Names matter.

They carry weight.

They tell a story—about who we are, what we value, and how we move through the world.

If you’ve been around here a while, you know we do things a little differently.

We’re honest about what your skin really needs—and what it doesn’t.

Our goal isn’t to sell more, but to support you better.

We recognize that skincare is only one piece of the puzzle, and that your skin is a direct reflection of what’s going on inside your body. That’s why we never push 12-step routines or pretend you need expensive products full of toxic ingredients to see results.

We’re here to help you refine your routine with ancestral skincare designed to support your healing, not distract from it.

Simple, affordable, and made with ingredients your skin already knows what to do with. 

That part? It’s not changing.

But one thing is—our name.

Becoming Root Avenue.

The heart behind this shift is simple. I wanted our name to feel as intentional as the products we make. While “Apothecary” spoke to our beginnings, it never fully captured our true nature.

So we chose something that sounds more like us.

Avenue is another word for a street—but it’s also a way of doing things.

And our way? It’s about going back. 

Back to our roots. 

Back to the way our ancestors cared for their skin—natural, nourishing ingredients, foraged and blended by hand.  Not willy-nilly or just because, but with purpose. Their routines evolved with the seasons, always rooted in what the body needed.

Because skincare shouldn’t feel overly complicated or clinical. It should be simple and intuitive.

That belief has always shaped what we bring to the table, and that’s not going anywhere.

 All your favorite blends are still made with only the good stuff: grassfed tallow, nourishing oils, potent botanicals. Never anything fake or hard to pronounce.

We’re still a small-batch family brand that throws an arm around you and invites you in. We still have fun—and yes, we sometimes overshare.

And most importantly, we still believe skincare should work with your body, not against it.

Only difference now? Our name finally feels like home.

Why Choose Root Avenue?

Because our avenue goes against the grain.

We’re not in the business of chasing trends or pushing products you don’t need.

We’re here for the tired moms, the women working to balance their hormones—the ones who are learning, sometimes for the first time, how to listen to their bodies.

We’re here for anyone who feels like they’ve been doing everything right, and are still breaking out.

We’re here to remind you that skin health starts from within—to empower real change and offer radically better skincare that aligns with your wellness journey.

No fear. No fluff. No exhausting routines.

Just the essentials. A handful of ingredients that work hard, so you don’t have to.

Because taking care of your skin should be a soft place to land—not a full-time job, am I right?

Ready to stop spinning your wheels and wasting money? 

Walk this avenue with us. A path that honors your biology and your intuition.

Here’s what you’ll find along the way:

• Affordable, natural skincare you can actually trust.
• Targeted actives that move the needle for symptomatic skin.
• Gentle formulas that won’t mess with your hormones, fertility, or moisture barrier.
• An honest, root-cause approach to healing.
• Education > fear. Truth > trends.

So while the name on the label might look different, what’s inside—and what we stand for—hasn’t changed.

Welcome to Root Avenue.

We’re so glad you’re here.