20 Years of Clean Beauty: A Fresh Look for a New Era

A Natural Evolution

When we launched in 2005, the idea of natural makeup was still a niche. There were few options that truly delivered on both performance and ingredients — so we set out to change that.

Since then, the formulas have evolved, the range has grown, but the mission has stayed the same:
Make beauty better — for skin, for people, and for the planet.

A Packaging Update, 20 Years in the Making

Our new packaging is more than just a facelift — it’s a reflection of how far we’ve come, and where we’re going next.

• Refined gold foil logos and a subtle marble effect create a clean, elevated feel while still feeling grounded in nature.

• Where possible, we’ve chosen recyclable, more sustainable materials to minimise environmental impact.

• The result? A collection that looks just as beautiful on your vanity as it performs on your skin.

This refresh brings cohesion across our full range — from complexion heroes like Mineral Foundation to best-loved icons like Big Lash Mascara, Pressed Bronzer, and Vegan Lipstick.

Thank You for 20 Beautiful Years

We couldn’t have reached this moment without your support — whether you’ve been with us since the beginning, or you’ve just discovered us.

This year is all about celebrating what makes us different: thoughtful formulations, timeless design, and a deep love of natural beauty. We can’t wait to share more.

Here’s to the next chapter - and to the beauty of feeling good in your skin.