Thus, we are Free From BS, ‘miracles’, judgement, over-claiming, over-packaging and over-pricing. Our mission is that you feel confident, INcluded, beautiful and relevant...at every age.
We are beyond obsessed with building your confidence, in an industry that often breeds insecurity and low self-esteem. I know, that women make better life decisions when they are confident and that impacts on their daughters and the world!
We formulate our treatment products with the full clinically proven concentration of each active ingredient; nothing is diluted in the name of cost savings or shareholders' dividends. Although we don’t use so-called ‘nasty’ ingredients, we think ‘Free-From’ statements are duplicitous, creating fear that your face might fall off. It’s a bit like the ‘Emperor’s Clothes’, buying what is not in it and, even diverts you away from the important question, "what is IN the product, which backs up the claims"?
If you are ageing, give the air a punch of joy; the alternative is not so good! There is no shame in ageing nor in taking any steps you wish, to look more youthful. From soap and water though to enough surgery to look like a cat: do as you please, without judgement! We know that effective skincare is an essential part of youthful ageing, as are confidence, happiness and good health. (See #beautyhasnoage for further thoughts on this).
Our ethos is: minimum number of effective products in minimum amount of time, so that you can get out there and LIVE, rather than obsessing about every line, pore or spot. Our Signature Essence Blend smells divine, it uplifts confidence and our sensorial textures ensure, that even cleansing delights you.
We know you are savvy, rightly suspicious, informed and are turned off by brands/influencers who try to dupe you. We hope to gain your trust with our open communication, honest claims, informative information, supportive message and skin benefits.
From -17 to 90+ and in every variation of human being, you are always, wanted and valued here. Simple as that.
We are obsessed with customer trust. We also don't incentivise customer reviews
Our premium products seriously out-perform, very high end competitors and are offered at accessible prices, by keeping our margins low. We have eminent Cosmetic Scientists on record, who've said comparing our formulations to other super expensive brands, our products should have an extra zero on the price.
Whilst some ‘Made In Britain’ brands, are manufactured overseas and just put in the carton in the UK. We want to support our economy and help save jobs.