KRAES

KRAES is a Danish natural-skincare brand founded in 2016 [1]. It began as a soap-free baby-bath product built around oat, and has since grown into a fuller range of plant-based care products for babies, children and, more recently, women. The company is run as a small Danish operation and its products are sold chiefly through Danish baby and eco-focused retailers; there is no evidence of activity outside Denmark.

The brand presents itself as "a natural and nurturing alternative to soap" for sensitive skin, and frames natural ingredients and the avoidance of synthetic chemistry as the centre of how it develops products [2].

KRAES was started by Mette and Kasper, a parent couple, after their young daughter developed sensitive, easily irritated skin [2]. According to the founders' account, while looking for a milder option than drying soap they came across an old household remedy for itching: oat. They began adding it to their daughter's bathwater and say they noticed a difference after the first attempt — the moment the company describes as the start of KRAES.

The founding story is told on the brand's own pages and is partly corroborated by the Danish retailer BabySam, which describes the products as created by "the parent couple, Mette and Kasper" [9]. The daughter whose skin prompted the project is, by the brand's account, now a teenager who still manages occasional flare-ups with KRAES products. The surnames of the founders and the company's headquarters city are not stated on any of the brand's published pages.

KRAES is registered in Denmark under CVR number 37349968. Beyond the two founders, the brand lists a small team covering research and development, retail, and logistics.

The company traces its launch to 2016, when it introduced its oat-based, soap-free approach to baby bathing [1]. In the years since, KRAES says it has built out "a complete series of natural and effective care products for babies and children," and has extended the line beyond infant care into products aimed at pregnant and postpartum women.

The current catalogue is organised into four series: Baby, Junior, Family, and a Motherhood line for pregnancy and the postpartum period.

KRAES positions itself around natural ingredients, suitability for sensitive skin, and the deliberate exclusion of synthetic chemistry. The company states that its products are "100% natural" and contain no synthetic chemistry, and that — unusually for wash products — they contain no water [5]. It also says it avoids the sulfates SLES and SLS, opting for milder surfactants instead [6].

Among the free-from claims the brand makes are the absence of preservatives, fragrance-free options, and allergy-friendly ingredient choices. The BabySam listing echoes this, describing the baby range as "completely free of preservatives and synthetic chemistry," with "neither fragrance, preservatives, allergens nor parabens added" [9].

The brand's original and defining product is its soap-free baby bath, sold in oat-and-coconut and oat-and-Dead-Sea-salt versions and described as suitable for dry, itchy and mildly irritated skin. Other recurring products include Baby balm, a "100% fat cream" for daily relief of irritated or dry skin; Glade kinder, aimed at red cheeks and minor skin grazes; and a mineral SPF 30 sun stick the company says contains just six selected ingredients.

The Motherhood series introduced more conventional skincare formats. Its KRAES moisture boost facial oil pairs blueberry with bakuchiol, which the brand presents as a natural alternative to retinol. Other items in that line address scars, stretch-mark prevention and postpartum care.

KRAES draws on a range of plant oils and naturally derived actives across its formulas, including colloidal oat, coconut, Dead Sea salt, aloe vera, ectoin and microalgae. The company details the geographic sourcing of several ingredients, such as shea butter from Burkina Faso and baobab oil from Senegal.

### Certifications

KRAES does not record a brand-wide certification on its own pages. On its ingredient pages, the company references the Nordic Swan ecolabel (Svanemærket) for a single surfactant, Sodium Coco-Sulfate, rather than for the brand as a whole, and references COSMOS in connection with individual ingredients in its K-series [4]. A broader claim that KRAES is "COSMOS-certified" brand-wide and "produced in Denmark" appears in some AI-summarised retailer search snippets, but this was not found as a direct statement on any of the brand's own pages or on the BabySam listing, and is therefore not treated here as an established fact [9].

KRAES frames part of its environmental approach around packaging. Because its products are soap-free, the company says they can be sold without paper packaging, and it offers refill pouches as what it describes as a more environmentally conscious option intended to reduce packaging impact.

KRAES is active. As of 2026 the brand maintains a current product range across its four series, promotes seasonal bestsellers, and is distributed through several Danish retailers, including BabySam. Its reach appears limited to Denmark: the website is Danish-language only, the company is registered with a Danish CVR number, and no operations elsewhere are documented [1].