1. The business mainly operates in the United States, with its core business being the sale of USDA-certified natural organic personal care and household products. 2. In health/beauty e-commerce, it is a vertically specialized brand, with competitors including other natural organic skincare brands such as Dr. Bronner's and Burt's Bees. 3. The brand terms used on the official website are "Poofy Organics" or "Poofy".