Clean Beauty in the Heartland: 7 Midwest Brands Shaping the Future of Skincare

If you’ve ever tried to shop for clean beauty and thought, “I don’t know where to start”, you’re in good company.

Between emerging indie lines, cult favorites, minimalist skincare, and founder-led brands quietly doing brilliant work, the landscape can feel endless — and not always transparent.

This is exactly why curated, credibility-driven lists matter.

These 7 brands based in the midwest are part of the 185 brands that entered this year’s Clean Beauty Awards, meaning they were willing to put their products through a fair, multi-month evaluation by independent judges.

That alone sets them apart from the countless brands that never submit to external testing.

Some of the names here are staples in their local communities; others are the kind of under-the-radar brands you only hear about through word of mouth or unexpected discoveries.

What they all share is a thoughtful approach to formulation — whether that’s ingredient simplicity, clearly defined routines, or products that just… work.

If you’re searching for new clean products to try, want to explore smaller independents, or simply appreciate brands that prioritize substance over hype, this Midwest round-up is a smart place to start.

👉 For the full list of U.S. entrants, explore the national overview here → [100+ Clean Beauty Brands in the USA]

Midwest Brands to Watch:

1. NuNorm

Location: Troy, MI



NuNorm is a men’s grooming and cosmetics brand founded in 2024, specializing in easy-to-use, natural-looking products developed specifically for men. All products are tested and approved by hundreds of men to ensure comfort and effectiveness. The brand has received multiple industry awards and is recognized for offering the broadest shade diversity among men’s cosmetic brands. NuNorm’s premium formulas are produced in the USA, Italy, and Japan, and its packaging incorporates sustainable elements where possible. The company also contributes to men’s mental health initiatives through its EQUAL Project.

2. Four Elements Organic Herbals

Location: North Freedom, WI



Four Elements Herbals is a women-owned and operated company rooted in the beauty and rhythm of nature in the pristine Baraboo Bluffs of Wisconsin. Founded by herbalist Jane Hawley Stevens, the company grows certified organic herbs on its own farm, where each season guides the harvest and inspires creation. Every product is thoughtfully crafted, blending traditional herbal wisdom with a deep respect for the earth. Four Elements Herbals embodies purity, sustainability, and a timeless connection between people and plants.

3. Kanuni Brown

Location: West Bloomfield, MI

Founded in 2022 by a registered nurse, Kanuni Brown® blends clinical insight and cosmetic formulation experience with ancestral wisdom to support healthy hair and scalp care. The brand develops clean, functional products made with ethically sourced ingredients and guided by a holistic philosophy. Kanuni Brown emphasizes ingredient safety and healthy hair care education and is dedicated to community wellness by giving back to the community through local sponsorships and charitable initiatives, including clothing, food, and toy drives.

4. Bitty Balm

Location: Highland Park, IL

Bitty Balm is a women-owned, handmade-in-America line of multi-use balms formulated for use on eyes, lips, and cheeks. Each balm is hand made and poured in small batches and made with 100% natural ingredients. The formulas contain no synthetic or lake dyes, parabens, phthalates, fragrance, or petroleum.
 

5. VRAI Unlimited, LLC

Location: Melrose, MN

VRAI Unlimited is a Minnesota-based beauty brand focused on ingredient transparency and skin-supportive formulations. All products are created by founder Melissa, who oversees every detail of the formulation process with an emphasis on safety, integrity, and long-term skin resilience. The brand’s approach centers on purposeful, intuitive cosmetics designed to support skin longevity while maintaining a clear, values-driven ethos. Orders are fulfilled directly from the brand’s studio in Minnesota, reflecting its small-scale, founder-led model.

6. Plated Skin Science

Location: Rochester, MN

Based on 20 years of research at the Mayo Clinic’s Van Cleve Cardiac Regenerative Medicine Program, Plated Skin Science Intense Serum is the first shelf-stable skincare product to utilize the regenerative potential of platelet-derived exosomes. It rejuvenates the skin at a cellular level, addressing the underlying causes of skin aging, and delivering platelet-derived exosomes that enhance the skin's natural ability to regenerate itself and treat visible signs of aging. It’s clinically proven to visibly reduce wrinkles, fine lines and hyperpigmentation, and improve luminosity and skin texture in all skin types and tones, even the most sensitive.

The majority of the formulation is comprised of low-risk humectants, stabilizers, and conditioning agents that are well-established in cosmetic safety literature. The product contains no added fragrance, essential oils, or known high-risk sensitizers, reducing irritation potential. The novel biologic component (human platelet extract) is processed under Good Manufacturing Practice (GMP) conditions, with donor screening, viral  purification steps to ensure safety.
 
Published clinical research supports the topical safety and tolerability of platelet-derived exosomes in cosmetic use.

7. FROWNIES

Location: Dayton, OH

Frownies is a heritage skincare brand founded in 1889 and operated by five generations of women in the United States. The company creates simple, ingredient-conscious skincare solutions, including facial patches and topical treatments, designed to support the skin’s natural function and appearance. Headquartered in Ohio, Frownies has maintained its original commitment to minimal, intentional formulations that avoid unnecessary additives. The brand was created in response to one woman's commitment and long-standing belief in the power of quality ingredients and gentle care. Frownies sets itself apart by offering decades of experience in natural skincare, with a focus on time-tested formulas rather than trend-driven products. Its commitment to transparency, longevity, and simplicity distinguishes it from newer entrants in the clean beauty space. For Frownies clean beauty was the emphasis before clean beauty was a category.

8. Aura Cacia

Location: Norway, IA

Aura Cacia is a wellness-focused brand known for its essential oils, skin care oils, and botanical-based products. The company emphasizes simple, pure ingredients and sources its botanicals carefully and sustainably from growers around the world. Each essential oil undergoes rigorous testing to verify quality and purity. Aura Cacia’s mission is rooted in supporting positive change and overall well-being through nature-derived formulations.

The Midwest may not always be the first region people associate with beauty innovation — and yet, some of the most thoughtful, quietly consistent clean beauty work comes from here. These brands represent a mix of discipline, craft, and user-driven formulation that’s increasingly rare in a crowded market.

If you come across a product that genuinely works for you, follow the brand, tell a friend, or share it online — small, independent makers rely heavily on real users, not big advertising budgets.

To dive deeper into the clean beauty landscape, download The Ultimate Guide to the Clean Beauty Awards, featuring the latest finalists and winners, and follow @CertCleanInc on Instagram for more clean beauty insights, brand stories, and judging updates.