Taking a mindful approach to beauty
STANDARDS AND PHILOSOPHIES
Sustainable and mindful creation stems right from our product formulas to our packaging and use of materials. We're not implementing sustainability as a goal, we've implemented it from the ground up and it is baked into our core.
Our Definition of
Mindfully Crafted Beauty
We look at beauty products as an industry that promotes beauty. But we're here to nurture, not just yours, but the beauty of the planet as well.
Lashes created for an everyday lifestyle, with all eye shapes in mind.
Products made with awareness and thoughtfulness. Ingredients and materials that have been mindfully chosen for their purpose and impact.
Creating a me-time beauty ritual that does, looks and feels good.
Our Philosophies
Sustainable
We believe that beauty should never come at the expense of the wearer or the environment. Compostable, reusable or recyclable product packaging with tree planting initiatives so you can love your beauty routine, guilt-free.
Minimal & Mindful
Clean ingredients, carefully chosen for their purpose. Our mission is to provide people with simple to use products, made mindfully and with simple ingredients.
Cruelty-Free
The beauty industry is meant to help you feel and look your best.
So go ahead and feel confident wearing your lashes guilt-free, because ours will never be tested on animals, nor will they include any animal-derivatives.
We are also Leaping Bunny Certified.
Tree planting
Invest in You, Invest in the Planet
You want to feel good about your purchases, we want to feel good about being in business. So, while you invest in your beauty routine, you invest in the environment!
Trees play a very important role in mitigating the effects of climate change by sequestering CO2 and removing pollutants from our air.
As a Tree Canada Friend and with the support of our beloved customers, we donate a portion of our sales to support the National Greening Program with Tree Canada.
Tree Canada is the only national non-profit organization dedicated to planting and nurturing trees in rural and urban environments. Through their programs, research and educational efforts, they have helped restore tree cover in areas hit by natural disasters, guided communities in managing their urban forests, helped green 660 schoolyards and organized urban forest conferences. To date, with community partners and sponsors, they have planted more than 82 million trees.
Tree Canada's National Greening Program works across Canada to mass-plant seedlings, targeting areas where there is a need for reforestation or afforestation due to human activity or other causes.
