Launch Date: April 2020
Geography: West Hollywood, CA, US
Founders:
Executive Team:
Advisors:
Board Members:
Notable Investors:
2025 Full Year Projected Revenue: $5M - $10M
Primary Category: Personal Care
Other Categories:
Funding: Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 500
Our story began with a simple question: How can we go beyond "just product," adding value to people's lives and encouraging connection? Eight billion of us share this one, beautiful world and when we evolve together, all our small actions can add up to a lot of good. That's how we came up with our brand name and the global coordinates we stamp on each item—symbolizing we are all connected, no matter our race, religion, gender, or where we live. We redefine everyday luxury in personal care through our distinct minimal and beautiful aesthetic, fine fragrances, and proven performance, all while being kind to people and our shared planet.
Insights: Cynthia Sakai, Founder + CEO
Why now and why you?
We’re building a purposeful brand that can outlast us; one I hope my son is proud of. To that end, our choices are thoughtful (we don’t cut corners) and timeless (we’re anti-trend). Our products are designed for the entire home and family—to make people feel good and cared for. We’re committed to the union of what we believe to be table-stakes requirements for consumer products: credo-clean, science-backed formulations, trusted product performance, beautiful and inclusive design, and planet-friendly packaging and practices. We don’t elevate one attribute at the expense of the other, and we’re always iterating on and improving upon our products in response to customer feedback and technological shifts.
What fuels your competitive advantage?
See above, plus: We create everything from scratch and in-house, from our high-performance formulations, custom-crafted in our Southern California lab, to our intricate and layered fine fragrances, developed with our perfumer, perfume designer, and scent evaluator. Additionally, our products are designed for display beyond the bathroom, as objets d’art, and our minimal aesthetic appeals to a broad set of consumers, standing out amid a sea of maximalist brands. Lastly, our ethos of “doing good every day” and our coordinate story, connecting people to people and people to the planet, serve as quiet reminders to do our part.
What are you most proud of accomplishing to date?
Uniting a team—a genuine family—of experts with open-minded, global, and diverse perspectives. As a team, we represent Japanese, Italian, Korean, Indian, Swedish, Egyptian, and Filipina heritages; we innovate and find a collective center, all in service of our customer, through friendly and spirited debate and discussion.
What is the one thing you wish someone had told you?
“Be where your feet are” is something I’ve been thinking quite a lot about.
What would you tell your past self before starting this journey?
What one of my mentors once told me: A company is like a bus—some people will stay for the entire ride and others will disembark at various points.
What does success look like in the next 3-5 years?
To be known and trusted for our personal care collection. We’re grateful and humbled to be known and trusted for our medical-grade face masks, having launched our brand with this essential good in response to the pandemic, and to be a household name in certain markets and among certain communities (frontline workers, for example). Success looks like being the go-to source for the other daily essentials, the personal care products, we carry.
What's one industry trend that is overhyped, and what's being overlooked?
”Clean” as an undefined claim is overhyped. “Sustainability” as a purchase consideration is overlooked.
How do you think the industry needs to evolve?
Timelessness over trend—building with purpose and intention for the long term, for future generations, over short-term extraction. Offering the essentials—nothing more. Committing to being a steward of consumptive choice.
If you could wave a magic wand, what one wish would you make for your business?
I wish for continued organic discoverability of our brand. We’re fortunate to have best-in-class retention rates for our products—once customers try our products, they return in spades.
