Photograph by Sarah Carpenter
A growing wave of beauty entrepreneurs is bringing skincare back to basics, swapping traditional chemicals for plant-based, organic ingredients, simple formulas, and a “clean beauty” ethos rooted in skin health. Consumers are increasingly scrutinizing labels and demanding transparency, trading formulas full of unpronounceable names for ingredients they recognize.
Once a niche trend, the organic skincare market is predicted to grow by more than $14 billion in the next five years, according to a Mordor Intelligence study. A TikTok search reveals more than 578,000 posts tagged #naturalskincare.
Atlanta brands have been active players in this emerging movement. They are increasingly crafting products that are gentle on the skin and the environment, each with a distinct philosophy on what it means to keep skincare truly natural.
Photograph by Morgan Sangster
Founders of local brand Averr Aglow, Levi and Camille Chulick, came up with the company’s popular Clear Skin Kit after Camille’s 16-year struggle with acne. “I came to the realization that most of the stuff on the market was treating your skin very harshly,” says Camille Chulick. “It was disrupting your skin barrier more like a war zone, nuking everything, versus the opposite approach that we started testing, which was a very nourishing, strengthening, and calming solution.” Their products include New Zealand Manuka oil to banish bacteria, rose water to reduce redness, and inulin, a prebiotic, to hydrate the skin.
Launched in Atlanta as PÜR Minerals in 2002, PÜR Cosmetics was an early adopter of mineral makeup that emphasized skincare. Made with naturally occurring ground minerals, its products are free of “occlusive” ingredients that clog or irritate skin, such as talc and mineral oils. Instead, shea butter and vitamin E nourish the skin throughout the day, explains Julie Campbell, chief marketing officer of Astral Health & Beauty, the company behind PÜR. “Not only do you look great at the moment, but over time, you see a reduction in the appearance of fine lines, wrinkles, [and] sunspots and get firmer-looking skin,” she says.
Kennesaw-based clean beauty brand LYS, which specializes in skincare-infused makeup tailored to a wide range of skin tones, recently received an eight-figure investment and entry into nearly 2,000 Sephora locations in the United States and abroad. It now has the distinction of being the first Black-owned clean beauty brand at the global retailer. Another local company, Fig & Flower, which focuses on independent clean beauty brands, reopened in Kirkwood this year after closing its Poncey-Highland location more than two years ago.
Courtesy of Vendor
Newcomer Holy Grail Skin Co. launched in April after Virginia-Highland residents Mary Peck and Leah Matthews grew frustrated with the available options for natural skincare. As working moms with young children, they craved a simple skincare regimen that still emphasized safety and efficacy.
After investing in nearly two years of research and testing, Peck and Matthews released Elixir no. 1, an all-in-one serum designed to enhance natural beauty. Featuring more than 20 vegan ingredients, probiotics, and botanicals, it boasts a plant-based antioxidant and retinol alternative called bakuchiol to stimulate collagen production, which can help reduce fine lines and wrinkles.
“We wanted it to be easily absorbed, so you can put it on, slather on some sunscreen, and run out the door,” Matthews says. “You can simplify your routine. You can have really great skin and make it easy and attainable.”
This article appears in our November 2025 issue.
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