huni | Investor Room

The Opportunity

A new category is emerging — and it’s ours to define

The shift from ‘clean’ to ‘regenerative’ is the next wave in sustainable personal care. Premium hair and body is outperforming mass beauty growth, retailers are actively sourcing differentiated purpose-led brands, and consumers demand authentic provenance, measurable impact and sensory luxury.

Yet no premium brand is leading regenerative personal care. This is greenfield territory. huni delivers all three — heritage, efficacy and regeneration — backed by a 22-year manufacturing foundation and 500+ luxury hotel partnerships already in place.

Category creators capture 76% of market share in emerging categories. We’re defining ‘regenerative beauty’ before incumbents wake up.

Why huni wins

🍯

Authentic Heritage

22+ years of Mayan beekeeping partnerships and proven formulations, not a lab concept.

🧪

Clinically Proven Efficacy

Up to 29.7% improvement in skin moisturisation, 21.3% in smoothness from honey-led formulations.

🌱

Living Packaging

Compostable bottles + seed paper tags that grow wildflower meadows. Every product regenerates.

📈

Proprietary Tech Platform

Pollinator Index™ tracks biodiversity impact per product sold — a measurable regeneration framework.

Unlocking White Space in Beeauty

Where premium meets regeneration

Where huni wins…

Premium botanical beauty lacks brands that combine authentic origin with measurable ecological impact.
Where competitors offer one or two, huni brings all three: sensory premium; authentic heritage; and measurable regeneration.
Credibility: pre-launch retail interest.

Circular Focus

Non Environmental
Focus

Ingredient Led

Sensory Led

huni

Rahua

Uni

Apivita

Davines

Lush

Farmacy

Aveda

Leonor
Greyl

Necessaire

Malin &
Goetz

Jo
Malone

Huni is a premium clean beauty brand rooted in Mayan beekeeping traditions, backed by modern biotech. Our products harness the healing power of honey to nourish skin and hair while honouring the bees that make it possible.

Competitive Landscape

The huni advantage

huni: Regenerative, Sensory, Scalable

Brand	Positioning	Sustainability & Engagement	Commercial Traction	Competitive Gap & Opportunity
Gisou	Honey, propolis & beeswax with botanicals; rooted in founder’s six-generation beekeeping heritage.	🍃 Urban hives, family gardens, pop-ups, wildflower initiatives; high engagement; limited measurable conservation metrics.	$50–75M projected FY2024; U.S. $18.4M (+126% YoY), EU $10.7M (+204% YoY)**; backed by Eurazeo & Vaultier7	Narrative-driven, limited transparency; opportunity for verifiable regenerative positioning
Apivita	Bee ingredients + Greek botanicals & plant actives	🍃 B Corp, Bee Oasis habitats; limited biodiversity metrics	€57.9M revenue (2023)**; partial sale to Puig in 2017 for €40million; fully acquired by Puig (2025)*****	Less global aspirational positioning; sustainability impact not fully measured
Uni	Blue Beauty; marine actives & upcycled botanicals	🍃 Reef-safe extracts, closed-loop aluminium refills, carbon-neutral, 1% sales to coral restoration	~$25M seed valuation; $4M seed funding******; revenue undisclosed	Niche marine focus; limited scale
Nopalera	Modern Mexican lifestyle brand; cactus-inspired skincare & bold fragrances	🌵 Cultural storytelling; pop-ups & activations; cactus formulations	Annual sales grew from $607K in 2021, to £2M in 2023 (81.5% CAGR), with $10M valuation; £2.7M seed funding in 2022; £4M series A in 2026*******	Strong heritage narrative but limited sustainability and measurable impact
huni	Premium Mexican honey-based beauty; regenerative sourcing & multi-sensory experience	🍃🐝🌵 Verifiable bee & habitat metrics; honey scent & feel; educational content & community engagement	Early-stage launch; poised for EU & UK expansion; D2C channels	Combines heritage, sensory differentiation, measurable impact, and global scalability; fills gaps left by competitors

“huni is the only brand combining performance, provenance and regeneration at scale.”

*BeautyMatter **Tracxn ***WWD ****Cosmetics Design Europe *****Beauty Independent ******Vogue *******Cova Journal

Product & Differentiation

Premium efficacy, built differently

huni bottles after 12 weeks in the ground

12 weeks in earth Brand new

Drag to compare — our bottles fully compost in 12 weeks

huni living packaging — seed paper box with wildflower seeds and bee illustrations

Living packaging — plant it, grow a pollinator meadow

What’s inside

Organic Mayan honey — antioxidant-rich, antibacterial, deeply hydrating
Clean formulations: no parabens, silicones, sulphates or harsh chemicals
Rare Yucatan botanicals sourced directly from indigenous communities
Core range: Shampoo, Conditioner, Body Wash (300ml, RRP £22–£26)
Follow-on SKUs: Body Oil, Body Cream to increase AOV and loyalty

Evidence-backed results

Up to 29.7% improvement in skin moisturisation
Up to 21.3% improvement in smoothness
Up to 21.4% wrinkle area reduction
Up to 11.7% mean wrinkle depth reduction
Competes on sensory performance + provenance + impact

Source: PubMed 2024

Regeneration built in

Compostable bottles — plastic-free from day one, designed to return to the earth
Every carton embedded with wildflower seeds — plant it, water it, grow a pollinator meadow
Supporting Mayan beekeepers, protecting traditional practices, strengthening local livelihoods
Closed-loop supply chain with measurable environmental impact

Omnichannel flywheel

Hotels: Built-in sampling engine — guests discover, seek to buy (500+ luxury hotel heritage)
Retail: Ulta, Cult Beauty, M&S, John Lewis, Erewhon — scale and authority
DTC: High margin, retention, global subscription from launch
This flywheel reduces CAC, accelerates awareness and supports international expansion

Pollinator Index™

Measuring regeneration — beauty that gives back more than it takes

Every huni product is designed to regenerate — from the ingredients we source to the packaging you plant. The Pollinator Index™ is our proprietary tracking system that measures the biodiversity impact of every product sold.

📱

Scan Your Product

Each huni product carries a unique code. Scan it to see your personal contribution to pollinator restoration.

🌻

Seeds Planted Tracker

See exactly how many wildflower seeds have been planted from every product in the range, growing real meadows.

📊

Biodiversity Dashboard

Real-time tracking of community impact, beehives supported, and ecosystems regenerated globally.

🌎

Partner Brand Platform

A tech platform allowing partner brands to quantify, track and report their pollinator and biodiversity impact.

huni Pollinator Index bee-o-meter — animated gauge showing verified biodiversity impact

See the Bee-o-Meter in action

Our interactive scanning demo shows how customers engage with the Pollinator Index™ via their smartphone.

Launch Interactive Demo →

Password: huni2026

Financial Projections

Path to scale

Gross Margin Target: ~50% blended | EBITDA: negative Year 1, breakeven Year 3

Year 1

£650k – £900k

Mexico retail & DTC and UK all channels: hotel, DTC, retail. Focus on launch, brand build and initial retail listings.

Year 2

£2m – £2.8m

Mexico & UK scale + EMEA entry + trial USA in selected stores. Retail expansion + repeat purchase growth.

Year 3

£5m – £7m

International scale: full USA and ROW launches. US entry + omnichannel scale. EBITDA breakeven.

Year 5–6

£20m – £35m

Product expansion (body oil, body cream contribute 20% of sales) + EU selective distribution + improved repeat rates.

Year 8

£75m

International maturity across Mexico, UK, EU and US. ~6m units annually across 4–5 SKUs. EBITDA ≥20%.

Exit Vision

Building towards a £250m valuation

Target Exit

£250m

8-year trajectory to £75m revenue at 3.5x revenue multiple. Exit valuation range of £190m–£260m. Credible without massive US rollout, keeps operational complexity manageable, allows profitability by Year 4, and preserves founder equity.

3.5x Revenue

Strategic Exit Multiple

Realistic for profitable prestige personal care. £75m × 3.5 = £262.5m on revenue basis.

10x EBITDA

Alternative Valuation

£18.75m EBITDA at 10x = £187.5m. Multiple supported by growth rate >30% at exit.

≥40%

Target Repeat Rate

Key metric alongside ≥72% gross margin, ≥2.5 units/store/day sell-through, and ≥3.5x inventory turns.

6m Units

Year 8 Volume

Across 4–5 SKUs (1.5m shampoo, 1.2m conditioner, 1.2m body wash, 1m body oil, 1.1m body cream). Operationally realistic.

Category Precedents

Brands that prove the model

Salt & Stone

From startup to £125m+ in 9 years

~£125m

Revenue by 2025

80%

DTC Revenue

9 yrs

Founded to Scale

Launched in 2017 by a former pro athlete with premium, performance-driven bodycare. Progressive triple-digit YoY growth. Digital-first demand generation forced retailers (Sephora, Nordstrom, Erewhon) to approach them. Achieved first-purchase profitability with strong unit economics. huni follows the same playbook: digital community first, hero product obsession, controlled retail expansion.

Rahua

Premium botanical heritage brand

Premium

Positioning

Amazon

Rainforest Origin

Rahua proved the market for premium haircare rooted in indigenous botanical heritage and sustainability storytelling. Their success created the category of luxury eco-conscious haircare. huni takes this further with measurable regeneration (Pollinator Index™), living packaging, and a tech platform for tracking real biodiversity impact.

Davines

Italian prestige with purpose

€200m+

Revenue

B Corp

Certified

Built a €200m+ premium haircare brand by combining Italian craftsmanship with sustainability. Professional channel + retail hybrid. Proves that premium positioning, authentic provenance and environmental commitment create durable brand equity and strong margins at scale.

The huni Advantage

What sets us apart from every precedent

22 yrs

Manufacturing Heritage

500+

Hotel Partners

Unlike these brands, huni already has an established manufacturing base producing 416 tons annually, proven hotel distribution across Hyatt, Belmond and Xcaret, and a proprietary tech platform (Pollinator Index™) that no competitor can replicate. We combine the best of all category leaders: Salt & Stone's digital-first model, Rahua's heritage story, and Davines' purpose-led premium positioning.

Leadership

A team built to execute

Alejandro Diaz

Product & Operations

23 years building and scaling a profitable manufacturing and supply chain business. Built Yucatan Herbal to £4m turnover serving 500+ luxury hotels. Production capacity of 416 tons annually.

Hyatt • Belmond • Xcaret • Our Habitas

Elizabeth Harrison

Commercial & Growth

Serial entrepreneur who scaled and exited consumer subscription businesses (A Box of Stories, VinylBox). Leads retail partnerships and go-to-market strategy.

A Box of Stories • VinylBox • D2C Subscription

Polly Sheldon

Brand & Creative

20 years building distinctive premium brands with cultural and purpose-led differentiation. Positioned huni as a global regenerative beauty brand with a compelling narrative.

Brand Strategy • Premium Positioning • Creative Direction

Our Story

From a tiny shop in Merida to the world stage

2002

The Beginning

Alejandro Diaz discovers the healing properties of Yucatan honey and begins handcrafting shampoos in his small workshop in Merida.

2003

Don Pasqual

A local Mayan beekeeper becomes Alejandro's first major customer and trusted honey supplier — a partnership spanning 22+ years and counting.

2004

Yucatan Herbal Grows

The brand grows to supply 500+ luxury hotels across Mexico including Hyatt, Belmond and Xcaret, producing 416 tons annually.

2024

Discovery

Elizabeth tries the products at a luxury hotel in Mexico, is captivated by their quality and heritage, and partners with Alejandro to bring them to the UK.

2025

huni is Born

With Polly leading brand and creative, the team builds huni — a regenerative beauty brand designed for the global market, with launches in Mexico and the UK.

Elizabeth and Alejandro at the Yucatan manufacturing facility

The Raise

Join us in scaling beeauty

We’re raising a seed round to fund dual-market launch and build the foundation for rapid scale.

£500k

Seed Round

SEIS / EIS Eligible

UK Incorporated

12–16 Month Runway

Commercial Outcomes

Mexico & UK launch
£650k–£900k revenue run rate
3–5 premium retail partners secured
Repeat rate data validated

Brand & Growth

Full brand launch campaign
10–20k DTC customers acquired
Influencer & PR engine established
Digital community built ahead of retail

Product & Supply

Core range scaled to market
Additional hero products launched
Supply chain ready for scale
Pollinator Index™ MVP live

This positions huni for a £2–£3m Series A at a significantly higher valuation.

Get in Touch →

Premium beeauty that regenerates, powered by bees.