Where It All Began 

Our story begins in 1992, when Charley Richards founded Absolutely Natural with one simple belief: quality ingredients and thoughtful formulations should never be compromised. Over the next three decades, that philosophy became the foundation of our family-owned company and earned the trust of families looking for naturally derived skincare.

A New Generation

After spending nearly twenty years learning every aspect of the family business, Danny Richards was preparing for a new chapter in life: becoming a father. Like so many new parents, he wanted the very best for his growing family. As they searched for naturally derived skincare gentle enough for a newborn, he found himself asking a simple question:

“If we've spent decades creating skincare we trust, why can't we create that same level of care for babies and children?”

When they couldn't find products that met the standards his family had spent years building, Zoey Naturals was born. Named after his eldest daughter, Zoey, the collection was created with one purpose: to provide naturally derived skincare thoughtfully formulated for delicate and sensitive skin without compromising on quality. With guidance from decades of formulation expertise at Absolutely Natural, every product reflects the same values that have shaped our company from the beginning.

Growing Together

Today, Zoey Naturals has grown into an award-winning collection featuring Pediatrician and Dermatologist tested and approved formulas trusted by families across the country. And our story is still being written.

Just as Zoey continues to grow, so will the brand that bears her name. As her needs evolve, we'll continue developing products that grow alongside her and the families who welcome Zoey Naturals into their homes.

While our collection will continue to expand, one thing will never be compromised. Our commitment to gentle, naturally derived skincare.

It's a promise our family has been keeping since 1992.