Our Story
Our journey began when Shu Fen became pregnant and realized the importance of what she consumed and applied to her body.
Like every mother, she wanted the best for her baby’s health, which led her to embrace clean living. After giving birth and choosing to breastfeed, she found the search for truly safe products overwhelming—hours of research and conflicting information made it hard to know what to trust.
Shu Hui, her sister, faced her own challenges with skin sensitivities and gut issues, becoming equally conscious of her choices. Together, they discovered a shared passion for clean, non-toxic living and a desire to help other families.
Our Promise
Motivated by the belief that creating a safe environment shouldn’t be stressful, the sisters set out to simplify access to safe, clean products for families. Their goal is to take the burden off moms by curating trusted essentials, allowing parents to focus on what truly matters—quality time with their loved ones.
And so, their journey began—with a commitment to providing healthier, safer choices, helping families create clean, safe spaces for their little ones to grow and thrive, one product at a time.
Our Curation Process
We are committed to providing only the safest and most sustainable products for families. Our rigorous vetting process ensures that every item meets our non-negotiable criteria:
- No Harmful Ingredients: All products are free from harmful substances, thoroughly checked against our comprehensive No List for health and environmental risks.
- Cruelty-Free: We partner with brands that uphold cruelty-free practices, guaranteeing that no animal testing is involved and that ingredients are ethically sourced.
- Sustainably Made: We focus on the entire lifecycle of our products, prioritizing renewable, biodegradable, or recycled materials, eco-friendly packaging, and responsible production practices.
By carefully curating our selection, we make it easy for you to choose clean, safe, and environmentally responsible products for your family and the planet.
The NO List
We prioritize the health and safety of your family and the planet by maintaining a strict No List of chemicals that we prohibit or restrict in our products. This list includes harmful ingredients linked to health issues, as well as those that negatively impact the environment.
Some of the key ingredients* we avoid include:
- Parabens
- Phthalates
- PEGs
- Artificial colorants/dyes
- Undisclosed fragrances
- Triclosan
- BHT/BHA
- Isothiazolinones
- Ethanolamines
- Chemical sunscreens
- EDTA
- Sulfates (SLS/SLES)
*Please note that the above list of excluded ingredients is non-exhaustive.