Transparency
What does ethical mean to us? It means making choices that do not support systems of oppression or harm. From the first idea and formulation to packaging, design, and how we sell, we refuse to invest in practices that compromise our values.
What does that look like in practice? It means building a business model guided by a strong moral compass. We do not maximize profit by all means (booooo!). We make intentional, ethical decisions in every part of our R&D and operations.
If we can do this as a small, owner-funded company and still exist… then bigger companies could, too. They simply choose not to. That's why it's on all of us to hold them accountable and demand better. Every euro you spend is a vote. Let's use that power – arguably the only power we have nowadays – and make ethical choices count.
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Ingredient sourcing
Our lab vets every single ingredient to ensure its supply chain is free from human rights violations and land theft.
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Packaging partners
We work with packaging producers who prioritize the wellbeing and fair treatment of their personnel. Ethical treatment is part of the product.
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The tech behind the scenes
Our website, hosting, e-commerce platform, email services are all powered by small and/or open-source tech companies. We deliberately avoid giants that invest in military or surveillance technology. Our digital footprint matters.
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Our banking
Even our bank account is chosen with our values in mind. Even though it's almost impossible to find ethical banks (what's that, really?), one can still choose the lesser evil. We use financial services that align with our principles, ensuring our small capital isn't fueling harmful industries or funding genocide.
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No ads stance
We will never pay for ads on Google, Meta, or similar platforms. The ethical cost is too high. Not a single sale generated by such an ad is worth the knowledge that our capital could fund mass surveillance, military AI, or human rights violations. While we maintain a presence on Instagram (Meta) for our community, we do not pay to promote our content. Our Instagram is for connection, not conversion. We grow through community, word-of-mouth, shared values – not complicity.
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No generative AI
We don't use generative AI to create our content. Humans write our words. Humans edit our photos. While we believe technology should be harnessed to solve great human and planetary challenges, we do not believe marketing content is one of them. The environmental and ethical cost of generative AI cannot be justified for the task of selling a product.
This is our line in the sand. Next time you buy a skincare product – or anything, really – we encourage you to ask:
"What systems is my purchase funding down the line?"
Your spending is your voice. Make it count. No matter where you decide to shop for skincare, we kindly ask you to join us in this mindset:
Reduce
Most people don't need 10+ bottles on their bathroom shelf. A solid routine looks like this: cleanser + moisturizer + SPF in the morning, and cleanser + moisturizer in the evening. This is enough for most people. Tailor your cleanser and moisturizer with actives that support your skin's specific needs. For targeted concerns, talk to your dermatologist.
Remember: skincare can't perform miracles. It can support your skin's health and help you age gracefully. Before investing in a three-figure "miracle cream" or a bottle "trending on TikTok", consider investing in a healthy diet and proper rest. Those actually work wonders.
Recycle
Please recycle the packaging according to your local guidelines. While recycling transforms waste into resources when done correctly, the most impactful choice is to buy less in the first place. Less to buy means less to recycle.
Teach someone
If you're reading this, you're likely already a conscious consumer – someone who asks questions, digs deeper, and reads ingredient lists. You're already questioning that elaborate 6-step routine. The next powerful step? Share this mindset. Invite one more person to pause, ask questions, and move away from mindless consumption. Let's create a ripple effect of knowledge.