It's not that complicated.

Great skincare is about more than just great ingredients.

It's about simplicity.

Our whole thing is that fewer ingredients means gentler skincare. And the simpler your routine the better. Our products are effective, easy to use, and made for everyone.

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It's about sustainability.

Most companies say “all natural” when they really mean “not-at-all natural.” We only use truly natural ingredients that are certified organic, fair trade, or sourced from family farms.

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It's about you.

The beauty industry desperately needs a makeover. We’re a small team of real people just like you: we want products that really work and we don’t want to feel bullied into buying them.

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Want more S.W. philosophizing?

Check out Skin Cleanse: The Simple, All-Natural Program for Clear, Calm, Happy Skin by our founder, Adina Grigore! It’s the book that led one writer to report that “I…may or may not have pulled down the windshield visor in my car a total of five times on the way to work to admire my own complexion.” Intrigued? Read our tips for doing a skin cleanse here.

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