Our Mission
Living beautifully shouldn't come with compromises.
We’re here to make access to a high-quality, toxin-free, clean beauty routine the norm, not the exception.
Toxin-Free + Clean
Every ingredient is carefully researched and plant-derived when available
Fragrance-Free
All scents come from pure essential oils and botanical extracts
Cruelty-Free
Our products and ingredients are never tested on animals
Dye-Free
Pigments are from botanicals + minerals
Our Standard
Clean. Safe. Simple.
When it comes to your beauty routine, you shouldn’t have to sacrifice your non-toxic lifestyle values for high-quality results. We believe in the nourishing power of natural, plant-derived ingredients that enhance your natural beauty without compromise so you can feel both confident in yourself and your clean lifestyle.
We are committed to being 100% transparent in each of our formulas and will always continue to be so.
Our Clean Standards
Everyone has their own definition of "clean". Here's what makes us stand apart from the rest.
*ethically-sourced beeswax & honey used in some products
Meet Irina
Business Woman. Esthetician. Mom.
"As a new Mom with a love of all things beauty, it had never occurred to me that the makeup on my skin would eventually transfer to the hands and face of my precious baby. One day back in 2015, as I sat rocking my son, I noticed the tiniest hint of glitter on his face. It sent me into an instant panic and ignited my mission to find safe and clean beauty products.
To my dismay, very few natural skincare brands could deliver the look I wanted without all of the toxins I didn’t. Naturally, I did what any mother would: I took matters into my own hands.
Today, my at-home project has blossomed into a full-scale natural beauty operation backed by an all-star team of powerful women who know that living beautifully shouldn’t come with compromises."
- Irina, Founder
Meet The Team
Brand + Marketing Director
Mary
Favorite Products: Seine Eyeshadow, Pro-Age Serum, Brow Gel
Hometown: Harrisonburg, VA
Favorite TV Show: Below Deck
Food she can't live without: Peanut Butter
Shipping Manager
MIKA
Favorite Products: Pro-Age Serum, Pro-Age Toner, Blue Dew
Hometown: Kovel, Ukraine
Favorite Movie: Top Gun Maverick
Food she can't live without: Tacos
Production Manager
Julia
Favorite Products: Blue Dew, 15-Free Nail Polish, Liquid Foundation Shade 2.75
Hometown: Brest, Belarus
Favorite TV Show: Downton Abbey
Food she can't live without: Cheese
Store Manager
Marta
Favorite Products: Dubai Tri-Stick, Face Jelly, Cream Concealer
Hometown: Harrisonburg, VA
Favorite TV Show: Friends
Food she can't live without: Sushi