what is intentionally basic skincare?

skincare has never been more complicated

with every brand racing to highlight the latest trendy ingredient, the focus has shifted from what your skin needs to what sounds exciting on a label. we’re not saying it’s totally bad, we’re saying it’s just not build.

we take a different approach—one that’s intentionally basic. not basic as in boring, but deliberate in how we create staple products that do what they’re supposed to, without the extras.

it's easier than ever to feel lost in skincare

the latest miracle ingredient, layering too many actives, switching to all-natural or clean skincare...

through all of that, one thing becomes clear—skin thrives on balance. overcomplicated routines don’t necessarily lead to better results.

being intentionally basic means promoting skincare that is deliberate, uncomplicated, and reliable.

skincare that's basic—but not worse for it

many brands promote simplicity by focusing on what’s not in their formulas (e.g. natural or clean), but removing ingredients for a marketing claim often leads to products that simply don’t perform as well.

being intentionally basic isn’t about taking things away—it’s about creating the best version of each type of product offered and focusing on making that single product the most effective and enjoyable version of itself.

everyday essentials—products designed to be used, finished, and repurchased.

so, intentionally basic skincare can’t be natural or clean?

yes and no. intentionally basic skincare doesn’t discriminate against ingredients, while natural and clean marketing often does. remember: the goal isn’t to exclude for the sake of simplicity.

take tapioca starch in b-wash—it’s naturally sourced, but we chose it because it was simply the best ingredient for that formula. if using natural ingredients fits within an intentionally basic approach, that’s great—as long as it doesn’t limit performance or overcomplicate the formula.