Personal care brand California Naturals has closed a Series B round, as it unveils a new chief executive officer.
The round was led by Align Ventures, with continued participation from existing investors including Elizabeth Street Ventures. Terms of the deal were not disclosed.
The capital will fuel the brand’s growth in retailers such as Target, Ulta and CVS and support the launch of new categories. Current bestsellers include Classic Clean Shampoo & Conditioner, Glow Oil Body Wash and Re:GRO Anti-Thinning Scalp Serum, with actor Owen Wilson showing them off in a recent marketing campaign.
This came as the brand revealed that Hayden Hiatt has stepped into the role of CEO, taking the reins from founder Shelby Wild. Hiatt previously served as chief operating officer of California Naturals and prior to that held multiple leadership roles at Glossier. Wild will continue to lead product and brand and serve as chairwoman of the board.
“Shelby has built something incredibly rare. A brand that people actually love, with products that genuinely perform,” Hiatt said. “Stepping into this role is a privilege, and our goal remains simple: bring affordable, natural, high-performing products into more hands and more households. This round gives us the working capital to show up the way our retail partners and customers deserve, fully stocked, beautifully merchandised, and with the marketing muscle to match. We’re just getting started.”
Of the investment, Grant Hosking, partner at Align Ventures, said: “Consumers want products that meet modern standards for their whole household, but legacy mass brands haven’t delivered on ingredient quality and prestige alternatives are inaccessible to most. California Naturals fills that gap. With Shelby’s product vision and Hayden’s leadership, we believe they’re redefining what mass personal care can be.”
Wild added: “California Naturals has always been about making clean, effective products that feel like California. Easy, honest, a little bit fun. I’m staying close to what I love most, building the brand and dreaming up what comes next, with Hayden steering the business forward.”
