Redefining Clean Skincare: Our Story on KPCW’s The Mountain Life

When I started Free Living Co just two years ago, the goal was simple: make clean living feel less overwhelming and more doable for real families. What began as a curated marketplace has grown into something much bigger- community education, meaningful partnerships, and now, a flagship store right here in Park City.

So being featured on KPCW’s The Mountain Life felt especially meaningful. This wasn’t just a business update, it was a moment to reflect on how far we’ve come, why we do this work, and where we’re headed next.

The segment dives into the evolution of Free Living Co and the launch of Live Free Skincare, our first in-house product line designed specifically for teens and twenty-something women. It highlights the gap we saw in the market, and why we felt compelled to fill it with something genuinely different.

Here’s a snippet that captures the heart of the conversation:

“Just two years ago, local entrepreneur Dana Grinnell founded Free Living Co to make it easier for families to find truly clean, effective products. Since then, the company has partnered with more than 200 brands, shipped worldwide and opened a flagship store in Kimball Junction — all while building community through education and sustainability.”

Now, Live Free Skincare represents everything we believe clean beauty should be: Made Safe–certified, thoughtfully formulated, and packaged with the future in mind. From microbe-made biomaterials to fully home-compostable components, this line sets a new bar, not just for teens and young women, but for the beauty industry as a whole.

We’re so grateful to KPCW for creating space for these conversations and for spotlighting what’s possible when clean living is rooted in transparency, education, and progress over perfection.

Originally featured on KPCW – The Mountain Life. Listen to the full segment here.

Frequently Asked Questions

What is Free Living Co and who founded it?

Free Living Co is a Park City, Utah-based clean living marketplace founded by Dana Grinnell. It was built around the idea that clean living should feel accessible and realistic for real families, not overwhelming or out of reach. What began as a curated online shop has grown into a community-rooted business with a flagship store, over 200 brand partnerships, and an in-house product line called Live Free Skincare.

What is Live Free Skincare and who is it designed for?

Live Free Skincare is Free Living Co’s first in-house product line, designed specifically for teens and young adult women. It is the first Made Safe Certified skincare line in its category, meaning every product has been independently verified to be free from known harmful chemicals, including endocrine disruptors, carcinogens, and synthetic fragrance. The line was created to fill a gap in the market for clean beauty that is genuinely formulated for younger skin, not just marketed to it.

How did Free Living Co grow from a small marketplace to a flagship store?

Free Living Co grew by focusing on education and community alongside product curation. Rather than simply selling clean products, the brand invested in helping customers understand why ingredient transparency matters and how to make practical changes without overhauling their entire lives. That commitment to genuine education built a loyal community that supported the brand’s expansion into a physical presence in Kimball Junction, Park City.

What makes Free Living Co different from other clean beauty retailers?

Free Living Co differentiates itself through rigorous vetting, community education, and the development of in-house products built to standards that exceed what most brands publish. Every product in the shop is screened against respected standards like MADE SAFE’s banned ingredient list and EWG’s unacceptable ingredient database. The brand also prioritizes sustainability, packaging, and shipping practices that reflect a commitment to clean living beyond just the ingredient label.

What does it mean for a skincare product to be home-compostable?

Home-compostable packaging is designed to break down completely in a residential compost bin — not a commercial facility — within a defined timeframe under normal home composting conditions. This is a higher standard than “biodegradable,” which can take years in a landfill and still leave behind microplastics. For a skincare brand, using home-compostable materials means the packaging creates no lasting waste after the product is used, aligning the entire product lifecycle with clean living principles.