Is Body Detailer Woke?

Company Overview

Body Detailer is a small, veteran-founded personal-care brand based in Cheyenne, Wyoming. Despite the name's nod to "detailing," this is a bath-and-body company, not an auto shop — it makes and sells premium bar soaps, body washes, shower gels, and shampoos. Founded in 2015 by Gerald Crosby, the brand's mission is "affordable luxury": triple- and quad-milled soaps with quality ingredients like shea butter, sold at prices ordinary families can manage. As the company puts it, this is luxury bath soap "you don't have to be rich to afford."

The founder's story is the heart of the brand. Crosby, who identifies as American Indian and a disabled Gulf War veteran, built the company after enduring two years of homelessness — a genuine American bootstrap story. Body Detailer is a true micro-enterprise, founder-led and direct-to-consumer, the kind of grit-and-determination small business that embodies the values its customers admire.

ESG & Sustainability

No public record of any Environmental, Social, and Governance (ESG) program, sustainability reporting, or activist environmental commitment was found for Body Detailer. As a tiny owner-operated soap company, it focuses on making a quality product at a fair price rather than producing ESG reports or signing onto political coalitions.

There is no evidence of corporate ESG scoring or resources diverted toward political signaling. The brand keeps its attention where it belongs — on its customers and its products.

DEI Programs

No corporate diversity, equity, and inclusion (DEI) programs, hiring quotas, or political diversity statements were found for Body Detailer. The company is far too small to maintain that kind of HR apparatus, and there is no evidence it would want to. It is worth noting that the founder himself comes from a Native American and disabled-veteran background — but this is lived experience and personal story, not a corporate DEI initiative or activist platform.

The brand hires and operates on the basis of merit and mission, not ideology, exactly as values-based shoppers would hope.

LGBTQ+ Advocacy

Body Detailer has no record of Pride sponsorships, LGBTQ+ activist marketing, or political-cause campaigns. It is not rated on the Human Rights Campaign's Corporate Equality Index, which surveys only large employers, and there is no indication it has ever pursued such activity.

The brand has stayed entirely focused on its products and its patriotic, veteran-centered identity rather than wading into cultural debates.

Political Activity

This is the one category where Body Detailer is not silent — and it points firmly away from woke. No formal federal political contributions could be found, but the brand's public voice is openly patriotic and right-leaning. Founder Gerald Crosby markets Body Detailer as an "America First" company, urging customers to "shop your values" and to "stand shoulder to shoulder" with the military and veterans, drawing heavily on his own service.

For values-based conservative shoppers, this is a feature, not a concern. Unlike the many companies that quietly fund progressive causes, Body Detailer wears its patriotic, pro-veteran values openly.

Consumer Impact

For values-conscious consumers looking to support a genuinely anti-woke, veteran-owned American small business, Body Detailer is a standout choice. It has zero footprint in corporate ESG, DEI, or Pride activism, no history of controversy, and a founder whose patriotic "America First" branding aligns squarely with the values its customers hold.

With a woke score of 2 out of 100, Body Detailer earns a firmly "Not Woke" rating. It is an inspiring American bootstrap story — a disabled veteran who built a quality, affordable product from the ground up — and shoppers who want to put their dollars behind their values can buy from it with full confidence.