On my overflowing shower ledge, you’ll find a small army of sensitive-skin body washes and scrubs, mostly mine. Then there’s my wife’s carefully curated lineup. And somewhere in between, a whole lot of Aveeno holding it down for our five-year-old son’s delicate skin. One brand that’s managed to reclaim a little real estate on that ledge and somehow works for all of us is California Naturals.
Launched in 2023 by haircare legend Shelby Wild (after she sold Playa back in 2020), the brand was born from her desire to create something that felt like “Stüssy meets Dr. Bronner’s,” a line she’s repeated in interviews over the years. Since day one, she’s nailed it—from the laid-back typography to the genuinely thoughtful ingredient lists. It’s chill, but it’s not sloppy. Clean, but not crunchy.
All of California Naturals’ products are super clean, made with 90–99% naturally derived ingredients, and scented using food-grade fragrances. They smell great without waging war on my skin or anyone else’s in the house. If “food-grade” sounds confusing in a shampoo context, it simply means the aromatic compounds used are safe enough for consumption in foods and beverages. Add to that formulas that are cruelty-free, vegan, and packaged in 100% post-consumer recycled plastic, and you’ve got a brand that’s doing the most, in a good way. Oh, and they’re also Yuka-approved (93/100), courtesy of the app that scans food and cosmetic barcodes to analyze health impact.
I’ve been using the brand since it launched, and what’s impressed me most is how much they’ve refined and dialed in their offerings over time. They now offer fragrance-free shampoos and conditioners, an ultra-hydrating body wash, and a gentle body scrub that’s been a straight-up lifesaver during this brutally cold season. With accessible price points and availability at major retailers, California Naturals is a brand that won’t hurt your wallet or your skin. Below are my go-to picks—plus the ones my whole family keeps reaching for.
The Best California Naturals Products, According to GQ
The Entry Point: California Naturals Glow Oil Body Wash
This is the body wash that made me fall in love with the brand. The scent is a bright hit of citrus with a faint whisper of lavender, no synthetic weirdness, which is why it doesn’t irritate my skin. Two pumps are all it takes: it transforms from an oil into a soft foam that cleanses without leaving my skin feeling tight or stripped after I towel off. Ingredients like sea buckthorn hydrate, moringa butter soothes, and vitamin B5 step in to revive skin that’s seen better days. Several scented body washes leave my skin dry and flaky. This one, though? Smooth, calm, subtly glowing, and absolutely zero flakes in sight.
The Better Body Wash: California Naturals Super Moisture Body Wash
I use this body wash a lot because it’s hands-down the brand’s most hydrating. My son is also a big fan of the color—he says it looks like “the Ninja Turtles’ guts,” which somehow makes it even more appealing and turns it into a surprisingly great bubble-bath option for him, too. The scent of summer fig hits the second you squirt out the light-green wash, made with aloe vera, avocado oil, coconut oil, and chlorophyll (the reason it looks like it belongs in a cartoon sewer). It lathers like the Glow Oil body wash, but this one brings way more moisturizing power.
The Curl Tamer: California Naturals Dream Curl Cream
California Naturals
Dream Curl Cream
If you use hair balms like I do, especially when my curls are long, this brand also makes a killer shampoo and conditioner specifically for curls. But to be clear: the curl cream is the real star of the collection. I use about a quarter-sized amount on damp hair. I’ve learned the hard way that my curls behave better and look more defined when product goes in damp—not when my hair’s already dry. The formula is ultra-lightweight and, crucially, doesn’t leave my hair crunchy, which is a common crime among styling creams. Like everything else from the label, it’s made with 99% clean ingredients. Shea butter locks in moisture, castor oil helps strengthen your follicles, and soy amino acids keep curls bouncy and hydrated. My only gripe? We need a travel-size version, because great curls shouldn’t have to stay home.
The Scrub: California Naturals Classic Coconut Scrub Tub
I’ve tested a lot of body scrubs, and I can confidently say this one takes the crown. First, the value is wild—you get a generous amount for the price, which already feels like a win. Second, once you’re done (and if you have kids), don’t toss the jar. It doubles as a top-tier seashell collector for beach days. Third, and this is the real test, it actually gets the dead skin off my back and shoulders, which are the hardest areas to reach without dislocating something. The raw sugar and vitamin C slough away dead skin, while the coconut oil and maple leave my skin feeling brand new post-shower. Vitamin E is the quiet hero here, protecting my skin for days after use. I use this about three times a week because it’s super gentle, and wintertime dry skin is very real. It’s one of the few body scrubs that won’t leave a slippery residue on your shower floor.
The One-Two Punch: California Naturals Sensitive Scalp Shampoo & Conditioner Set
The latest and quite literally greatest duo from the brand is its fragrance-free shampoo and conditioner. The shampoo has zero smell and manages to cleanse while still keeping my scalp hydrated. Ingredients like chamomile calm any irritation, colloidal oatmeal tackles dryness, and green tea steps in to make sure your scalp stays healthy.
The conditioner keeps most of the same all-star ingredients, with the addition of vitamin B5. That’s what gives your hair a healthier shine and helps strengthen it, mainly because conditioners get to hang out on your hair longer than shampoos do. More time on the job, better results. And if you really want to complete the brand’s sensitive-skin trifecta, they also make an excellent body wash for those of us with ultra-delicate skin. Best of all, everything is stamped by the NEA (National Eczema Association), which is the gold standard of credibility for anyone whose skin requires a little extra care.
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