It started with a question.
We live in an age of more. More steps, more actives, more claims. And somewhere in chasing the next breakthrough ingredient, we stopped asking a simple question, what if the best thing for your skin has been in the earth all along?
Claylicious was born from a stubborn belief: that a ten-step routine full of synthetic chemicals is no routine at all. That real care doesn’t come in a lab. It comes from the earth which is untouched, unprocessed, and unmistakably effective.
Claylicious was born from a stubborn belief: that a ten-step routine full of synthetic chemicals is no routine at all. That real care doesn’t come in a lab. It comes from the earth which is untouched, unprocessed, and unmistakably effective.
Indians have trusted multani mitti for centuries. Not because someone marketed it to them. Because it works. We take that same Fuller’s Earth, harvested, minimally processed, nothing added, nothing taken away and give it back to you exactly as nature intended.
Our vision
Skin that is fed, not fooled
We believe the best skincare routine is one built on trust. Trust in ingredients you can name. Trust in a process you can understand. Trust in a product that has nothing to hide. Our vision is simple: put the earth back at the centre of skincare. No fillers, no chemicals, no compromise. Just the purest form of care, the kind that has existed long before skincare became an industry.
“Claylicious is the pleasure of returning to what is real.”
Core team
Ethan Carter
Liam Anderson
Olivia Parker
