our use of novel, proprietary ingredients—originally designed for pharma and now used in cosmeceuticals—gives us unmatched efficacy and product differentiation. Our culture-led brand strategy does the rest.
What are you most proud of accomplishing to date?
We’re incredibly proud to be recognized as the fastest-growing natural deodorant in the natural retail channel, according to SPINS, but that’s just one part of the story. Beyond the accolades, what we’re most proud of is the team we’ve built and the community we’re serving. We’re helping people live healthier, more confident lives with products they can feel good about—and that’s the real win.
What is the one thing you wish someone had told you?
“Natural” sounds simple, but formulating products that are safe, effective, and stable without shortcuts is anything but. The good news? It’s worth it. Every challenge has led to a better product and a stronger foundation.
What would you tell your past self before starting this journey?
Stay steadfast in your vision, but be prepared for the unexpected.Trust in your team, lean into the challenges, and remember that every setback is an opportunity to learn and grow.
What does success look like in the next 3-5 years?
Scaling significantly in retail with best-in-class sell-through, launching new categories rooted in microbiome-led science, and becoming the go-to lifestyle personal care brand for the wellness-minded.
What's one industry trend that is overhyped, and what's being overlooked?
“Natural” claims are often overhyped without the science to back them. What’s being overlooked is the power of the microbiome. The next frontier isn’t just clean—it’s microbiome-friendly, skin barrier-safe, and deeply rooted in scientific validation.
How do you think the industry needs to evolve?
Transparency has to go beyond ingredient lists. Consumers deserve to know not just what’s in the product, but why it’s there, how it’s sourced, and how it impacts their health and the planet’s.
If you could wave a magic wand, what one wish would you make for your business?
I’d make Hume the go-to choice for anyone seeking a healthier lifestyle but unsure where to start.
