Derived from Nature, Engineered with Science.I. Ashes to ashes - what comes from the earth goes back to it. II. No Nasty’s - that means no dangerous chemicals. III. Simplicity – simple, natural formulations engineered with honest intentions. IV. Good Science – we utilise the cleanest, most efficient science to make effective, dependable and safe products. IV. Sustainable Business – we strive to be both ethical and sustainable in our efforts to grow our brand.