All MELANIN-KIND
All skin is equal – even when the shade is different.
We believe that melanin-rich (deeper tone) skin should be a forethought not an afterthought.
As part of our Azadi purpose we’re committed to creating effective skincare specifically tailored to be kind, safe and to care for melanin rich needs, to empowering people with insight in to these needs, and to building a more equitable world – where every tone can be liberated to glow brighter.
It's TIME
Shocking but true – the skincare industry has historically misunderstood melanin rich skin and neglected research into the skin tone shared by 70% of people on earth.
The consequences? A vicious cycle of inflammation, hyperpigmentation, dehydration, and a loss of that natural glow for a large portion of the world's population. It's time for a change!
That’s why we’ve delved deeply into the science of skincare, to unveil the needs of melanin-rich skin – and create skincare which shows strengthening, hydrating and brightening kindness to every shade of melanin, driving our Azadi purpose.
Our GUIDING PRINCIPLES
EFFECTIVE
Formulas
We create expertly formulated skincare using ingredients that are powerful, 99% naturally derived, safe, gentle and effective.
Our skincare:
STRENGTHENS
skin to protect it from stressors.
BRIGHTENS
uneven skin tone and dark spots.
HYDRATES
skin to unleash its natural glow.
EMPOWERING
Practices
Misinformation about deeper skin tones abounds – such as the myth that melanin-rich skin is ‘tougher’. Harsh products can irritate skin in a chain reaction of inflammation, hyperpigmentation and dehydration.
We help you understand the skin you’re in –and restore your unique glow.
EQUITABLE
Behaviours
Some skincare brands say their products are suited for all skin tones, but their research, formulations, and representation don’t reflect this. Many focus on lightening melanin-rich skin – instead of respecting the rich diversity of skin shades.
We challenge one-dimensional beauty standards and promote healthy skin for all shades of melanin. We also amplify diverse voices, from manufacturing to marketing. This is our Azadi purpose.
The SCIENCE, NATURE and HUMANITY of SKINCARE
Thanks to recent scientific research on melanin rich skin, we have a better understanding of the skin structure and issues that cause irritation or harm to the surface or deeper layers.
This helps us create highly effective solutions that work with (not against) melanin rich skin.
JOIN US
Together we can redefine the beauty narrative and celebrate inclusive
skincare for all shades of melanin.
And get an instant 10% discount!
