CLAYER

CLAYER sells a tight line of clay-based first-aid and body-care products: ready-to-use poultices, instant “mask & wrap” powders, and a small companion range of soaps and sprays. Everything is priced in the mid-range tier—single jars run $18-$30, kits top out around $60—and the brand is currently direct-to-consumer through clayerworld.com with periodic pop-ups at motocross and surfing events. The formulas rely on French green clay sourced from a single quarry in the Provence-Alpes-Côte d’Azur region, micronized for faster absorption and blended with organic essential oils; no synthetic fragrance, parabens, or animal testing are used. Originally developed to heal bruises and road rash for action-sports athletes, the “Recovery” poultice has become the cult SKU, endorsed by several pro motocross and UFC trainers for rapid swelling reduction. Core buyers are 18-40-year-old surfers, skaters, bikers, and functional-fitness athletes who want natural, competition-legal recovery aids that fit in a backpack. They value clean ingredients, travel-friendly packaging, and the brand’s overt “made by riders for riders” ethos that treats clay as performance gear rather than spa cosmetics. CLAYER sits between drug-store analgesic balms and prestige clean-beauty body masks; it differentiates by focusing narrowly on impact-related inflammation instead of general skin care, backing claims with third-party lab tests on clay mineral content and athlete case studies rather than influencer campaigns.