About Us
Absolutely Natural is a family-owned skincare company flourishing in Melbourne, Florida. We take pride in our commitment to quality, sustainability, and a personal touch in everything we do.
Family is at the heart of our brand, and it shows in the care and attention we put into every product. We work to avoid harmful ingredients found in many conventional skincare lines.
Protecting the environment is a big part of who we are. Our eco-safe products help safeguard delicate coral reefs from harmful algae blooms found in many conventional skincare lines.
We put a lot of research and love into our formulas, using the finest sustainable raw materials, pure plant extracts, natural oils, and nourishing butters from nature. The result is skincare that’s not only effective but also clean and safe for both people and the planet. Everything we make is produced under one roof, so we maintain full control over every step from sourcing ingredients to packaging the final product.
For over 30 years, our products have been trusted by some of the world’s top resort hotels and spas. Along the way, we’ve grown from a small family business into a trusted partner for national and international brands seeking custom skincare manufacturing and private labeling. Today, our passion remains the same. To deliver clean, effective skincare inspired by nature and crafted with care.
Our Roots
Charley Richards founded Absolutely Natural, bringing reef-safe sunscreens, lotions, and aloes to some of the world’s finest pool decks and beaches. Before that, he gained experience working in Hawaiian resorts and spas, starting back in 1978 at the Sheraton Maui, the Maui Surf, and The Whales on Kaanapali Beach.
An Honor
Charley Richards was honored at the 2012 Space Coast Business Leader Awards. His journey began in high school as a salesman for Hawaiian Tropic, his first job in the industry.
The Next Generation
When his granddaughter Zoey was born, Charley began researching the safest, most gentle, and effective products for babies at the request of her parents, Danny and Kelsey. In 2018, Zoey Naturals was launched and it’s still growing today, offering safe and gentle products for the whole family.
A Bright Future
In 2023, Charley passed the reigns to his son, Danny, who has spent over 21 years working in every department at Absolutely Natural. This milestone, and everything we do, is made possible by our amazing customers. We are forever grateful for you.
Our Identity
We exemplify a commitment to excellence and environmental responsibility. With our family connection at the core, the brand distinguishes itself by infusing every aspect of operations with a personal touch and thorough attention to detail.
Central to our identity is a total dedication to crafting products made in the USA, reflecting an unwavering commitment to maintaining the highest standards of quality. Our brand's pledge to produce reef-safe products highlights our proactive stance toward environmental sustainability, aligning with global efforts to protect coral reefs from the impact of toxic skincare ingredients.
Absolutely Natural's commitment to product research is evident in our formulation process, where clean and fresh ingredients take precedence. We use the highest grade of sustainable raw materials featuring plants, essences, oils and butters from Mother Nature. This dedication results in skincare products that surpass customer expectations, emphasizing effectiveness and purity. We feature an integrated production model, with everything made under one roof, ensuring thorough control from sourcing raw materials to final packaging.
For more than 30 years, we have been featured at many of the world’s finest resort hotels and spas with our signature products, private labelling, and professional treatment products. Over the last decade, we have expanded our scope of business and are now the featured manufacturer for many national and international brands.
