About Our Founder

The Leading Skincare Expert 

Meet the Founder of Wild West Skincare Labs

Since 2014 our founder, Keith Allen West, has reached the Inc. 500/5000 list with two of his cosmetics companies by growing revenue over 1,000%. The newest company, Urban Fresh Cosmetics, grew sales from $200,000 to $3.1 million in just three years.

One Guy with a passion for ingredients, years of recipe experience and a KitchenAid® Mixer.

Through a series of major life events, Keith West has become an accomplished skincare marketing expert, journalist, motivational coach and leader in the climate crisis. Keith West is the Billionaire Brand Builder known for his energetic presentations on branding, marketing and extreme retail growth strategies. Former Vice President Al Gore trained West in Johannesburg, South Africa as a Climate Reality Leader to teach solutions to our climate crisis.

A skincare expert since 1989 with over 28,000 clients, his focus has been on blending ancient Native America, African and Ayurvedic beliefs into a system that enhances modern wellness practices. His studies in world wellness rituals earned him a Doctor of Divinity degree.

West has been appointed Esthetics Director at several of the industry’s leading wellness facilities. As a respected ‘Celebrity Esthetician’, his expertise in products and ingredients led him to work with top celebrities including Cameron Diaz and Jennifer Lopez. His companies have been featured by BRAVO TV, HGTV, People Magazine, USA Today, VOGUE, Huffington Post, The Guardian, LA Times, NY Times, FOX, CNN, AOL, MSN, NPR and many more media outlets. His small business reality series through AOL reached 24 million.

New Orleans is a magical place where fountains bubble and birds chirp in lush, brick-walled courtyards. The mystical spirit of the city and the humidity from the Gulf of Mexico surround natives and visitors everyday unlike any other place on earth.

Coming from a family that spent much of their time farming and growing food, owner Keith West had a botanical background that only expanded in the city that is known for its fresh ingredients and decadent foods. The reputation of the superior food in New Orleans grew greatly in the decade that Keith lived there and his own cooking excellence was awarded “Best Breakfast in New Orleans” by Frommer’s Travel guide.

It is his passion for fresh ingredients, quality recipes and stunning presentation that crossed over from the hospitality business to the beauty industry at his day spa.

Now Keith lives with his adoring family and pet potbelly pig named Priscilla, in a 9,000 square foot historic converted music school in Albuquerque, New Mexico.  New Mexico is know for its diverse lands and history in agriculture. Albuquerque is a city hungry for rapid growth and expansion. From the awe-inspiring sunsets to the mountainous landscape it's no wonder why New Mexico is called the Land of Enchantment. 

#1 We are an Apothecary and not a laboratory.

Apothecary is a historical name for a wellness professional who formulates and dispenses healing herbs to physicians, surgeons and patients. By looking back at natural ingredients and remedies that enhance wellness we can leap forward in the production of effective products. Historically, the apothecary offered general medical advice and a range of services. In its investigation of herbal and chemical ingredients, the work of the apothecary is regarded as a precursor of the modern sciences of chemistry and pharmacology. Wellness starts with a healing intention.

#2 Our products are created by Chefs and not chemists.

Each of our creations is more like a recipe than a chemical formulation. Every family has their favorite recipes that have been crafted and honored generation after generation. That is how we see skin care. We approach a new product like an empty plate waiting for a culinary masterpiece. That’s why we are chefs and our finished products are like blue-ribbon winning pies at the State Fair.

#3 Quality ingredients are hand selected like a visit to a local farmers market.

We work with small farmers all around the world who practice sustainable agriculture. We have been sourcing these small farmers for over 10 years. Our farmers are dedicated and the plant material is processed naturally on the same land where it is grown. The whole cycle is complete and sustains itself within its own carefully managed ecosystem. Some of the highest used ingredients in skin care can’t be certified as organic and that is why the source and processes used are way more important to us and a seal from a third party.

#4 You can afford to work with us–as entrepreneurs we know being frugal just makes sense.

Simple is affordable. We try to do the right things to keep our costs low so you can see a financial benefit in branding. Thousands of spas and salons are not profitable so we do our best to keep your initial investment low. Low fees. Low minimums. Keeping more of the profit in your bank account.

#5 It is our job to be available to our clients.

We think it is simple. If you call us by phone, you should be able to reach us. Maybe you have to leave a message, but you should get to the person you want. We don’t want to grow up and be a huge company with hundreds of employees. Sales Reps come and go. We want to deepen our relationship with each client and not pass you around. We like simple. Call us and get to know us.

#6 The planet has limited resources and we make the best choices.

Years of planning went into creating our company. Every ingredient we buy, ink we print with, package we use and shipping option has a domino effect of the planet. Our highest calling is to do no harm. Sustainable agriculture seeks in principle to promote economic viability, environmental stewardship, and social responsibility. These three tenets are to be embraced as one functional unit. Decisions concerning a sustainable agriculture should then enhance the environment and the farmer’s economic situation and benefit the regional society. Holistic Management gives us a way to move forward on these three tenets. It gives us a way to design agriculture to truly mimic nature’s principles of sustainability.

#7 To prosper, we know you need to grow your business.

Our goal is to see us all get better, be happier and make the world a better place. As a former (and successful!) spa owner Keith knows just how challenging it is to manage employees and facilities plus try to find a way to earn a profit from the business. We have the tools and the knowledge to help.