THE GÜDE LIFE
THE LUXURY EXPERIENCE
It started with a reminder: create more GÜDE moments.
THE GÜDE LIFE began as a collection of affirmations founder Jonathan Richardson wrote to himself during some of the darkest days of his early twenties.
With a background in beauty and fashion, Jon already understood the transformative power of a great routine. The right skincare. The right clothes. The right fragrance. The little rituals that can change how you feel when you look in the mirror.
But GÜDE was never meant to be just about products.
It was about creating a reminder that even during difficult seasons, you can still create something GÜDE.
So Jon began turning those affirmations into experiences and sharing them with others. What started as a personal reminder to create more GÜDE moments became THE GÜDE LIFE.
From that idea came GÜDE SKIN, GÜDE SCENT, and GÜDE GEAR: a growing collection of skincare, fragrance, apparel, accessories, and home accents designed around one simple belief:
You are capable of creating a life that feels GÜDE to live.
WHAT WE BELIEVE
GÜDE LIFE is vegan, plant-based, dermatologist-approved, and barrier-first.
We believe effective beauty should work with your body, not against it.
Our skincare is created with thoughtfully selected plant-based ingredients and formulas designed to prioritize the health and resilience of the skin barrier. We also consider the impact our choices have beyond the bathroom mirror, prioritizing ingredients, materials, and practices that are more responsible for the environment.
Because feeling GÜDE shouldn't come at the expense of the planet.
MORE THAN SKINCARE
GÜDE LIFE exists at the intersection of beauty, wellness, fashion, and everyday experience.
GÜDE SKIN is about caring for your skin.
GÜDE SCENT is about how you leave a room.
GÜDE GEAR is about what you carry into the world.
Across the brand, you'll find our GÜDE WORDS: affirmations and reminders created to interrupt the negative voice in your head and replace it with something better.
One of our favorites:
I AM A LUXURY EXPERIENCE.
Not because luxury is something you have to buy.
Because you should never forget that you are worthy of experiencing a life that feels extraordinary.
LIVE THE GÜDE LIFE
Create the GÜDE moment.
Wear the GÜDE thing.
Take care of your skin.
Smell fucking amazing.
Protect your peace.
Romanticize the ordinary.
And remember:
You don't have to wait for a better life to start living one.
Create your GÜDE life.
Who The F#$K Is CheckOutJon?
Jon is an American Director, Designer, and Entertainer.
He is known for his role as the SkinCareBro on TikTok where he speaks on self-care, Grooming, Manifestation, and Travel. Jon is the founder of THE GÜDE LIFE, the luxury experience. The root of Jon’s purpose is to spread love, boost confidence, and normalize the gender-neutral experience. And he intends to use every medium he possibly can to convey that message and feeling.
Learn more about Jon here.
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