The beauty industry has been dominated by synthetics since the 1900s, when formulations shifted from exclusively plant-based to petrochemicals-filled. Not only is petroleum (mineral oil) cheap, it also offers many advantages, including its ease of conversion to other synthetics, incredibly long shelf life and reliable supply and quality independent of the soil and climate.
Pick up any skincare product in your beauty cabinet and go through its ingredients. Chances are, there are many names you struggle to pronounce and the majority of them are questionable lab-manufactured synthetics. With the growing safety concerns over the extended and cumulative use of such synthetics, we believe it’s best to avoid them in our skincare.
We want effective products without worrying about the long-term harm it could have on our health. Our mission is to restore the beauty industry with 100 percent natural and effective skincare you can trust. We seek to challenge the common perception that natural means less effective and believe in beauty without compromise. This is not just a dream. It is how the beauty industry should be.