We don’t take your trust in us for granted.

That’s why our philosophy is to be open, clear and genuine. We’re accessible, straight-talking and always learning.

We’re proud of our conscious approach to fragrance formulation and development.

We steer away from saying ‘clean’, not least because it’s subjective, potentially misleading and doesn’t really communicate our founding mission: to choose ingredients that are kind to our bodies and to the planet.

We do not use stabilisers, parabens or phthalates. Phthalates are used to artificially make scents last longer and are used in the manufacture of household cleaners, cosmetics, personal-care products and fragrance and research has linked continuous exposure to asthma, chronic disease, breast cancer, neurodevelopment issues and fertility issues.

We do not use animal products or by-products. We are PETA certified, vegan and cruelty-free across our whole supply chain.

We look to science to help us choose bioidenticals where they are more sustainable and synthetics where they are less irritating or harmful to the body. To us, synthetic can be sophisticated, and ‘natural’ isn’t always best.

We don't believe in gender-specific fragrances. Wear whatever makes your heart and soul sing.