We began in part as a response to the skincare industry's lack of truly beneficial, effective, and safe formulas. The vast majority of products on the market contain harmful ingredients mixed in with beneficial ones, and this is unacceptable. We aren’t devoted to using just natural ingredients, we’re devoted to using the right natural ingredients. Just because a skincare line claims to have natural products, doesn’t mean that it’s going to be completely effective, or even good for your skin. There are many substances in nature that are dangerous and harmful to the skin. Likewise, there are some plant extracts that are beneficial only in their organic form (since conventional, non-organic farming can yield plants with few phytonutrients and traces of herbicides/pesticides). We aim to select those natural ingredients that have not only been demonstrated in clinical studies to have dramatic, lasting benefits when topically applied but, when available, the organic versions of these ingredients.