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California Naturals
Headquarters: Los Angeles, CA
E-commerce: thecalifornianaturals.com
Social Media: Instagram

What: A mass market brand offering naturally-derived hair- and body-care products.

Price Range: $12

Founder: Shelby Wild

Origin Story: Born in 2023, California Naturals is a mass market lifestyle brand delivering “thoughtfully-formulated, naturally-derived hair- and body-care products infused with a healthy dose of West Coast cool.” 

Throughout her career in prestige beauty, founder Shelby Wild came to realize that “clean,” safe, natural personal care wasn’t priced for everyone, and simply “felt elitist.” Coupled with the belief that getting ready should be a pleasant pause, not a daily labor — and that great products should work for the entire family — she set out to create luxury-level formulas, and then priced them all under $12. California Naturals believes this level of “radical accessibility” is long overdue.

Stockists: Ulta Beauty, Amazon, Target

Hero Products: Gro Anti-Thinning Shampoo ($12) and Conditioner ($12), Super Moisture Body Wash ($12)

PR Representation: Note PR

How to get in contact: caitlin@note-pr.com

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