Hugh & Grace

Hugh & Grace was founded by Ben and Sara Jensen in Los Angeles, California, and launched in 2021. The name belongs to their two children, Hugh and Grace, who were born through gestational surrogacy after 14 years of unexplained infertility. Two of the couple's sisters carried the babies. The turning point, as the company tells it, came during IVF. A tiny amount of hormone cream applied each night caused a major spike in Sara's bloodwork by morning. If something that small could matter that much, the Jensens asked, what about the products people use every day?

That question became the brand's mission: raise awareness of hormone-disrupting chemicals and offer products that fit easily into daily life. Both founders now serve as co-CEOs. They also wrote a book, Hormone Health Simplified, and in 2026 the company is running a Women's Health Tour, with free events in more than 20 cities across the U.S. and Canada.

We didn’t set out to build an impact company—we set out to solve a problem.

Ben Jensen, Co-Founder and Co-CEO — Business Wire, May 2025

What it sells

The catalog is broader than most young direct sales companies. On the wellness side there is the Hydrate + Detox electrolyte trio ($45 for 15 sticks, $85 for 30), Pure Marine Collagen Peptides ($80), LongevityCore+ clear protein with creatine ($80), Triple Boost protein ($80), Morning and Night supplement capsules ($45 each) and a Cacao + Adaptogen Complex ($60). Skin care includes the 5 in 1 Powder Facial Cleanser + Mask ($28), Face Serum and Night Serum ($70 each), Aura Mist ($48), Lip Mask ($20) and a $15 Cleansing Bar. There is Body Oil ($40) and a dry brush, Your Best Hair Day shampoo and conditioner ($40 each), and a home line built around a $30 Cleaning Concentrate. Bundles such as The Routine ($125), Wellness Essentials ($120) and The Core Four ($235) group the bestsellers. The company also markets a GLP-1 Support routine.

Hugh & Grace describes every product as fragrance-free or scented only with essential oils, developed with doctors and chemists, and made to reduce exposure to endocrine-disrupting chemicals. Those are the company's own claims; Direct Sales Aid has not tested them, and the site carries the standard note that the FDA has not evaluated them. The positioning is consistent, though, and the site publishes a list of advisors. The company reports more than 550,000 products sold and says 80% of customers order again. In May 2025 Real Leaders named it both the Most Transformative Company and the Fastest Growing Impact Company of 2025, and it also lists an Inc. 5000 ranking. Products are sold through Advocates, Affiliates, retail partners such as spas and boutiques, and directly at hughandgrace.com.

There is no traditional starter kit. Advocate enrollment is a $5 line item, and the join page lets you either build your own order with that $5 fee or pick a curated enrollment set discounted 35-39%. At the time of writing the sets are:

• Radiance Enrollment Set ($74): 5 in 1 Powder Facial Cleanser + Mask, Body Oil and a 15-stick Hydrate + Detox pouch
• Longevity Essentials ($104): LongevityCore+ and a 30-stick Hydrate + Detox pouch
• The Routine+ ($135): Hydrate + Detox, Pure Marine Collagen Peptides and a 30-day Morning Supplement
• All Wellness ($255): the full supplement lineup
• Bestsellers ($405): customer favorites across every category, including serums, cleansing bars, lip masks, hair and home products

The $5 fee is added at checkout on the smaller sets. It is waived when you spend $250 USD ($345 CAD) or more on products at sign-up, which the All Wellness and Bestsellers sets both clear. Enrollment also brings a 25% discount on future orders, a personal referral link, early access to launches, the brand deck, training content and masterclasses. Spas, salons and boutiques that want to stock the line have a separate Retail Advocate enrollment.

Hugh & Grace runs two separate programs, and it is worth keeping them straight.

Advocate

This is the direct sales opportunity. Advocates earn 25-40% commission on sales made through their personal link and buy at a 25% discount. Top performers can qualify for incentive trips (the company took its top 100 Advocates to the Grand Wailea in Maui), Leadership Retreats and the annual Elevate event, held in Chicago in 2025. The company says there are no team requirements and no limits on how far you can grow, and team building is part of the model. However, the public website does not publish team or generation bonus percentages or rank requirements. Those are in the Advocate compensation document you receive after enrolling, so check the company's current compensation plan before counting on team income.

Affiliate

This one is simpler and single-level. Affiliates pay nothing the first year and $25 a year after that. They get a 20% product discount, hand out a personal 10% promo code and earn 20% commission on orders placed with it. There is no team component.

PROS

• Very low entry: $5 Advocate enrollment, waived with a $250 order, or a free first-year Affiliate account
• Broad catalog across supplements, skin, hair, body and home, so there is something for almost any customer
• A clear, personal founding story that Advocates can tell honestly
• No team requirements to stay active as an Advocate
• Visible company investment in events and education, from Elevate to the 2026 Women's Health Tour

CONS

• Team and rank bonus rates are not published on the public site
• Hormone-support claims are the company's own marketing and will draw questions from skeptical customers
• Young company (2021) with premium pricing in a crowded clean-wellness space
• Two account types can confuse new sellers about which one they signed up for