Our evidence-based, sensorial skincare, helps you feel beautiful, uplifts confidence and boosts youthful radiance. Loaded with anti-inflammatories, even sensitive and acneic skins can finally enjoy the benefits of these powerfully effective formulae, that soothe as they perform. We seek to create positivity, inspiration and happiness in your life and to earn your trust. Thus, we are free from BS, ‘miracles’, judgment, over-claiming, over-packaging and over-pricing. Our mission is that you feel confident, INcluded, beautiful and relevant, at every age.
We love, that we are all perfectly imperfect women (and men), whilst others seek to correct your ‘flaws’ and ‘imperfections’. We strive to build your beauty-confidence, in an industry that is often accused of breeding insecurity and low self-esteem.
We are all about evidence-based results, whilst others sell ‘miracles' and anecdotes. We formulate using the full clinical concentration of each clinically proven 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, create unnecessary fear, that your face might fall off. It’s a bit like the ‘Emperor’s Clothes’, buying what is not in it and can even divert you away, from the important question ‘what is IN the product, which backs up the claims’?
We celebrate the positivity of Youthful Ageing, whilst others talk Anti-Ageing. 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 to surgery, do as you please, without judgment. We know that effective skincare is an essential part of youthful ageing, as are confidence, happiness and good health. (See #beautyhasnoage tab for further thoughts on this).
We pleasure your senses and save your precious time, whilst others add bore & chore & more, to your skincare routine. Our Signature Essence Blend smells divine and our sensorial textures ensure, that even cleansing delights you.
We understand the beauty trials of teens & tweens, whilst others see millennial's as a ‘marketing’ opportunity. We know you are savvy, informed and are turned off by brands who try to dupe you. We hope to gain your trust with our open communication, honest claims, supportive message and skin benefits.
We believe that INclusivity is vital, in an industry that thrives on EXclusivity. From -17 to 70+ and in every variation of human being, you are always, cool enough to be in our tribe.
We build our reputation on unpaid customer/blogger/press/vlogger reviews, whilst corporates are obsessed with paid celebrity and influencer endorsements. We want your trust and therefore, clearly define ‘editorial/opinion’ vs. paid advertising/promotion/sponsorship. We are obsessed with customers being central to our brand, so we can stay relevant to you.
We dispel the myth that only super-high prices, equal super-high performance. Our premium products seriously out-perform, very high end competitors and are offered at accessible prices, by keeping our margins low.
We manufacture all products in Britain’s factory’s, 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.