- Based Bodyworks is a private company operated through Based Bodyworks LLC. Lance Baker is its founder and only publicly identified owner.
- The company has not published Baker’s ownership percentage, its LLC membership structure, or a list of outside equity holders.
- BASED is the company’s only disclosed master brand. Hair, Body, and Skin are product collections rather than separately owned companies.
- No subsidiaries, acquired brands, public shares, institutional owners, or completed ownership changes had been disclosed as of July 2026.
Based Bodyworks is privately held and led by founder Lance Baker. Based Bodyworks LLC is the legal entity behind the business and its intellectual property. Baker is the only publicly identified owner as of July 2026. However, the company has not released its membership structure or his precise ownership percentage. It has no publicly traded shares and has disclosed no institutional funding.
Based Bodyworks Overview
Based Bodyworks is a founder-led personal-care company focused primarily on men. It sells hair styling, hair care, body care, and skincare products under the consumer-facing BASED name.
The business uses a digital-first model. Its own website, TikTok Shop, Amazon, social media, affiliates, and creator-generated content support its distribution.
Who Founded Based Bodyworks?
Lance Baker founded Based Bodyworks in 2022. He had already developed an online audience through haircare and men’s grooming content.
That audience exposed a clear market gap. Many young men wanted styling products that performed well but were also easy to understand. Baker positioned the new company around ingredient transparency, practical grooming education, and straightforward routines.
The business reportedly began with a limited run of 100 units. Baker initially handled much of the work from his garage. This small-scale launch allowed him to test demand before expanding the product range.
Where Did Based Bodyworks Originate?
Based Bodyworks originated in California. Its legal and trademark records associate Based Bodyworks LLC with Los Altos.
The company began using the Based Bodyworks name commercially in 2022. It later moved its consumer identity toward the shorter BASED name. The legal entity and registered trademark continue to use Based Bodyworks.
What Does Based Bodyworks Sell?
The company began with men’s hair products. It has since expanded into three principal categories.
Its hair range includes styling products, shampoo, conditioner, curl products, and leave-in treatments. The body category includes body wash, lotion, and deodorant. The skincare range includes cleansers, moisturizers, under-eye products, and targeted treatments.
This expansion is important. It changes Based Bodyworks from a single-category hair brand into a broader personal-care platform.
Ownership History of Based Bodyworks
Based Bodyworks has not passed through a series of corporate owners. Its ownership history is relatively straightforward. It remains closely associated with its original founder.
Founder-Led Launch in 2022
Lance Baker launched the company in 2022 after building an audience around hair and appearance-related content.
This audience-first approach reduced one of the biggest risks facing a new consumer brand. Based Bodyworks did not have to start with zero market awareness. Baker already had a community that trusted his recommendations.
The company’s first commercial use of the Based Bodyworks name occurred in 2022. This period established the original link between Baker, the products, and the brand.
Legal and Trademark Development in 2023
Based Bodyworks LLC filed to register the Based Bodyworks trademark in February 2023. The application covered products such as haircare, skincare, moisturizers, body wash, lotions, and other nonmedicated personal-care products.
The trademark filing identified Based Bodyworks LLC as the owner of the intellectual property. This is an important distinction. Customers may associate the brand with Baker, but the trademark is legally held through the LLC.
The LLC structure also keeps the company’s internal ownership private. Unlike a public corporation, a privately held LLC does not publish a quarterly shareholder list.
Social-Commerce Expansion
TikTok Shop became a major growth channel for Based Bodyworks. The brand combined founder content, product demonstrations, affiliate videos, and livestream selling.
The model worked because content and purchasing were connected. Someone could watch a texture-powder demonstration and buy the product without leaving the platform.
This growth did not transfer ownership to TikTok. TikTok Shop operates as a sales and discovery channel. It does not own Based Bodyworks simply because a large share of the brand’s sales originates there.
Trademark Registration in 2025
The Based Bodyworks trademark was registered in February 2025. Registration strengthened the LLC’s legal control over the name in its approved product classes.
Trademark ownership does not prove that one person owns every membership interest in the LLC. It confirms that Based Bodyworks LLC controls the registered brand asset.
Position as of August 2026
Based Bodyworks remained private and founder-led as of July 2026. No completed acquisition, private-equity buyout, merger, or public offering had been announced.
There was also no verified public evidence of an institutional financing round. This sets Based Bodyworks apart from venture-backed grooming companies that have outside investors with formal equity rights.
Who Owns Based Bodyworks?
Based Bodyworks is owned through Based Bodyworks LLC. Lance Baker is the founder and only publicly identified individual owner.
However, private-company research requires careful wording. Being described as the owner does not automatically prove a 100% equity interest. The company has not published its operating agreement, cap table, or membership percentages.
Lance Baker
Lance Baker is Based Bodyworks’ founder and publicly identified owner. He is also the person most closely associated with its products, positioning, and marketing strategy.
Baker’s role goes beyond promotion. His grooming knowledge helped define the original product opportunity. His audience also supplied the company with its earliest customers.
This creates a strong form of founder control. Customers identify the company with Baker. His content influences product education, brand voice, and consumer trust.
His precise equity percentage is not publicly disclosed. Therefore, it would be inaccurate to state as a confirmed fact that he owns 100% of Based Bodyworks.
Based Bodyworks LLC
Based Bodyworks LLC is the private legal entity behind the business. It owns the registered Based Bodyworks trademark.
An LLC is owned by members rather than public shareholders. Membership interests can be held by one founder, several founders, employees, or private investors. Those details normally remain confidential unless the company chooses to disclose them.
In this case, Baker is publicly identified as the owner. No additional LLC members have been publicly confirmed.
Outside Investors
Based Bodyworks has not announced a conventional venture-capital or private-equity funding round. No institutional investor has been publicly identified as a shareholder or LLC member.
This does not guarantee that Baker financed every stage personally. Private companies can use loans, supplier credit, operating cash flow, or undisclosed minority investments. It means only that no outside equity holder has been verified publicly.
Employees and Management
Employees and executives should not be treated as owners unless equity participation is confirmed.
Based Bodyworks has an operating team supporting logistics, marketing, customer service, content, and product execution. These roles can carry meaningful decision-making authority. They do not automatically create ownership rights.
Competitor Ownership Comparison
Based Bodyworks competes with independent grooming brands, venture-backed personal-care companies, and public wellness businesses.
The ownership model matters because it affects funding, decision speed, product development, and pressure for financial returns.
Forte Series
Forte Series is a private men’s haircare brand founded by creator Alex Costa. Brian Yang has also been identified as a co-founder.
Its ownership model is similar to Based Bodyworks. Both businesses use a recognizable founder, educational content, and direct-to-consumer distribution to build demand.
Forte Series is described as unfunded. Based Bodyworks also has no publicly reported institutional funding. The main difference is scale within social commerce. Based Bodyworks has developed a particularly strong TikTok Shop presence.
BluMaan
BluMaan is a privately held haircare company founded through a creator-led community. Joseph Andrews and Ben Weir are among the people associated with its founding and early development.
Like Based Bodyworks, BluMaan uses education and community credibility to market grooming products. However, BluMaan has operated longer and developed a broader identity around hairstyling enthusiasts and barber relationships.
Neither company publishes a detailed shareholder list. Both illustrate how a grooming brand can remain independent while reaching customers internationally.
Pete & Pedro
Pete & Pedro is a private men’s grooming company founded and principally owned by Aaron Marino. It operates as part of Marino’s wider Alpha M business ecosystem.
The company sells hair, body, fragrance, shaving, and grooming products. Its founder-led marketing model closely resembles Based Bodyworks.
Pete & Pedro is more mature and has built a lifestyle-business identity. Based Bodyworks is growing more aggressively through creator affiliates and TikTok Shop.
Hawthorne
Hawthorne was founded by Brian Jeong and Phillip Wong. Unlike Based Bodyworks, it has raised outside capital.
Its investors have included Coefficient Capital, Imaginary Ventures, and Comcast Ventures. Hawthorne therefore operates with a venture-backed ownership structure. Its founders remain central to the business, but outside investors have financial interests and governance rights.
Hawthorne’s funding gives it resources for retail expansion and product development. Based Bodyworks retains greater founder independence but may carry more platform and execution risk.
Hims & Hers Health
Hims & Hers Health is a publicly traded company listed on the New York Stock Exchange under the ticker HIMS. It operates on a much larger scale and has public institutional, insider, and retail shareholders.
Its product range extends beyond grooming into prescription healthcare, wellness, skincare, and sexual health. That makes it a broader competitor rather than a direct hair-styling equivalent.
The ownership contrast is substantial. Hims & Hers answers to public shareholders and a board. Based Bodyworks remains a private LLC with concentrated founder influence.
Who Controls Based Bodyworks?
Lance Baker appears to exercise the strongest strategic control over Based Bodyworks as of July 2026.
However, legal control and day-to-day management are not identical. Control must be assessed across ownership rights, executive authority, intellectual property, and commercial influence.
Founder-Level Strategic Control
Baker shapes the company’s public identity and strategic direction. His content helped create the initial audience. His grooming expertise influenced the product concept. His personal credibility remains an important marketing asset.
This gives him practical control over brand positioning, product education, and communication.
For example, expanding from hair products into body care and skincare changes what BASED represents. That type of portfolio decision would normally require founder or senior leadership approval.
Legal Control Through the LLC
Based Bodyworks LLC owns the registered trademark. The LLC’s members control the company according to its operating agreement.
That agreement is not public. It may define voting percentages, management authority, profit distribution, and approval rights for major decisions.
Without the operating agreement, Baker’s exact legal voting power cannot be independently calculated. Public information nevertheless points to a founder-controlled structure.
Operational Control
An operating team manages the daily work required to support a fast-growing consumer brand. This includes inventory planning, fulfillment, customer service, affiliate coordination, content production, and product launches.
Operational managers can control how decisions are implemented. They do not necessarily control the ownership entity itself.
Platform and Affiliate Influence
Based Bodyworks is legally independent, but TikTok Shop has meaningful commercial influence over the business.
A change to platform commissions, affiliate rules, content distribution, or seller policies could affect sales. Large affiliates can also influence which products receive attention.
This is economic dependence rather than corporate ownership. TikTok and its creators can influence performance without owning the company.
Based Bodyworks Annual Revenue and Net Worth
Based Bodyworks began with a small product run in 2022. Estimated first-year revenue of $0.2 million reflects its limited inventory, narrow product selection, and founder-led launch.
Revenue is estimated to have reached $1.8 million in 2023. This was the company’s first full year of commercial activity. Growth came from direct online sales, Lance Baker’s existing audience, and early traction for its hair products.
The estimate rises to $8.5 million in 2024. By this point, Based Bodyworks was no longer operating like a small creator merchandise brand. Its styling products had gained stronger marketplace visibility. Affiliate-led content also expanded its reach beyond Baker’s personal audience.
Estimated revenue reached $27 million in 2025. TikTok Shop became a major sales engine. The company also benefited from a wider product range, repeat purchases, bundles, and thousands of creator-generated videos.
These historical values should be treated as directional estimates. Based Bodyworks has not released financial statements confirming its annual sales.
2026 Revenue
Based Bodyworks is estimated to generate $60 million in gross brand sales in 2026.
Its TikTok Shop storefront generated approximately $15.7 million in gross merchandise value during the first quarter. Second-quarter GMV reached approximately $15.9 million. This brought first-half TikTok Shop sales to about $31.6 million.
Annualizing that first-half performance produces a TikTok Shop run rate of $63.2 million. A separate trailing 12-month measurement placed the company’s TikTok Shop revenue at approximately $50.6 million through June 2026.
The $60 million estimate balances those two indicators. It also recognizes sales from the company’s website and other marketplaces.
However, TikTok Shop GMV is not the same as recognized company revenue. Refunds, discounts, platform fees, affiliate commissions, and canceled orders reduce the amount retained by the business. The estimate is therefore best viewed as gross brand sales rather than audited net revenue.
Net Worth 2026
Based Bodyworks’ estimated company value is $120 million in 2026. This calculation applies a 2.0 times revenue multiple to estimated annual sales of $60 million.
The valuation is supported by several factors. The company has grown rapidly. It has a recognizable founder. Its products have strong social-commerce visibility. It has also expanded beyond hair styling into routine haircare, body care, and skincare.
The company’s dependence on TikTok Shop limits the valuation. Changes to platform algorithms, affiliate commissions, seller policies, or consumer trends could affect sales quickly. That risk prevents the use of a more aggressive multiple.
This is not a confirmed sale price. An investor would also examine profit margins, inventory, cash, debt, return rates, customer retention, and founder dependence before valuing the company.
Revenue Forecast From 2027 to 2030
Revenue is forecast to increase from $60 million in 2026 to $126 million in 2030. The estimates assume that growth gradually slows as the business becomes larger.
Revenue reaches $75 million in 2027, representing 25% annual growth. The forecast then rises to $91 million in 2028, $108 million in 2029, and $126 million in 2030.
The implied annual growth rates are approximately 21% in 2028, 19% in 2029, and 17% in 2030. This slowdown is more realistic than assuming the company can continue multiplying sales at its early-stage rate.
Future growth would need to come from several areas. Based Bodyworks must maintain strong repeat purchases. It must also expand direct website sales, introduce relevant products, retain creator affiliates, and reduce its reliance on one marketplace.
Retail distribution could provide additional growth. However, physical retail would also introduce wholesale margins, retailer allowances, inventory commitments, and higher working-capital requirements.
Net Worth Forecast From 2027 to 2030
The forecast maintains a 2.0 times revenue multiple. It does not assume that investor enthusiasm alone will increase the company’s value.
Based Bodyworks’ estimated net worth rises to $150 million in 2027 and $182 million in 2028. It reaches $216 million in 2029 and $252 million in 2030.
This approach ties future value directly to business growth. For example, the 2030 estimate of $252 million is based on projected revenue of $126 million multiplied by 2.0.
A higher valuation would require stronger evidence of profitability, customer retention, retail success, and diversified sales channels. A lower valuation would be appropriate if growth slows sharply or the business remains heavily dependent on TikTok Shop.
Brands Owned by Based Bodyworks
Based Bodyworks is not a diversified holding company. It has no publicly disclosed subsidiaries or acquired brands.
The company operates one principal master brand. Hair, body, and skin are product collections under that brand. They are not separate corporations.
BASED Hair
Hair is the company’s original and broadest collection. It includes styling and routine-care products.
The range includes texture powder, sea salt spray, hair clay, pomade, curl mousse, curl gel, curl refresh spray, curl cream, and leave-in conditioner. It also includes shampoo, conditioner, and hair elixir products.
These products share the BASED identity. There is no evidence that the hair collection is organized as a separately owned subsidiary.
Hair products remain commercially important because they align closely with Baker’s original content and expertise. They are also suitable for visual demonstrations, which helps them perform on short-form video platforms.
BASED Body
The body collection extends the company beyond haircare. Its principal products include body wash, body lotion, and deodorant.
This category increases the company’s potential order frequency. A customer may buy styling clay occasionally but use body wash or deodorant more consistently.
The body range is a product division of Based Bodyworks LLC. It is not an independent brand with separate shareholders.
BASED Skin
The skincare collection includes daily and targeted personal-care products. Its lineup includes the Daily Skincare Duo, Under Eye Elixir, Skin Revival Spray, and Tallow Moisturizer.
Skincare gives Based Bodyworks access to a larger personal-care market. It also supports the company’s goal of becoming a complete routine rather than a single-product hair brand.
The collection operates under BASED. No separate legal ownership has been disclosed.
Product Sets
Based Bodyworks combines products into sets such as the Shower Duo, Daily Skincare Duo, Matte Texture Duo, and other routine-based bundles.
These sets are merchandising formats. They are not separate brands or companies.
Bundles can increase average order value. They also make purchasing easier for customers who do not know which products to combine.
Final Thoughts
Based Bodyworks is best understood as an independent, founder-led personal-care business. Lance Baker created the company and remains its most visible strategic leader.
Based Bodyworks LLC legally owns the registered brand. However, the company’s private structure prevents outsiders from confirming Baker’s exact equity or voting percentage.
Its portfolio is also simpler than the word “Bodyworks” may suggest. The company does not own a collection of unrelated businesses. It operates one master brand across hair, body, and skin products.
Its next stage will depend on whether it can turn social-commerce momentum into a diversified and durable personal-care company. Retail expansion, repeat purchases, and lower platform concentration would strengthen that transition.
Frequently Asked Questions
Who owns Based Bodyworks?
Based Bodyworks is privately owned through Based Bodyworks LLC. Founder Lance Baker is the only publicly identified individual owner as of July 2026. His exact ownership percentage has not been disclosed.
Does Lance Baker own 100% of Based Bodyworks?
There is no public cap table confirming that Lance Baker owns 100% of the company. He is identified as its founder and owner, but the LLC’s membership percentages remain private.
Who is the founder of Based Bodyworks?
Lance Baker founded Based Bodyworks in 2022. He developed the company after building an online audience around men’s haircare and grooming education.
Is Based Bodyworks publicly traded?
No. Based Bodyworks is a private LLC. It has no stock ticker, public shares, or publicly reported institutional shareholders.
Does TikTok own Based Bodyworks?
No. TikTok does not own Based Bodyworks. TikTok Shop is an important sales channel for the company, but a marketplace relationship does not create corporate ownership.
Is Based Bodyworks owned by Bath & Body Works?
No. Based Bodyworks and Bath & Body Works are separate companies. Based Bodyworks is a private men’s personal-care business founded by Lance Baker. Bath & Body Works is a publicly traded fragrance and personal-care retailer.
Has Based Bodyworks been acquired?
No acquisition of Based Bodyworks had been publicly announced as of July 2026. The company remained privately held and founder-led.
Does Based Bodyworks have outside investors?
The company has not announced a verified venture-capital or private-equity financing round. No institutional equity owner has been publicly identified.
What brands does Based Bodyworks own?
Based Bodyworks operates one disclosed master brand: BASED. Its Hair, Body, and Skin ranges are product collections, not separate companies or acquired brands.
How much revenue does Based Bodyworks generate?
Based Bodyworks does not release audited revenue. Public marketplace data indicates $31.6 million in TikTok Shop GMV during the first half of 2026. A reasonable full-year gross-sales estimate is $60 million.
What is Based Bodyworks worth?
Based Bodyworks has no official public valuation. Applying a 2.0 times revenue multiple to estimated 2026 sales produces an analytical company-value estimate of $120 million.
Where is Based Bodyworks located?
Based Bodyworks originated in California. Its legal and trademark records associate Based Bodyworks LLC with Los Altos, California.