You should be able to understand what you are buying. We look for clearly stated ingredients, amounts, formats and directions, without hidden quantities, vague blends or marketing language that obscures what is inside.

More ingredients do not always make a better product. We favour focused, considered formulas where each ingredient has a clear role and the combination works together for a specific purpose.

We look past dramatic promises and pay attention to how a brand supports what it says. We favour clear, proportionate language and distinguish between documented information, independent verification and the brand’s own claims.

Every product must add something distinct to the BASE FORM edit and fit naturally into real life.