At Rocky, we believe that nature is for everyone. It connects us, grounds us, and makes us feel so, so alive.
This belief is at the heart of Earth Every Day—more than just a tagline, it’s the philosophy that guides everything we do. From formulation to packaging to manufacturing and beyond, we’re committed to prioritizing nature in every step. It’s about staying connected to nature and making conscious choices. It’s about growing and evolving in ways that honour the Earth, always.
For over two decades, we’ve been guided by nature. With our roots in the Canadian Rockies, we’re proud to make all our products right here in Canada. Living in the mountains, nature isn’t just something we admire—it’s who we are. The wilderness is literally on our doorstep, shaping the way we live, create, and connect. We’re constantly reminded of the fragility of what surrounds us, and the vastness, beauty, and health that comes with living here.
This Earth Month, as we celebrate 25 years of Rocky, we’re embracing a new chapter—one where our connection to the Earth is more central than ever. We’re so passionate about nature that we want to bring you along on this journey.
When we first set out on this journey, committing to natural ingredients was a bold choice—one that required us to overcome significant formulation hurdles. But we were determined to stand for something more meaningful—we didn’t want to be a natural company that didn’t go all the way.
As pioneers in the industry, those early challenges shaped us, giving us the experience and knowledge we now use to craft the Rocky essentials you know and love. From our roots to now, the natural world continues to guide our formulations. We carefully select each ingredient for its unique benefits.
“When I'm out in the forest. I'm constantly reminded by all of the plants, all of the medicine, and all of the food that's around us, and always bringing that these ideas back to our lab and thinking about what else we can do, what's the next innovation, and how being outside connected to nature fuels the innovation.
Karina Birch, Rocky CEO
We see ourselves as lifelong students, always looking to nature for its endless wisdom. We love sharing what we’ve learned and hope it sparks a connection in others as well. Start by noticing the small details around you—what trees, birds, or plants in the sidewalk catch your attention? There’s so much more to explore.
Curious about our natural standards? Learn more here.
Proudly made in Canada, we are one of the few vertically integrated natural beauty companies in the country. This means we formulate, produce, and distribute everything right here—from our workshop nestled in the heart of the Rockies.;
“Having our lab and workshop in the same building allows our team to collaborate closely. If something isn’t working, we’re only 21 stairs away from finding a solution.”
-Karina Birch, Rocky CEO;
This hands-on approach is everything to us. Not only does being in the mountains inspire us, but it also keeps us close to the process, the people, and the innovation that fuels our creativity. Being deeply involved allows us to refine, improve, and push boundaries—bringing you products that are thoughtfully made, every step of the way.
We believe in progress and transparency. While we’ve made meaningful improvements, we know there’s always more to do.
This summer, as our new packaging rolls out, you’ll see changes that reflect years of research and careful consideration. We’ve explored materials that help reduce environmental impact while keeping quality, value, and your experience top of mind.
“Quality doesn’t have to mean indestructible. We believe in intentional design and thoughtful choices—whether that’s using post-consumer recycled plastics or eliminating unnecessary secondary packaging.” — Karina Birch, Rocky CEO
Sustainability is an ongoing journey, and we’re committed to making the best choices we can—now and in the future. Our goal is simple: to use as little packaging as possible while minimizing waste and impact.
Learn more about our packaging
Another way we approach responsible packaging is through our Rocky Refills program.
Since 2020, we've been giving your bottles and jars a second life. In 2024 alone, we washed, reused, and put 4,004 bottles back into circulation—furthering our commitment to sustainability and reducing the amount of plastic that ends up in landfills.
Learn more about Rocky Refills
As nature evolves, so do we. With 13 stores open in Western Canada, we're expanding nationwide—starting with two new locations in Ontario this year: Upper Canada Mall in Newmarket and Sherway Gardens in Etobicoke.
Our stores offer an immersive experience that connects you to the Earth. Inside, our signature oversized sink takes center stage—inviting you to interact with our products in a community-focused space.
From natural materials to lush greenery and earthy tones, our stores are designed to recreate the feeling of being in nature. Whether you're in the heart of the city or beyond, we want to show that nature is always within reach—through our products and experiences.
“When you walk into a new Rockies store, we want you to experience the calm and the serenity of what it feels like to be out in the forest.”
— Karina Birch, CEO
Southcentre Mall, Calgary
Learn more about our new stores
At Rocky, we believe in giving back—not just to people, but to the planet. That’s why we’ve partnered with the Nature Conservancy of Canada (NCC) for the past eight years to help protect Canada’s natural landscapes.
Since 2017, we’ve contributed over $125,000 to conserve Alberta’s ecosystems, including the endangered prairie grasslands, 80% of which are already lost and now we’re backing the NCC’s goal to preserve 500 million hectares of native grasslands.
Photo credit: Nature Conservancy of Canada
For every Community Bar sold year-round, we donate $1 to Canadian charities, including the NCC. During the holiday season, we give $1 per gift set or gift box sold to help protect vital ecosystems.
Together, we can make a lasting impact.
Learn more about our charitable initiatives here.
At team Rocky, we each connect with nature in our own unique ways, but our shared commitment to living Earth Every Day unites us.
To deepen this connection, our Culture Club organizes activities, like clean-up events and Indigenous-led nature walks, bringing us closer to both the Earth and each other. We also begin our Monday meetings with a moment of gratitude, reflecting on what we’re thankful for.
Living Earth Every Day is something we practice every day, and we encourage you to weave it into your own life as well. Whether through mindful choices, reducing waste, supporting local, or simply finding moments to connect with nature, Earth Every Day can be reflected in the small actions that make a big difference.
And no matter where you are—in a city, the countryside, or anywhere in between—nature is always within reach. It’s in the trees lining your street, the birds outside your window, and the fresh air you breathe.
Here’s to the next chapter, where Earth Every Day continues to lead the way.
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Lauren
April 02, 2025
These deliberate eco-conscious efforts are greatly appreciated. You are, as ever, a role model for businesses in every sector!