About

Our Story

I aimed to create a revolutionary skincare brand, one that would disrupt an industry often characterized by exaggerated promises and questionable chemicals. After assembling a team of health and skincare experts, we set out to redefine skincare by returning to the essentials.

We adopted an autonomous approach, building our brand from the ground up with a direct-to-consumer, online-only model. This allows us to offer premium products made from the highest quality ingredients at an exceptional price.

Committed to simplicity and transparency, we remain steadfast in our mission to provide consumers with a premium, natural skincare alternative.

Formulation Charter

In formulating our products, we prioritize transparency and simplicity, ensuring that every ingredient is easily understandable. Our approach emphasizes minimalism to address specific concerns, catering to the diverse needs of all skin and hair types.

By crafting straightforward formulations, we empower our customers to make informed choices about the products they use. Whether it's tackling skincare or haircare challenges, our solutions are designed to be accessible and effective

Our Formulations

Our philosophy is to strip away the unnecessary and distill each formula to its essential, natural active ingredients. We focus on simplicity and effectiveness, ensuring that each product is pared back to its most fundamental components.

We are relentless in our pursuit of the best ingredients. Whether sourced locally or from around the globe, all ingredients are obtained from sustainable farms using gentle extraction techniques.

Our formulas are straightforward, thoughtful, and effective. We value provenance, so you will always know where our ingredients come from. Additionally, we'll guide you on how to create your own skincare formulations along the way.

Our partner laboratories collaborate with us to leverage their extensive skincare expertise, ensuring all formulations meet our high standards.

Our Packiging

We've adopted flat glass bottles to enhance sustainability by optimizing shipping volume and reducing our carbon footprint. The amber hue of the vial serves a dual purpose: it shields our serums from light exposure, which can compromise product effectiveness, while also adding an aesthetic touch.

Glass, being composed of natural minerals like sand, limestone, and soda ash, embodies the ideal material for preserving cosmetic products due to its neutrality and stability. Its innate resistance to temperature fluctuations and chemical interactions ensures the longevity of our formulas, thereby extending their shelf life.

Furthermore, glass stands as a beacon of sustainability in packaging. Its recyclability and the well-established recycling infrastructure, particularly in France and many other nations, align perfectly with our commitment to environmental stewardship.

In our ongoing efforts to minimize plastic consumption, we've transitioned all our vegan oil products into glass bottles. Additionally, we're phasing out certain items that were previously packaged in plastic, furthering our dedication to sustainable packaging practices.

Our Values

When crafting new products, we adhere to four core principles that underscore our commitment to quality and integrity:

Minimalism: We meticulously select active and functional ingredients essential for the product's efficacy and stability. Superfluous additives like fragrances or coloring agents are omitted. Our formulations boast a concise ingredient list, often containing fewer than twenty components. Notably, our TEN range, tailored for sensitive skin, adheres to a maximum of ten ingredients.

Safety: Any concerns regarding the safety or environmental impact of an ingredient prompt a rigorous examination of available scientific data. If warranted, the ingredient is added to our blacklist.

Naturalness: Our skincare formulations uphold the ISO 16128 standard, ensuring that at least 80% of ingredients are of natural origin. We exceed this benchmark, with many formulas comprising over 90% naturally derived ingredients. Moreover, our PLANTES range is COSMOS-certified organic, adhering to stringent organic standards.

Transparency: We believe in full disclosure, providing comprehensive ingredient lists on our website for each product. Detailed insights into active ingredients and their skin benefits are readily available. For our LAB range, exact concentrations of key actives are transparently displayed. Additionally, we furnish scores from independent beauty apps, offering further insight into ingredient safety and efficacy.

These principles underscore our unwavering dedication to crafting products that prioritize efficacy, safety, naturalness, and transparency.