Four core values are at the heart of our brand.
Quality: Premium products that are of high quality, that meet strict standards.
Integrity: Having worked in the skincare industry for many years, as an esthetician and educator, I understand a lot about the science of ingredients.
I am often amazed at what companies feel they can get away with because there are so few regulations that surround the industry.
Anyone can put the words “Organic or Natural” on their packaging, regardless of the ingredients. This is why we source third party certification, in order for customers to be able to identify with the brand and know what it is credible.
Transparency: Ideally we would like the brand statement to be all about transparency. What this means, is that we want to have as much transparency around my ingredients as possible.
In some ways this goes hand in hand with integrity, this brand is all about using ingredients that are safe to use, many of which are sourced from local suppliers.
Harnessing as many natural superfood ingredients within the formula as possible, so my customers can be assured they know exactly what’s going into the products.
Ethical: This for us is simple, it is about doing what we know is instinctively right.
More can be read about what essentially encompasses everything I am passionate about, in my article natural beauty.