One of the biggest ironies of the beauty industry is that it has an ugly side: it is polluting, wasteful and somewhat driven by greed. The giants of this industry are set in their operating models with little incentive to change, beyond green-washing. We want to take a different approach ! Pioneering new ways for beauty. Our mission: We aim to create a platform of personal care products with a comprehensive sustainability approach, to enable a future-looking way for the beauty and cosmetics industry. Our Purpose : We believe in a minimalistic approach to beauty: The highest quality products, yet making the least possible negative impact on our planet, by design. Less is More.