1. We'll bring you breakthrough beauty that works better for you.
Using first-of-its-kind breakthrough technology, we create powerhouse beauty solutions that work with you and for you.
We bring together the world's best scientists, cosmetic chemists, beauty experts and product developers in our Beauty Innovation Lab - all so we can deliver results you'll love from the very first use (and every day after that).
2. We'll create solutions that are relevant to you.
We constantly challenge ourselves to look at exactly what you need to feel more wonderful.
So we create sublime-feeling formulas that work with you. A foundation which lets you control your glow. An all-day lip that aligns with your own body chemistry. A quick uber-nourishing mask that lets you get on with your day.
Our community includes makeup artists, skincare pros, beauty influencers - and you - so keep on telling us what you'd love us to conjure up in our Beauty Innovation Lab... and watch this space!
3. Let's empower, inspire and uplift.
We're a community who believes in lifting up.
We support each other with ways to feel empowered - and promise to give you solutions that make life easier, put you in control, and help you be your most confident #wonderyou.
4. We'll always keep it conscious.
A commitment to making the safest, most responsible and sustainable products runs through everything we do.
Our brand packaging is currently 30% sustainable, and we aim to make it 100% by 2025 (or sooner if we can!).
We're totally transparent about what's in our formulas, and we never test on animals. Our formulas are free of parabens, sulfates and gluten - and 90% are vegan.
5. Beauty. Is. Open.
Breakthrough beauty is for everyone.
We create easy-to-use, affordable products and formulas that deliver results you can see every day - and we'll keep on innovating to make feel-good solutions and wonderful skin available to all.