Marketing bandwagon? Wishy washy marketing speak?

Natural. Vegan. Cruelty-free. Chemical-free. Non-Toxic.

Marketing bandwagon? Wishy washy marketing speak?

It's recently become more apparent the difficulty in discerning between all of these terms, and the true ethos of skincare companies using them to describe their products. It's also probably easy for brands to take for granted that their messaging is crystal clear. It's for this reason that we decided to explain the intentions behind our product line, and how we define these terms to express those intentions. 

It’s important to start by stating that the celebration of natural and organic ingredients is by default in many ways a rejection of animal products, animal testing, and the use of synthetic replications and preservatives. For us, the products are about experience, and we have stated over again that the experience of naturals simply cannot be matched by any amount of synthetic replication. 


Positive experiences with effective, botanical-led rituals, and a belief in the power of the skin and spirit to thrive with greater alignment to nature is why we started. The products are formulated to contain within a synergy of unique life forces, rich aromas, and potency.

To attain this, we use only the finest raw and natural, organic and wild crafted, ethically sourced ingredients, which remain pure. Within the products is nature unadulterated and uninterrupted

There is no synthesis. We understand and appreciate the importance of synthesis in the realm of mass production where consistency and stability are chief concerns in that commercial reality. But our reality is a mode of small-batch production that allows us to pour, weigh and blend with pride and care. We also accept that with natural ingredients come inherent inconsistencies that put together, and without man-made preservatives, have a shorter self-life, and we celebrate this fact, rather than shy away from it. 


Animal ingredients could be considered natural but we see no need to add them to our products because the product creation process was simply botanically-led.


To us, cruelty-free combines refusing the use of animal ingredients AND deeming product testing on animals as unnecessary. Our products are only tested on willing human participants.


Toxicity can be applied to anything, natural or man-made, so non-toxic is not a term we use to describe our products. When it comes to essential oils, EU regulations exist to guide us on dosage because essential oils although natural, are toxic in the context that applies to us, that of exposure to the skin. 

In fact, there is a school of thought that argues man-made chemical synthesis is less likely to be toxic in this respect. Whilst the dosage of essential oils in our products is low at 0.6 - 2%, and deemed to be compliant, this doesn't automatically render it safe for everyone. Natural does not necessarily mean safer or suitable. 


The definition of chemical-free is also crucial, and is also another term that we don't apply to our products. Essential oils are natural but contain many different chemical constituents, of which we are able to isolate and ascertain their specific properties, i.e. linalool, a type of terpene found in Lavender essential oil, is what characterises it as a relaxant. 

The distinction to be made here is between natural vs man-made chemicals, and that factually, natural does not and cannot mean chemical-free.

Natural vs Organic 

Organic is what is grown without chemical manipulation, which is used primarily for greater yield. And then there are natural ingredients that cannot be deemed organic in any capacity i.e. Epsom salt is natural but cannot be organic as it occurs naturally. 

A note on Ingredients lists

The ingredients list on a natural product should contain both the name assigned by the International Nomenclature of Cosmetic Ingredients i.e. the latin/botanical name and the common name i.e. Butyrospermum parkii (Shea butter). We believe this accommodates greater understanding and appreciation amongst consumers as to what they are using in any given product and why.  

A note on Certification

Many of our ingredients are organic, and some are wildcrafted, and we are always working towards increasing the percentage of both in our product line. 

Whilst we do not have organic certification from the relevant body in the UK, the Soil Association, we believe that credence and trust in a brand can be equally attained by being transparent and open about all of the above, and this is what we always strive for. 

We hope this clarifies our position on what is fast becoming a hotly debated topic in the green beauty space, and we welcome your thoughts or any questions in the comment box below.