Sorrel & Co grew out of a simple frustration: skincare had become complicated in all the wrong ways. Shelves full of 40-ingredient formulas written in language designed to impress rather than inform. Luxury brands charging $200 for what amounted to a handful of proven actives buried under fragrance and filler. Budget brands cutting corners on everything that actually mattered.
We kept coming back to a question we couldn't answer satisfactorily in anything we tried: why can't clean skincare also be clinical? Why does effective have to mean synthetic, and natural have to mean ineffective?
The answer, we believed, was that the industry had separated two things that belong together. Montana reminded us of that. Everything that grows here does so because it has learned to be precisely what it needs to be — no more, no less.
That became our design principle. Every product in the Sorrel & Co range exists because the ingredients earn their place. Every formula starts with the clinical evidence, then asks whether there's a cleaner way to deliver the same result. More often than not, there is.
The 3 principles we stand on.
BECAUSE YOU READ THE INGREDIENTS FIRST
We believe that you should know what you are putting on your skin and that science should give you confidence. That is why we believe in our simple approach: Skincare should explain itself.
01
Every ingredient earns its place with clinical data behind it. We don't use an active because it sounds good. We use it because the research says it works — and we can explain exactly why.
02
Natural and clinical belong together. We refuse to choose between a formula that is safe and one that performs. If we can't do both, we don't launch the product. It's that straightforward.
03
Premium skincare shouldn't require a premium income. Accessible means exactly that. We price for the woman who reads the label — not for the woman who buys the lifestyle around it.
You deserve to know what you are putting on your skin.
A NOTE FROM THE FOUNDERS
My name is Kris and I created Sorrel & Co. This is my third career.
My first fifteen years were as a writer and producer. My next fifteen were as a mom to four kids. This — founder of a skincare brand for women like me — is what comes next.
I built Sorrel with my oldest son, Connor. He's a microbiology major and a natural entrepreneur, and his eye for what's actually happening at the cellular level shaped a lot of how we think. I bring the lived experience; he brings the business and the science. We live in Montana.
Here's the thing about my skin: it's always been just okay. Not terrible. Not great. A little eczema here and there, persistent acne that never quite went away, breakouts whenever hotel sheets touched my face. For thirty years I assumed that was just my skin.
Then I read the research.
I had no idea fragrance was an irritant. I had no idea most of my products were underdosed past the point of usefulness. I had no idea that the things I was layering on every morning to "fix" my skin were the same things keeping it from healing.
Now I read the ingredient list before I read the marketing copy. And for the first time in my adult life, I don't reach for foundation in the morning.
That's the thesis behind Sorrel. Honest concentrations. Transparent ingredients. Formulations grounded in actual evidence, not vibes. We made the kind of skincare brand I wish I'd found twenty years ago — and we're trying to do it right.
I'd be honored if you'd join me on this journey. Subscribe to our Founders list — it's free, and the first 200 members get 40% off their first order plus lifetime member pricing if they ever decide we're worth a try.
Let's change skincare.
Kris
Founder, Sorrel & Co
