After successfully running their natural beauty company, Eve of St. Agnes since 2011, the founders of decided to remove all plastic packaging from their range, and in 2018, launched a new plastic-free concept into the beauty market. Based in the UK, their goal was to offer natural, organic and vegan friendly products – completely free from plastic, sulphates, silicones and other materials that can have highly adverse effects not only on the environment, but also on the skin and general health.