Our Ethics


Our mission is to make natural beauty + wellness more attainable for everyone. We promise to always source the most simple + effective ingredients possible, while also keeping your wallet in mind. We hope you find our natural products truly support discovering your pure beauty + living your best life.


We believe in…


Complete Transparency

We believe brands, just like people, should always be open, honest and transparent. We consider ourselves an open-book, and will always strive to give it to you straight. And if we don’t, we want to hear about it and make it right.



Holistic Wellness

We believe overall wellness…mind, body and spirit…is central to pure beauty. What goes on and around your body is just as important to wellness as what goes in it. We promise to be a conscientious wellness partner.



Effective Products

Beautifully and consciously designed products that don’t work are pointless. We craft products that will perform to the standards you expect, and ideally exceed your expectations.



Cruelty-Free Testing

We love animals. And we feel it’s our innate responsibility as humans to protect, defend and nurture animals as much as we can. We, nor any of our partners, will ever conduct product testing of any kind on animals.



Simple Ingredients

We believe products designed with beautiful simplicity, and the purest ingredients possible, just flat out work better while being better for you. That means fewer overall ingredients, and also NEVER bad stuff like parabens, ethanolamines, formaldehyde, SLSs, etc.