Same promise. A clearer face.

Same promise. A clearer face.

Matilda Palm

We've rebranded - new look, same no-compromise standard. Here's what changed, and what never will.

 

We hold a simple line: if a brand can't tell you exactly what's in it - and why it's there - that's not transparency. That's the warning. Everything about this update is built around that belief, starting with how we look and speak.

The average woman absorbs 168 chemicals every morning, through her routine alone. Most of them, she never chose. Our new identity exists to make the honest choice the obvious one.

 

 

You shouldn't need a chemistry degree to protect your body.

 

A new look, top to bottom

New identity, packaging and site - warmer, clearer, easier to read the label at a glance.

 Our signature scent took 1.5 years to develop with a sustainable perfumer in Paris, built around three goals: it had to smell incredible, contain zero endocrine-disrupting ingredients, and work on sensitive skin. It’s a blend of natural and synthetic molecules, each tested by toxicologists for hormone safety and dermatologists for sensitive skin, chosen for both human and environmental safety. Most brands hide behind the word “parfum” so they never have to disclose what’s actually in the bottle. We do the opposite: full ingredient disclosure is on our website, because we’re proud of the work that went into this formula.

 

Read more about Why we changed here. 

 

What never changes

2,100+ ingredients banned from every formula. The US bans 11. Europe bans 1,700.

Independently reviewed by toxicologists & dermatologists · Made in Sweden

 


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