Hello, hi. Welcome or welcome back to our world of Self Care. It’s been a hot minute.

Just over a year ago we shut down our Online Shop, stopped posting on our social channels, and halted Self Care e-mails. It was a move that was surprising to some. We had a thriving community of self-carers and self-lovers, and we loved championing our message of ‘Self-care for all’. For all intents and purposes, we were doing well. But we felt we could be doing better…

So we hit pause. And in that time, we took stock. We re-evaluated what we wanted to be doing. And how we could make our impact far greater than it had ever been before.

And so, we created something new. Or perhaps, something more evolved. Our ethos remains the same. We still stand for inclusive and accessible self-care. We still aim to make self-exploration and self-compassion mainstream. But we broadened our mission, too. And focused our energy on creating a brand and a business that mixed science and psychology, with good design and the concerns of the modern day Gen Z and millennial being.

Over the next few months, years, and (hopefully) decades, we hope to grow into a retail staple. We hope to pioneer an industry of science-backed self-care and self-exploration products that make looking inward as normal and accessible as going to the gym or brushing your teeth. We hope to upend the concept of self-care being ‘fluffy’ or ‘selfish’ or ‘elitist’ by digging deep into the science, and innovating what’s possible when it comes to direct-to-consumer self-care.

We are a community of young self-carers and self-lovers who believe the power of looking inward - of self-awareness, self-exploration and compassion - will lead to more satisfied, empathetic and empowered human beings.

We’re only at the beginning. Thank you for coming along for the ride.