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Over the past decade, many of us have become more intentional about the products we use on our bodies. We've learned to read ingredient labels. We've swapped out products that no longer align with our values. We've invested in skincare that supports our health, our wellbeing, and our desire to make more thoughtful choices. The clean beauty movement has changed the way we think about self-care.
But what if clean living doesn't end at your bathroom counter? What if it extends into the rest of your home? When we think about daily exposure, skincare products are only one piece of the puzzle. Every day, our skin comes into contact with countless other items that are part of our routines. All of these fabrics are washed repeatedly throughout their lifetime, making laundry detergent one of the most frequently used products in many homes. Yet while people carefully evaluate the ingredients in their cleansers, serums, and moisturizers, few spend the same amount of time considering what they're washing their clothing and bedding with.
That realization became impossible for us to ignore. As a skincare company, we've always believed that what touches your body matters. That philosophy has guided every product we've created and every ingredient we've selected. Over time, we began to see a natural connection between personal care and home care. Because if we're paying attention to what goes onto our skin, shouldn't we also consider what remains on the fabrics that touch our skin every day?
For us, the answer was yes. That's why we're expanding beyond skincare and introducing our first home care product: a thoughtfully formulated laundry detergent.
This isn't a departure from our mission, it's an extension of it.
Our goal has never been simply to create skincare products. Our goal has always been to help people make more intentional choices about the products they bring into their lives.
Today, that mission is growing to include the home.
We're not interested in creating fear around ingredients or suggesting that anyone needs to overhaul their lifestyle overnight. We believe healthy living should feel approachable, practical, and sustainable. Small choices made consistently can have a meaningful impact.
Choosing a moisturizer.
Choosing a soap.
Choosing a laundry detergent.
Each decision becomes part of a larger commitment to creating a home environment that supports your family's wellbeing. As we step into this new chapter, our values remain exactly the same:
- Thoughtfully chosen ingredients.
- Products that perform.
- Transparency you can trust.
And a commitment to helping you care for what matters most.
Because clean beauty shouldn't stop at your bathroom counter.
It should follow you throughout your day, into your closet, your laundry room, your bedroom, and every corner of the home you love. After all, caring for yourself and caring for your home aren't separate journeys, they're part of the same story.
And we're excited to continue that journey with you.
The truth is that not all laundry detergents are created equal—whether they're conventional or natural. Effectiveness depends on the quality of the formula, the ingredients used, and how well those ingredients are designed to clean fabrics.
Did you know long before mesh bath puffs became popular, people used natural loofah sponges grown from the dried interior of the luffa gourd?
