In Brands, Exclusives, People

Achieving healthy skin means washing it with soaps, scouring it with exfoliants, and replacing the moisture with expensive potions, right? Not according to founder of CRUDE Personal Care Denise Cartwright, who has built a multimillion-dollar skincare brand that debunks the “squeaky clean” image Big Beauty has been marketing for over a century. Her revolutionary oil-based approach to healthy skin is contrarian, counterintuitive, and extremely effective. In an industry with a product failure rate of nearly 80%, Cartwright has developed a formula that is not only succeeding—it’s thriving.

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