Building in Public: Why We Are Telling You Everything Before We Have Even Launched

Most brands go quiet until launch day. One day there is nothing, and the next there is a polished website, a founder story that sounds like it was written by a committee, and a product that showed up out of nowhere with no sense of how it got there.

We decided to do the opposite. You are reading a brand publication before there is a single product on shelves, which means you are getting the sourcing conversations, the formulation debates, and yes, the regulatory paperwork, in something closer to real time. That is not an accident and it is not because we ran out of things to hide. It is because we think the story of how something gets made is part of what makes it worth trusting, not a footnote to bury after the fact.

Here is what that looks like going forward. Every ingredient we use gets its own piece explaining why it is there. Every regulatory hoop we jump through gets explained, not glossed over. And when the research on something is genuinely mixed, like it is on parts of the tallow conversation, we are going to tell you that too, instead of pretending the science is more settled than it is.

In return, we want this to be a two way thing. Send us the skin questions you actually have, including the skeptical ones. Tell us what you want to see reviewed, tested, or explained next. The Mood Board and our Instagram are the closest thing to a front row seat we can offer right now, and honestly, the best part of building something like this in public is that you get to watch it happen instead of just being handed the finished version.

More soon. Thanks for being early.