Our Ideology

We are a happy Canadian team of inquisitive creatives that focus on innovating streamlined beauty formulations that commit to being all-natural, vegan, and cruelty-free. We believe in community mindset, minimalism, function, and authenticity. Today, the meaning of quality and genuineness breaks barriers and norms of greenwashing, and we're here to provide for the thoughtful and curious.



We are PETA and Leaping Bunny-certified Vegan & Cruelty-Free. We are partnered with One Tree Planted, CarbonClick, and Pact to ensure our business practices are climate-friendly. Our products are dermatologist-tested.


We exceed the EU standard of transparency, while having achieved EU compliancy through their stringent testing as well. We are upfront about the location and sourcing of ingredients and scientific benefits in our interactive online map and ingredient encyclopedia.


We believe in a “less is more” routine that is time and cost-efficient, and ecologically responsible.