Five core values are at the heart of our brand.
Quality: We are committed to using only ingredients that either directly benefit the health of our clients skin or using those that support the integrity of our formulations.
This equals premium products that are of high quality, that meet strict standards, that are vigourisly trialled and tested.
Education: Our goal is education; we want the consumer to know that ‘natural’ or ‘clinical’ or ‘scientific’ does not always mean ‘good’.They should become their own label detective; every ingredient in their skincare products should be examined for its safety and compatibility to enable truly healthy skin.
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 surrounding 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 for customers 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 safe to use ingredients, 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 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.