We Love the Real You
We walk the front line, championing diversity, and defend everyone’s right to feel beautiful. We inspire and empower people to appreciate themselves as they are — perfectly imperfect – and offer them the tools for strengthening their self-image.
As a beauty company, our greatest responsibility is to create and diversify a person’s idea of beauty, while inspiring a respect for everyone’s own uniqueness. We encourage everyone to appreciate themselves as they are and offer tools for creating a positive self-image through marketing communications and preventative charity work.
All our products are made in Finland and at our partner factories in Europe, which have been granted an ISO 22716:2007 certificate. Our products meet the criteria of the EU regulation on cosmetic products and Good Manufac- turing Practices (GMP). We ensure the high quality of our products and their suitability for use in hair salons by collaborating with Finnish hair care professionals in product testing.
Our products only contain the very best ingredients also from an ethical standpoint. In 2019, up to 95% of our products are vegan. Our goal is to make 100% of our products vegan by the end of 2020.
In our packaging, we use recyclable materials and promote their recycling by package labelling and sustainability communications. Our goal is to replace all our plastic packaging with recycled and bioplastic or other more ecological packaging materials without compromising the products’ effectiveness and user experience.