We don’t just talk about our values and beliefs. We live and breathe them. After all, our values are our DNA, our moral code if you like, and they govern every decision and action that we make as a business.

Sure, we love that you love our soaps, shower gels and fragrances that make you smell and feel great. But that’s part of who we are.

Our essence is in the thinking behind the products that we make, and the natural ingredients that we put in them. We try our best at all times to be an ethical and honest business.

Our beliefs are where it all begins, and here they are in a snapshot:

against animal testing
This is our commitment to being a cruelty-free cosmetics retailer. We believe that animals shouldn’t be harmed in the testing of cosmetics and toiletries. It’s unnecessary and morally wrong. You’ll be pleased to know that all our products are 100% suitable for vegetarians.

support community trade
This is our commitment to fair trade. We believe that business is built on trust, intergrity and honesty. Our Community Trade programme ensures our suppliers in marginalised communities receive a fair price for their exceptional ingredients and accessories.

activate self esteem
This is our commitment to our customer. We believe that every woman has the right to feel fabulous, regardless of what she looks like, how much she weighs, and the size of her posterior.

defend human rights
This is our commitment to ethical trade and defending basic human rights. We believe that every human has basic rights, simple. We believe every man and woman has the right to earn a fair wage for their hard work and that child labour is abhorrent and should be abolished.

protect our planet
This is our commitment to protecting the environment and supporting sustainable development. We believe in respecting the planet resources and using its amazing natural ingredients in a sustainable way. Plundering the Earth in order to make more body lotions is just plain myopic, if not outright poor business practice.

To find out more about our commitments to being an ethical retailer and employer, read our Principles and Policies here.