The Origin Story Of Modern Clay Co.

Hi! My name is Keegan Sweeney and I am the founder/owner of Modern Clay Co. Grooming has always been important to me, and over the years, I’ve tried countless styling products, always searching for something that worked well without being full of harsh chemicals.

As I traveled the world, I found myself absorbing different perspectives on self-care, from the meticulous grooming rituals in Europe to the raw, ingredient-driven formulations in Latin America. 

For years, I experimented with a variety of high-end styling products, always searching for something that struck the perfect balance between performance and purity. But time and time again, I was met with the same disappointment—most products were either loaded with questionable ingredients or completely ineffective. The idea that I had to compromise between non-toxic formulations and performance-driven styling never sat right with me.

Then, everything changed.

My wife and I welcomed our first son while living in Wisconsin, and suddenly, the ingredients in every product we used mattered more than ever before. As parents, we became hyper-aware of what we were putting on our skin, in our hair, and ultimately, into our bodies. The deeper I looked, the more I realized how many harmful chemicals lurked in everyday grooming products—even the ones marketed as ‘natural’ or ‘clean.’

I refused to accept that I had to choose between clean and effective. My wife had the amazing idea that if the market wouldn’t provide a solution, I should create one myself.

So, in November 2022, I embarked on a mission. Late nights in the kitchen turned into meticulous trial and error, testing formulas, refining textures, and pushing for the best natural ingredients that could actually perform. I wasn’t looking to simply create another “natural” product—I wanted to redefine the standard.

By July 2023, Modern Clay Co. was officially founded. From those first batches to today, my goal has remained the same: to craft non-toxic, high-performance grooming and self-care products that don’t compromise on quality, style, or integrity.

What started as a personal mission has now grown into a movement, with hundreds of customers joining the Modern Clay Co. family. This is just the beginning. If you’re someone who values clean ingredients, bold styling, and products that actually deliver, I invite you to be part of this journey.

Join the MC family—let’s build something bigger, together.