
why we exist
We saw a gap in the market. In the early 2000’s, it was hard for women to find an alternative to makeup filled with chemicals. We launched in 2002 with a single natural mascara and were one of the first brands to offer high-performing non-toxic makeup. Now, we offer skincare too! We leave out harmful ingredients and feed your skin instead with superfoods and ultra-nourishing ingredients from nature. Clean beauty is in our DNA.

what is ethical beauty?
We are beauty with a heart and a conscience. Our approach to a new kind of beauty that honours the health & wellness of people and the planet. We strive for ingredient dignity, ethical business, sustainable solutions, diversity & inclusivity, kindness and care across all we do. We encourage consuming less and consuming quality. We are all about minimal, fuss-free beauty and creating things that last.
our mission is to inspire you to make more conscious lifestyle choices for your health and the planet. by creating clean & nutritive collections based on sustainable principles, we are the natural ‘guilt-free’ choice in beauty.