More than a Skincare brand. A family with a shared purpose.
Meet the Family
Every Rebel Natured product begins with people.
We're a proud family-run business based in the heart of Staffordshire, united by a love of the outdoors, active living and the belief that skincare should work naturally with your body, not against it.
From creating new formulations and testing products, to packing orders, attending events and chatting with customers, every member of our family plays a part in the Rebel Natured journey.
While we each have different roles, we all share one mission: creating honest, high-performance natural skincare that helps people feel confident in their skin, wherever their adventures take them.
When you support Rebel Natured, you're supporting a real family business that cares about every customer who joins our community.
Jo Richards - Founder & Product Creator
Rebel Natured was born from Jo's passion for running, the outdoors and living an active lifestyle.
After years of exposing her skin to wind, rain, sun and changing weather, Jo realised there was a gap in the market for skincare that genuinely supported active people. She wanted products powered by nature that nourished, protected and restored the skin without relying on unnecessary ingredients.
What started with researching natural ingredients and creating small batches in the family kitchen soon became a shared family project. Friends and family began testing the products after runs, gym sessions and busy days outdoors, and the feedback was overwhelming.
Today, Jo continues to lead product development, carefully selecting high-quality natural ingredients that combine traditional botanical knowledge with modern skincare performance.
"Rebel Natured has always been about helping people feel confident in their skin while staying connected to nature and living life to the fullest."
Tom Richards Brand & Community
Tom has been part of Rebel Natured from day one.
From helping Jo create the very first formulations in the kitchen to building the business into the growing community it is today, he's always believed the brand could become something special.
Tom is passionate about developing relationships with local gyms, running clubs, wellness communities and independent businesses. For him, Rebel Natured has never been just about skincare—it's about creating a community built around health, positivity, adventure and supporting one another.
Away from work you'll usually find Tom out running trails with Dexter, the family's Dalmatian, enjoying the outdoors that inspired Rebel Natured in the first place.
Nothing motivates him more than hearing how Rebel Natured products have become part of someone's daily routine and seeing the confidence they bring to customers.
Ruby Richards Head of Content & Creative
Ruby is the creative energy behind Rebel Natured.
She brings the brand to life through photography, video, social media and storytelling, helping people experience not just our products, but the lifestyle that inspires them.
A passionate runner, DJ and creative, Ruby thrives on building genuine connections with our community. Whether she's creating content behind the scenes, organising campaigns or meeting customers at events, she brings positivity, personality and authenticity into everything she does.
Ruby also works closely with our ambassadors, content creators, gyms and running communities, ensuring every partnership genuinely reflects the values that Rebel Natured stands for.
Henry Richards Events & Operations
Henry keeps Rebel Natured moving.
From preparing stock and organising logistics to setting up events across the country, Henry plays a vital role behind the scenes, making sure everything runs smoothly.
He's often the first face you'll meet at our pop-up events, running festivals and wellness shows, where he enjoys introducing people to Rebel Natured and sharing the story behind the brand.
Friendly, approachable and always willing to help, Henry loves seeing customers discover products that genuinely improve their everyday skincare routine.
His practical, hands-on approach helps ensure every order, event and customer experience reflects the care and attention that goes into every Rebel Natured product.
Built by Family. Inspired by Nature.
Although we each have different responsibilities, everything we do comes back to the same shared values.
We're passionate about helping people live actively, look after their wellbeing and enjoy the outdoors without compromising on what they put on their skin.
Every product is carefully developed and responsibly made here in Staffordshire using thoughtfully selected natural ingredients and never tested on animals.
As Rebel Natured continues to grow, one thing will never change: we're still the same family working together, creating products we're genuinely proud to use ourselves.
Thank you for being part of our journey.
Run Wild. Stay Rooted.
From the blog
Rebel Natured is heading to Hybrid NW with natural, high-performance skincare made for runners, gym-goers and hybrid athletes. From helping protect friction-prone skin before training to supporting post-workout hydration and recovery, our multi-purpose products are designed to move as hard as you do. Discover why active skincare deserves a place in every hybrid athlete’s kit bag.
Rebel Natured joined Forge Fitness Newport and Hybrid NW for an incredible day of hybrid training, community and connection, brought together by our brand ambassador Andy Dunkers. From meeting new Rebels to sharing our natural skincare for active lifestyles, this collaboration captured exactly what Rebel Natured is all about.
Sweat, showers and outdoor conditions can leave skin feeling dry, tight or uncomfortable after exercise. Discover a simple post-workout skincare routine to cleanse, rehydrate and recover using Rehydration Lotion and Creamy Blue, available together in the Rebel Natured Post-Workout Reset.
Rebel Natured is heading to Hybrid NW with natural, high-performance skincare made for runners, gym-goers and hybrid athletes. From helping protect friction-prone skin before training to supporting post-workout hydration and recovery, our multi-purpose products are designed to move as hard as you do. Discover why active skincare deserves a place in every hybrid athlete’s kit bag.
Rebel Natured joined Forge Fitness Newport and Hybrid NW for an incredible day of hybrid training, community and connection, brought together by our brand ambassador Andy Dunkers. From meeting new Rebels to sharing our natural skincare for active lifestyles, this collaboration captured exactly what Rebel Natured is all about.
Sweat, showers and outdoor conditions can leave skin feeling dry, tight or uncomfortable after exercise. Discover a simple post-workout skincare routine to cleanse, rehydrate and recover using Rehydration Lotion and Creamy Blue, available together in the Rebel Natured Post-Workout Reset.
