We’re honored to feature Jen Keel, the heart behind Pretty Farm Girl — a brand born from the soil, the seasons, and the simple rituals that reconnect us to ourselves. An herbalist, farm mama, and clean beauty pioneer, Jen is grounded in family and farm life, embodying balance and intention in everything she creates.

Guided by simplicity, integrity, and her deep connection to the natural world, she’s cultivating a brand — and a life — that reflect her belief in wellness, connection, and clean products that truly nourish body, mind, and spirit.

How would you describe your current phase of life? 

— I'm in a season of building, intentionally creating a life and business rooted in wellness, simplicity, and integrity. This phase is shaping me to slow down, listen more deeply to myself, and stay connected to what truly matters. It's about choosing alignment over hustle.

I feel most myself when... 

— l'm surrounded by the people I love-laughing with my family, having coffee with friends, or working side by side on the farm. I also feel most myself during quiet moments in nature, whether I'm feeding animals, walking through the fields, or simply watching the sunset.

What is your recipe for 'taking care'? 

— My recipe is simple and real: time outside, nourishing food, clean products I trust, and meaningful time with my people.

Caring for myself means saying no to what drains me, yes to what lights me up, and always making space for joy, whether that's a walk with my daughter, a phone call with a friend, or a quiet moment by our pond.

Your favorite Under Luna ritual?

— My favorite ritual is using the Warrior Shampoo followed by the Revive Conditioner. The Warrior has truly helped heal my scalp. There's no more itching or flakes and it feels like such a relief to have finally found something that actually works and is clean. I take my time massaging the shampoo into my scalp, letting the herbal scent calm my mind, and then follow with Revive Conditioner to deeply moisturize my thick, long hair. It leaves it soft, healthy, and manageable without weighing it down. It’s a moment of care I look forward too!

Jen’s world is a reminder that care — for the land, for our bodies, and for each other — can be both simple and deeply powerful.

Explore Pretty Farm Girl below, and discover Jen’s favorite Under Luna rituals that ground her daily routine.

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→ [Follow Jen on Instagram]

Shop Jen's Ritual

Warrior Shampoo

Warrior Shampoo

Warrior Shampoo

$ 38.00
$ 38.00

oily scalp / dandruff-prone

Revive Conditioner

Revive Conditioner

Revive Conditioner

$ 38.00
$ 38.00

deep hydration

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