What we mean by 'clean natural beauty'.
To us, ‘clean natural beauty’ means beauty with a conscience. It’s our promise to continuously do better and be more responsible with the decisions we make for our customers, our products and our world.   Our clean journey began in 2002, in New Zealand, when our founding sisters had a vision to create skincare that offered better choices. They made formulations as natural as possible, using effective, safe and responsibly sourced ingredients. This has been at our core ever since.
Honesty and authenticity are particularly important in the beauty industry. Often seen as an industry of smoke and mirrors there isn't much regulation around the terms ‘clean’ and ‘natural’. That's why we choose to back our claims with strict third-party certifications. After all, trust is important, and we want you to know we’re the real deal.
We let our certifications do the talking.
NATRUE is an independent, not-for-profit association committed to promoting and protecting natural and organic cosmetics worldwide. Their standard is one of the most stringent and transparent in the world, and in 2012, we became the first New Zealand brand to achieve their certification. Any product that carries their mark carries a promise that it is:  Made without toxins, parabens and GMOs. Ethically and sustainably manufactured.  Cruelty-free
NATRUE is an independent, not-for-profit association committed to promoting and protecting natural and organic cosmetics worldwide. Their standard is one of the most stringent and transparent in the world, and in 2012, we became the first New Zealand brand to achieve their certification. Any product that carries their mark carries a promise that it is:  Made without toxins, parabens and GMOs. Ethically and sustainably manufactured.  Cruelty-free
We've been cuddling bunnies since 2002 and are firmly  against animal testing.  Our NATRUE certification guarantees it.  We also work closely with our ingredient suppliers to ensure they're doing right by our animal friends. After all, there's enough cruelty in the world without adding it to our skincare.
We like to know where our ingredients come from, that's why our beauty oils have a BioGro organic certification. BioGro is a leading certifier who is also IFOAM accredited; that means we can trace the origins of our beauty oils, ensuring they're both organic and fair-trade.
Traceable, Right Back to the Roots.