• No BS

    Our formulas exclusively contain functional and active ingredients, scientifically proven to provide results

  • Safe & Reliable

    All our product formulas are dermatologically tested by a third party and approved for use on sensitive skin

  • Full Transparency

    On every aspect of our products, from pack to formulations, including the full disclosure of our fragrance ingredients

  • Biotech Innovation

    We use some of the most groundbreaking natural actives, with robust efficacy data to prove their claims

Leaping Bunny Approved

We believe that beauty products should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand cosmetic and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit www.crueltyfreeinternational.org

Are our products natural?

Our products are made with over 94% naturally derived ingredients, many from organic sources. But you won’t hear us shouting about being “all-natural”, because natural doesn’t always mean better.

We care about what works and what’s safe, whether it comes from nature or a lab.

What about the Curly Girl Method?

The Curly Girl Method (CGM) has helped lots of people learn how to care for their curls, especially when they’re just starting out. But we think it can feel a little outdated - and a bit too strict. Great results don’t have to come from following every rule to the letter.

That said, all our products are CGM-friendly , so if you do follow the method, you can use them with confidence.

That means: no sulfates, no silicones, no parabens, no waxes, and no drying alcohols.

So why don’t we say ‘free from’ on our bottles?

We don’t believe in “free from” claims. They often make some ingredients sound bad without considering how they’re used or at what level. It’s never about a single ingredient, it’s about how the whole formula works together.

If you’re ever curious, we’re always happy to share what’s in (and what’s not in) our products.

But we prefer to focus on what is inside - the ingredients that make your hair look and feel its best.

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