Since 2005, we have been sourcing and retailing products that are natural, clean and organic as possible, are not tested on animals, are better for the planet and are able to stand out and compete as the best performers in their field.

From the start, we knew that beauty products didn't have to be laden with chemicals or synthetics to do their job and that these often superfluous ingredients were added to make the products last longer on the shelves and cheaper to produce.

We found that many skin problems were often exacerbated and made worse from harsh synthetics that were part of a products main ingredients and that the more pure and plant based it was, the better it performed and furthermore, the healthier the skin became.

We also believe that the less chemicals we are exposed to, on our skin and in general, the better quality of life we will experience and a better world we will leave for future generations.

Over the years we have listened and served thousands of customers from all over the world with different preferences, situations and needs. From this experience, we believe we have at least some idea of what works for our customer, which is why we have stringent rules on the products and brands we take on and why we meticulously research and personally test every product before we list it.

We feel we've taken some of the guesswork out of choosing and buying beauty products and hopefully some of the headache.  Furthermore, our selection and advice is without bias and does not adhere towards agents, board decisions, commission or corporate shareholders