1. Transparency Do you actually know what you’re putting on your skin? Are you really searching for eternal youth? Can your DNA be treated by a cream? We don’t think so. We believe that it is important to be transparent to customers. We believe that customers have the right to know what they are putting on their skins and what our products really do. After all, skin is our largest organ and it needs a lot of care. 2. Beauty also comes from within Your skin is a reflection of what happens inside your body. So you can apply whatever cream you want, but beauty really does come from the inside. Living and eating healthily can directly affect your appearance. Many people now take vitamin supplements, as well as probiotics to keep the intestinal flora healthy. So be informed and mindful about what you put into your body, eat as pure as possible, and try to avoid highly processed foods. Observe which food you react well to, if necessary note it down on your diary, and eat accordingly. You will see a huge difference. 3. Your beauty routine becomes even more important Nowadays, people put a lot of emphasis on ‘steps’. Cleaning your skin with just a cotton ball and some water is not enough. Especially if your face is exposed to various pollutants such as fumes and bacteria- think of your phone for example. You want to clean it well. At Naïf we try to help you with this. Therefore, we have put together kits like the Glow Getter Kit (face), Skinny Dip Kit (hair) or the Top to Toe Kit (body) to make life a little easier for you. 4. Facial brushing Have you ever heard of dry brushing? It stimulates your blood circulation and ensures that toxins are removed. Many people are already doing this to their bodies, but it is only recently that we start dry brushing our faces. Just like for your body, dry brushing can improve blood circulation in your face and you’ll have that healthy glow. 5. No planet B We are becoming increasingly aware that we, as human beings, can leave a huge impact on the world– both good and bad. We are not merely talking about animal welfare but also our planet as a whole. All the chemicals that are leaked into your daily shower or into the sea. At Naïf, we see it as an endeavour to make a positive change every day. Not only in terms of making products from the best ingredients, but also by working together with partners such as Waternet and the Plastic Soup Foundation.