Freaks of Nature

Freaks of Nature is a performance-oriented skincare brand aimed at outdoor athletes and outdoor enthusiasts, co-founded by professional surfer and ocean conservationist Kelly Slater. The company positions its products around skin-barrier protection and skin-microbiome health, formulating with biosynthesized and natural ingredients intended to withstand wind, sun exposure, heat, sweat and pollution.

The initial product line consists of two items designed to work as a system: the Deeper Dive Moisturizer, a serum gel containing a postbiotic bacillus ferment with a prebiotic effect and brown algae extract, and the Daily Defender Sunscreen, an SPF30 mineral sunscreen using B-Silk, a biofabricated vegan spider silk that forms a microbiome-friendly biofilm, plus plant-based water resistance. Packaging includes an airless pump made with upcycled, ocean-bound plastic produced with Oceanworks, which provides chain-of-custody and material traceability.

The company operates as a Squared Circles company; Squared Circles is a consumer-first venture studio co-founded by Osman Khan, Alexander Gilkes and Lukas Derksen and backed by investors including L Catterton, Regeneration.VC and David Bonderman.

Founding story

The brand was co-founded by surfer and biohacker Kelly Slater together with the venture studio Squared Circles, whose consumer survey of outdoor athletes found that 78% specifically sought products optimizing skin-barrier health and 95% wanted a skincare brand formulated for their needs. Slater has described seeking products engineered for athletic performance that are not detrimental to the body or the environment. Additional investors in the brand include Mike Meldman, co-founder of Casamigos tequila and founder of Discovery Land, and actor and filmmaker Jonah Hill.

Business model

Freaks of Nature sells branded skincare products directly to consumers through its own website, freaksofnature.com, at premium price points ($35-$48 for its first two SKUs). It was created and is backed by the consumer venture studio Squared Circles, which commissioned consumer research to define the product's target segment and supports the brand's development.

Revenue comes from the sale of individual skincare products online, priced at $48 for the Deeper Dive Moisturizer and $35 for the Daily Defender Sunscreen at launch.