Our Story
This started
at a cafe.
Not in a lab. Not at a pitch competition. At a cafe on Mason Street in Charlevoix, Michigan. Population: about 2,500, depending on who's counting.
The question was simple: why does my moisturizer have petroleum in it? Why is the first ingredient water? And why does “Fragrance (Parfum)” get to hide what's actually in it?
We couldn't find a product without something to apologize for. So we made one. Then we made two.
The Label Tells the Whole Truth
No proprietary blends. No "Fragrance (Parfum)." No asterisks. You can read every ingredient on our label and actually know what they all are. If that sounds like a low bar, go read the back of your current products.
Your Scalp Is Skin
It's wild that this is a controversial statement. Your scalp is skin. What goes on your hair touches your scalp. We made a hair cream that meets skincare standards because... obviously?
If We Can't Explain It, It's Not in There
If we can't tell you what an ingredient does in one sentence, it doesn't go in the jar. That eliminated about 80% of what the industry considers normal.
Personal care for people who read labels.
We're not a lab pitch deck that got funded. We're a real family running a real business in a small town in Northern Michigan.
We start with aloe vera because we actually like our customers.
Most moisturizers start with water — an inert filler that evaporates. We thought that was a weird thing to charge $68 for. So we start with aloe vera. Then we add tremella mushroom (nature's hyaluronic acid, but fungi-derived and frankly cooler). Olive squalane that your skin thinks is its own oil. And a triple butter blend that does more before lunch than most serums do all day.
No fillers. No synthetic fragrance. No ingredients we can't explain over coffee.