About Hawthorne
Hawthorne is a Consumer company based in New York (United States) founded in 2016 by Brian Jeong and Phillip Wong. Subscription-based personalized mens grooming products are offered by Hawthorne. It operates on a Direct-to-Consumer (D2C) and Subscription Services model in Consumer and Healthcare sectors. Hawthorne has raised $22.5 million across 5 funding rounds from investors including Techstars, Coefficient Capital and Imaginary Ventures. Its chief executive, as recorded, is Brian Jeong. Its website hawthorne.co draws about 45 thousand monthly visits. Hawthorne offers products and services including Surround Scent and Core Collection. Its focus areas include Consumer Goods, Personal Care and Fragrances. Its legal entity is Hawthorne Lab Inc. Its competitors include Dr. Squatch Soap Co, BHOLI by Vartika and Bholi Sarees.
Company details
Hawthorne is focused on the sale of personal fragrance and care products through a direct-to-consumer model. Products are offered in categories such as colognes, hair, body, face, and home bundles. A subscription service is provided for recurring orders. Distribution is facilitated via online platforms and select retail partnerships like Ulta Stores. Customer satisfaction is prioritized with a 30-day return or exchange policy.
- Headquarters New York, United States
- Founders Brian Jeong, Phillip Wong
- SectorsConsumerHealthcare
- Website hawthorne.co
- Social LinkedIn X Instagram
- Legal Name Hawthorne Lab Inc.
- Total Equity Funding$22.5M (USD)
in 5 rounds
- Latest Funding Round$12M (USD), Series B
Nov 2021
- InvestorsTechstars
& 10 more
Products & Services of Hawthorne
Hawthorne offers a comprehensive portfolio of products and services, including Surround Scent and Core Collection.
A signature scent collection for personal fragrance use.
A range of personal care products for grooming.
Funding Insights of Hawthorne
Hawthorne has successfully raised a total of $22.5M across 5 strategic funding rounds. The most recent funding activity was a Series B round of $12 million completed in November 2021. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $22.5M
- Total Rounds 5
- Last Round Series B — $12M
- First Round $300,000
(Sep 2017)
- Investors Count 11
All 5 funding rounds of Hawthorne with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Nov 2021 | $12M | Series B | – | Coefficient Capital | |
| May 2019 | $8M | Series A | – | Natalie Massenet, Nick Brown | |
| Jun 2018 | Seed | – | Right Side Capital Management | – | |
| Nov 2017 | $2.2M | Seed | – | – | – |
| Sep 2017 | $300,000 | Seed | – | – |
11 investors in total: 6 institutional and 5 angel.
Investors in Hawthorne
Hawthorne has secured backing from 11 investors, including venture fund and angel investors. Prominent investors backing the company include Techstars, Coefficient Capital and Imaginary Ventures.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Investment in consumer shifts is facilitated by Coefficient Capital. | coefficientcap.com | New York, United States | ||
Retail and technology startups are funded by Imaginary venture capital. | imaginary.co | New York, United States | ||
Comcast Ventures is focused on investing in technology startups. | comcastventures.com | San Francisco, United States | ||
Venture capital firm focused on tech sectors | foundercollective.com | Cambridge, United States | ||
Pre-seed stage Micro VC firm investing in the US and Canada | rightsidecapital.com | San Francisco, United States | ||
Startups are accelerated globally without sector restrictions through structured programs. | 2006 | techstars.com | New York, United States | |
NM Natalie Massenet | Founder of Net-a-Porter, angel investor, focuses on fashion and tech startups. | unknown_b4562bb42eec43b7a | ||
NB Nick Brown | unknown_667a06564326414ca | |||
SF Shana Fisher | unknown_111b9e63d7fb415cb | |||
TC Tom Chapman | Angel investor in Indian startups, co-founder of MatchesFashion, active in tech investments | unknown_31d038de23ec4a0aa |
Investor details for Hawthorne
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
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Verified entity values are shown only after access is granted.
People of Hawthorne
6 people are tracked at Hawthorne (3 in leadership, 3 in team).
| Name | Role | Group |
|---|---|---|
Brian Jeong | Co-Founder & CEO | Leadership |
Phillip Wong | Co-Founder | Leadership |
Ricky Yu | Head Of Finance & Operations | Leadership |
Evonda Nguyen | Brand Marketing Manager | Team |
Lyn Hersh | Special Projects Brand Manager | Team |
Aya Osman | Operations Associate | Team |
Complete people profiles for Hawthorne
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Timeline of Hawthorne
3 dated milestones of Hawthorne across 5 years, from founding to its latest funding, stage changes and deals.
- Founded Hawthorne is founded.
- Funding First funding round of $300K.
- Funding Latest funding round, Series B, of $12.0M.
Competitors of Hawthorne
Hawthorne has 3 listed competitors in our database. They include Dr. Squatch Soap Co., BHOLI by Vartika and Bholi Sarees.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| drsquatch.com | 2013 | Los Angeles, United States | 157 | Internet first brand offering subscription-based grooming products for men | ||
| bholibyvartika.com | 2018 | Sammamish, United States | Online retailer of traditional Indian sarees and fabrics for global customers. | |||
| bholisarees.com | 2018 | Sammamish, United States | Sells traditional Indian sarees online with worldwide shipping and designs. |
Detailed competitors of Hawthorne
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- Full competitor set
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- Competitive positioning
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Web traffic of Hawthorne
The website of Hawthorne (hawthorne.co) receives about 45.4K visits a month.
- Monthly visits45.4K
▼ 22.4% vs previous month
Websites whose visitors overlap most with Hawthorne. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| scentbird.com | 100% | 7.3M | #6,783 | View details | |
| creedfragrance.com | 80% | 256.5K | #191,421 | View details | |
| cityofhawthorne.org | 31% | 39.1K | #634,876 | View details | |
hawthorneatparkside.com | hawthorneatparkside.com | 30% | – |
Top companies in Beauty & Personal Care Products
3 companies that operate in the same segment as Hawthorne (Beauty & Personal Care Products) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
3M is recognized as a global leader in industrial innovation. | 1902 | United States | USD 24.95 B | 74 | ||
Provider of FMCG conglomerate products | 1837 | United States | USD 457.23 M | 923 | ||
Subscription-based men's grooming products are provided by Harry's. | 2012 | New York, New York, United States | USD 755.88 M | 431 |
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Related news about Hawthorne
Complete news archive for Hawthorne
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Frequently Asked Questions about Hawthorne
Hawthorne was founded in 2016 and raised its 1st funding round 1 year after it was founded.
Hawthorne is headquartered in New York, United States. It is registered at New York, New York, United States.
Brian Jeong is the CEO of Hawthorne, as recorded in our data. They have also founded this company.
Hawthorne is a funded company, having raised a total of $22.5M across 5 funding rounds to date. The company's 1st funding round was a Seed of $300K, raised on Sep 2017.
Hawthorne is focused on the sale of personal fragrance and care products through a direct-to-consumer model. Products are offered in categories such as colognes, hair, body, face, and home bundles. A subscription service is provided for recurring orders. Distribution is facilitated via online platforms and select retail partnerships like Ulta Stores. Customer satisfaction is prioritized with a 30-day return or exchange policy.
Hawthorne's top competitors include Dr. Squatch Soap Co., BHOLI by Vartika and Bholi Sarees.
Hawthorne offers Surround Scent and Core Collection.
Hawthorne has 11 investors. Key investors include Techstars, Coefficient Capital, Imaginary Ventures, Natalie Massenet, and Nick Brown.
Hawthorne operates through Hawthorne Lab Inc..