JAY & GROVE — Modern Rituals
Natural care for modern rituals.
Born inside THE LØFT.
Botanical formulas · Clean design.
JAY & GROVE is a natural care brand created inside THE LØFT — a quiet laboratory where botanical formulas, clean design and modern rituals come together with intention.
Each product begins with a simple idea: daily care should feel clean, functional and calmly grounding. Light textures that hydrate effortlessly. Fresh mint and dark cedar that linger softly on the skin. A visual language that is orderly, minimal and essential.
Ingredients & Formulation Philosophy
Our formulas are built around gentle, effective ingredients: hydrating betaine, fruit extracts, essential oils and selected botanicals chosen for their performance and skin-friendly profile. The amber bottle protects each formula from light, while the understated label reflects a Scandinavian-inspired approach to clarity and function.
Rituals Guide
JAY & GROVE products are designed to integrate naturally into everyday routines. Apply onto damp skin, massage softly, breathe in the fresh blend of mint and cedar, and rinse thoroughly. A clean, sensory gesture that restores moisture, clarity and ease.
Lab Notes
Clean lines. Simple routines. Formulas that work without noise, and a design language shaped by stillness and precision. This is the JAY & GROVE lab — where modern care becomes intentionally quiet.
Manifesto
We believe in rituals.
In clean lines, calm mornings and formulas that simply work.
In mint that wakes the senses and cedar that lingers softly on the skin.
We believe natural care should feel modern — not loud, not complicated, just intentional.
This is JAY & GROVE. Designed for modern rituals.
The Lab Standard
Vegan formulations.
No unnecessary fragrance load.
No parabens, silicones or harsh surfactants.
Only ingredients with purpose — nothing more, nothing less.
Formulation Principles
Clarity over noise.
Function over excess.
Nature over trend.
Natural Balance
Botanicals chosen for harmony.
Actives that work gently, in rhythm with the skin.
Moisture restored naturally, with quiet ease.
Lab Integrity
Thoughtful formulas.
Gentle botanicals.
Design that stays quietly essential.
Design Standards
Purpose in every ingredient.
Precision in every detail.
A modern ritual in every use.
Formulation Principles
Clarity over noise.
Function over excess.
Nature over trend.
Natural Balance
Botanicals chosen for harmony.
Actives that work gently, in rhythm with the skin.
Moisture restored naturally, with quiet ease.
Lab Integrity
Thoughtful formulas.
Gentle botanicals.
Design that stays quietly essential.
Design Standards
Purpose in every ingredient.
Precision in every detail.
A modern ritual in every use.
Rituals Guide
Start under warm water to soften the skin and awaken circulation —
a quiet preparation that allows the formula to work with natural ease.
Dispense the cleanser into the palms and activate the botanical blend
with slow, deliberate friction.
Feel the texture shift as the gel warms and the first notes of peppermint rise.
Apply in long, upward strokes along the body,
letting the lather move gently without forcing it.
Allow the peppermint to sharpen the senses,
while dark cedar settles into a calm, grounding undertone.
Pause for a moment.
Breathe in deeply.
Let the scent expand and the warmth of the water soften everything it touches.
Rinse clean with unhurried movements,
leaving the skin balanced, hydrated and quietly restored.
Use daily as a grounding ritual —
a moment for clarity, moisture and modern presence.
Lab Notes
Clean lines. Quiet design.
Formulas that work without distraction.
A laboratory shaped by clarity, botanical intention and modern restraint.
Aesthetic Direction
Neutral tones, soft shadows and amber depth.
A visual identity shaped by Scandinavian clarity and functional calm.
Every detail is quiet, intentional and contemporary.
Ingredients & Formulation Philosophy
Gentle botanicals blended with clean, functional design.
Hydrating betaine and essential oils cleanse without stripping.
Every ingredient chosen for balance, safety and coherence.
