Burt Shavitz, a rural beekeeper whose homespun marketing for natural personal care products transformed him from an unknown recluse into the familiar scruffy face of a line of balms that healed a million lips, died on Sunday in Bangor, Me. He was 80.

The cause was respiratory problems, said Christina Calbi, a spokeswoman for Burt’s Bees, the company Mr. Shavitz co-founded in 1984 and which was sold to Clorox in 2007 for about $925 million. The brand still bears his bearded visage, wistful eyes and signature striped locomotive engineer’s cap.

Even after the sale, Mr. Shavitz remained a paid spokesman for Burt’s Bees, though he had returned to his hermit’s existence in a 400-square-foot converted turkey coop in Parkman, Me., northwest of Bangor. The abode was equipped with a radio and refrigerator but not a television or running hot water.

“I realized I had it made,” he once said, “because you don’t have to destroy anything to get honey. You can just use the same things over and over again, put it in a quart canning jar, and you’ve got $12.”