Kept Natural: Our Story
Over two years ago, in 2023, Kept Natural was born out of a deep sense of frustration - my frustration with the lack of honesty, transparency, and truly natural options in the wellness and beauty space. Simply put, I couldn’t find what I was looking for. So I decided to create it myself! What started as a personal struggle to find products that aligned with my values - and actually did what they claimed - quickly grew into a vision for something much greater.
Kept Natural emerged from the belief that people - you - deserve more than empty promises and greenwashed labels. You deserve the truth. You deserve products that genuinely work and a brand that stands behind their word. I set out to build something rooted in integrity, authenticity, and excellence - something that refuses to compromise on quality or ethics. Every formula, every ingredient, and every decision is guided by a commitment to truth, sustainability, and human wellbeing. Kept Natural exists to provide products and education designed to help you feel incredible.
Since 2023, Kept Natural has grown from a simple idea into a passionate movement dedicated to organic health, environmental wellness, and innovative, nature-inspired solutions. What began in frustration has evolved into a purpose-driven mission to create products that honour both people and the planet. I have poured my heart, my soul, and the equivalent of a very nice 10% house deposit into bringing Kept Natural to life.
Kept Natural isn’t just a brand - it’s a promise. A promise to remain honest, conscious, and true to the natural and organic world that inspires us every day.
Our Promise to yoU
We are committed to upholding the highest standards across every aspect of our business and daily practice. We stand for truth, cutting-edge creativity, humility, and sustainability. Kept Natural also represents premium organic and natural wellbeing, dynamic innovation, and a deep commitment to environmental health.
About the Founder - Jay Fantom
Jay Fantom is more than an author, entrepreneur, podcaster, and fitness enthusiast - he is a storyteller at heart, driven by a desire to live with authenticity and help others do the same. His journey has been shaped by challenges, growth, and a relentless pursuit of truth, and those experiences have become the foundation of everything he creates.
Jay founded Kept Natural not as a business venture, but as a deeply personal mission. After years of searching for products he could trust - products that genuinely cared for people rather than just selling to them - he made a promise to himself: If it doesn’t exist, I’ll build it. Kept Natural was born from that promise, guided by Jay’s belief that honesty, transparency, and integrity are not optional - they are essential.
As an author and podcaster, Jay has dedicated his voice to helping others feel seen, heard, and understood. His storytelling is rooted in vulnerability and courage, inviting people into conversations that truly matter. He isn’t afraid to explore the hard moments, because he knows that healing often begins in the places we least want to look.
Fitness has always been Jay’s grounding force - his reminder of discipline, resilience, and personal responsibility. It reflects the same values he pours into Kept Natural: consistency, care, and the determination to show up for yourself every single day.
Jay Fantom leads with heart. His vision for Kept Natural is not just to offer products, but to create a movement - one that inspires people to choose honesty, embrace their wellbeing, and live a life rooted in truth. For Jay, this work isn’t business. It’s purpose.
Our mission is to deliver excellence and integrity with every product we create.
We’re here to cultivate loyalty and trust with our customers, creating a calm, healing experience from the first touch. Every formula is made with care, clarity and intention.
KEPT NATURAL FOUNDER
TIME TO HEAL.
