Our Values
Our values guide how we make decisions — especially when the easier choice is not the right one.
They are not marketing statements.
They are the principles we return to when we design products, choose materials, communicate with our community, and decide what not to do.
These values were shaped by how this brand began. You can read our full story here.
Care Comes First
We believe care is the foundation of everything we do.
That means caring for:
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skin before trends
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people before ideologies
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long-term impact before short-term wins
We lead with products that genuinely help and feel good to use. If someone simply enjoys better showers or calmer skin, that alone already matters. We don’t believe people need a “problem” to deserve thoughtful products.
Practical Over Performative
We value what works in real life.
Sustainability is complex, and not all alternatives are automatically better. We don’t follow trends blindly or switch materials just to look good. Instead, we focus on reducing unnecessary waste, choosing practicality, and being honest about trade-offs.
If something creates more waste, confusion, or inconvenience in daily use, we pause — even if it’s popular.
Reduce Over Replace
When answers are unclear, reducing is often the safest choice.
Before introducing new materials, products, or packaging, we ask:
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Can this be simplified?
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Can this be reused?
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Can we do less, but better?
Our upcycled milk carton packaging reflects this belief. It’s not perfect, but it’s honest — and it starts conversations that matter.
Inclusive By Intention
We believe good products should be accessible to more people, not fewer.
That’s why our soap bars are:
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vegan and palm-free
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formulated across a wide range of ingredients
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designed to suit different preferences and needs
Inclusivity for us is about allowing people to choose with confidence and peace of mind — without having to justify their values or identities.
Playful, Not Preachy
We believe meaningful change doesn’t have to feel heavy.
We use playfulness, humour, and curiosity — in our naming, design, and packaging — to lower barriers and invite conversation. This is not to trivialise serious issues, but to make space for people to engage without guilt or pressure.
We want the journey toward better habits to feel like part of everyday life — something to enjoy, not endure.
Integrity Over Convenience
We choose alignment, even when it limits growth.
This means we:
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don’t launch products for the sake of adding variety
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don’t rush processes that need time
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don’t pressure people to buy or “convert”
Every decision carries a cost. We accept these costs consciously.
Progress, Not Perfection
We don’t believe anyone — individuals or businesses — can be perfectly sustainable.
What we believe in is:
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learning
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adjusting
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improving thoughtfully over time
We welcome questions, conversations, and different starting points. Small actions, when repeated and shared, can ripple into something bigger.
Why Values Matter Here
As a small brand, our choices may seem insignificant on their own. But values shape habits — and habits shape systems.
These values help us stay rooted as we grow, collaborate, and evolve. If something conflicts with them, we pause and reconsider.