Our definition of 100% natural is that we use ingredients that are only found in nature

We ensure that our ingredients are sourced from suppliers that have ethical labour practices and sustainable harvesting. We recently completed an internal certification process for each of our suppliers confirming their practices.

We use non-toxic plant ingredients, packaging certified by Forestry Stewardship Council and plant ink dyes.

We ascribe to these 8 goals, along with our partner, Kathy Ireland and her Worldwide team, to work together to improve conditions for children and women.

We are committed to being transparent about our business practices and products.

Our products are vegan and never tested on animals.

Whenever there's a taboo, we want to stomp on it!

We make products from the female-centric view and name them after our heroines and icons, including women in science, Hollywood and history.