Tree Hut

Tree Hut is an American body-care brand built around shea butter and scent-forward products such as sugar scrubs, body washes and body butters. It is a brand of Naterra International, Inc., a personal-care company based in Coppell, Texas [5]. Tree Hut is active, most recently updating its packaging and visual identity in December 2025 [4].

The brand is best known for its Shea Sugar Scrub line, which found a large audience on TikTok and in online retail. It sits at an accessible, drugstore price point and is sold across multiple retail channels, including a presence in Nordic markets through third-party retailers.

Naterra founded Tree Hut in 2002, launching it with a Shea Body Butter offered in a range of scents before extending into a full line of shea-based body care including body scrub, body wash and body lotion [4][5]. The parent company traces a longer corporate history: Naterra began in Dallas in 1922 as the Superior Products Company and took its current name after the Song family acquired the business in 1994 [5]. Naterra's other brands include Baby Magic and Splash [5].

The founding date is not entirely consistent across sources. Wikipedia records Tree Hut as launched in March 2002 [4], and this year is echoed by Naterra's own corporate history [5]. The brand's own about page instead opens its timeline in 2020 with the "First Scrub Stack"; however, those entries describe recent product and marketing milestones rather than the brand's origin, and the page does not state a founding year. The 2002 date is used here as the founding year.

The names of Tree Hut's individual founders are not disclosed by the brand or in the sources reviewed; it is presented as a corporate line of Naterra rather than a named-founder independent label.

Tree Hut frames body care as joyful, sensory self-care. According to the company, it set out "to create inclusive, affordable products made with ingredients that actually do something," and it describes self-care as something "joyful, sensory and totally personal." The brand emphasises mixing and matching colours, scents and textures, and positions scent as central to the experience, summed up in its tagline, "amazing scents. glowing results."

Shea butter is the throughline of the range. Wikipedia notes that shea butter and oil appear in all of the brand's products, positioned as the source of "intense moisture" [4]. On the formulation side, Tree Hut markets its products as paraben-free and sulfate-free, and Wikipedia additionally describes them as made with certified organic shea and natural extracts, excluding parabens, DMDM and petrolatum [4].

The line centres on the Shea Sugar Scrub, sold in numerous scents such as Vanilla, Coco Colada and Moroccan Rose, alongside the original Shea Body Butter that launched the brand. The catalogue has since broadened to body washes, body moisturisers, shave products, fragrance mists, lip products, hand washes and body oils and serums. Several early products, including Original Shea, Brazilian Nut and Kukui Nut, have been discontinued [4].

The brand's most prominent product is its Shea Sugar Scrub, which became widely visible online. Yahoo Lifestyle Canada reported that a review of the scrub gathered more than ten million views on TikTok and that the product carried over 31,000 customer reviews on Amazon Canada, describing it as a "TikTok-beloved, cult-fave" driven partly by non-sponsored user advocacy [7].

In 2025 Tree Hut released a limited-edition collaboration with Peanuts, featuring Snoopy and Woodstock across products including a Shea Sugar Scrub, shave oil, foaming gel wash and whipped body butter, sold exclusively through Ulta Beauty [6]. In December 2025 the company introduced new packaging and visual design across its products and digital platforms, an update it referred to as a brand "Glow Up" [4].

Tree Hut is active. Its most recent visible activity is the December 2025 identity refresh, alongside the 2025 Peanuts collaboration [4]. It remains a brand of Naterra International, with US and Canadian retail distribution and availability in Nordic markets through third-party retailers.