About
The GÜDE LIFE is a new approach to Skincare, fragrance, beauty, fashion and lifestyle. We’re the internet’s favorite luxury provider and experience.
Our Story
THE GÜDE LIFE
It started with a reminder: create more GÜDE moments.
THE GÜDE LIFE began as a collection of affirmations founder Jonathan Richardson wrote to himself during some of the darkest days of his early twenties.
With a background in beauty and fashion, Jon already understood the transformative power of a great routine. The right skincare. The right clothes. The right fragrance. The little rituals that can change how you feel when you look in the mirror.
But GÜDE was never meant to be just about products.
It was about creating a reminder that even during difficult seasons, you can still create something GÜDE.
So Jon began turning those affirmations into experiences and sharing them with others. What started as a personal reminder to create more GÜDE moments became THE GÜDE LIFE.
From that idea came GÜDE SKIN, GÜDE SCENT, and GÜDE GEAR: a growing collection of skincare, fragrance, apparel, accessories, and home accents designed around one simple belief:
You are capable of creating a life that feels GÜDE to live.
WHAT WE BELIEVE
GÜDE LIFE is vegan, plant-based, dermatologist-approved, and barrier-first.
We believe effective beauty should work with your body, not against it.
Our skincare is created with thoughtfully selected plant-based ingredients and formulas designed to prioritize the health and resilience of the skin barrier. We also consider the impact our choices have beyond the bathroom mirror, prioritizing ingredients, materials, and practices that are more responsible for the environment.
Because feeling GÜDE shouldn't come at the expense of the planet.
MORE THAN SKINCARE
GÜDE LIFE exists at the intersection of beauty, wellness, fashion, and everyday experience.
GÜDE SKIN is about caring for your skin.
GÜDE SCENT is about how you leave a room.
GÜDE GEAR is about what you carry into the world.
Across the brand, you'll find our GÜDE WORDS: affirmations and reminders created to interrupt the negative voice in your head and replace it with something better.
One of our favorites:
I AM A LUXURY EXPERIENCE.
Not because luxury is something you have to buy.
Because you should never forget that you are worthy of experiencing a life that feels extraordinary.
LIVE THE GÜDE LIFE
Create the GÜDE moment.
Wear the GÜDE thing.
Take care of your skin.
Smell f*cking amazing.
Protect your peace.
Romanticize the ordinary.
And remember:
You don't have to wait for a better life to start living one.
Create your GÜDE life.
GÜDE SKIN
Our skincare essentials are created with clean and cruelty-free formulas designed to help you look and feel your nourished, juicy best.
GÜDE SCENT
Our gender neutral fragrance experience is created with clean and cruelty-free formulas. Gude Scents are designed to combine with the skin’s natural ph, curating a unique scent with each user. GEAR
GÜDE GEAR
Crafted with meticulous attention to detail, this tee combines high-quality fabric with expert embroidery work to create a standout piece. The soft and comfortable material ensures a pleasant wearing experience, while the embroidered design adds a touch of uniqueness and personality.
Express your love for GÜDE in style with this Embroidery Tee. It's a bold and playful statement of your affection and support for the brand. Whether you're a longtime fan or discovering GÜDE for the first time, this tee allows you to showcase your connection to the brand in a fashionable and expressive way.
Wear this Embroidery Tee with pride and let the world know about your admiration for GÜDE. It's a conversation starter, a fashion statement, and a symbol of your love for the brand.
Please note that the Embroidery Tee is a stylish and playful expression of your affection for GÜDE and does not reference any specific location or city.
This product is made especially for you as soon as you place an order, which is why it takes us a bit longer to deliver it to you. Making products on demand instead of in bulk helps reduce overproduction, so thank you for making thoughtful purchasing decisions!
Cap off your style with a splash of motivation with our "Get Rich SZN" Hat, perfect for those who are all about manifesting prosperity and success together with the GÜDE SKIN family!
Why You'll Love It:
Powerful Message: Emblazoned with "Get Rich SZN" across the front, this hat is a declaration of your commitment to growth, wealth, and collective success.
Premium Quality: Made with durable materials to withstand the hustle of daily life while keeping you stylish.
Versatile Wear: Its classic design fits seamlessly into any wardrobe, making it ideal for any season and occasion.
Product Details:
Material: High-quality fabric for lasting comfort and resilience.
Color Options: Choose between sleek black or vibrant white to suit your personal style.
Adjustable Fit: Features an adjustable strap for a perfect fit for all head sizes.
Whether you're hitting the streets, lounging at home, or powering through your day, the "Get Rich SZN" Hat is your new go-to accessory for a touch of inspiration. It’s more than just a hat—it’s a reminder that together, we're not just dreaming; we're achieving. Let's make this season the richest yet! 💰✨
• Regular fit
• Raglan sleeves
• Ribbed cuffs and hem
• Drawstrings with metal eyelets and stoppers
• Jersey-lined hood
This product is made especially for you as soon as you place an order, which is why it takes us a bit longer to deliver it to you. Making products on demand instead of in bulk helps reduce overproduction, so thank you for making thoughtful purchasing decisions!
Premium Apparel, Accessories and Home accents created without gender, designed for any and everyone. Most of the Gear line ( made up of apparel, accessories, and home accents) features Jon's mantra: "I am a luxury experience" for those who use these products as self-love reminders and affirmations. What we’d call “the essentials”.
Affirmations + Manifestation got us here.
We use güde words exclusively, in all of our gear as a reminder that you are capable and worthy of creating a life you want.
The GÜDE LIFE began as set of affirmations founder Jonathan Richardson wrote to himself while dealing with dark days during his early 20 (somethings).
Already having a background in beauty + fashion he understood how powerful the right routine could be to transform the skin, body, and confidence. Jon decided that the best way to get out a small but powerful message, that reassured him in moments of darkness was to create (and share) as many good (or GÜDE) moments as possible. From there GÜDE Skincare, Fragrance, and Gear were born.
After traveling for months sampling organic ingredients and premium fabrics Jon, developed the beauty and fashion experience known today as GÜDERICH.
The root of Jon’s purpose is to spread love, boost confidence and normalize the complexities of the human experience. And he intends to use every medium he possibly can to convey that message and feeling.
Meet Jon
Founder + CEO Jonathan Richardson
Dive into the world of GÜDE with Jon Richardson, a beacon of beauty and inclusivity. As @CheckoutJon on TikTok, he captivates over 220K+ followers and 52K+ Instagram followers with a unique fusion of lifestyle, beauty, and travel insights.
Starting in the modeling industry with notable brands like AMEX and ALDO, Jon's passion evolved into creating GÜDERICH—a brand that celebrates natural, gender-neutral products. As its CEO and creative director, Jon ensures The GÜDE LIFE is more than just a brand; it's a lifestyle enriched with flair and functionality.
Through his role at BRAVO Agency, Jon also shapes creative strategies across entertainment sectors. Online, he becomes SkincareBro, offering relatable beauty wisdom that encourages everyone to embrace their true selves.
Explore GÜDERICH through Jon's eyes at CHECKOUTJON.com, and see how he's not just following trends—he's creating them.
The GÜDE LIFE produces their brand name collections in safe and fair conditions at independent workshops across the globe. Their collections are eco-conscious, luxurious, and custom to fit each user.
The GÜDE LIFE is an independently owned and operated small business.
The GÜDE LIFE is a gender-neutral, Black and LGBTQ+ owned business.