No-nonsense performance
Advance+ toothpastes, thermo-defence deodorants, mega-ultra-cleansing soaps: okay, the last one isn't real, but take a quick look down the personal care aisle and you'll see that the big bathroom brands love jargon.
We can admit when we're beaten — they're great at making up words for stuff, and we're not.
Instead, we put our effort into making formulations that work, by combining smart science with purposeful natural ingredients.
The big bathroom brands rely on harsh chemicals like SLS and silicones because they’re cheap, not because they’re effective.
We’re here to shake things up, by replacing them with naturally-derived alternatives that are kinder to you, better for the planet, and more effective too.
All-natural sounds great, in theory. In practice, you’re left with deodorants that don’t work, or toothpastes that get you in trouble with your dentist.
We believe the best formulations pair purposeful natural ingredients with safe synthetic ones, for products you can rely on.
Our products are backed by the latest in formulation science, but we’ll never back you into a corner and bombard you with scientific-sounding gibberish.
We make it easy to know exactly what ingredients go into our products, and why we include them.
What goes into our formulations (and what doesn’t).
Silicone
SLS and parabens
Petrolatum and paraffin
Synthetic fragrances/flavours
- Vegan
- Cruelty-free
- Made in the UK
- 100% natural fragrances/flavours
Papain (papaya enzyme)
Hydrated Silica
Sodium Fluoride
Active ingredients
- Papain:
- an enzyme from the papaya fruit that works to gently dissolve stains on your teeth
- Sodium Fluoride:
- we include this naturally occurring mineral at the dentist-recommended level of 1450 ppm, for maximum protection against cavities.
- Hydrated Silica:
- we use a patented pairing of abrasives that boost cleaning & whitening, without damaging your enamel.
Propanediol
(fermented sugars)
Hemp Extracts
Aluminium
Chlorohydrate
Active ingredients
- Aluminium Chlorohydrate:
- a safe synthetic and the only ingredient that’s proven to stop sweat, it works with your body to plug your pores.
- Hemp Extracts (cellulose, pectin, hydrolyzed vegetable protein):
- absorb excess surface moisture on your skin to keep you dry, all day long.
- Propanediol:
- made from fermented natural sugars, this ingredient works with your skin microbiome to fight odour-causing bacteria.
Betaine
Sodium Cocoyl
Apple Amino Acids
Active ingredients
- Betaine:
- derived from sugar beets, it moisturises and hydrates to protect against dry skin.
- Sodium Cocoyl Apple Amino Acids:
- a gentle cleaning agent extracted from the juice of apples, it creates a naturally rich foam that leaves skin cleansed.
