The Tallow Revelation: 5 Shocking Facts About Primally Pure Skin Care, From Its Founder To The FTC Controversy

As of December 2025, Primally Pure remains a polarizing yet highly influential force in the clean beauty space, known for its commitment to 100% natural, toxin-free formulations and its unique use of grass-fed tallow as a core ingredient. This deep dive explores the brand's unique philosophy, its most popular products, and the recent, high-stakes controversy that has placed it under the scrutiny of major consumer protection agencies, making its story more compelling than ever.

The brand, founded by Bethany McDaniel, has successfully championed a "skin health at a cellular level" approach, moving beyond simple plant-based formulas to embrace animal fats, a practice rooted in traditional, holistic wellness. However, its recent aggressive marketing tactics, particularly concerning sun protection, have led to a major referral to the U.S. Federal Trade Commission (FTC), creating a critical moment for the company's reputation and its future in the clean beauty industry.

The Woman Behind the Tallow Trend: Bethany McDaniel's Profile

Primally Pure is the brainchild of Bethany McDaniel, a founder whose personal journey from conventional products to natural living is the foundation of the brand's philosophy. Her story is deeply intertwined with a commitment to clean, simple, and effective ingredients.

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• Full Name: Bethany McDaniel
• Role: Founder and CEO of Primally Pure
• Location: Southern California
• Family Life: She is a farmer's wife and a mother of two daughters.
• Inspiration: McDaniel’s initial inspiration came from her family’s farm, which practices regenerative agriculture. This concept of working in harmony with nature and using high-quality, ethically sourced ingredients became the blueprint for her skincare line.
• Brand Origin: The first products were formulated in her family’s farmhouse kitchen, driven by a desire to create truly non-toxic alternatives to everyday personal care items.
• Philosophy: She champions a holistic approach to wellness, believing that what you put on your body is just as important as what you put in it.

McDaniel’s background as a farmer's wife provides a unique authenticity, linking her products directly to the source of their most powerful ingredients: the ethically raised, grass-fed cows that provide the signature tallow. This connection to the land and regenerative practices is a major part of the brand's identity.

The Tallow Controversy: Why Primally Pure Was Referred to the FTC

In a significant and recent development, Primally Pure was referred to the U.S. Federal Trade Commission (FTC) by the National Advertising Division (NAD) of BBB National Programs in September 2025.

The Anti-Sunscreen Campaign and Misleading Ads

The referral stems from Primally Pure’s failure to respond to an inquiry regarding a controversial and aggressive marketing campaign against conventional sunscreens.

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• The Core Issue: The NAD challenged the brand's advertising claims, particularly those related to its "anti-sunscreen campaign," which allegedly used "rage bait" to insert itself into the public discourse.
• The Contentious Video: The brand faced significant online backlash after sponsoring a controversial video by "comedian" JP Sears, which was part of its broader campaign against traditional sun care.
• FTC Referral: Because Primally Pure ignored multiple requests and failed to respond to the NAD's inquiry, the matter was escalated to the FTC for potential enforcement action. This is a critical legal step that highlights the scrutiny clean beauty claims are facing.

This controversy has forced a wider conversation about the responsibility of "clean" beauty brands to substantiate their claims, especially when those claims involve public health topics like sun protection. While the brand is celebrated for its natural formulations, its marketing tactics in this area have proven highly divisive and legally challenging.

Decoding the Tallow Difference: Benefits and Bestsellers

The foundation of Primally Pure's topical authority rests on its championing of grass-fed tallow, an ingredient that has seen a massive resurgence in the wellness community. Tallow is rendered animal fat, and the brand insists on 100% grass-fed and finished sources, ensuring it is ethically and minimally processed.

Why Tallow is the Star Ingredient

Tallow is not just a filler; it is a nutrient-dense powerhouse that offers unique benefits due to its compatibility with human skin.

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• Cellular Compatibility: Tallow has a fatty acid profile that closely resembles the lipids found naturally in healthy human skin, allowing for deep absorption and nourishment.
• Nutrient Richness: It is naturally packed with critical fat-soluble vitamins, including Vitamin A, Vitamin D, Vitamin E, and Vitamin K.
• Healing Properties: Due to its rich antioxidants, anti-inflammatory, and antimicrobial properties, tallow is frequently used to calm inflammatory skin conditions such as acne, eczema, and dermatitis, visibly reducing redness and replenishing hydration.

The use of tallow, often blended with other nutrient-dense ingredients like Emu Oil, Beeswax, and raw Honey, positions Primally Pure at the forefront of the "ancestral skincare" movement.

Must-Try Bestsellers and Key Entities

While the brand offers a full range of products, from body care to home supplies, several items have become staples for those seeking a truly clean routine.

1. Charcoal Deodorant

This product is arguably the brand’s most famous, often cited as a successful transition product for those switching to natural deodorant. It uses organic arrowroot powder, baking soda, and kaolin clay alongside tallow and coconut oil to provide natural odor protection.

2. Cleansing Oil

Primally Pure offers customized cleansing oils for different skin types: Dry, Balanced, and Oily/Acne Prone. The formulas rely on the oil cleansing method, featuring key entities like Jojoba Oil, Castor Oil, Avocado Oil, and Rosehip Seed Oil, often infused with essential oils like Geranium or Lavender.

3. Antioxidant Balm

This is a quintessential tallow-based product. It is a rich, rejuvenating balm that combines the signature grass-fed tallow with antioxidant-rich superfoods and botanical fatty acids. It is designed to repair damage and restore radiance, making it a favorite for intensive night-time hydration.

4. Palo Santo Collection

Beyond the core line, the brand’s use of unique essential oil blends, such as the Palo Santo collection, showcases its holistic focus. Palo Santo essential oil is rich in limonene, a terpene known for its calming, anti-inflammatory, and antioxidant benefits, often used to relax the nervous system and relieve anxiety.

In summary, Primally Pure’s success is built on a radical, back-to-basics approach that utilizes powerful, bio-compatible ingredients like grass-fed tallow. While the brand navigates a serious regulatory challenge with the FTC referral, its core commitment to clean, nutrient-dense skincare continues to resonate with a dedicated consumer base seeking natural alternatives.