Draft:True Botanicals
Skincare brand
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True Botanicals is an American skincare brand founded in 2014 and headquartered in Mill Valley, California. The company develops botanical-based skincare products within the clean beauty category. True Botanicals is a B Corporation, indicating that it meets standards related to social and environmental performance, accountability, and transparency..[1]
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History
True Botanicals was founded in 2014 by Hillary Peterson. Peterson’s personal health experiences after a thyroid cancer diagnosis influenced the company’s focus on ingredient transparency and product safety.[2]
As of 2020, the company is led by chief executive officer Sandy Saputo.[citation needed]
Products
True Botanicals manufactures non-toxic skincare products, including facial oils, serums, cleansers, moisturizers, and eye care treatments.[citation needed] The brand emphasizes the use of plant-derived ingredients and maintains strict exclusion criteria for potentially harmful substances.[citation needed]
The company's first product was Renew Pure Radiance Oil. True Botanicals has developed three primary product collections around skin hydration: the Pure Radiance line, which features plant powered oil-based formulations; the Chebula collection, which incorporates the antioxidant Chebula; and the Phyto-Retinol line, which uses cranberry-derived Peptilium.[citation needed] The company was among the first skincare brands to use Chebula, an ingredient traditionally found in Ayurvedic medicine, in commercial skincare products.[citation needed]
All True Botanicals products are certified by MADE SAFE, a safety standard available for consumer products.[3] Products are also dermatologist-tested, EWG-certified, hypoallergenic, microbiome-friendly, vegan, cruelty-free, and sustainably sourced.[citation needed] The company holds certifications from organizations including 1% for the Planet, RePurpose certified Plastic Negative [4], FSC (Forest Stewardship Council), PACT Collective, PETA [5], and Leaping Bunny [6].
True Botanicals formulations exclude sodium lauryl sulfate (SLS), phthalates, synthetic fragrances, parabens, phenoxyethanol, fillers, silicones, and chemical sunscreens.[citation needed]
Business model
Sustainability and corporate practices
True Botanicals is a certified B Corporation, as listed in B Lab’s public registry [8]
Financial performance
True Botanicals is a privately held company and does not publicly disclose audited financial statements. Industry reporting [9] has estimated that the company was approaching approximately $50 million in annual sales around 2022–2023, prior to its Series B funding round. A 2025 industry profile reported [10] that the brand had reached an estimated $70 million in cumulative retail sales and was targeting approximately $100 million in total sales in subsequent years under CEO Sandy Saputo’s leadership; these figures were based on executive commentary and industry analysis. Business analytics platform Particl [11] estimated that True Botanicals generated approximately $29 million in e-commerce revenue over a six-month period in 2025, based on online transaction data modeling.
Reception and awards
True Botanicals has received recognition within the beauty industry for both its products and business approach. In 2025, the brand was included among Allure’s Best of Beauty: Clean Skincare award recipients [12]. Elle, Harper’s Bazaar, Byrdie, Marie Claire, and more have also recognized True Botanicals products in their annual beauty awards.
The company has been recognized [13] by Cosmetic Executive Women (CEW), which highlighted True Botanicals for its efforts to challenge perceptions regarding the effectiveness of natural skincare products while maintaining a pragmatic business strategy.
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