Values

Clean Beauty?

Written by Emily Williams · Mar 31 2026

Words we’ve been hearing everywhere in the past decade. What do they mean? Each of them is of loose definition, each of them is felt subjectively.

Clean is free of dirt, free of unwanted matter, pure, innocent…
And beauty? Beauty is infamously in the eye of the beholder.

Unite these two and ask - the debate will probably be passionate, possibly very long, and definitely free of a unified conclusion. It is a fact that “clean” does not have a legal definition in the cosmetic industry. The trend has been subject to criticism (also) for this reason. What is allowed and what is forbidden? What’s the definition? Where are the limits? What is ideal and does it really make sense? Is it all too much? Is it possible at all?

With this looseness, though, comes great freedom. Do you strive to be a clean beauty? Then you are free to

DEFINE YOURSELF.
CREATE YOUR OWN LIMITS.
CHOOSE YOUR IDEAL.
DECIDE WHAT MAKES SENSE… TO YOU.

We have. We choose our “clean” to be simply conscious. Not causing harm, being friendly to all we touch - to our skin, to your skin, to animals, and to our environment. What does it mean in practice?

- We use skin-friendly ingredients only.
- Our skincare is 100% vegan, and always has been!
- Our sourcing is conscious and responsible.
- We keep working on reducing our environmental footprint, on supporting and giving back to our natural home.

That is what makes sense to us, that’s what we’ve committed ourselves to.

We’ll be thrilled to hear how you’ve defined (clean) beauty for yourself - leave a comment on Instagram to share with us ❤️

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