Pillar 01
Skin
Your skin barrier is doing fine without twelve unpronounceable actives. We favour short formulas where every ingredient has a reason to be there — and a citation behind it.
Field note 00 — pre-launch
Natural, evidenced.
Not vibes.
Treatments, cosmetics and fibres chosen for what they do — and what they don't leave behind.
We read the studies, the ingredient lists and the supply chains so you don't have to. What survives the reading is what we make.
What we believe
Four pillars, one standard: it has to earn its place.
"Natural" is not a free pass. Every category we work in has a version that's genuinely better for you — and a lot of marketing that isn't. Here's where we draw the line.
Pillar 02
Oral care
Toothpaste shouldn't be a mystery. Plenty of people have decided they want fluoride-free — so we made one worth choosing: calcium carbonate and coconut oil to clean and freshen, openly listed, with none of the charcoal-and-detox theatre.
Pillar 03
Textiles
The clothes against your skin shed fibres into you and the water every wash. Natural fibres break down; synthetics don't. The material is the decision.
Pillar 04
Proof, not promises
Every claim we make points back to a source you can read yourself. If the evidence is thin, we say so — and we don't sell it.
Why it matters
A few numbers worth sitting with.
Not to scare you — to explain why we bother. Each figure is sourced below, so you can check our reading against the original.
35%1of ocean microplastics
come from synthetic textiles shedding microfibres — much of it in the wash, before a garment ever wears out. Natural fibres don't add to that load.
~7002000 fibres per wash
A single 6 kg load of synthetic laundry can release hundreds of thousands of plastic microfibres. The fabric you choose is a daily decision, repeated.
5g3plastic per week, est.
Some estimates put average human microplastic intake at roughly a credit card's worth a week. The science is young and contested — which is exactly why we read it carefully rather than shout about it.
14claim · 1 source
Our actual standard: nothing goes on the label without a reference behind it. The number that matters most is one — every claim, traceable.
Sources — 1 IUCN, Primary Microplastics in the Oceans (2017). 2 Napper & Thompson, Marine Pollution Bulletin (2016). 3 de Wit & Bigaud, WWF / Univ. of Newcastle (2019), est. under debate. 4 Vorus editorial standard. Replace with final citations before launch.
Show our working
The reading behind every claim.
Each number above traces back to a note where we lay out the evidence — and say plainly where it's thin. Start here, then check our reading against the originals.
Note 01 · Oral care
Fluoride-free, by choice
Lots of people want fluoride-free toothpaste. Here's what we put in instead — calcium carbonate and coconut oil — and why, plainly.
Note 02 · Textiles
Where ocean microplastics really come from
The source behind the 35% figure — and why natural fibres change what sheds rather than stopping it.
Note 03 · Microplastics
A credit card a week?
We traced the viral "5g of plastic a week" stat to its source. Young science, real uncertainty — neither panic nor pitch.
Note 04 · Skin
Non-nano mineral sunscreen
"Non-nano" and "no white cast" pull in opposite directions. The trade-off most brands quietly make.
Coming soon
What we're making first.
No SKUs yet — and no rush. We'd rather ship three things we'd stake our name on than thirty we wouldn't. Here's the direction.
Daily mineral sunscreen
Non-nano mineral filters, no white cast we can't defend. Tested, not hyped.
Fluoride-free toothpaste, simplified
Calcium carbonate and coconut oil to clean and freshen — fluoride-free for the people who want exactly that, and nothing added to perform on camera.
Natural-fibre basics
Organic cotton and linen pieces, made from natural fibres that break down instead of shedding synthetics into you or the water.
The next thing
Members help decide. Tell us where the marketing-to-evidence gap annoys you most.
Join the list
Get early access and member pricing.
First to know when each product clears our bar. Founding members get launch pricing, the research notes behind every formula, and a say in what we make next.