Early Stage

The Future Of Organic Skin Care!

The Future Of Organic Skin Care!


Raised to Date: Raised: $58,306

Total Commitments ($USD)



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Year Founded



Beauty & Personal Care

Tech Sector


Distribution Model




Capital Intensity



San Rafael, California

Business Type


Waxelene, with a valuation of $8 million, is raising funds on Wefunder. The company makes organic skin care products, especially for people with eczema and sensitive skin. Waxelene’s products are made using natural ingredients and come in sustainable packaging, making them committed to the well-being of people and the planet. The business has thousands of 5-star reviews and multiple A-list celebrity collaborations. Todd Cooper founded Waxelene in January 2011. The current crowdfunding campaign has a minimum target of $50,000 and a maximum target of $1.24 million. The campaign proceeds will be used for new products, advertising, inventory, and working capital.

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Financials as of: 10/17/2023
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Analyst Report



Waxelene is a skincare company that offers a range of organic products, particularly catering to individuals with eczema and sensitive skin. The company prides itself on using only natural and organic ingredients, devoid of harmful additives, chemical preservatives, or petroleum derivatives. Waxelene's commitment to sustainability extends to its packaging, which is 100% recyclable and BPA-free. The company also offers an option for a reusable glass jar, and 2% of all its sales go towards purchasing plastic offsets to neutralize its plastic footprint.

The company's products have garnered thousands of 5-star reviews, and it has also engaged in multiple collaborations with A-list celebrities. Waxelene's product line is aimed at the US organic skincare market, a rapidly growing segment in the beauty industry. The increasing consumer awareness about the harmful effects of synthetic ingredients and a growing preference for organic and natural products are driving this growth.

Next Section: Price


Waxelene is raising funds through SAFE on Wefunder at an $8 million valuation cap. Waxelene generated $843,812 in revenue last year, resulting in a revenue multiple of approximately 9.48x. This multiple is relatively high for a skincare company operating in a highly competitive market. Additionally, Waxelene has no patents or large assets to justify this valuation.

Next Section: Market


The organic skincare market is witnessing significant growth due to a growing consumer inclination towards chemical-free beauty products. An increasing awareness of the harmful effects of synthetic ingredients in beauty products, coupled with the rising prevalence of skin issues, drives consumers towards organic skincare alternatives. Synthetic compounds such as methylparaben, propylparaben, and butylparaben cause allergic reactions, acne, blemishes, rashes, and other skin-related problems. Hence, the demand for organic skin care products, considered more effective and with fewer side effects, is rising.

Additionally, the COVID-19 pandemic has elevated public awareness about self-care and well-being, leading to a surge in demand for chemical-free products. This trend is expected to fuel the growth of the organic skincare market further. However, the pandemic also disrupted the supply chain and curtailed the production of these products. The growing demand for organic products, coupled with a scarcity of resources, has presented growth opportunities for key players in the organic skincare market.

Waxelene operates in the US organic skincare market, valued at $1.9 billion. The market is growing at a rate of 8.4%, indicating a favorable environment for the company's growth. Waxelene's commitment to natural and organic ingredients, coupled with its dedication to sustainable packaging, positions it well within this growing market. 

Next Section: Team


Waxelene is led by CEO Todd Cooper and COO/CFO Chris Remington. Both have been working in the company for 12 years. Cooper has allegedly successfully exited two previous companies. Remington comes with an engineering background in environmental studies.

Waxelene's team is small and diverse, consisting of only four members. The company was created 12 years ago, and its 2019 revenue was $300,000. In 2022, the company's revenue was $843,812. In 2023, Waxelene is generating $41,000 per month on average and, therefore, may not sell more than $500,000 at this pace. Looking at these numbers, the company is growing slowly, and investors can question the founders' execution ability. Nothing indicates that the team will be able to meet its projections.

Next Section: Differentiation


Waxelene operates in a highly competitive market within the beauty and personal care industry, specifically targeting the US organic skincare market. The company faces established competitors such as Nivea, La Roche Posay, and Neutrogena. Additionally, there are numerous direct competitors in organic skincare, including Weleda, Tata Harper, and ILIA.

Waxelene positions itself as a company offering organic skincare products that cater to individuals with eczema and sensitive skin. The company's commitment to using natural ingredients and sustainable packaging sets it in the organic skincare niche. Waxelene's focus on the well-being of people and the planet is a key selling point for environmentally conscious consumers.

While Waxelene has garnered positive reviews and collaborations with A-list celebrities, its differentiation is low. Waxelene's products are at the lower end of organic skincare prices. For example, Waxelen's multi-purpose ointment 3 oz jar sells for $39.99 on Amazon. Therefore, it appeals to the masses.

Next Section: Performance


The company has gained significant traction and sells its products in 15,000 retail stores. It has also achieved a good sales-to-marketing ratio and generates $5 in sales for every dollar spent on marketing.

The company was created 12 years ago, and its 2019 revenue was $300,000. In 2022, the company's revenue was $843,812. In 2023, Waxelene is generating $41,000 per month on average and, therefore, may not sell more than $500,000 at this pace. This slow revenue growth can be alarming for investors who can question the team's ability to grow the company and meet its projections.

Waxelene has demonstrated financial stability. The company has a monthly burn rate of $158.33 in 2022 and now breaks even. It is effectively managing its expenses. Organic skincare is a common product, and Waxelene needs to break even. The company will survive if it cannot raise any more investments.

Next Section: Risk


Investing in Waxelene carries several risks that prospective investors should consider. Firstly, the beauty and personal care industry is highly competitive, with well-established players such as Nivea, La Roche Posay, and Neutrogena. Waxelene faces direct competition from brands like Weleda, Tata Harper, and ILIA, which may pose challenges in gaining market share and building brand recognition.

Waxelene will also probably have a decrease in its revenue in 2023. Based on its current revenues, the company could end the year at around $500,000, a decrease from 2022's $843,812 revenue. This decrease brings execution and growth risks to the deal.

Another risk to consider is Waxelene's need for long-term scalability in both production and sales and distribution. The company's products have gained market acceptance, but scaling up production and expanding distribution channels may require significant time and resources.

Furthermore, Waxelene's valuation may be considered overvalued, which could impact the potential return on investment for new investors. The company's valuation is set at $8 million, and investors should carefully assess whether this aligns with the company's growth potential and financial performance.

Lastly, while Waxelene has thousands of 5-star reviews and celebrity collaborations, building brand awareness and loyalty in the beauty industry can be challenging, especially considering the intense competition and rapidly changing consumer preferences.

Investing in Waxelene involves risks related to competition, financial performance, scalability, valuation, and brand building. Prospective investors should carefully evaluate these factors before making an investment decision.

Next Section: Bullish Outlook

Bullish Outlook

The company's commitment to using natural and organic ingredients sets it apart from competitors that rely on additives and petroleum derivatives. 

With thousands of 5-star reviews and collaborations with A-list celebrities, Waxelene has built a strong reputation for delivering high-quality skincare solutions.

While the competitive landscape in the beauty industry is intense, Waxelene's offering in the growing skincare market could grow in the next couple of years if the company successfully builds an efficient marketing campaign.

Waxelene costs and revenues seem to be breaking even. The company has a low risk of bankruptcy at this point.

Next Section: Bearish Outlook

Bearish Outlook

Waxelene operates in a highly competitive market, facing direct competition from established brands such as Nivea, La Roche Posay, and Neutrogena. These competitors have strong brand recognition, extensive distribution networks, and a wide range of product offerings. Waxelene's direct competitors, Weleda, Tata Harper, and ILIA, also pose a threat as they have gained traction in the organic skincare market. With such intense competition, it will be challenging for Waxelene to capture and retain a significant market share.

Waxelene's valuation of $8 million appears to be overinflated. The company's annual revenue is $843,812, resulting in a revenue multiple of $9.48. This multiple suggests that Waxelene is valued at a premium compared to its revenue-generating capabilities. Additionally, the company's revenue may decrease this year if Waxelene only generates an average of $41,000 in monthly revenues. Investors should consider whether this valuation accurately reflects the company's growth potential and ability to compete effectively in the market.

Next Section: Executive Summary

Executive Summary

Waxelene is a skincare company specializing in organic products, especially for individuals with sensitive skin or eczema. The company's products are made from natural ingredients and packaged sustainably, demonstrating a commitment to personal well-being and environmental health. Waxelene's products are available in 15,000 retail stores, and for every dollar spent on marketing, the company generates $5 in sales, indicating a good return on investment.

However, the company operates in a highly competitive market with low barriers to entry. Competitors range from high-end organic skincare brands like Weleda, Tata Harper, and ILIA to more mainstream brands like Nivea, La Roche Posay, and Neutrogena. Despite this competition, Waxelene has successfully carved out a niche in the market and is positioned to benefit from the growing consumer preference for chemical-free products.

Waxelene's valuation of $8 million may seem high, given its current financial status. The company generated $843,812 in 2022 after 12 years of operations. Additionally, it only generated an average of $41,000 in revenue in the first months of 2023, making investors fear a revenue decrease. This could indicate poor execution from the team or a lack of need and appeal for the company's product.


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Waxelene on Wefunder 2023
Platform: Wefunder
Security Type: SAFE
Valuation: $8,000,000

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