What goes in, and what doesn't.

We don't build our formulas around a generic base and then add small amounts of "hero" ingredients. We begin with carefully chosen ingredients that have a clear role to play, and build the formula around them.

You can see this reflected in the ingredient list. Ingredients present at 1% or more are listed in descending order of concentration, so you can see which ingredients form the foundation of each formula. We don't use a small amount of an impressive ingredient simply to give the label a better story.

Purposeful oils. Oils form the foundation of our oil and balm formulas, with each collection built around the ones best suited to its purpose. Squalane and jojoba run through much of the range, and each collection carries the oils that suit it — meadowfoam and camellia in Halo, sweet almond in Arc, oat in Ember, marula and rosehip in Velvet, prickly pear in Lumen, watermelon and black cumin in Onyx. Each is chosen for how it feels on skin and how it behaves in the finished formula, not for how it reads on a label. Several are certified organic, marked with an asterisk in the full ingredient list on each product page.

Grass-fed tallow. In every balm. We value tallow for its rich, cushioning feel and the texture it gives our balms, and it has been used in skincare for a very long time. We source it responsibly and balance it with botanical oils so the finished balm feels nourishing without feeling overly heavy.

A considered selection of actives. Where the oils alone won't do the work, we add what the formula needs — bakuchiol in Velvet, tetrahexyldecyl ascorbate in Lumen, and bisabolol in Ember. Selected for a reason, never simply to make an ingredient list sound impressive.

Two ingredients for stability. Tocopherol in every formula, and rosemary extract alongside it in our adult collections, to help protect the oils from oxidation. They're there so the rest of the formula stays what it was on the day it was made.

Beyond the oils and balms. Our Bath Soak follows the same standard in a different form — Epsom salt, magnesium chloride, USP-grade colloidal oatmeal, and certified organic coconut milk powder. No water, no fragrance, four ingredients doing the work.

The ingredients we don't use follow from how we formulate. This isn't a checklist.

Water. Our oils, balms and Bath Soak are water-free. This allows us to build these formulas around oils, butters, salts and other ingredients selected for their specific roles, rather than using water as the primary base.

Fragrance. We don't add it. Fragrance can represent a mixture of aromatic ingredients that aren't individually apparent from the label. We'd rather you know exactly what we've chosen to put in the formula. Our formulas smell of what's actually in them.

Essential oils. Natural doesn't automatically mean suitable. They're concentrated aromatic compounds, and we leave them out for the same reason we leave out fragrance.

Silicones. Not unsafe — they give slip and a smooth finish, and they do it well. We leave them out because in a formula built on botanical oils, they'd be doing work the oils already do.

Mineral oil. Safe and effective, and the base of most conventional baby oil. We use botanical oils instead because they bring fatty acids and other constituents of their own. That's a preference about what a formula should be made of, not a claim about safety.

Unnecessary fillers. Nothing added simply to bulk out a formula, lengthen an ingredient list, or make a product appear more substantial than it is.