Rolled oats and oat stalks beside a dish of oat milk on linen

Empowered + informed Clear beauty, explained.

Every ingredient shared openly, what to look out for on any label, and what ours really mean. So you can choose with confidence, not guess at blanket claims.

What to look out for What our labels mean
Every ingredient
Hands cradling an amber Washed Rituals forever bottle

Clear beauty

"Clean" sounds simple. On a label, it can mean almost anything.

There's no official definition of 'clean' or 'natural' in beauty, so any brand can use those words. Plenty of products really are lovely, but blanket claims make it hard to know what you're actually buying.

Clear beauty is the opposite: every ingredient listed, every claim explained, so you can decide for yourself.

Here's what to look out for.

What to look out for

Eight things to check on any label.

Take these with you next time you shop, wherever you buy.

  • Blanket words. "Clean", "natural" or "non-toxic" mean little unless the brand explains them.

  • Fear-based marketing. Be wary of claims that make other products sound scary, or make one product out to be "the only safe option", especially with no in-depth explanation.

  • Vague green claims. "Eco" or "earth-friendly" with nothing to back it up is greenwashing.

  • One-word scents. "Fragrance" or "parfum" can hide a blend. Look for brands that name it, like lime essential oil.

  • Clear, detailed claims. Specific words, each one explained, instead of a single blanket label.

  • Real ingredient education. What each ingredient is, what it does and where it comes from.

  • Actual percentages. How much of the formula is natural, in real numbers.

  • Certifications, in context. Some can help, but we trust transparency more than a logo.

See how we label ours →

Understanding our claims

What our labels really mean.

Instead of one blanket word, every ingredient we use sits under one of four labels. Look for brands that label this specifically.

Natural

Straight from earth

Ingredients like essential oils that come straight from earth, and whose molecules haven't been scientifically altered.

See all 18 →

Naturally derived

Mostly from nature

At least 50% of the molecule (by weight) comes from natural materials, which may be refined to suit their purpose. Always vetted for ethics, safety and process.

See all 25 →

COSMOS approved

Our preservatives

Often nature identical: made in a lab, but the same molecule found in nature. All meet the COSMOS organic standard.

See all 4 →

Functional

Made by science

A few safe, well-researched, man-made ingredients, often hidden behind blanket 'natural' claims. We're lifting the curtain, because if not us, then who?

See it →

By the numbers: what's in each bottle, by weight

Uplift Cleanse

Uplift Care

Enrich Cleanse

Enrich Care

Gently sourced from earth

Every ingredient, in plain words.

Tap a label to open it. Tap any ingredient to read how it's made and why we chose it.

Natural 19 ingredients Straight from earth, molecules unaltered.
Naturally derived 25 ingredients Mostly from natural sources, and may be refined for performance.
COSMOS approved 4 ingredients Our preservatives: nature identical or naturally derived, approved under the COSMOS organic standard.

  • Geogard 221

    An effective, COSMOS-approved preservative.

    • Uplift Cleanse
    • Enrich Cleanse
    • Alchemy Mask
    • Radiance Dew

  • Benzyl alcohol

    Protects our products from harmful bacteria.

    • Uplift Cleanse
    • Uplift Care
    • Enrich Cleanse
    • Enrich Care
    • Alchemy Mask
    • Radiance Dew

  • Potassium sorbate

    A mild preservative that keeps products stable.

    • Uplift Care
    • Enrich Care
    • Nurture Wash

  • Sodium benzoate

    A salt of benzoic acid, found naturally in fruit, that guards against yeast and bacteria.

    • Nurture Wash
Functional 1 ingredient Made in a lab, chosen because it works.

  • Vitamin B5 (panthenol)

    Strengthens, adds shine and helps hair hold moisture.

    • Uplift Cleanse
    • Uplift Care
    • Enrich Cleanse
    • Enrich Care
    • Alchemy Mask
    • Radiance Dew

We're here to empower you

Download our free guide to understanding product claims.

Get the free guide

Ethically focused and giving back

Consciously curated in Tasmania

Gently sourced from earth

Closed loop refill and return

Why we do it this way →

Ready to begin?

Find your ritual.

Two collections, chosen by hair type. Pick yours and you're done.

Uplift Cleanse bottle layered with long straight hair

For fine, flat or oily hair

Uplift

Shop Uplift →
Enrich Cleanse bottle layered with long curly hair

For thick, dry, curly or damaged hair

Enrich

Shop Enrich →

Know what you need?

Mix and match your own ritual.

Pick any cleanse with any care, like Uplift Cleanse for an oily scalp with Enrich Care for dry ends. Buy 2 save 10%, 3 save 20%, 4 save 30%.

Build your ritual

Not sure which?

Let us match your ritual.

Six quick questions about your hair and scalp, and we'll match your cleanse, care and treatment.

Take the one minute quiz →

Come and join us.

Slow Sunday ritual prompts and first word on new things. 10% off your first order.

With love, always. Alex x