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
Looking for vegan, natural skincare made in the UK? Discover Rebel Natured a family-run Staffordshire skincare brand creating plant-powered, cruelty-free products in recyclable packaging. From lightweight hydration to rich recovery balms, our range is made for real life, active bodies and conscious routines.
Rebel Natured popped up at the Porsche Luxury Wellness Experience at Porsche Centre Wilmslow, joining WILD & WILD and an inspiring Cheshire community for a morning of movement, wellbeing and meaningful connection. From yoga and wellness talks to independent brands and luxury experiences, it was the perfect setting to share our natural skincare range and celebrate a simpler, more intentional approach to self-care.
Marathon season is approaching, and every training mile puts your skin through its paces too. Discover how Rebel Natured’s natural skincare range can become the perfect training partner, from post-run hydration and recovery to our ultra-versatile Glow Balm for dry skin, flyaway hair and race-day chafing. Train hard, recover well and give your skin the support it deserves from the first long run to the finish line.
Looking for vegan, natural skincare made in the UK? Discover Rebel Natured a family-run Staffordshire skincare brand creating plant-powered, cruelty-free products in recyclable packaging. From lightweight hydration to rich recovery balms, our range is made for real life, active bodies and conscious routines.
Rebel Natured popped up at the Porsche Luxury Wellness Experience at Porsche Centre Wilmslow, joining WILD & WILD and an inspiring Cheshire community for a morning of movement, wellbeing and meaningful connection. From yoga and wellness talks to independent brands and luxury experiences, it was the perfect setting to share our natural skincare range and celebrate a simpler, more intentional approach to self-care.
Marathon season is approaching, and every training mile puts your skin through its paces too. Discover how Rebel Natured’s natural skincare range can become the perfect training partner, from post-run hydration and recovery to our ultra-versatile Glow Balm for dry skin, flyaway hair and race-day chafing. Train hard, recover well and give your skin the support it deserves from the first long run to the finish line.
