California Naturals, a personal care brand focused on natural ingredients, has closed a Series B funding round led by Align Ventures, with continued backing from Elizabeth Street Ventures. The company also named Hayden Hiatt, a former Glossier executive, as its new CEO. For overseas buyers and distributors, this signals a brand with strong retail traction and fresh capital to expand its product lines and distribution footprint in major U.S. chains like Target, Ulta, and CVS.
Funding and retail expansion
The Series B round was led by Align Ventures, with existing investor Elizabeth Street Ventures also participating. Financial terms were not disclosed. The capital will be used to fuel growth in key retail partners including Target, Ulta, and CVS, and to support the launch of new product categories. Current bestsellers include Classic Clean Shampoo & Conditioner, Glow Oil Body Wash, and Re:GRO Anti-Thinning Scalp Serum, which were recently featured in a marketing campaign with actor Owen Wilson.
Leadership transition
Hayden Hiatt has been appointed CEO, succeeding founder Shelby Wild. Hiatt previously served as chief operating officer of California Naturals and held multiple leadership roles at Glossier. Wild will continue to lead product and brand development and serve as chairwoman of the board. This leadership change brings operational experience from a digitally native beauty brand to a growing mass-market personal care company.
Investor and founder perspectives
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." Founder Shelby Wild added: "California Naturals has always been about making clean, effective products that feel like California. Easy, honest, a little bit fun."
What buyers should watch
For international distributors and retailers, California Naturals' expansion into major U.S. chains and its new product categories may present opportunities for partnership or distribution agreements. The brand's focus on natural, affordable personal care aligns with growing consumer demand for clean ingredients at accessible price points. Its proven retail traction and fresh capital suggest potential for scaling into new markets.
Source: Read the original report | Published: June 03, 2026