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