Most skincare brands target women in their bathrooms. Wild Craft Skincare is going after the ones on the trail.
Founded in Central Oregon’s high desert, where extreme sun, wind, and elevation changes can wreak havoc on skin, the brand has built a following among active women who need more from their performance-driven skincare formulations than what traditional beauty counters offer. These are runners, hikers, climbers, and swimmers—women who start and end their days in motion, often miles from the nearest bathroom mirror.
The brand was born from founder Ashley Murphy’s frustration with existing products that couldn’t withstand the conditions she faced daily. With a background in chemistry and medical aesthetics, Murphy developed a line that uses what the company calls “chemically balanced formulations”—free from silicones and parabens, vegan and cruelty-free, but built to actually hold up against sweat, altitude, and temperature swings.
Taking Skincare Where Women Actually Go
One of Wild Craft’s more practical innovations is its trail pouches: eco-friendly, food-grade packaging designed to be stuffed into a running vest or backpack. The pouches let users apply product mid-activity without carrying glass bottles or heavy containers. It’s a simple solution to a problem most beauty brands don’t think about—what happens when your customer is 10 miles into a hike?
The brand has also built out Wild Notes, a blog that combines skincare education with writing aimed at women seeking what the company describes as “reflection, growth, and reconnection.” It’s an unique pairing, but one that reflects Wild Craft’s broader positioning: this isn’t just about what you put on your face.
Expansion Beyond the Bottle
Wild Craft is preparing to move into larger retail channels in early 2027, and has already received interest from marketing and retail players in the outdoor space. The company is also planning to extend beyond science-backed outdoor skincare, with upcoming launches including Wild Wear, an activewear line, and Wild Living, an in-home collection.
Perhaps the most ambitious plan is a yearly, fully funded Wild Women Retreat in Africa. Participants will be selected through a nomination process where people can submit the “wild woman” in their life who deserves recognition. The retreat is designed as both service and restoration—supporting local women’s communities while offering space for participants to rest and reset.
The brand leans heavily into wolf imagery and the tagline “Keep Her Wild,” which it says represents independence, intuition, and strength. It’s an intentional move away from the polished, aspirational aesthetic that dominates beauty marketing. Wild Craft’s imagery features real women, often outdoors, often sweaty, never airbrushed into stillness.
The target customer is somewhere between 25 and 65, fiercely independent, and more likely to be found on the Pacific Crest Trail than in a medspa. She’s comfortable alone, uninterested in trends, and treats her body as something to support rather than fix. For that woman, skincare designed for active lifestyles isn’t a luxury—it’s a tool that needs to actually work.
