Raw Sugar Enters Its Elevated Era

Raw Sugar is entering a new era, and it’s looking better than ever. This isn’t just a basic brand refresh, though; it’s a full glow-up designed to make shower shelves — and daily routines — feel a little more elevated.

Rolling out this month, the Los Angeles–based personal-care favourite is debuting refined packaging, upgraded formulas, and new haircare launches, positioning clean beauty as both affordable and indulgent.

The bottles have been subtly reshaped and are now sleeker and more streamlined, while the signature bamboo caps and crisp white packaging remain. The update also introduces 30% post-consumer recycled plastic into the mix, a sustainability move that doesn’t dull the brand’s shelf presence.

“This rebrand represents the next chapter for Raw Sugar, one where we honour our heritage while evolving to meet the needs of our growing community,” said Donda Mullis, Raw Sugar’s co-founder. “At Raw Sugar, we believe self-care should be simple, indulgent, and for everyone.”

The real shift, though, is in the formulas. The brand has reformulated its body washes with sugarcane extract and botanical oils, aiming to cleanse without stripping and leave skin noticeably more hydrated. The formulas are also Kind to Biome certified, meaning they support the skin’s natural microbiome and pH balance — a win for anyone focused on barrier-friendly bodycare.

Scent has always been central to the brand’s offering. This launch doubles down with retailer-exclusive fragrances designed to bring a little joy to your self-care routine. At Target, you’ll find Vanilla Creamy Coconut Bliss and Eucalyptus Sandalwood Boost, while CVS carries Caramel Vanilla Delight and Cedarleaf Mint Recharge.

Haircare is getting attention, too. The Oil Remedy range (exclusive to Target) is designed for oily roots and scalp imbalance, while Color Renew (available at Walmart and CVS) helps hydrate and revive the look of colour-treated hair.

“We want every moment with Raw Sugar to feel indulgent, comforting, and a gentle reminder to be sweet to yourself,” said Jennifer Smoot, general manager at Raw Sugar.

Raw Sugar’s full collection is now available at rawsugarliving.com, shipping exclusively within the US.