Our philosophy as a company is centered on building a stronger community and culture for the future of the cosmetics industry by paying it forward. We do this by advocating for better products because we've all got skin in the game; by having a green plan from day one because our planet can't afford to be an afterthought; and by creating spaces that welcome all skin types.

Our membership enables us to give you the right products for your skin today, and build towards a better industry for tomorrow.

We are a cooperative of skincare consumers who want this industry to be better. Our work is to advocate to brands, to regulatory bodies and to the world for better ingredients, effective formulations and a culture of transparency. That work is predicated on several beliefs:
  • There is no one type of ideal skin, and the industry should reflect that
  • We have a right to know what is in our products and how they're made
  • Access to good products for facial and self-care should be universal
  • Taking care of our skin shouldn't come at the expense of the environment
  • Brands should be held accountable to the people who use their products
  • Transparency in the cosmetics industry isn't a marketing tool, but should be at its core

By clearing the path between brands and customers, our platform creates an intimate relationship between the most important stakeholders in the industry— our faces.


Investing in independent brands

We've all seen it, revolutions in skincare come from the independent brands. The one woman shops who dare to think differently about SPF and bring forth a whole new way to protect your glow. The inventors in the labs, seeing how the sausage is made and choosing to make it a whole new way— that's better for our skin.

We've looked in the likely and the unlikely places to bring together a group of brands that believe in the power of radical transparency to improve the skin of everyone. They've all demonstrated an appreciation for our core values in addition to prioritizing trailblazing methods for sourcing ingredients, formulating products, and approaching all types of skin. We were in awe of partners who traipsed the globe in search of new enzymes, and ventured to remote villages for medicinal seeds, and even still for those who refuse to make sample sizes because it doesn't serve our planet. When we evaluate brands for our platform, these are the things we look for.

A new perspective

We like working with vanguards, mad scientists and skincare junkies who want to approach skin in a whole new way. Brands that offer a product that doesn't just speak to prevailing trends but rather go against the grain— sometimes quite literally— are in our wheelhouse. We peek below the hood to make sure it's sound, and then we're packing our bags right along with you so you can show us the way of the future.

A passion for humanity

Skincare is a lifestyle choice and we appreciate brands that think of it that way. We're inspired by brands and founders that build products that consider the way we live, who we are and where we come from. That might mean an entire line of products that have a side benefit of caring for our home planet with 100% recyclable packaging and ingredients from renewable sources. It could also mean designing formulations for a skin type that has been historically overlooked by the mainstream.

Forward thinking formulations

Our respect for the clean beauty movement knows no bounds. It forced all of us to call into question all the hard-to-pronounce ingredients in our products. While we work with brands that don't make clean claims, we do challenge our partners to formulate their products without ingredients that are harmful or toxic to our bodies. We see a world where clean beauty becomes irrelevant fast-approaching because, let's face it, no one wants to pay for poison anymore. Here are the ingredients that you won't find in any of our products. We'll be growing this list as new research illuminates important discoveries. If you want to create an ingredient philosophy of your own look to the USDA and the European Union to see what ingredients they ban from any formulations.


aluminum powder
butylated hydroxianisole
butylated hydroxytoluene
Ethylene Oxide
Dmdm Hydantoin
Diazolidinyl Urea
Imidazolidinyl Urea
Tosylamide/Formaldehyde Resin
Sodium Hydroxymethylglycinate
Polyoxymethylene Urea
5-Bromo-5-Nitro-1,3 Dioxane
2- Methoxyethanol
Mineral Oil
Methyl Gluceth-20

During our product diligence process, we try every single product so that we can give an informed perspective on it and maintain similar product standards across each of our brands. We also become familiar with their sourcing processes, manufacturing standards, and story behind every product. We ask them to bare it all, even if it's uncomfortable.

Goes without saying, but we'll say it once more for the people in the back:

  • No animal testing/cruelty-free
  • No unfair labor practices
  • No nonsense
  • We try every single product on our site
  • We interview the brands about their products to understand the story behind it
  • We do extended diligence
  • We do a test run