01 · The Brand
Clean + Kind makes skincare with nothing to hide. Every product is built around a short list of ingredients — each one named, sourced, and explained. We don't chase trends, we don't fragrance for the sake of it, and we don't use words on the back of the bottle that you'd need to look up.
The brand sits where heritage meets clinical: warm, grounded materials with the straightforwardness of a Drug Facts panel. Editorial, not influencer. Quiet, not loud.
If we can't explain why an ingredient is there, it doesn't go in. The label is the marketing. Every bottle and jar carries a full-disclosure panel — purpose, source, function, percentage where it matters.
Short ingredient lists. Considered packaging. One product per problem — not a shelf of variations. Our entire catalog is eleven SKUs, not a hundred.
Grass-fed tallow, beeswax, jojoba — paired with modern emulsion science, USP-grade water, FDA-compliant SPF formulation, and the active concentrations we can defend in writing.
02 · Category Opportunity
Clean skincare is no longer a niche — it is a category forming in real time. Tallow is its fastest-growing corner, and the one legacy brands cannot reformulate to follow.
A decade flat, then near-vertical. Search interest in clean skincare hit an all-time high in the last year — the clearest possible signal that the category is forming now, not maturing. The buyer who authorizes the trend leader gets there first.
Google Trends, 2023–2025. Within the clean-skincare wave, tallow is the fastest-rising single ingredient — outpacing the category itself.
Fortune Business Insights projects $403M by 2032, up from $277M in 2025. Legacy brands cannot reformulate around a slaughterhouse byproduct — the shelf is open.
03 · Retailer Case Study
Six months on shelf with Fresh Thyme Market, since December. The numbers retail buyers protect most — sell-through, spoilage, channel fit — measured across the launch window and 219 points of distribution.
A fraction of a percent written off since launch. The first number a buyer asks for on an unproven brand.
Inventory in, matched by inventory out. No overstock, no dead stock to manage.
Direct evidence the assortment fits the format — built for banners like Fresh Thyme.
Spoilage landed at a fraction of a percent of purchases across the first six months on shelf — facings without markdowns, damage claims, or shrink eating into category margin.
Purchases and cost of goods sold tracked within roughly one percent of each other across the launch window. The line sells through what it ships.
The majority of volume moved through regional grocery — a clean signal of channel fit, not a mass product forced into one.
Volume showed a clear holiday peak and a steady spring lift — an early demand pattern buyers can already begin to forecast and promote against.
Active points of distribution — proven reach across the store base, not a single-location trial.
Total spoilage to date — the entire write-off figure across six months on shelf.
On shelf since December — a clean, low-risk launch already on the books, plus full supplier spoilage support.
The hardest part of adding a new brand is not knowing how it will behave. Six months with Fresh Thyme already has the answer.
04 · The Lineup
Eleven SKUs across four groups. Each one built around a short list of ingredients — every one named, sourced, and explained.
Margin calculated against opening-order case cost (50% off list) divided by case-pack of 24, against MSRP. All pricing in USD.
A daily moisturizing lotion built around grass-fed Michigan-pastured tallow, organic shea butter, organic jojoba, and organic coconut MCT oil.
Aqua, Aloe Barbadensis Leaf Juice, Glycerin, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, Bos Taurus (Tallow), Butyrospermum Parkii (Shea) Butter, Simmondsia Chinensis (Jojoba) Seed Oil, Caprylic/Capric Triglyceride, Tocopherol, L-Arginine, Xanthan Gum, Gluconolactone, Sodium Benzoate.
No sulfates (SLS / SLES) · No synthetic "fragrance" · No PEGs · No silicones · No parabens · No proprietary blends · No synthetic colorants
The base tallow body lotion lifted with organic lemongrass essential oil — bright, fresh, citrus-forward without synthetic fragrance.
Aqua, Aloe Barbadensis Leaf Juice, Glycerin, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, Bos Taurus (Tallow), Butyrospermum Parkii (Shea) Butter, Simmondsia Chinensis (Jojoba) Seed Oil, Caprylic/Capric Triglyceride, Tocopherol, L-Arginine, Xanthan Gum, Gluconolactone, Sodium Benzoate, Cymbopogon Flexuosus Oil.
No sulfates · No synthetic "fragrance" · No PEGs · No silicones · No parabens · No proprietary blends · No synthetic colorants
The base tallow lotion warmed with organic vanilla oleoresin — a true botanical extract, not a synthetic vanilla note. Customer-favorite Q4 SKU.
Aqua, Aloe Barbadensis Leaf Juice, Glycerin, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, Bos Taurus (Tallow), Butyrospermum Parkii (Shea) Butter, Simmondsia Chinensis (Jojoba) Seed Oil, Caprylic/Capric Triglyceride, Tocopherol, L-Arginine, Xanthan Gum, Gluconolactone, Sodium Benzoate, Vanilla Planifolia Fruit Extract.
No sulfates · No synthetic "fragrance" · No PEGs · No silicones · No parabens · No proprietary blends · No synthetic colorants
A daily retinol body lotion built around tallow, retinyl palmitate 0.5%, hyaluronic acid, and niacinamide. The clinical actives the prestige category charges $60+ for — at natural-channel price.
Aqua, Aloe Barbadensis Leaf Juice, Glycerin, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, Bos Taurus (Tallow), Butyrospermum Parkii (Shea) Butter, Simmondsia Chinensis (Jojoba) Seed Oil, Caprylic/Capric Triglyceride, Niacinamide, Hyaluronic Acid, Retinyl Palmitate, Tocopherol, L-Arginine, Xanthan Gum, Gluconolactone, Sodium Benzoate.
No sulfates · No synthetic "fragrance" · No PEGs · No silicones · No parabens · No proprietary blends · No synthetic colorants
A whipped nourishing balm built around grass-fed tallow and 272 MGO Mānuka honey. Seven ingredients. Each one named, sourced, and explained.
Bos Taurus (Tallow), Mel (Mānuka Honey), Simmondsia Chinensis (Jojoba) Seed Oil, Rosa Canina (Rosehip) Seed Oil, Helianthus Annuus (Sunflower) Seed Oil, Calendula Officinalis Flower Extract, Maranta Arundinacea (Arrowroot) Powder.
No fragrance · No parabens · No phenoxyethanol · No dyes · No sulfates · No proprietary blends
The Mānuka Honey Balm base warmed with CO₂-extracted Madagascar vanilla oleoresin. Strong Q4 + Q1 holiday velocity.
Bos Taurus (Tallow), Mel (Mānuka Honey), Simmondsia Chinensis (Jojoba) Seed Oil, Rosa Canina (Rosehip) Seed Oil, Helianthus Annuus (Sunflower) Seed Oil, Calendula Officinalis Flower Extract, Maranta Arundinacea (Arrowroot) Powder, Vanilla Planifolia Fruit Extract.
No parabens · No phenoxyethanol · No dyes · No sulfates · No proprietary blends
A daily mineral sunscreen for face and body, built around 25% non-nano zinc oxide and grass-fed tallow. Eight ingredients — the shortest mineral SPF formula on shelf.
Bos Taurus (Tallow), Non-nano Zinc Oxide, Beeswax, Polyhydroxystearic Acid, Coco-Caprylate, Simmondsia Chinensis (Jojoba) Seed Oil, Maranta Arundinacea (Arrowroot) Powder, Tocopherol (Vitamin E).
No oxybenzone · No octinoxate · No avobenzone · No homosalate · No octisalate · No chemical filters · Reef-safe
The base Tallow Mineral SPF 50 formula warmed with CO₂-extracted Madagascar vanilla oleoresin. The first mineral sunscreen on shelf that smells like a dessert without synthetic fragrance.
Bos Taurus (Tallow), Non-nano Zinc Oxide, Beeswax, Polyhydroxystearic Acid, Coco-Caprylate, Simmondsia Chinensis (Jojoba) Seed Oil, Maranta Arundinacea (Arrowroot) Powder, Tocopherol (Vitamin E), Vanilla Planifolia Fruit Extract.
No oxybenzone · No octinoxate · No avobenzone · No homosalate · No octisalate · No chemical filters · Reef-safe
A daily mineral facial sunscreen formulated for everyday wear under makeup or alone. 20% non-nano zinc oxide, niacinamide, hyaluronic acid, and centella asiatica.
Aqua, Aloe Barbadensis Leaf Juice, Niacinamide, Centella Asiatica Extract, Glycerin, Propanediol, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, C13-15 Alkane, Coco-Caprylate/Caprate, Isoamyl Laurate, Hexanediol, Caprylic/Capric Triglyceride, Polyglyceryl-4 Oleate, Silica, Sclerotium Gum, Tocopherol, Caprylhydroxamic Acid, Hydrolyzed Hyaluronic Acid, Sodium Hyaluronate, Sodium Phytate, Ethylhexylglycerin, Citric Acid.
No oxybenzone · No octinoxate · No avobenzone · No homosalate · No octisalate · No chemical filters · Reef-safe
The Untinted facial SPF base finished with earth-derived iron oxides and titanium dioxide — a universal everyday tint that neutralizes mineral cast.
Aqua, Aloe Barbadensis Leaf Juice, Niacinamide, Glycerin, Propanediol, Centella Asiatica Extract, Arachidyl Alcohol, Behenyl Alcohol, Arachidyl Glucoside, C13-15 Alkane, Coco-Caprylate/Caprate, Coco-Caprylate, Isoamyl Laurate, Hexanediol, Silica, Caprylic/Capric Triglyceride, Polyglyceryl-4 Oleate, Sclerotium Gum, Tocopherol, Caprylhydroxamic Acid, Polyhydroxystearic Acid, Hydrolyzed Hyaluronic Acid, Sodium Hyaluronate, Sodium Phytate, Ethylhexylglycerin, Citric Acid, Iron Oxides (CI 77491, CI 77492, CI 77499), Titanium Dioxide (CI 77891).
No oxybenzone · No octinoxate · No avobenzone · No homosalate · No octisalate · No chemical filters · Reef-safe
A gentle balm built around grass-fed tallow, shea, and calming botanicals. Nine ingredients, each one named, sourced, and explained.
Bos Taurus (Tallow), Butyrospermum Parkii (Shea) Butter, Cera Alba (Beeswax), Simmondsia Chinensis (Jojoba) Seed Oil, Maranta Arundinacea (Arrowroot) Powder, Helianthus Annuus (Sunflower) Seed Oil, Calendula Officinalis Flower Extract, Anthemis Nobilis (Roman Chamomile) Flower Oil, Tocopherol.
No parabens · No zinc oxide · No phenoxyethanol · No dyes · No sulfates
05 · The Deal Stack
A standing opening-order offer for any retailer bringing the line in — and a low-risk shelf-seeding option for smaller stores. Both run through KeHE CONNECT.
Any retailer opening the line: 50% off every case on the first order. One case per SKU, per store — full assortment, one facing each, no overstock. Minimum 4 different SKUs. Reorders at standard case price.
For smaller stores testing the line: up to 10 units, mix-and-match across the range, free. One seeding set per retailer; single-location for multi-store accounts. Next order at standard price.
06 · How to Order
List what you'd like to carry, then send it straight to us — or take the same list to KeHE CONNECT. Pick from the lineup or type your own. Cases = full case packs.
No proprietary blends. No "natural fragrance." No words on the back of the bottle you'd have to look up.
07 · Floor Guide
A short, plainspoken reference for everyone who sells Clean + Kind on the shop floor — what each product is, who it's for, and the words to say when a shopper asks. Built to be skimmed in sixty seconds.
Volume 01 · 2026
Clean + Kind is available to order year-round on KeHE CONNECT. For wholesale questions, reach us directly.
Order on KeHE CONNECTWholesale enquiries info@shopcleankind.com
08 · Merchandising
Clean + Kind is built to set as a single brand block. A two-foot section anchors the natural HBC fixture and earns category authority for the tallow trend. Eleven SKUs · three shelves.