Originally, these products were just for me and my sensitive skin. I didn't know if anyone else would like them. It's really tempting, these days, just to cross your fingers and hope that the stuff you put on your body is safe because it smells like wildflowers or claims to reverse aging. But people loved them, and it made me realize that our customers aren't the finger-crossing type. You do want great skin, but you don't want to hurt yourself or the planet to get it. And that's why I started S.W. Basics. Because you guys are awesome.

At S.W. Basics, we make our products from scratch using only whole, high-potency ingredients. For us, less isn’t just more; less is everything. We’ve found that if we stick with only absolutely essential ingredients and don’t add a bunch of extra stuff, we don’t need to put a hundred things into our products. Using fewer ingredients means more potent skincare. We don’t water it down with cheap synthetics or exotic fillers. It also means that our products are more likely to be safe even on the most sensitive skin. That’s why everything we sell only has 5 ingredients or less. And they still make you look amazing and smell pretty.

Another thing we take really seriously is the sourcing of our ingredients. We want our products to be as healthy for our communities and our planet as they are for our customers. That’s why we support sustainable agriculture by buying only from organic, Fair Trade, or small-farm sources.

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Meet Our Team
Adina Grigore

Adina Grigore is founder and CEO of S.W. Basics. She’s worked in the wellness industry since 2007 as a private holistic nutritionist, personal trainer at Equinox Fitness, and jill-of-all-trades at the raw-food meccas Pure Food and Wine and One Lucky Duck. She started S.W. Basics because she’s super-sensitive – her skin, her digestion, her metabolism – pretty much everything about her is super-sensitive. Sometimes she cries at sad commercials. So now she makes skincare for people like her.

Adam Poor

Adam Poor is Adina's co-founder (and husband). He came to S.W. from the world of advertising, where he was a copywriter for several classic American brands. For some reason, he has a master's degree in philosophy, and once upon a time he played bass in some weird punk rock bands in Memphis, Tennessee.

Jessica Assaf

Before leading S.W.'s sales team, Jessica Assaf fought against the unregulated beauty industry as an activist and documentary filmmaker (check out this and this). Her award-winning work earned her features in “The Young Activist’s Guide to Building a Green Movement and Changing the World” and the soon-to-be-released film “The Human Experiment.” The way she sees it, every sale she makes means one less person using toxic skincare.

Jessica Blackman

Whenever S.W. fans talk about how nice our customer service person is, they’re talking about Jessica Blackman. She’s worked at various startups and now she’s a stay-at-home mom, answering S.W. emails and raising the most-awesomely named kid ever, Mr. Dagger Wolf Blackman.

MacKenzie Smith

MacKenzie Smith is S.W.'s official tweeter, hashtagger, liker, pinner, and stagrammer. Plus she makes some pretty badass grilled cheeses: grilledcheesesocial.com


Scottie "Pip" Pippin has been voted S.W.’s “Most likely to dance in the circus” and has a lovely sing-along howl. And, we’re pretty sure he’s in a secret office romance with Lola.


Lola is the S.W. Basics office couch hogger, FedEx greeter, rug destroyer, and peanut butter cookie taste-tester…and she’s in the office’s hottest will-they-or-won’t-they with Pip.

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