“IN A TIME OF DECEIT, TELLING THE TRUTH IS A REVOLUTIONARY ACT.”

The brand's conceptualization is based on knowledge. We believe knowledge is a powerful key ingredient to changing paradigms for end users because "True Knowledge" leads to "True Decisions". It's a jungle out there when it comes to beauty and personal care ads. You've got the three main terms that are all over social media: "Clean, Natural, or Organic," but they can mean anything depending on who manufactures them! There isn't an agency regulating these words like USFDA does for food and drugs, so any company could call their product "Natural" and "Toxic-Free". One misconception is the idea that natural or naturally derived beauty ingredients are better for us. Turns out, this isn't always true!