CRUDE, a leader in the personal care industry, is designed to cleanse, protect, heal, and balance the skin’s natural microbiome.

They just rebranded with a focus on their roots while simultaneously challenging the industry’s approach to everything from inflammatory skin disease and the hunger for beautifully crafted products, to climate change and diversity and inclusion in the beauty industry.

As part of the rebranding effort, CRUDE is relaunching the product assortment and website to include a content hub called SOUL, or School of UnLearning.

There, CRUDE collaborates with experts and advocates across industries to dive deep into three content pillars – Skin, Wellness, and Activism – exploring the topics through a holistic, science-based, and intersectional lens. Paving the way as leaders in the emerging microbiome-friendly market, CRUDE is using this opportunity to educate consumers on letting their skin and nature thrive.

“The rebrand is a realignment. We wanted to celebrate the biodiversity that enriches our microbiomes and planet – our very lives – and also have that reflected in the brand itself, from our packaging and website to the models we use, partners we collaborate with, and the makeup of our internal team,” said Denise Cartwright, founder of CRUDE.

In conjunction with the rebrand, CRUDE’s soap-free cleansers, Wash and Cleanse, were tested by MyMicrobiome, an independent, third-party lab with the world’s first seal for microbiome quality.

After measuring the cleansers’ microbial quality and impact on the skin’s natural bacterial diversity, tests confirmed both are microbiome-friendly. Further, the lab confirmed that Wash is the first certified microbiome-friendly body wash and baby wash in the world. Using 100% certified organic, botanical ingredients to heal, nourish, and protect the skin, CRUDE is setting a new standard in skincare.

Currently, CRUDE consists of six products, and three bundles with price points ranging from $12-$40 for single products and $60-$135 for bundles. All products are also multi-use driving on their sustainable mission (cleansers act as moisturizers all-in-one) leading to less waste in our landfills and oceans.

As the saying goes, “necessity is the mother of invention.” Such is the case with CRUDE, a leading microbiome-friendly skincare company founded by Master Esthetician, Denise Cartwright. Uniquely situated at the intersection of beauty, wellness, and activism, CRUDE products are designed to restore the body to its natural state without the use of harsh detergents or synthetic chemicals which can irritate the skin and disrupt its microbiome. Comprising six products, CRUDE launched with rave reviews from coast to coast in 2014. Now, CRUDE has undergone a rebrand designed to embrace its holistic, intersectional, science-based roots while simultaneously challenging the industry’s approach to everything from inflammatory skin disease and the hunger for beautifully crafted products, to climate change and diversity and inclusion in the beauty industry. Created with the modern consumer wholly in mind, their irreverent new tagline says it all, CRUDE invites consumers to unf*ck their flora and let their nature thrive.