Tony Hawk collaborating with a beauty brand was certainly not on our 2023 bingo card, but once we learned more about the brand it all made sense, as both have that distinctly Californian cool, carefree vibe. California Naturals is a new brand from the mind that brought us Playa Beauty. Shelby Wild wanted to create a mass-market lifestyle brand with accessible quality products for a life spent under the sun. To get the perfect breezy, beachy vibe she tasked Hawk with the role of chief culture officer.
California Naturals wants you to think of it as Stüssy meets Dr. Bronners—the perfect West Coast cool. “Hawk is coming onboard as a partner to help guide the brand with his truest sense of California. Tony is someone who we think has represented the state authentically for many decades, so we couldn’t think of a better partner,” says California Naturals. “Tony will be creating content and helping to engage the skate culture and community of California, and the US more broadly.”
The lineup features affordable, naturally derived plant-based hair and body products for the whole family, including Daily Shampoo, Daily Conditioner, Hair Masque, Leave-In-Conditioner, Two-In-One Shampoo + Conditioner, Body Wash and Body Moisturizer all under $10.
Community will also be a big part of the brand’s mission. California Naturals will host free in-person surf lessons in California and offer free yoga classes that anyone can access online. Their site also spotlights “rad Californians” and has an engaging zine component.
