Established in 2021 by American author and nature enthusiast Ema Arius with the objective of delivering premium, skin-enhancing cosmetics at attainable prices, making high quality beauty solutions accessible to all.  All of our products are free of parabens, phthalates, GMOs, and SLS.

American and Canadian owned small business. We procure 98% of our ingredients regionally from Canada and the United States, guaranteeing adherence to Health Canada's stringent criteria. Two percent (or less) of our ingredients are globally sourced. 

Cosmetics With a Purpose

Our cruelty-free products feature nourishing extracts and oils that protect and rejuvenate the skin, leaving a radiant and flawless complexion over time. It isn't just makeup, it’s cosmetics with a purpose.

With your purchase, you will also be helping a greater cause. A dollar from each purchase will be donated to the Wolf Conservation Center at the end of every year. They are a not-for-profit environmental education organization working to protect and preserve wolves in North America.

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We value truth and transparency regarding our ingredients. Our cosmetics are formulated with 90% or more of natural ingredients, excluding the Enchantment Collection. Our skincare products contain a minimum of 65% natural composition. Learn more about our non-natural ingredients below.

We minimize use of non-natural ingredients while ensuring safety and efficacy.

Disodium EDTA and Tetrasodium EDTA

Both these ingredients are used as chelating agents in our skincare products. This means they bind with metals that can be present in water and other ingredients, thereby preventing them from spoiling the product or causing any harmful effects on your skin. They also enhance the foaming and cleaning capabilities of our products. It's important to note that these ingredients have been deemed safe for use in cosmetics by authoritative bodies like the Cosmetic Ingredient Review (CIR) Expert Panel.

Phenoxyethanol

This ingredient serves as a preservative in our skincare line. It helps to prevent the growth of bacteria and extend the shelf-life of our products, ensuring you receive fresh, effective skincare every time you purchase. Phenoxyethanol is one of the few preservatives that is gentle yet effective and has been declared safe for use in cosmetics up to a concentration of 1% by the European Union and other regulatory authorities.

Triethanolamine

This ingredient primarily serves as a pH adjuster in our products. It helps to maintain a product's pH level to ensure its stability and improve its performance on your skin. Triethanolamine also acts as an emulsifier, helping water-soluble and oil-soluble ingredients blend together. The CIR Expert Panel has affirmed the safety of this ingredient in cosmetics when used in low concentrations.

Propylene Glycol

This ingredient acts as a humectant in our skincare products, helping to retain moisture in the skin by reducing the evaporation of water. It contributes to our product's ability to keep your skin hydrated and supple. The Food and Drug Administration (FDA) has classified propylene glycol as generally safe for use in food, which demonstrates its safety profile.

Ceresin

This ingredient serves as a viscosity-controlling and emulsion-stabilizing agent, aiding in the hardening of oil-based products like gloss. It's also used as a replacement for Beeswax. Ceresin is a blend derived from the purification of ozokerite, a natural mineral wax. The Cosmetic Ingredient Review (CIR) Expert Panel has evaluated the safety of ceresin and concluded that it has been deemed safe as a cosmetic ingredient.

Titanium Dioxide

This ingredient is utilized for its white coloring attributes and may appear in select products based on the hue. Health concerns arise when it is inhalable in powder format. The Scientific Committees on Consumer Safety (SCCS) states safety data shows the absence of systemic effects including lack of reproductive and developmental toxicity or carcinogenic affects following exposures by the oral or dermal routes. (EFSA, 2016; 2018 &2019, ANSES, 2017 and US FDA, 2019.)