Today we’d like to introduce you to Denise Cartwright.
Hi Denise, please kick things off for us with an introduction to yourself and your story.
I’m a Master Esthetician and the founder of CRUDE Personal Care—a microbiome-friendly, soap-free skincare line I started back in 2014 after an experiment with oil cleansing cleared my own acne breakouts, and then my clients’. I began offering oil-cleansing facials out of my apartment, and the results were so transformative that word spread quickly.
What started as a one-woman facial studio has grown into a brand with thousands of customers around the world and press from Forbes, InStyle, Refinery29, Marie Claire, and more. Over the past decade, we’ve seen countless before-and-afters and testimonials that confirmed what I’d experienced firsthand—that the skin’s microbiome and its self-regulating systems are its greatest healers. Our job is to get out of the way and let nature do its work.
That understanding became our north star. In 2017, we launched the world’s first Certified Microbiome-Friendly body wash—made with plants instead of detergents and certified to support the healthy bacteria of adult skin, infant skin, and the vulva. We’ve stayed small and intentional ever since, with just six SKUs that have earned a cult following for their simplicity, efficacy, and microbiome-friendly design.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like many independent founders, it’s been anything but smooth—but the challenges have been some of my greatest teachers. The years around 2020 were particularly difficult. We had just invested a lot of time and money into a flora-focused rebrand, and were in talks with some major retailers when the pandemic hit and retail doors shut overnight.
In the years since we’ve navigated debt, supply chain chaos, significant leadership changes, and a lot of uncertainty. But what has kept us steady (and profitable) is our community. Around eighty percent of our revenue comes from repeat customers—people who have used CRUDE for years because it genuinely works. That loyalty has carried us through. Recently, we were able to restructure much of the debt from that period and emerge stronger, more focused, and ready for growth.
It’s been over a decade of grit, passion, and learning—and I wouldn’t trade the experience. Every setback clarified our mission—to trust the skin and the natural intelligence that sustains both our bodies and the world around us.
Thanks – so what else should our readers know about CRUDE Personal Care?
CRUDE is all about working with the skin, not against it. We’re a microbiome-friendly skincare line that’s entirely soap and detergent-free—designed to cleanse, nourish, and protect without stripping the skin’s natural, protective barrier or disrupting its healthy flora.
What sets us apart is our philosophy and our proof. We were pioneers in microbiome-friendly skincare long before it became an industry trend, and our products are some of the few on the marketplace that are Certified Microbiome-Friendly. We take a skinimalist approach—just six SKUs, each formulated with thoroughly researched, plant-based ingredients that respect the skin’s natural ecosystems.
We’ve built this company without VC funding or the pressure of constant product launches. Our skinimalist approach isn’t just about what we put on the skin—it’s reflected in our entire business strategy. We genuinely believe less is more, so we’re not going to launch a million products just to fill shelf space. We’ve also extended equity to all of our full-time employees because the people building CRUDE with me deserve to own a piece of what we’re creating together.
I’m so proud of the results and the community we’ve built. Our customers share incredible before-and-after stories showing that skin health doesn’t come from harsh actives or overcomplicated routines—it comes from trust, simplicity, and letting the skin do what it already knows how to do.
At CRUDE, our mission is simple: leave no trace on the skin or its ecosystems. That means trusting in the wisdom nature has already built into your skin and into the planet we call home.
How do you think about luck?
I think luck shows up as opportunity meeting readiness. There’s been both good and bad. In the early days, I was lucky to discover something that worked so profoundly—oil cleansing—and to have a growing community that believed in it as much as I did. The word-of-mouth growth we’ve experienced is incredible and built entirely on genuine results.
But there’s also the kind of “bad luck” that tests your resilience. The pandemic, retail shutdowns, algorithm changes, and a misaligned business partnership all hit at once. Those moments forced me to dig deep, learn fast, ask for help, and become a stronger leader.
In hindsight, even the hard luck was a kind of good fortune—it gave me clarity, sharpened my instincts, and reinforced that our mission and customer trust are solid enough to weather anything. Today, I feel incredibly lucky to be entering this new phase with hard-earned wisdom, a loyal customer base, an incredible team, and a product line I deeply believe in.
Pricing:
- Starter Kit – $60
- Wash – $25
Contact Info:
- Website: https://livecrude.com
- Instagram: https://www.instagram.com/livecrude/
- Facebook: https://www.facebook.com/crudepersonalcare
- LinkedIn: https://www.linkedin.com/company/livecrude/?viewAsMember=true
