OUR STORY
We Are Unapologetic
A small start up born in East London.
The personal care world is crowded. Most so called niche brands are owned by global giants who stand for nothing. Just another logo in a billionaire’s portfolio.
We are the opposite. We are independent, tiny and stubborn. We put every bit of our time and every little resource into creating something that isn’t tired.
We are dirty minded people who love fun and freedom but also care about the planet and the people on it. Not a brand for everyone. A brand for those who appreciate natural goods that make them feel good every time they use them.
Our products live in your bathroom. A place where you are often alone. (Sometimes not!) We want you to enjoy those minutes with refined natural aromas, a great sense of your body and a smile at our over the top product names.
We also believe caring for yourself is also a protest. Rejecting boring mass produced products is a political choice. Buying the same old corporate mess is selfish. Choosing something better is self care.
We started just over a year ago and people from more than 30 countries bought our products. We were rejected by many shops and markets for having too much personality. (For example Netil Market in East London). At the same time incredible retailers like Maxfield Los Angeles, the Tom of Finland Store, Queer Britain and Elkel New York welcomed us with open arms.
We never paid an influencer. People shared our vision because they wanted to. We work with charities, queer sports teams and trans groups to raise real funds and support real people.
We are who we are.
WE ARE UNAPOLOGETICALLY YOU
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No filters.
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No gender norms.
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No stereotypes.
WE ARE UNAPOLOGETICALLY NATURAL
Our products are
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Certified natural by EcoCert
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Vegan
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Cruelty free
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Up to 99 percent natural and 22 percent organic.
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No allergens. No GMOs. No pointless nasties.
WE ARE UNAPOLOGETICALLY GREEN
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Produced in Northern Europe with 100 percent green energy.
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Recyclable bottles and recycled shipping materials.
UNAPOLOGETICALLY VOCAL
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We stand for trans lives, queer rights and free expression.
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Part of our profits go to Rainbow Railroad.
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We created a product with Not a Phase where all profit goes directly to the trans community.
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We support queer sports with London Freedom FC, GAYNS and Gladiator Workout.