In 2020, I was on maternity leave and preparing for the birth of my child. An antenatal course we did ran a segment on harmful ingredients found in everyday products, and I was shocked to learn how many harsh chemicals were lurking on our shelves and being consumed in our daily routines.

Finding green alternatives was exhausting. I’d buy brands claiming to be clean, check the ingredients, and still find the same toxic chemicals. It was overwhelming knowing who to trust — even the big “green” brands were hiding nasties in long, scientific-sounding names. With no regulations on product claims, I realised we needed transparency. There had to be a better way.

I turned my frustration into action. I studied scientific research and built a list of ingredients proven to be risky to health — this became our regularly updated banned ingredients list. I was shocked by how many of these were used in products we all rely on daily. From there, I moved from research to development. Could we create effective, luxurious cleaning, laundry, and body care products using only plant-based, non-toxic ingredients?

It took two years of lab testing to perfect our recipes. Along the way, I studied aromatherapy to create essential oil blends that transform boring routines into spa-like moments of wellness. The result? A range of award-winning products that are as beautiful to use as they are safe. We’ve removed unnecessary dyes, optical brighteners, and harsh chemicals — keeping only what’s needed for an effective, indulgent clean.

Today, we have an incredible community of customers who share our passion for cleaner living, without compromise. I’m proud to create products I feel confident using at home with my young family — and I’m so excited to share them with you.