Honoring Charley’s Legacy – A Message to Our Customers

Dear Absolutely Natural Family, 

Many of you may have already heard that our founder, Charley Richards, passed away peacefully on January 5, 2026. It is with both heavy hearts and deep gratitude that we share this news with you. 

Charley was more than the founder of Absolutely Natural. He was the heart behind it. He believed that skincare should be honest, effective, and rooted in integrity long before “natural” became a trend. His vision was simple but powerful: create products that genuinely help people and build relationships based on trust. 

From developing one of the first natural sunscreens on the market to educating customers across the country about clean ingredients and responsible formulations, Charley was a pioneer. He loved hearing your stories and how a product helped your skin, supported your confidence, or became part of your daily routine. Those stories fueled his passion. 

Absolutely Natural was never just a business to him. It was a mission to make a difference one bottle at a time. 

For me personally, I had the privilege of working alongside my father for 23 years. He taught me this business from the ground up, starting in production, learning every formula, understanding every process, and most importantly, understanding every customer. He believed that if we always put people first, the business would follow. 

Today, I want to assure you that our commitment remains unchanged. 

We will continue to manufacture the same high-quality, clean, and effective products you know and trust. Our formulations, standards, and values remain intact. We have no intention of selling or changing course. Instead, we are focused on honoring Charley’s legacy by growing Absolutely Natural into something even stronger while staying true to the principles he built it on. 

Skincare is not just our industry; it is part of our family’s story. My goal is to continue building this company in a way that would make him proud and, one day, pass it on to the next generation. 

We are incredibly grateful for your loyalty and support over the years. Your trust means more than you know. It is because of you that Absolutely Natural has been able to thrive for over three decades. 

If you ever have questions, concerns, or simply want to share a memory, please know that our door is always open.

Thank you for being part of the Absolutely Natural family. 

I love you, Dad. 

With gratitude, 

Daniel Richards   

President   

Absolutely Natural, Inc.