California Naturals Enters Next Growth Phase With Series B
California Naturals is plotting its next phase of growth, securing an injection of capital via a freshly closed Series B funding round.
The investment round was led by Align Ventures, with continued participation from existing backers, including Elizabeth Street Ventures. Financial terms of the deal were not disclosed.
The injection of capital arrives amid significant commercial momentum for the American hair and bodycare brand. Since debuting at Target in 2023, California Naturals has generated more than 300% year-on-year top-line growth. Its retail footprint has rapidly scaled to more than 15,000 doors across the US, spanning major stockists including Ulta, Sprouts, CVS, and Walmart. Series B funds will primarily back working capital and heightened marketing efforts to support this extensive retail network.
In tandem with the funding, the brand has updated its executive leadership structure. Hayden Hiatt, who has spent the last two and a half years supporting the brand’s operations and retail rollout as chief operating officer, has been appointed chief executive officer. Prior to joining California Naturals, Hiatt held multiple leadership roles at cult beauty brand Glossier.
Founder Shelby Wild will serve as chairwoman of the board while continuing to lead product development and brand identity.
“Shelby has built something incredibly rare. A brand that people actually love, with products that genuinely perform,” said Hiatt. “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.”
“California Naturals has always been about making clean, effective products that feel like California. Easy, honest, a little bit fun,” said Wild. “I’m staying close to what I love most, building the brand and dreaming up what comes next, with Hayden steering the business forward.”
As mass-market consumers increasingly demand clean ingredient profiles at accessible price points, institutional investors are taking note of indie brands capturing this whitespace. “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,” said Grant Hosking, Partner at Align Ventures. “With Shelby’s product vision and Hayden’s leadership, we believe they’re redefining what mass personal care can be.”
California Naturals is currently available in the US, with products sold at Ulta Beauty and Target, as well as online at thecalifornianaturals.com.