While living and working in South Korea and China, I was frustrated about the lack of natural skincare products. Many products on the market contained skin bleaching agents, powerful synthetic fragrances and a whole host of other unnecessary and harmful ingredients. On visits home to Canada, I would stock up on natural soaps from local soapmakers, about 10 pounds worth, hoping it would last the duration of our next stint overseas. Eventually I realized I could try my hand at soap-making and quickly fell in love with the process. After sharing several batches of soap with friends and colleagues, I began taking small orders for staff working at my school and eventually we found ourselves selling at local artisan markets in Beijing as well as a zero-waste store and a charity boutique. 

1. Radical Transparency

We believe in being clear, honest, and real—with our ingredients, our claims, and our customers. That means full ingredient disclosure, no inflated promises, and skincare that speaks for itself. We share what we’ve learned openly and simply, helping you make informed choices without overwhelm or jargon. We don’t believe in fear-based marketing or hiding behind trends—we trust that truth and knowledge build long-term trust.

2. Authenticity, Always

As the founder of this business, I show up as I am—with care, curiosity, and honesty. That means real conversations with customers, genuine investment in improving what we create, and a refusal to pretend we have it all figured out. We celebrate natural beauty and real skin, not airbrushed ideals. No filters, no perfection—just a small business doing work that matters, with people who care deeply.

3. Health & Wellness First

I started this business because I was deeply concerned about the synthetic dyes, fragrances, and hormone-disrupting chemicals found in everyday personal care. As a trained formulator—and someone who’s experienced the impact of these ingredients firsthand—I choose every component with care. We don’t cut corners or follow trends to boost margins. Instead, we use only what we believe is safest and most effective for our bodies and the planet. That means no petroleum byproducts, harsh preservatives, or irritating surfactants—just clean, thoughtful ingredients that respect our health.

4. Inclusive Beauty for Every Body

We celebrate the full spectrum of natural beauty—across all ages, skin tones, and skin types. Our images feature real people, not airbrushed ideals, because everyone deserves to see themselves reflected in skincare. We’re proud to work with a diverse team and create products for all skin journeys, embracing authenticity over perfection.

5. Thoughtful Sustainability

We’re a small business committed to doing our part for the planet. While we don’t have all the answers yet, we prioritize recyclable and eco-friendly packaging, reuse materials when we can, and grow some botanicals organically. We also offer a glass jar return program to reduce waste. We believe honest, gradual progress is better than empty promises, and we’re always looking for new ways to improve.