The Heart Behind the Brand
Hi, I’m Sarah - a mom of three, wife, and lifelong advocate for living a little less toxic. My journey with clean living began many years ago when my husband developed a severe allergic reaction to a common preservative - Methylisothiazinalone - that was hiding in almost every household product, even the “natural” ones.
That time changed everything for me. I started researching ingredients, swapping out products, and simplifying what we used at home. Over time, I saw how powerful minimal, natural ingredients could be - from helping my husband with his eczema to soothing my kids’ skin & other ailments with gentle, holistic remedies.
What started as a need quickly became a way of life.
How Candid Naturals Began
In 2022, I was running a small shop filled with my favorite clean brands. But even in the natural space, I found that things had become complicated - endless products, long ingredient lists, and routines that felt anything but simple.
So, in 2023, I created Candid Naturals with one clear goal: to make personal care products uncomplicated.
I started with a natural beauty line that I personally sourced, refined, and finished by hand - labeling, bottling, and perfecting each product with care. Later, I added a handcrafted skincare collection, blending 100% grass-fed suet tallow and organic herbs to create products that nurture the skin and simplify your daily routines.
The Mission
At Candid Naturals, our mission is to make life a little less toxic, one product at a time.
We believe in:
- Simplicity that works - Multi-tasking products that save time and space.
- Transparency always - You’ll know what’s inside and why.
- Pure care, made simple - Because the best skincare doesn’t have to be complicated.
From Our Family to Yours
Every product is brought to you with love, care, and intention - the same way I care for my own family. I hope Candid Naturals helps you feel empowered to simplify, trust what you use, and embrace natural products that truly work for real life.
With love,
Sarah
Founder, Candid Naturals
Our Studio
Somerset, WI
We’ve been in this building for over three years, moving between suites as Candid Naturals has grown. Later this year, we’ll be transitioning to a dedicated workshop on our home property - something we’ve been dreaming of for a long time.
As our online store has expanded, we no longer offer in-store shopping or services. However, local customers are always welcome to choose pickup. Once your order is ready, you’ll receive a “pickup ready” email and we’ll coordinate a time that works best for you.
If you have any questions, we’re always happy to help.
