What exactly do we mean by "better personal care"?

Since you asked, here's how we define "better personal care":

• Safe (free of harmful toxins)
• Natural (organic when it makes sense*)
• Effective
• Pleasing to the senses
• Reasonably priced
• Readily available (e.g. available outside fancy department stores or salons)
• Sincere and earnest
• Transparent
• Socially and environmentally responsible
• Passionate (would you eat at a restaurant with an indifferent chef?)

* organic ingredients are often 2-3x more expensive than their non-organic counterparts

By the time you've run these filters, there's very little left to chose from. But we're convinced that this is exactly what a growing % of the US adult population wants. So we're hard at work trying to put all the pieces together.