Texture is one of the hardest things to get right. A moisturiser should feel light, never greasy or oily, with good slip so it glides and spreads easily across the skin. Achieving that depends on understanding your raw materials, from emollients to emulsifiers, and how they behave together. A cleansing balm should melt on contact and turn to a milk with water. Small changes in a formula can transform how it feels.

Scent is subjective, and fragrance gets a lot of criticism in our industry. But used carefully and in the right way, it can turn a routine into a moment you look forward to. We keep our scents soft and considered, so they comfort rather than overwhelm.

Colour is the first thing you notice when you open a jar. We use ingredients people recognise and feel connected to, like matcha and spirulina, which bring natural, striking colour to our formulas. That small moment of delight is really important to us.