Everybody's idea of the ideal ingredients in a skincare, haircare and makeup brand will differ. A lot will depend on natural ingredients vs performance, and what occasion the product is for. We have endeavoured to list every ingredient we are aware of, so that consumers have the knowledge to choose the products which suits them. In my experience, we can't always use completely natural ingredients - as some crucial ingredients are required for performance and product stability. However, for many uses, natural ingredients are perfect for the job. We have tried to bring the consumer a wide selection in both areas; we will continue to source natural, gluten free and vegan where possible. However, we will not compromise product quality.