our story

our story

Our story is one that is fascinating, inspiring, and humbling, all at the same time!

Down To Earth started out in 1997, originally founded by Anthony Rees (of The Traditional and Natural Health Alliance), a trained herbalist and environmental activist, who wanted the company to reflect environmentally conscious ingredients and choices.

Our company’s flagship product featured African potato extract – a powerful plant extract rich in phytosterols, with potent anti-inflammatory properties and packed with antimicrobial and antioxidant-rich compounds. 

This much loved ingredient is still used in Down To Earth products today.

For several years, our company gradually expanded, and then one day, as so often happens, history intervened. 


One of Down To Earth’s products was purchased by a customer named Marlize. 

Marlize had been searching for a plant based cream for sensitive skin, and when she tried the Down To Earth African Potato Cream, she realized that it was an extraordinary product .

Intrigued, she decided to find out more about the company which produced it – and was instantly impressed with what she saw.

At the time Marlize was already very eco-aware, and had incorporated a number of practices into her life that had radically improved her health. In discovering this remarkable product, there was a thought – a fleeting thought – that became a spark, and then something more.

a new vision

Marlize began to explore the possibilities, and in 2014, her vision became a reality. She purchased the business with the intention of honouring its origins and purpose, embarking on the task of evolving it and making its products accessible to a wider audience – an audience that, like Marlize, was looking for high-quality, affordable natural wellness and skincare products.

From day one, Down To Earth has been about ethics, it’s been about sustainability, and it’s been about a sane, humane approach to creating quality products while safeguarding the environment.

Down To Earth has grown since then, but our emphasis has always been on quality and on a careful and responsible approach to the way we operate and conduct business. 

We don’t test our products on animals, nor are any of our raw ingredients tested on animals. With the exception of beeswax, which is used in the African Potato Cream, our products are vegan-friendly, and we are proudly endorsed by Beauty Without Cruelty.

Our story has been one that underscores the importance of natural living, not just in terms of producing skincare and related products, but in the restorative power of nature and the abundant opportunities that our business is creating within the communities from whom we source our ingredients. Our customers know that they’re not just buying a product – they’re contributing toward a kinder, more considerate world where sustainable eco-agriculture and sustainable, fair commerce are a reality.

We’re enormously inspired by the rich diversity of South Africa’s plant heritage. The benefits of the natural ingredients they provide – from robust health to skin and organ protection, to healing and restorative properties – are truly astounding. 


Our product range is steadily expanding, with the input and expert assistance of Dr Elsabe Cloete (of Cape Aloe SA), who is our formulator, cosmetic consultant, and safety assessor. Our skincare products are formulated according to international natural certification standards and reflect our commitment to the environment and to our customers

Today, our products are sold nationally at leading health stores and select pharmacies as well as chain stores. Our customers can easily purchase our products online, too, through some of the biggest local online stores. We’re also exporting our products – and the demand is growing.

That said, there are some things that will never change: we’re determined to preserve the planet, to honour and elevate the amazing heritage of the people and natural resources from whom our products are derived, and to exercise kindness, as far as possible, in everything we do.

We’re a close-knit team and everyone at Down to Earth shares the same vision and we know that our customers do too. Because, when it comes to health and wellbeing, the natural choice is the best one to make.    



Down To Earth specialises in natural daily skincare and skin ailment solutions that harness the healing goodness of plant extracts. We offer practical, fuss-free, and multi-purpose products to help simplify your daily life and to give you peace of mind.

If you’re seeking relief from pain, inflammation, skin conditions, or abrasions – or simply want a healthy, natural skincare range to maintain the health of your skin as part of your daily routine – then we have what you’re looking for.

Our naturally active plant-based skincare range, inspired and assisted by nature, is designed to provide you with a planet-friendly choice that is healthy, safe, and incredibly effective.

We are, in every meaning of the word, the natural choice.

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