Our Story

• Our Mission and Vision
  • What We Are
  • What We Are Not
• Our History
• Our Culture
• Research and Development
  • Getting the Big Idea
  • Developing the Concept
  • Making It Real
  • Bring it to the World

Getting the Big Idea

First and foremost, we listen to our consumers when researching and developing new products. Though we don't solicit formal proposals, we make sure the important opinions of our consumers are ingrained in our process.

We always start with the proven time-tested recipes made from natural ingredients. Why? Because as part of nature ourselves, our bodies more readily recognize natural ingredients and our bodies metabolize them much more easily.

We're always looking to build upon our foundation and heritage of existing products by leveraging the use of time-tested formulas and ingredients like honey, beeswax and royal jelly. No one knows our ingredient folklore better than us and we continually review the traditional uses of natural ingredients, then couple them with today's natural processes and hard science to evaluate potential ingredients for future products. Sometimes we even build a product around a finding. For example, when we learned that the combination of fennel seed and green tea is a natural protector of hair color, we knew it was a natural for a shampoo and conditioner which became our Color Keeper Shampoo and Conditioner.

We also review the latest ingredient studies to consistently ensure that our products are safe and effective. We actively look for natural alternatives for synthetic ingredients. For example, in reviewing our ideas for a hair care products, we knew we could not use sodium lauryl sulfate. For facial care, we knew we needed an alternative to salicylic acid for blemishes. We understood that willowbark extract naturally contains salicylic acid and we use that for our products.

As part of our ideation process, we assess market trends, staying up-to-date on current solutions for natural skin and hair care. We evaluate gaps in our current product offerings to see where we can do better from an end benefit perspective. Finally, we leverage prior research, building upon our history of reviewing old recipe books for natural remedies and marrying those with new findings on ingredients and processes.

All the while, we keep in mind our bigger goals of living and breathing the principles of benefiting The Greater Good and creating products that will meet or exceed The Natural Standard we have spearheaded for the personal care industry.