Our story
A family business that started over with one simple product
We're Bill and Maida. When the 2008 recession closed the market research company we'd run for 17 years, we started again, with organic aloe vera gel grown and bottled in the USA.

- 2015 NaturSense aloe vera gel launched
- 13,000+ customers served
- USA grown, made and bottled
- Family owned and run
How we got here
From corporate technology to organic skin care, by way of one very hard year.
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17 years
A market research company
We helped introduce complex technology to corporate decision makers, for clients including IBM.
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2008
Starting over
When the recession hit, our clients put projects on hold. We had to let our team of 30 go and find a new path.
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2015
One simple product
A family member introduced us to ecommerce. We began with organic NaturSense Aloe Vera Gel, grown and produced in the USA.
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Today
A growing family of products
Aloe vera gel, Castile soap and more, trusted by over 13,000 customers.
What we stand for
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99% organic aloe
Cold-pressed aloe is the heart of our line.
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Short ingredient lists
Safe, effective ingredients, and nothing we wouldn't use ourselves.
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Made in the USA
Grown, produced and bottled here at home.
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Honesty and care
Our success is judged by the people who use our products.
Giving back
The success of our company lets us support work around the world in three areas we care about:
- Literacy
- Disaster relief
- Drug rehabilitation
“We consider our company to be a platform for making the world a better place, one excellent product and one precious customer at a time.”
Shop our products
Thank you for being here
Thank you for coming to our website and reading about how we arrived here. We're dedicated to contributing positively in business and in life. Please let us hear from you, too!
All the best, Bill & Maida



