You would think the word pure would be simple. In beauty, it almost never is. A product can say argan oil or marula oil on the front and contain only a few drops of it, surrounded by water, fillers, and synthetics. So when we say 100% pure, we mean something specific, and we want you to know exactly what that is.
What does 100% pure actually mean?
For us, it means the bottle contains one ingredient, the oil, and nothing else. No water to bulk it out. No fillers. No synthetic fragrance. No preservatives propping up a complicated formula. When you buy a single oil from us, 100% of what you are paying for is the oil itself. That sounds obvious. In this industry, it is surprisingly rare.
Why do so many oils get diluted?
Money, mostly. Pure, well-sourced oil is expensive. Water and filler ingredients are cheap. Putting a small amount of a hero oil into a large bottle of cheaper ingredients, then naming the bottle after the oil, is simply better for a company's margins. It is not always dishonest, but it does mean the name on the front rarely matches the reality on the back.
What about refined versus unrefined?
This is the other half of purity. Many oils are heavily refined, bleached, and deodorized until they are stripped of the color, scent, and nutrients that made them valuable in the first place. It produces a cheaper, more uniform, more forgettable oil. We choose the opposite wherever it matters, because the character of a real oil, its color, its scent, its richness, is the proof that it is intact.
How can I hold any brand to this standard?
Use three simple tests on anything you buy. First, read the ingredient list, and check that the oil you want is the first and ideally the only thing on it. Second, look for transparency about sourcing, because a brand that knows where its oil comes from will tell you. Third, be realistic about price, since genuinely pure, well-sourced oil is never the cheapest option on the shelf. If a product fails all three, the word pure on the label is doing a lot of pretending.
The standard we hold ourselves to
Every oil we make is a single, pure ingredient, sourced as honestly as we can and bottled with as little interference as possible. Our squalane is 100% olive-derived. Our batana is unrefined, scent intact. Across all of it, the rule is the same: what is on the label is all there is.
We did not invent these ingredients. The earth already gave us everything our skin and hair need. Our only job is to deliver it to you honestly, undiluted, and intact. If that is the kind of beauty you want, this is what we make.
