Bringing Sanity To Your Vanity

Why do you buy five cheap single-ingredient serums, each with 90%+ water, then fret about how to layer them?

Skincare chemists (and I have the most awarded in the world)have studied and practised for decades to understand the alchemy of effective, safe formulations, so you can hardly be expected to work this stuff out in your bathroom.

Only our intelligently formulated products improve specific skin issues you’ve identified AND all those you don’t even realise are vital for healthy, youthful skin. That’s what we create and we know for a fact that it’s not going to happen with a build-your-own chemistry kit of ‘miracle’ potions that promise flawless skin…and btw, did you get either?

Most of the industry is banking on your fears – of toxicity, pollution, ‘nasties’, ageing, not belonging, looking ‘other’. We have always refused to (take it to the) bank on your fears.

We want you to see you and feel glorious and happy, whatever colour, shape, gender, religion or size you are.  We want you to see all the nuances of your perfectly imperfect beauty, not obliterate them in pursuit of a numb mannequin avatar of yourself.

Skin care is about self-love, positivity and confidence. Women confident in their own skin make better life decisions, that uplifts every other female you connect with and that’s how we move toward a better, more equal world for all. 

Interesting fact about fear: it induces dependence and weakness. We do not want that for you. So if you’re looking for ‘clean’ or ‘free-from’ claims, you’ve come to the wrong brand.

Our Signature Essence Blend Rooted in the concept of integrative medicine and belief in the power of the mind to build (women’s) confidence.  Present in selected products, trials have shown it to uplift and empower

#BeautyIsYou #BeautyHasNoAge #PerfectlyImperfect

Is the ‘all-natural-all-clean’ brigade chipping away at your better judgment?

We beseech you to turn off the misleading chatter. The only ingredients we are interested in have been scientifically proven to safely work in proper clinical trials, and we’ve used them only in the full concentration that delivers those results.

It so happens that the vast majority of our active ingredients are natural along with some brilliant synthetics – all chosen for their effectiveness, not for sales gained by ill-defined idealism, fear-mongering or misunderstood bandwagon-jumping.

You will spot superior, sophisticated formulas, alongside claims that speak truth, not magic.

Dear God, do any of us need any more stuff?! We want you to get out there and live your life; have experiences that create joyous memories. (Surely COVID taught us that!).

If a minimum number of effective products get you fast and visible results for your skin, we’ve done our job!

You can’t point the finger of blame to brands for polluting your environment and then gorge yourself on dozens upon dozens of pots and bottles from single ingredient and single use products. Yes, even if they’re all made of glass: producing glass requires five times the fuel and causes three times the carbon emissions. It’s heavier to ship, resulting in even more excess energy and emissions. All that, and glass is no more biodegradable than plastic!

Because what is inside our packaging is the real deal, we don’t hang our sales pitch on dramatic, half-told sustainable packaging credentials that house basic formulas. We will always quietly work to make real improvements in sustainability and all the other UN Goals and when we do talk about it, we’ll give you the full story. That’s our responsibility. Your responsibility is to question too-good-to-be-true marketing spin and become better informed. They can only dupe you if you let them. Knowledge is power.

YOU are unequivocally central to every decision I make and that commitment is not just a by-line on a corporate vision statement.

 We are small enough that the umbilical cord between our founder and you has not been cut. No numbers here, only names and faces.

Inclusivity & diversity is not a marketing concept, it’s part of the DNA, who we are. Maleka is of Zanzibari descent (a distinction shared with Freddie Mercury!), & passionate about making real women feel confident about their real selves

While most brands reward/pay influencers, magazines and customers for their product reviews, we knew you’d wake up to that, so we took the (scary) road less travelled and did the opposite. We do not pay anyone for product reviews, or send them on trips to exotic places. We also don’t enhance the ‘before and after’ images customers send us. It means you can trust what you read and see.

Manufactured in Britain, means saving jobs. Buying British is supporting our economy.