OUR STORY

 

We Are Unapologetic

Born in East London.
Built by queers.
Made for everyone tired of the same old beauty standards.

Unapologetic is not just a personal care brand. It’s a rebellion in a bottle.
A celebration of individuality, pleasure, and protest.
We believe self-care isn’t selfish, it’s political.
Especially when it’s queer, vegan, and loud about it.

We care. Unapologetically.

We always put people, the planet, and animals before profit.

Our products are:

- Vegan
- Cruelty-free
- Made with green energy
- Certified natural by EcoCert

We are:

Unapologetically You

We’re here to shake up an industry that’s been stuck in the same beige loop for decades.

No filters.
No gender norms.
No stereotypes. 

We reject the outdated beauty standards pushed by billion-dollar companies who profit from our insecurities. We’re here to celebrate what makes you, you! Never what makes you marketable.

Unapologetically Queer

We don’t hide our queerness, we celebrate it. Loudly.

From the product names to branding, everything we do is infused with queer joy, sex-positivity, and rebellion.

We’re not here to blend in. We’re here to take up space.

Unapologetically Natural

Our formulas are up to 99% natural and 22% organic! Because your body deserves the real thing. We keep our products free from allergens, GMOs, and other unnecessary nasties. If it’s not kind to your skin and the planet, it doesn’t make the cut.

Unapologetically Green

All our products are made in Northern Europe using 100% green energy.
And yes, our packaging is recyclable, and our shipping materials are recycled too.

Unapologetically Vocal

In a world getting more conservative by the hour, we’re louder than ever.
We stand up for trans lives, queer rights, free expression, and anyone silenced by the mainstream.

That’s why we donate 5% of our profits to Rainbow Railroad, helping LGBTQI+ people escape violence and persecution around the world. We’re also building a partnership with Not a Phase, creating exclusive products where 100% of the profits go directly to support their work with the trans community.

Unapologetic stands for something

We’re not just here to sell you great personal care products, though we do.

We’re here to challenge the status quo. To push back against outdated norms, corporate pinkwashing, and a beauty industry that’s long ignored anyone who doesn’t fit the mould.

Every product we make is part of something bigger: a movement for real change, led by queers, for everyone.