80% organic and 100% less bull than other skincare brands
An overcrowded industry
When we decided to start our skincare company, we thought long and hard about whether the world really needed another clean skin care brand. There are a gazillion beauty brands out there, and more and more pop up every day. Instead of being happy about all the new choices, people are more confused than ever about what to use. Why then, did we decide to add to this over crowded and seldom trusted Indie beauty industry?
We are self-professed beauty junkies who constantly try every new product on the market. We spent a year researching every skincare brand that came on the market over the last 5 years, studied older brands that have been around for decades and compared every single ingredient list. We wanted to know if our ideas were already out there, because if they were, then we could happily buy those products rather than add to the natural skin care craze. We did not find a skincare line addressing the repair of our sun soaked skin.
We call bullshit
This is what we found instead:
- Most of the more recent natural skincare brand founders have the same story... they started their business because they couldn’t find a natural product off-the-shelf and decided to make it themselves. However, there are tons of clean products that already exist and there have been for decades. With plenty of boutiques dedicated to selling them, it’s pretty hard not to bump into natural products these days.
- Many founders have no experience in skin care, biochemistry, or cosmetic chemistry. Many founders learn about skincare from beauty bloggers or beauty magazines rather than a credible school, and further spread junk science and beauty/skincare myths. It is unbelievable how many beauty myths on the internet are the basis of many skin care brands. My favorite myth goes something like: "80% of everything you put on your skin gets into your bloodstream." Umm.. NO. Talk to your dermatologist.
- It seems "natural" is synonymous with essential oils these days. It is very difficult to find a natural brand that doesn’t have several essential oils in their products. We do not believe in essential oils in face care. That huge topic is addressed in our 5-part blog post "The facts about essential oils". People are switching to natural brands because they feel it is safer, yet if there are essential oils in them, they are not necessarily safer. The chemicals in essential oils may be naturally occurring chemicals, but they can still cause chemical burns and low level inflammation on your skin.
- Lastly, we hate that many natural brands are fear mongering. As someone who understands chemistry and knows how to interpret scientific studies, we are aghast that people would use pseudo science to promote fear. Since smaller indie brands don’t have a big marketing budget, (we don't either) the only way to compete is to instill fear. We are completely against fear-based marketing. It’s both unnecessary and untrue. We happen to love wild, exotic ingredients from around the world, so we choose to use them, but that is not because we fear everything else. It’s just a lifestyle choice that works for us. We want you to buy beauty products because you love them, not because you are afraid of the alternatives. Beauty should be fun and empowering!
We thought there was a great need for products with clean ingredients, with no essential oils, based on sustainable ocean ingredients proven to rebuild sun damaged skin, and placed in recyclable glass containers with compostable labels and boxes. We also thought there was a need for a lot less fear mongering from natural skin care companies and a lot more love.
xo, Jacci & Laura