Notre philosophie

We believe clean and healthy skin, hair and teeth can be achieved with far fewer products, toxic chemicals and complexity.

We’ve taken a radically simplified, back to basics, truly natural approach, creating products with real ingredients from plants and the earth and nothing else.

The problem: a "Personal Care Industrial Complex" exists.

Typical personal care products are fraught with unhealthy and unnecessary chemicals. Mainstream brands promote too many products, while advertisers & the media perpetuate misinformation about body care & grooming.

The reality is — the mainstream approach to personal care and grooming is out of control. If you believe the hype, then in order to have clean and healthy teeth, gums, skin and hair you need tons of products - the more you spend the better you will be - and it’s ok to douse yourself with a wide array of weird sounding synthetic chemicals. In this industry more is more – the more I pay, the better it is, the more I use the better I will be. There is nothing normal about what has become “the norm”.

Ask yourself, is the cumulative burden of all these chemicals we’re absorbing through our skin and mouth worth it? (not to mention the impact on our environment) Does it make sense to follow daily rituals and use products that can wage war on our body’s natural and complex microbiomes? Are we getting healthier skin, teeth and hair in the process? Do we really need to follow daily routines requiring so many products? Enough!

In the face of this, we take an outsider’s approach and show a simpler, healthier, smarter way.

“Akamai’s philosophy is music to the ears of non-toxic beauty advocates and minimalists alike.” —Treehugger 

Our solution is rooted in the following 10 principles:

1. Nature is the answer. Use only 100% natural, food-grade, minimally processed ingredients - substances the body recognizes. They are rich in bioavailable nutrients and antioxidants and can be readily absorbed through the skin and mouth to support overall health.
   
   
2. Minerals are essential. Bring naturally occurring, bioavailable minerals into as many products as possible, since we are all deficient (it's not in our soil, not in our food), and minerals are some of the most important nutrients we can give the body.
   
   
3. Keep the vibe high - choose ingredients in harmony with nature's frequencies. We are electrical beings, and plants carry a living complexity and coherence that synthetic isolates lack. Align with nature's resonance to elevate vitality. Higher vitality is health. Health is beauty.
   
   
4. Apply the precautionary principle - avoid synthetic and highly processed ingredients, including nanoparticles, synthetic preservatives, artificial flavors, fragrances and sweeteners, and lab-manufactured natural derivatives that may negatively impact health.
   
   
5. Do no harm to the planet. Reduce and eliminate plastic packaging - focuson recyclable, refillable, and compostable solutions, and bulk buying to reduce shipments.
   
   
6. Design multipurpose, gender neutral products for the whole family. Effective, high-quality, and reasonably priced.
   
   
7. Support and respect our body's microbiome. No overuse of anything (including essential oils). Leverage and support our body's abilities to regulate and heal itself.
   
   
8. Less is more. Offer fewer products, only the essentials, and simplify protocols and routines rather than a vast and confusing array of single-purpose products and nonessential items. We only need the basics; the rest is fluff, and pollutes the planet (and empties our wallets).
   
   
9. Question authority, marketing and mainstream advice. Use the wisdom of the past. Read labels, question ingredients you don't understand. Use common sense and trust your gut. Seek out good science that does not wage war on your well-being.
   
   
10. Use business as a force for good. Improve our customers' lives with our products and give back to organizations that are making a difference in our health and the health of the planet.
    
    

“Make it as simple as possible but no simpler.” —Albert Einstein 

Take action

An ounce of prevention is worth a pound of cure.

We know far too many people who have passed away from c@ncer, or who have battled and won, at great cost to themselves and their family. While genetics do play a small role, our lifestyle choices and environment have a profound effect on our overall health.

The choices you make every day increase or decrease your chances of maintaining good health - the products you choose to clean your house, the furnishings and cookware you choose, the personal care products you use to protect you from the sun, moisturize and clean your body, the food and meals you buy and consume, the water you drink, the air you breathe. These choices add up.

Maintaining overall health is the greatest concern, and exposure to toxic chemicals can have adverse effects, whether small or large.

Join us and the EWG to spread the word about toxic chemicals in personal care. Read more at EWG’s website.