We have opinions about how skincare should be made. These are them.

Effective Without Excess - Every ingredient is there for a reason. No trend-chasing, no ingredients added just to look good on the label. If it doesn’t do something for your skin or the formula, it doesn’t make the cut.

Transparency - You have the right to know exactly what you're putting on your skin. Full ingredient lists, plain language, no proprietary blends hiding behind vague claims. 

Clean - No parabens, no sulfates, no synthetic fragrance. We formulate to Clean at Sephora standards. Not because anyone requires it, but because it’s the bar we’d want for our own skin.

Vegan & Cruelty-Free - No animal-derived ingredients, and no testing on animals. Ever. Good skincare doesn’t need either.

Sustainability - The beauty industry has a waste problem, and we’d rather not add to it. Elixir no. 1 comes in a refillable glass bottle meant to stay on your vanity for years. Refills use over 90% less packaging by weight. Same formula, no new bottle.

Impact Through Action - Every purchase supports the Bettie Brand Fund, a nonprofit providing women in need with a hand up, not a hand out. Because a brand built by women, for women means something hollow if it stops at the bathroom shelf.

These aren't aspirational statements. They're the decisions we make every time we formulate, package, and sell a product.

Leah + Mary, Co-Founders

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