California Naturals Closes Series B, Names New CEO

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California Naturals, a personal care brand based in Los Angeles, California, has closed a Series B funding round. The company plans to use the capital to expand distribution and build a multi-category family personal care brand. The round was reported on June 3, 2026.

Align Ventures, a backer of Starface and Olipop, led the round. L Catterton, Midnight Venture Partners, Elizabeth Street Ventures, and Able Partners also took part. Terms of the deal were not disclosed.

Started in 2023 by Playa founder Shelby Wild, the brand launched with a lineup of haircare and body care products. According to Tracxn, California Naturals has raised $40 million across three funding rounds.

Since debuting at Target in 2023, the company has generated more than 300 percent year-on-year top-line growth, with its retail footprint scaling to more than 15,000 doors across the US, including major stockists such as Ulta, Sprouts, CVS, and Walmart.

Alongside the round, Hayden Hiatt has been appointed chief executive officer. Hiatt spent the last two and a half years supporting the brand’s operations and retail rollout as chief operating officer and previously held multiple leadership roles at Glossier. Founder Shelby Wild will serve as chairwoman of the board while continuing to lead product development and brand identity.