Bare Instinct is a Utah based Benefit LLC stewarding a higher standard for personal hygiene.

For generations, Americans have inherited bathroom routines without question. These routines were shaped by habit, marketing, and convenience rather than intention, dignity, or modern expectations. Over time, familiarity replaced evaluation, and repetition became justification.

Bare Instinct exists to question that inheritance.

Personal hygiene touches the body every day, yet it has rarely been examined with the same care applied to nutrition, skincare, wellness, or design. Expectations remained vague. Language remained limited. As a result, routines persisted without a shared definition of what clean should require.

Bare Instinct believes modern hygiene deserves clarity.

Clean is a standard that can be defined, evaluated, and raised. When expectations are explicit, people gain the ability to choose better systems and demand better outcomes.

Bare Instinct does not begin with products. The work begins by defining what modern hygiene should require and publishing those expectations openly. From that foundation, systems can be built that meet the standard people deserve.

The company’s work centers on language, awareness, and accountability. Bare Instinct gives people the words to examine inherited habits and the confidence to expect more from daily care.

Bare Instinct was founded by Ann Marie Wallace Birkholz, an impact driven leader with more than a decade of experience guiding a mission first organization through growth and change. The company operates as a Benefit LLC to ensure progress for people and progress for the planet remain aligned.

This work is grounded in self respect, awareness, and the willingness to examine routines that shape daily life.

Explore the Modern Hygiene Standards.

Read the Bare Instinct’s Anchor.