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We take care of you

Safe Beauty & Testing

For us, our customers’ health and safety come first. Our commitment to clean beauty means that we do not use any proven or suspected harmful and/or toxic ingredients, both natural and synthetic.

  1. We do not use any of the prohibited ingredients banned from use in any cosmetic product in the European Union (see list here).
  2. We are also intentionally free from parabens, preservatives, silicones, petrolatum, triethanolamine (TEA), polyethylene glycol (PEG), ethanol, phenoxyethanol, paraffin, paraffinum liquidum, talc.

We uphold the highest standards of product testing and scientific validation.

  1. Our products have been dermatologically and, in case of our Lash Primer and Overnight Mask, ophthalmologically tested.

  2. For select products, we go beyond standard testing by conducting in-vivo and in-vitro tests to assess their overall performance and the effectiveness of individual actives. This ensures that our claims are scientifically proven and reliable.

We take care of everyone

Inclusive Products

Our product portfolio is inclusive and suitable for everyone, regardless of ethnicity, age, gender, sexual orientation, religion, body size and ability.

  1. We are committed to offer a wide range of colours and shades, catering for all skin tones. Being in our early stages, we recognized that our variety of colours is limited, yet carefully chosen to be suitable for most skin tones. For instance, our Lip and Cheek three shades have been designed to complement a wide range of skin tones: “Fiery Red” works well for both light and dark complexions, “Rubia Rose” is ideal for darker skin tones, and “Vintage Rose” is best suited for lighter skin tones.
  2. If you don’t see the colour that you wish, please tell us: we will do our best to produce it.

  3. Our products are safe and suitable for all skin types, including normal, dry, combination, oily and sensitive skin.

We take care of the Planet

Responsible Packaging

We believe in the power of circularity, and that’s why all our packages are 100% recyclable.


Our packages are sourced from environmentally and socially responsible suppliers. All our paper boxes and packages are 100% made in Italy, with the majority of our primary packaging also Italian-made. The only exception is our Lip and Cheek chubby packaging, sourced from China due to the unavailability of sustainable alternatives in Italy and Europe.


The materials we use for our packages are the ones we deem the most environmentally sound, without impacting the efficacy of the product. However, we are currently using plastic for our primary packaging, and we hate that. So far, we have been unable to identify suitable alternative materials for these types of products. However, this doesn't mean we're standing still. We are actively seeking out new solutions and encouraging our suppliers to innovate and explore non-plastic, more sustainable packaging options. Our ultimate goal is to adopt packaging that is 100% compostable.


Less is more: for our packaging, we cut all processes which we deem non necessary, such as dying, matting, embossing, sticking, in a broader effort to minimize our footprint.

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