The Art of the Formula

 

Our approach is a meeting point between nature and modern cosmetic science bringing together carefully selected botanicals, vitamins, peptides, amino acids and hydrating ingredients.

This is the story behind some of the ingredients we love.

Ginseng

An ingredient with a long beauty heritage

Ginseng has been treasured in traditional Asian practices for generations, and today it remains one of the most recognisable botanicals in beauty.

Rich in naturally occurring compounds known as ginsenosides, ginseng is valued in cosmetic formulations for its antioxidant and conditioning properties.

In our formulas, it forms part of our botanical approach to caring for the hair and lashes helping create a nourishing environment while complementing the other ingredients around it.

Why we love it:
A beautiful connection between traditional botanical wisdom and modern beauty formulation.

Pumpkin Seed Extract

Botanical nourishment, naturally

Small seed. Remarkable composition.

Pumpkin seeds naturally contain fatty acids, vitamins and minerals, making pumpkin seed extract a beautiful addition to nourishing hair and lash formulas.

We use it for its conditioning and nourishing qualities, particularly in formulas designed to support the appearance of healthy, fuller-looking lashes and hair.

Why we love it:
It brings a naturally rich, nourishing element to the formula without feeling heavy.

Hyaluronic Acid

Because beautiful lashes need hydration too

Hyaluronic acid has become synonymous with skincare, but its benefits don't stop at the skin.

As a humectant, hyaluronic acid helps attract and retain moisture. In a lash formula, this can help keep lashes feeling soft, conditioned and flexible.

Our formulas use hyaluronic acid and sodium hyaluronate as part of their hydration systems, helping balance the more conditioning elements of the formula.

Why we love it:
Softness. Flexibility. Hydration.

Sometimes luxury is simply making something feel beautifully cared for.

Panthenol

The conditioning essential

Also known as Pro-Vitamin B5, panthenol is a much-loved ingredient in haircare and beauty formulations.

It is valued for its moisturising and conditioning properties, helping hair and lashes feel smoother, softer and more flexible.

For delicate lashes in particular, conditioning matters. Lashes experience daily exposure to makeup, cleansing and environmental factors, so we believe they deserve more than simply being enhanced, they deserve to be cared for.

Why we love it:
A quietly hardworking ingredient that leaves hair and lashes feeling conditioned and cared for.

Vitamin E

Antioxidant care

Vitamin E, or tocopherol, is a classic beauty ingredient for a reason.

Known for its antioxidant properties, Vitamin E is widely used in cosmetic formulations to help protect and condition.

Within our formulas, it works alongside botanical extracts and other conditioning ingredients to create a considered approach to hair and lash care.

Why we love it:
A timeless ingredient that brings antioxidant and conditioning benefits to the formula.

The Botanicals Behind Our Lash Formula

Beautiful lashes aren't simply about length.

We believe they should feel soft, conditioned and healthy-looking too.

That's why our Premium Eyelash Serum combines botanical extracts with vitamins, peptides and hydration-focused ingredients. The formula includes green tea, ginseng, Swertia Japonica, pumpkin seed extract, saw palmetto, biotin, Vitamin E, panthenol and hyaluronic acid.

Green Tea

Naturally rich in antioxidants, green tea extract brings antioxidant care to our lash formula.

It is a beautifully lightweight botanical ingredient particularly suited to the delicate nature of the lash area.

Swertia Japonica

A lesser-known botanical, Swertia Japonica is included for its traditional use in beauty formulations focused on the appearance and condition of hair and lashes.

We love discovering ingredients beyond the obvious.

Saw Palmetto

Saw palmetto is a botanical extract widely used in hair and beauty formulations.

Within our lash serum, it forms part of our broader botanical blend, working alongside ginseng, pumpkin seed and other conditioning ingredients.

Biotin

Also known as Vitamin B7, biotin is associated with keratin,  the protein that makes up hair.

In our formula, it is used as part of a broader conditioning and nourishing ingredient system.

And importantly, topical biotin is not the same thing as taking biotin as a dietary supplement. We use it for its role within the cosmetic formula.

Peptides

Where nature meets modern beauty science

Not every ingredient in a beautiful formula needs to come from a plant.

Some of our favourite ingredients come from modern cosmetic science.

Peptides are short chains of amino acids and are increasingly used in beauty formulations designed to condition and support the appearance of hair and lashes.

Our lash formula incorporates peptide ingredients alongside botanical extracts, vitamins and hydrating ingredients.

It's this combination that we love:

Botanical ingredients for nourishment.
Peptides for modern conditioning.
Hydrators for softness.
Vitamins and antioxidants for care.

Different ingredients. One considered formula.

The Ingredients Behind Our Hair Serum

Hair has different needs from lashes.

Our Hair Serum brings together a more concentrated botanical approach, combining Maima Extract, Ginseng Extract, Chinese Angelica Extract, Vitamin E, Safflower Glucoside and Polygonum Multiflorum Extract.

Each botanical brings something different to the formula.

Maima Extract

Used as part of our scalp-conditioning approach, Maima Extract helps provide nourishment and moisture to the scalp.

Chinese Angelica

Also known as Dong Quai, Chinese Angelica has a long history in traditional herbal practices.

We include it as part of our botanical blend, complementing the other plant extracts within the formula.

Safflower Glucoside

Derived from safflower, this ingredient contributes to the conditioning character of the formula.

It works alongside the other botanical ingredients to create a lightweight, nourishing scalp serum.

Polygonum Multiflorum

Another traditional botanical, Polygonum Multiflorum has a long association with hair and beauty practices.

Within our formula, it forms part of our botanical approach to supporting the appearance of healthier, fuller-looking hair.

Vitamin E

And once again, Vitamin E earns its place.

Its antioxidant and conditioning properties make it a natural companion to the botanical ingredients in our Hair Serum.

The Difference Is in the Details

We don't believe a longer ingredients list automatically makes a better product.

More isn't always more.

For us, formulation is about balance.

It's about understanding how ingredients work together and choosing each one because it contributes something worthwhile.

A botanical extract.

A hydrating molecule.

A peptide.

A vitamin.

A conditioning agent.

Each has a place & each has a purpose.

Beauty, Considered

Our philosophy has always been simple.

You shouldn't need a ten-step routine to care for your hair and lashes.

And you shouldn't have to take an ingredient list at face value.

We want you to understand what you're using and why.

Because there is something empowering about knowing what goes into your beauty ritual.

And perhaps that's the greatest luxury of all:

knowing your beauty routine has been thoughtfully considered.