Our products are created from community insight. Our founder spent years as a formulator and product developer for some of the biggest names in beauty. She witnessed consumers reaching out first hand, demanding more transparency, more information and...more when it came to results.
"We want you to shop skincare the way we develop a product - ingredients first. And not just that, ingredients that work, and have the data to back them up. Skincare is confusing. We wanted to simplify and demystify by sharing ingredient efficacy %s that we receive from our suppliers. Percentages that have been tested and validated so our customers get results."
Lucinda Hart, Founder
We work with the best ingredient providers in the world to ensure our formulations are not only highly efficacious, but of exceptional quality.
Our minimalist-yet-potent formulations are designed by Hart and her formulation team in London and Korea, with absolute purity and integrity at their core. We have one goal - to deliver on our promises, and give our community products that do what they say they’ll do.
Our focus is on few but better ingredients, at proven %s. We’re stripping it back, simplifying and decoding skincare. Formulas are minimalistic, clear to use and clear on results.