Our Beliefs

Beneath the Surface Beauty

We think the beauty industry should make all women feel beautiful regardless of skin color, age,  or shape. We've traveled the world and found intense beauty in the remotest of corners. We could see real beauty in women everywhere when they were sharing food, taking care of children, creating art, making clothes, and welcoming us, perfect strangers, into their culture. All women are beautiful.

Beauty is the culmination of everything you are, not just the symmetry of your face. It is in your smile, your spirit, the sparkle in your eyes, your kindness and compassion, your forgiveness and vulnerability. It is an energy that comes from your inner spirit, and can be felt when eyes are closed. It is feminine strength and resolve. Real beauty has always been and always will be beneath the surface

As in the words of Kahlil Gibran, Beauty is eternity gazing at itself in a mirror, but you are eternity and you are the mirror. We won't insult your intelligence by using teenage models to sell you a miracle cream, and we won't insinuate you aren't good enough unless your skin is more translucent. Instead of making you think you need to change, we are going to change. We'll let you decide on your own beauty standards.  And we'll just be here to hold up the mirror.


We are very proud to be Leaping Bunny Certified. 🐰⁠ The Leaping Bunny Program is the gold-standard in cruelty-free certification for personal care and household product companies and signifies no animal testing at any stage of product development.⁠ Jacci, our founder, is an animal lover and activist and feels very strongly that no animals should ever be used to test products of any kind. We are strong believers in cruelty-free beauty and are delighted to be a part of the program amongst other brands that are striving to change the beauty industry for the better.⁠

Blue Beauty

Blue Beauty takes conscientious beauty one step further than green or clean and we are proud to be part of this movement. Products and their packaging need to be safe for the environment, safe for skin, sustainably-sourced and of course, ocean-friendly. Read more about how Blue Beauty gives more than it takes on our Blue Beauty page.