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Our Skin Philosophy

We're not a 'clean' beauty brand

We use best-in-class ingredients demonstrated by the latest scientific data available in terms of both safety and effectiveness. This includes many fantastic synthetic ingredients (and excludes many natural ones!)

We treat all skin sensitively

Our products are optimised to be as gentle as possible, taking a sensitive-skin friendly approach that all skin types can benefit from. We avoid common irritants, allergens and harsh active ingredients for sustainable results and a happy skin barrier.

Less steps, more results (and fun!)

We make versatile, effective products that are fun to use so you can relax and enjoy every step of the journey to calmer, clearer skin.

Our Non-Negotiables


Irritants can hinder your skin's repair process and weaken it's defences, leading to increased oil production, enlarged pores and reactive breakouts. All skin types can benefit from avoiding these irritating ingredients!

Common irritants include:
SD Alcohol (also known as denatured alcohol), Ammonia, Arnica, Balm mint, Balsam, Benzalkonium chloride, Bergamot, Camphor, Cinnamon, Citrus juices and oils, Clove, Clover blossom, Coriander, Ethanol, Eucalyptus, Eugenol, Fennel, Fennel oil, Fir needle, Fragrance, Geranium, Grapefruit, Horsetail, Isoeugenol, Lavender, Lemon, Lemongrass, Lime, Linalool, Marjoram, Melissa (lemon balm), Menthol, Menthoxypropanediol, Menthyl Acetate, Mint, Oak bark, Orange, Papaya, Peppermint, Phenol, Sandalwood oil, Sodium C14-16 olefin sulfate, Sodium lauryl sulfate, TEA-lauryl sulfate, Thyme, Wintergreen, Witch hazel, Ylang-ylang


We formulate our products without the 26 most common allergenic substances (as outlined and regulated within the EU) to minimise the chance of skin reactions occuring. Symptoms of an allergic reaction can include itchiness, flaking or peeling, rashes, swelling, redness and inflammation. If you've experienced any of these symptoms in the past, one of the below ingredients may be the culprit!

Common allergens include:
Alpha-isomethyl Ionone, Amyl Cinnamal, Amyl Cinnamyl Alcohol, Anise Alcohol, Benzyl Alcohol, Benzyl Benzoate, Benzyl Cinnamate, Benzyl Salicylate, Butylphenyl, Methylpropional, Cinnamal, Cinnamyl Alcohol, Citral, Citronellol, Coumarin, Eugenol, Evernia Prunastri Extract, Evernia Furfuracea Extract, Farnesol, Geraniol, Hexyl Cinnamal, Hydroxycitronellal, Hydroxyisohexyl, 3-cyclohexene, Carboxaldehyde, Isoeugenol, Limonene, Linalool, Methyl 2-octynoate


It's never been more popular to include active ingredients in products at the highest % possible and market it as a selling point! However the truth is that high doses of active ingredients can impair your skin barrier and leave your skin worse off than when you started. All skin types can benefit from treating skin gently: doing so encourages normal collagen production, maintains a smooth and radiant surface, helps your skin defend itself from environmental stressors, reduces excess oil production and lessens the appearance of pores.

How we minimise irritation:

• Gentle doses of actives
Every active ingredient has a recommended minimum and maximum % that will offer benefits to the skin, and we stick to the lower end of the scale so you still get the results without unnecessary irritation.

• Minimal ingredient lists
We keep our ingredient lists as short as possible and avoid sensitising ingredient combinations.

• Barrier-boosting ingredients
We include lots of ingredients in every formula that support healthy skin barrier function to keep your skin calm and balanced.


No animal should suffer in the name of beauty. We take our commitment to being vegan and cruelty-free very seriously, even when it makes our job harder!

No animal testing or animal-derived ingredients. No animal-derived colourants. No animal-derived materials.


The world of sensitive and breakout-prone skin can be very negative and damaging to your self esteem- we've experienced this ourselves. We think its our responsibility as a brand to make you feel good, not just look good. That's why...

We say no to the following on our website and profiles:
• Misleading IG filters⁠
• Heavily retouched images⁠
• Inauthentic or exaggerated results
• Exaggerated or unfounded marketing claims⁠
• Content or information that isn't in your best interest

And we support your skin-confidence in the following ways:
• Unretouched campaigns
• Platforming realistic results: we share progress shots, not perfection shots!
• Encouraging a slow, skin-friendly approach
• Being realistic about the fact that factors beyond skincare contribute to the appearance of your skin

Use coupon code GLOWUP10 for 10% off your first order.


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