Native Redefines Care for Sensitive Skin with New Expert-Developed “Sensitive Series” Collection

Key Terms

hypoallergenic medical

Hypoallergenic describes products or materials designed or chosen to lower the chance of causing allergic reactions compared with typical alternatives, but it does not mean reactions are impossible. Think of it like a gentler option marketed to people with sensitivities. Investors watch hypoallergenic claims because they can broaden a product’s market, affect labeling and regulatory scrutiny, and change liability and brand trust — all of which influence sales and risk.

ceramides medical

Ceramides are a family of naturally occurring fats found in the outer layer of skin that act like mortar between bricks, holding skin cells together to keep moisture in and irritants out. Investors care because ceramides are key ingredients in many skincare, dermatology and wound‑care products, so demand, supply costs, formulation advances, clinical data or regulatory changes can affect sales, margins and the valuation of companies that make or sell these products.

national eczema association seal of acceptance medical

A National Eczema Association Seal of Acceptance is an independent endorsement that a skin care or household product has been reviewed and found unlikely to trigger eczema or make sensitive skin worse. For investors, the seal acts like a trusted quality badge that can increase consumer confidence, improve shelf placement and marketing appeal, and potentially boost sales among people seeking safe, dermatologist-friendly options—similar to a “nutritional” stamp that helps shoppers choose reliably gentle products.

sulfates technical

Sulfates are chemical compounds that contain the sulfate ion and commonly occur as ingredients, impurities or byproducts in drugs, cleaning products, industrial chemicals and wastewater. Like a pinch of salt that changes a recipe, sulfates can alter product performance, trigger manufacturing controls or environmental rules, and create extra testing, treatment or cleanup costs—factors that can affect a company’s expenses, regulatory risk and investor returns.

silicones technical

Silicones are a family of synthetic rubber- and plastic-like materials built from silicon and oxygen atoms that can take forms such as fluids, gels, foams, and solids; think of them as flexible, heat-resistant coatings and sealants that behave like a cross between rubber and oil. They matter to investors because they are key inputs in many products—from electronics and medical devices to construction and cosmetics—so changes in silicone costs, supply, safety rules, or demand can affect manufacturers’ production, profit margins, and growth prospects.

parabens technical

Parabens are a class of chemical preservatives commonly used to prevent mold and bacteria in cosmetics, personal care items, and some packaged goods—think of them as the salt that keeps products from spoiling. They matter to investors because health concerns, consumer preferences, or regulatory limits can force product redesigns, recalls, or brand shifts to “paraben-free” alternatives, which can change costs, sales and legal exposure for companies.

phthalates technical

Phthalates are a family of chemical additives used to make plastics and coatings softer and more flexible, found in products from packaging and flooring to toys and medical devices — think of them as a ‘softener’ mixed into plastic. They matter to investors because health concerns and regulatory limits can force product redesigns, trigger recalls or fines, raise manufacturing costs, and shift consumer demand, all of which can affect a company’s sales and liability exposure.

vegan technical

Vegan describes products, ingredients or practices that exclude animal-derived materials and animal testing, meaning no meat, dairy, eggs, gelatin, honey or similar components are used. For investors, "vegan" signals a clearly defined consumer segment and supply-chain requirements—like a clothing tag that promises no leather—affecting demand, labeling claims, sourcing costs and potential regulatory scrutiny in food, cosmetics and other markets.

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The new collection features clean, effective formulas and hypoallergenic fragrances developed in collaboration with allergists, biologists, and dermatologists to prove that sensitive skin doesn’t have to be scentless.

SAN FRANCISCO--(BUSINESS WIRE)-- Native, the personal care brand celebrated for its clean, simple, and effective formulas, announces the launch of the Sensitive Series. This new head-to-toe collection is specifically designed for those with sensitive skin who refuse to compromise on a sensorial, scented experience. Developed in collaboration with a cross-functional team of allergists, biologists, and dermatologists, the Sensitive Series pairs high-performance ingredients with hypoallergenic fragrances designed to be suitable for sensitive skin, while delivering a thoughtfully crafted sensorial scent experience.

Sensitive Series Collection

The Native Sensitive Series reimagines care for sensitive skin, blending expert-developed, hypoallergenic fragrances with formulas that help support the skin and hair moisture barrier, proving that sensitive skin doesn’t have to be scentless. Each product includes naturally-derived ceramides in a formula to help restore the moisture barrier while delivering the clean, effective performance Native is known for. The Sensitive Series Unscented Body Lotion and Body Cream have been awarded the National Eczema Association Seal of Acceptance™, recognizing these formulas as suitable for those with eczema and sensitive skin.

With elevated scents and dermatologist-tested reliability, the Sensitive Series expands Native’s portfolio and reinforces its commitment to making high-quality personal care accessible and enjoyable for everyone.

• Available Hypoallergenic Scents:
  • Bare Vanilla: A soft, comforting, and creamy classic.
  • Bare Coconut: A tropical, sun-drenched escape.
  • Bare Jasmine: A light, refreshing, and sophisticated floral.
  • Bare Melon: A bright, juicy, and crisp fruit scent.
  • Unscented: The ultimate minimalist essential for fragrance-free care.
• Categories Include:
  • Sensitive Series Body Wash: Soothing, 24-hour hydrating formulas that cleanse without stripping
  • Sensitive Series Body Lotion & Body Cream: Delivers 48-hour hydration powered by Vitamin B3 and real shea butter. The Unscented formulas proudly bear the National Eczema Association Seal of Acceptance™.
  • Sensitive Series Shampoo & Conditioner: Formulated with naturally-derived ceramides to protect the scalp while offering targeted systems for different hair needs. Available in Hydrating Bare Coconut, Restoring Bare Melon, and Balancing Bare Vanilla to deliver targeted moisture, strength, and scalp care.
• Key Benefits Include:
  • Expert-Developed: Created in collaboration with allergists, biologists, and dermatologists.
  • Seal of Acceptance: Unscented moisturizing formulas are recognized by the National Eczema Association.
  • Hypoallergenic Fragrances: Free from 81 known fragrance allergens and crafted with fewer than 10 ingredients.
  • Barrier Support: Powerful base formulas infused with naturally-derived ceramides to help strengthen and support the skin and hair’s moisture barrier.
  • Clean Transparency: All items rank "Green/Excellent" on the Yuka app.
  • Native Standards: Vegan, cruelty-free, and formulated without sulfates, silicones, parabens, dyes, phthalates, MIT, or petrolatum.
• Hero Formula Features:
  • Naturally-Derived Ceramides: Precision-fermented ingredients that mimic the skin’s natural lipids.
  • Sensitive-Safe Hair Care: Sulfate-free and silicone-free systems that treat the scalp with care.
  • Minimal Ingredient Philosophy: Thoughtfully selected ingredients designed for daily, worry-free use.

Consumers are increasingly seeking personal care that prioritizes skin health without sacrificing the sensory joy of a great scent. Native developed the Sensitive Series to bridge this gap, combining science-backed safety with transportive fragrances that bring a sense of luxury to sensitive skin routines.

“At Native, we believe that just one expert isn’t enough when you have sensitive skin,” said Christopher Talbott, Chief Executive Officer at Native. “With the Sensitive Series, we brought together a team of specialists to ensure our formulas were not only effective but worry-free. We wanted to give our consumers the confidence to set their skin and senses free, proving that 'sensitive' doesn’t have to mean 'scentless.'”

The Native Sensitive Series is available now at:

• https://www.nativecos.com/pages/sensitive-series
• Target
• Suggested retail prices for the collection are $16.00 per item.

About Native

Founded in 2015, Native reimagines personal care with simple, clean, and effective products made for everyday life. Crafted from naturally derived ingredients and free from aluminum, parabens, sulfates, and phthalates, Native delivers high performance without compromise. The brand’s full-body portfolio, including deodorant, body wash, body scrubs, mineral sunscreen, hair care, and skin care, is available at nativecos.com and major retailers nationwide. Known for fan-favorite scents, playful limited editions, and a commitment to thoughtful innovation, Native continues to make personal care easy, safe, and enjoyable. Follow @native on TikTok, Instagram, and Facebook.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260521895941/en/

Media Contact
Autumn Communications, native@autumncommunications.com

Source: Procter & Gamble