• No Marketing BS

    Our formulas exclusively contain functional and active ingredients, scientifically proven to provide results

  • Safe & Reliable

    All our product formulas are dermatologically tested by a third party and approved for use on sensitive skin

  • Full Transparency

    On every aspect of our products, from pack to formulations, including the full disclosure of our fragrance ingredients

  • Biotech Innovation

    We use some of the most groundbreaking natural actives, with robust efficacy data to prove their claims

Leaping Bunny Approved

We believe that beauty products should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand cosmetic and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit www.crueltyfreeinternational.org

Are our products natural?

Our products are developed with sustainability in mind, so they all have a very high concentration of both naturally-derived and organic ingredients.

However, you might notice that we don’t shout about it on our packaging.

Natural ingredients aren’t necessarily better or safer than synthetic ones, so we don’t want to position ourselves as a brand that makes it sound like this isn’t the case.

Performance and science-based claims will always come first.

What about the Curly Girl Method?

The CGM is an incredibly popular handbook to learn how to care for curly way. It can be helpful for people at the beginning of their journey, but it is old-fashioned and quite flawed.

As a brand, we don’t believe you need to follow such strict rules to get the best results for your hair.

However, all our product formulations follow the CGM blacklist - so if you follow the method, you can use them with confidence.

This means: no sulfates, no silicones, no parabens, no waxes, no drying alcohols.

So why don’t we just say ‘free from’ on our packaging?

We don’t believe in ‘free from’ claims. We think they put certain ingredients in a negative light, without taking into consideration the way they are used and their concentration.

It's never about individual ingredients - it's about the full formulation.

So if people ask, we will always clarify which ingredients we are using and which ones we are not.

But we’d rather focus on what’s inside our products than on what isn’t.

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