Big beauty sells promises. We'd rather show you the formula.
A small lineup, chosen like we're the customer — because we are. Nothing here exists to hit a SKU count, and nothing hides behind the word “fragrance.”
Free US shipping over $49.99
Fewer bottles. Better reasons.
A short lineup of botanical skincare and haircare, with the full ingredient list on every page. Tell us what's bothering you and we'll point at two or three things — not the whole shelf.
30-day money-back guarantee. Ships from the US.
What's bugging your skin?
Pick the thing that actually annoys you. We'll show you the two or three products that handle it — not the whole shelf.
- Lines starting to show Bakuchiol, peptides, night creams · 11 products
- Dull and tired-looking Vitamin C, caffeine, the volcanic scrub · 6 products
- Shiny by lunchtime Oil-free gel and a clarifying toner · 3 products
- Tight, flaky, easily irritated Fragrance-free barrier creams · 3 products
- Dry no matter what you use Hyaluronic acid, ceramides, body cream · 15 products
- Flat, dull, hard-to-brush hair Keratin and gloss wash-day routines · 7 products
Best sellers
The one that started it
Everything you wanted from retinol. Nothing you quit it for. Use it nightly from day one — there's no adjustment period to survive.
Buy the routine, not the guesswork
For hair that's been through it
Deep conditioning for dry, damaged-feeling hair. One weekly mask, twenty minutes, noticeably easier brushing.
Read the label. We dare you.
Everything that's in it, in plain English.
Every formula, ingredient, and allergen is listed in full — no hidden “fragrance,” no miracle promises, no claims we can't back up.
See the ingredient glossary
What you can count on
- 30 days, money back, no return needed. Try it on your actual face. If it isn't for you, we refund the order and you keep the bottle.
- Free US shipping at $49.99. Most two-product carts clear it. Ships from the US, not overseas.
- Every ingredient listed, in plain English. Full INCI plus allergen callouts on every product page. Nothing hides behind the word “fragrance.”
- We won't call bakuchiol “natural retinol.” It's a different molecule. In a published 12-week trial it did comparably on lines and pigment with less stinging and flaking. That's the claim, and nothing past it.