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An “Industrial Personal Care Complex” exists

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

Reality is, the mainstream approach personal care and grooming is out of control. If you believe the hype we are fed by marketers and media, in order to have clean & 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 world 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”.

Do we really need to follow daily routines requiring so many products? Is the cumulative burden of all these chemicals we’re absorbing through our skin and mouth worth it? Does is make sense to follow daily rituals and use products that in effect wage war on our body’s natural and complex microbiomes? Are the cumulative costs to our body and wallet worth it? Are we getting healthier skin, teeth and hair in the process?

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

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We set out to create a personal care line rooted in the following 10 principles: (bold bullets – and then can flesh out with more copy)

  1. Use transdermal affect to improve health
  2. Avoid synthetic chemicals (even naturally derived ones)
  3. Design highly effective products that are multipurpose
  4. Support our body's ecologies and skin/oral microbiomes. No overuse of anything (including essential oils). Leverage and support our body’s abilities to self-regulate and heal itself.
  5. Only use ingredients that are made by nature and are nourishing
  6. Use fewest number of ingredients possible in order to be highly effective.
  7. Every ingredient has a real purpose and impact (no hype, no fillers).
  8. Intentionally offer fewer products vs offering an ever expanding array to more stuff.
  9. Get back to basics. Question authority, marketing and current advice. Read labels, question ingredients – look the wisdom