We maximize the use of natural and nature-derived ingredients in our products, but we’ll be honest: our products are not 100% natural. Many brands group nature-derived chemicals, such as SLS, as “natural” because it is derived from coconut oil (just as an example). Nothing could be farther from the truth. We believe that the classification we’ve followed is transparent – in keeping with our values.

Science allows us to formulate great products that work, by combining the best of natural goodies and absolutely safe synthetic stuff, and we are practitioners of that science. We guarantee, however, that our products are 100% safe, and we stay away from even doubtful ingredients. You can read a full list of our natural, nature-derived and safe chemical ingredients, as well as the ingredients we avoid, here.

We believe all of them are, and we especially keep in mind sensitive skin types while formulating. However, we always recommend people with sensitive skin to patch test any new product on a small patch on their forearm before using them more widely.

Yes. We avoid harmful and even doubtful chemicals, and therefore, our products are suitable for children above 3 years. However, for children below 3 years, we recommend you try our newest range of Baby Plum products

Yes. Our products are 100% vegan and vegetarian.

A PETA certification means we are 100% vegan & cruelty-free, i.e. we don't use animal-derived ingredients & we don't test our products on animals. Guaranteed.