Who we are
We are an evidence-based wellness company who believes self-care is a necessary pillar to health.
Purpose
Help people build rituals to put themselves first.
What we offer
We're an online self-care marketplace for evidence-based, carefully curated wellness products & mission-driven brands. We provide support for the unknowns of every phase of life.
Our Vision
A world where self-care is foundational to health.
Our Mission
To help people be active agents in their healthcare and build a practice of self-care with the right tools at the right time of their life.
Core Values
Trustworthy
We vet our products and make your self-care simple.
Support
We support you in supporting yourself.
Balance
Self-care is about helping you build a practice and a balance of your own care with the other things you care about. We’ll meet you wherever you are.
Representation
Our uniquely holistic approach to healthcare, wellness and beauty is rooted in making self-care as inclusive and equitable as possible.
Audience
“Do it All” Self-Care Seekers
Modern boss women between the ages of 25 - 65, who are health-conscious and self-care curious. They care about making a good impression and are willing to spend on luxury items that meet their needs. They are time-starved, driven by their schedules and juggling life demands.
Because they're often too overwhelmed to do the necessary research, they often end up neglecting their self-care and feeling isolated. While they help manage others’ self-care over their own, they are ever more mindfully trying to manage anxiety in an effort to find personal fulfillment. Regardless of their life stage, they need trusted and tried self-care delivered to them.