1. The business mainly operates in the United States, with natural and organic skincare and personal care products as its core business (such as cleansers, serums, deodorants, candles, etc.).
2. In the health/beauty e-commerce space, it is a vertically focused niche brand, with competitors including other natural skincare brands such as Tata Harper and Drunk Elephant.
3. The official website brand terms are "Primally Pure" or "Primally Pure Skincare".