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Our Why

We want you to minimise your beauty edit, to only use products that you love and that genuinely work for you. We want you to be able do it while staying true to your personal ethos, be it vegan, halal, sustainable, conscious, organic or cruelty-free, which, by the way, is a non-negotiable. If you hadn’t noticed already, we’re all about ethical, cultural and social responsibility… Because there is no planet B.

Cruelty Free

To be labelled with our cruelty-free designation means that the product or brand has banned all tests on animals for their ingredients, formulas and finished goods. Some call it guilt-free. We call it being ethically responsible.

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Home Grown

Support local. Shop homegrown. These brands produce – from ideation to creation – all their products in the region. When it comes to its beauty output, the Middle East is bursting with chic creativity, just take a look at our roster. And if you’re conscious of your carbon footprint, start here.

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Vegan

Veganism is experiencing unprecedented growth in popularity, especially when it comes to the beauty sector. And for good reason, too. The ‘vegan’ certification verifies that products (and their ingredients) have not been tested on animals and are free from any kind of animal extract.

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Halal

Being halal doesn't mean you have to compromise on pigment, quality or shade. With misleading certifications and confusing ingredient lists, it can be difficult to ensure the makeup products you’re wearing are permissible under Islamic law and can be worn for wuḍū'. We’ve done the legwork for you – you’re welcome.

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Sustainability

Sustainable living has transitioned from moment to movement. From plastic packaging to deforestation and the harmful chemicals within formulas, the global beauty industry is under fire for using materials that are negatively affecting our environment. This has caused many brands to reconsider their formulas and produce planet-friendly alternatives.

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Organic

Organic means working with nature, not against it. When it comes to beauty, the term organic demands that the brand formulates its products using organically farmed ingredients cultivated without Genetically Modified Organisms (GMOs), herbicides, synthetic fertilisers and more.

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Clean

To be considered clean and green, brands must adhere to two main criteria: ingredients that aren't harmful and transparent labelling. At its core, clean beauty means you can use a product without putting your health at risk. Clean beauty isn’t about being 100% perfect. Human-made ingredients can be clean, as long as they’re safe.

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DROPPING - JANUARY 2021

Augustinus Bader -
‘The Cream’

Join our waiting list to be one of the first to get your hands on this beautiful product