It’s easy to describe what we sell. That’s exactly what the majority of businesses do and focus on. But before we do that, we like to carefully explain we they decide.
How a company operates—what it includes, what it refuses, and the standards it holds itself to—shapes outcomes more than any single product. For us, clarity is not branding. It is a working requirement.
This page exists to make that clear.
Why Definitions Matter
Words shape how decisions are made. When language is vague, standards drift. When terms are defined carefully, boundaries appear—what belongs, what does not, and where responsibility begins.
The importance of precise language is not new. In The Four Agreements, Don Miguel Ruiz describes this discipline as being impeccable with your word—using language carefully, truthfully, and without distortion. When words lose precision, meaning erodes. When meaning erodes, standards follow.
Definitions slow things down. They prevent excess. They protect meaning from convenience. For this reason, we return continually to our first principles and working definitions. They are not slogans. They are reference points—used to evaluate materials, processes, and claims before anything moves forward.
“Be impeccable with your word. Speak with integrity. Say only what you mean.”
— Don Miguel Ruiz, The Four Agreements
This is short enough to be fair use as a quoted
These definitions live publicly, unchanged by trends, so that decisions remain anchored over time.
How We Decide
Every decision begins with restraint. We start by asking what is necessary, then remove what is not. From there, each choice is evaluated against its impact on the body, the home, and the family—not in isolation, but as a connected system.
We consider how often something will be used, who will be exposed to it, and under what conditions. A product used daily, applied to skin, or present in shared living spaces carries a different responsibility than something occasional or external. Frequency matters. Proximity matters. Vulnerability matters.
Materials and processes must justify their presence through clear function, safety, and long-term responsibility. If something introduces uncertainty, requires constant explanation, or depends on excess to appear effective, it does not move forward.
When decisions are difficult, we return to first principles. Definitions are consulted. The question is not “Can this be done?” but “Should it exist at all?”
What We Refuse To Do
We refuse to add ingredients without purpose.
We refuse shortcuts that trade long-term trust for short-term convenience.
We refuse dilution, unnecessary complexity, and claims that cannot be supported by restraint.
We do not follow trends that require constant revision or justification. We do not build products that assume infrequent use when reality suggests daily exposure. When something cannot be made simply, safely, and honestly—especially for repeated use in the home or on the body—it is left undone.
Refusal, in this sense, is not limitation. It is how care is practiced.
Operating From First Principles
These practices are not rigid rules. They are applied standards—used repeatedly, refined carefully, and upheld even when doing so is inconvenient. They exist to protect the integrity of the work and the people it enters into, not to signal virtue.
Over time, consistency becomes visible. Trust follows.
For a complete reference of the language and standards used here, see the Definitions page. It serves as the foundation to which we return whenever decisions are unclear.