Founded in 2020 with the belief that beauty industry requires a revolution with respect to TRANSPARENCY. There is lot of inaccurate advice & incorrect claims being made by beauty brands which results in fear mongering misconceptions and eventually consumers making wrong decisions.

For example the blind march towards beauty products with 'Natural' claims is really concerning. There is a misconception that 100% natural is safe & effective and anything that sounds like a chemical is unsafe. This is completely wrong.

"Everything is a chemical – water is a chemical – therefore chemical-free products don’t exist."