About Us


Welcome to 12°North

We’re a Christian, family-owned, and proudly patriotic company.
All of our products are made right here in the USA!

We’re not just another brand — we’re the manufacturer.

So, What’s in a Name?

Glad you asked. There’s actually a two-part story behind 12°North.

Meet Caleb and Jessica Newberry.
They met at church (really!) and tied the knot in 2022 in a tiny town just south of “you can’t get there from here.” Together, they’ve created a modern-day Brady Bunch — four amazing kids, three quirky dogs (one with serious separation anxiety), and a shared passion for faith, family, freedom, and the tropics.

With Aruba topping both of their travel wish lists (what are the chances?), it inspired the tropical-boho vibe of their brand. Fun fact: Aruba sits at 12° North latitude. But the meaning runs deeper — straight to the heart.

A Calling Becomes a Company

Jessica spent years leading a local Celebrate Recovery program, helping people navigate healing from life’s hurts, habits, and hangups. Caleb was a one-man worship team and pastor at a small, Spirit-filled country church — the very church where Jessica served on staff. Their shared experience in ministry gave them a powerful foundation for their business: to glorify God and genuinely help people.

Jessica’s family happens to own the oldest U.S. factory of its kind — producing high-quality, all-natural bath, body, skincare, spa, and wellness products, rooted in Southern hospitality and clean formulation. 12°North became a way to carry on that legacy and bring something truly special to the world.

Why "True North" Matters

In life, “True North” represents your values — your moral compass.

For Caleb and Jessica, that means:

  • Meeting needs and exceeding expectations

  • Choosing clean, effective ingredients — no fillers or shortcuts

  • Creating products that actually work

  • Bringing real relief and hope to those struggling with eczema, arthritis, pain, insomnia, aging skin, sensory issues, and more

  • Staying rooted in integrity, prayer, and purpose

They handpick every single ingredient, drawing on generations of artisan, small-batch craftsmanship. They’re tithers. They're believers. They’re builders.

And they’re inviting you to become part of the 12°North family.

Thanks for taking the time to get to know their story.

Sincerely,
Their (very proud) Mom.

p.s. This is Dozier Doggy, the aforementioned (#neverleaveamanbehind) Durden-Newberry. Pictures of Buster and Koda are coming soon.

"Trust in the LORD with all thine heart; and lean not unto thine own understanding. In all thy ways acknowledge him, and he shall direct thy paths." Proverbs 3:5-6 KJV