Part 2 · The market
Chapter 6 of 14
Competitors
The question
Who is getting attention in this category, and where is the gap?
The answer
The unknown natural brands that last on Meta are almost all tallow brands. Nobody owns "rich, made from plants".
Key number
0
Meta ads Plantd has ever run
What we found swipe
- Big premium brands run brand and gifting campaigns. No pain, no offer and no proof on the image. Not a template for a new brand.
- Tallow brands run the same image for 205–269 days. A named villain, a price said out loud, a buy-one-get-one offer.
- Canadian clean brands are almost absent from US Meta. The exception, Bushbalm, got in with a blunt body pain and creator video.
What it means for Plantd
Five lanes are open: the plant-based answer to tallow; winter-dry, itchy body skin named bluntly; fragrance-free for reactive skin; natural face care for "looks tired" and "tight after washing"; and real proof on every ad.
The evidence
- Scent and attraction Body butter sold as scent and attraction runs by far the most ads: Penrose and Ascend sell "smell like a designer cologne".
- Tallow, "natural that works" Mid-size volume, but the longest-running images (Bare Ritual 269 days, Local Revival 179): the "natural that actually works" message keeps paying.
- Big premium brands Lots of ads, refreshed fast: Sol de Janeiro's and Tatcha's top ads were 5 days old (launch and gifting campaigns). Nécessaire is the exception, at 257 days.
- Canadian Canadian clean brands barely advertise in the US. Bushbalm, at about 50 ads, got in with blunt body pain and creator video.
- Plantd Zero ads, ever. Every lane above is open to test, and the plant-based answer to tallow is the one nobody holds.
Source: public ad libraries, 6 Oct 2026. Ad counts are approximate. "Longest-running" is the oldest of each brand's top-ranked live ads on that day.
Data as a table
| Brand | Active ads | Group | Longest-running |
|---|---|---|---|
| Penrose Skin | 2,600 | Scent and attraction | 86 days |
| Ascend Skin | 1,000 | Scent and attraction | 164 days |
| Kopari | 650 | Big premium brands | 70 days |
| Sky&sol | 550 | Tallow, "natural that works" | 130 days |
| Salt & Stone | 460 | Scent and attraction | 229 days |
| Tayyib | 430 | Tallow, "natural that works" | 90 days |
| Primally Pure | 230 | Tallow, "natural that works" | 57 days |
| Lasso | 220 | Tallow, "natural that works" | 154 days |
| Local Revival | 220 | Tallow, "natural that works" | 179 days |
| Tatcha | 210 | Big premium brands | 5 days |
| Bare Ritual | 200 | Tallow, "natural that works" | 269 days |
| Ursa Major | 190 | Big premium brands | 48 days |
| Cocokind | 160 | Big premium brands | 138 days |
| OSEA | 140 | Big premium brands | 21 days |
| Nécessaire | 98 | Big premium brands | 257 days |
| Sol de Janeiro | 74 | Big premium brands | 5 days |
| Bushbalm | 50 | Canadian | 106 days |
| Glomalin (Canada only) | 17 | Canadian | 84 days |
| Plantd | 0 | Plantd | – |
Do this first
Go deeper
Full detail: Competitor deep dive: Meta ads and product pages
The operator layer behind this chapter. Inside:
- Who advertises what: brand by brand, formats, hooks, offers
- The formats and pain themes that keep recurring
- Competitor product pages: what they do well, and where Plantd's pages fall short
