Summary

We believe there’s too much misinformation in the beauty space, and not enough support for people to tackle it. Misinformation confuses consumers, and pressures the beauty industry to make changes that aren’t actually safer, more effective or more environmentally friendly. Unfortunately, misinformed content is easier to make, and is inherently more shareable.

We want to even out the playing field.

By sharing accurate science and creating more informed consumers, we believe we can drive positive change in the industry.