The company was founded upon the belief that you are considerably more fantastic, remarkable and exciting than you generally show. You deserve a more luxurious everyday where you feel good both on the inside and the outside. You deserve to know what affects you on the inside as well on the outside to be able to make conscious and deliberate choices. We believe all people have the right to honest beauty products with superior results without harmful chemicals. We are the core of the brand. Our personal lifestyle, integrity and sure instinct is what makes us – and the brand – unique. All the years of experience with hair, beauty and styling has generated an immense experience, very rare for Sweden.