The Story

Did you know that skin is the human body’s largest organ? Our skin protects us from the sun, provides insulation in the winter, and is a reflection of our overall beauty and health. This is why it is so important to treat it with the utmost care and respect.
My dry, sensitive skin has plagued me since I was young. By the time I reached middle school, I had come to accept the sad reality that traditional lotion does not work for me. No matter how many layers I smothered on my delicate skin, it still remained dry, cracked, and irritated. No lotion was a match for my stubborn skin.


Fifteen. That’s how old I was when my mother decided to order a pound of raw shea butter from Ghana. When it arrived, I immediately took to books and youtube videos to educate myself on its uses. After I whipped up my first product in a mixing bowl, my skin was met with a glow that was all too unfamiliar to me. Never did I anticipate that something so simple would be enough to teach myself that my skin isn’t unmanageable after all. I was just using the wrong products.

Fast forward a few years later and I can now call myself the proud owner of a small business called CleverEarth. Raw shea butter first sparked my imagination, but I now boast a product line full of ingredients that are beneficial for the skin. Most importantly, CleverEarth makes the commitment to utilizing American suppliers, when possible, and importing fair trade ingredients, if necessary. This is my passion project, my creative outlet, and I am so elated to share it with you.

With love,

Danielle Madison
Proverbs 4:23