Less, made better.
Then nothing else.
The most sustainable product is the one that wasn't manufactured. We started by cutting the range, not by greenwashing the box. What's left is built to last on the shelf and break down after the drain.
Six products. On purpose.
The lowest-impact product is the one that doesn't exist. We made the shortest range that does the job, then we stopped. No serum. No mist. No fourth cleanser.
Post-consumer recycled, where the formula allows.
Bottles and tubes use PCR plastic wherever stability tests pass. Glass for the eye cream. Aluminium for the clay mask. We don't ship anything in virgin plastic if we can help it.
FSC-certified, vegetable inks.
All outer cartons are FSC-certified board, printed with vegetable-based inks, no foil stamping, no laminate. They go straight into household paper recycling.
ECOCERT throughout. Biodegradable surfactants.
Every formula is built to ECOCERT COSMOS standards. Surfactants are plant-derived and readily biodegradable. Nothing in the rinse-off products is designed to persist.
Designed in Sweden with Selfnamed.
Short supply chain, one production partner, renewable grid electricity at the facility. Batches are produced to forecast, not to stock — we'd rather sell out than landfill.
Plastic-free, carbon-measured.
Paper void fill, paper tape, recycled mailers. EU orders ship by road from Sweden. We measure shipping emissions per order and report them annually.
We're not carbon neutral.
Not yet, and we won't say it until it's true and verified. Cosmetics manufacturing, international shipping, and refrigerated storage have a real footprint. We measure it, publish it, and reduce it year on year. That's the work. Anything else is a badge.