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Our Simple Promise

Kindness is at the heart of everything we do – but – we’re about so much more. As trusted sensitive skin experts, we’re committed to keeping you and your skin looking (and feeling!) its best, starting with clean, uncomplicated products that downright love your skin and the planet too.

So what do we mean by clean beauty, exactly? Well, we say no way to harsh ingredients, colours and chemicals known to upset your skin, because what we leave out is just as important as what we put in. 

Clean beauty is also about being kind to animals. Yep, we’re super proud to be globally PETA-certified cruelty free – and this is just the start. We’re working on getting vegan certification on our products, too. Yasss!

And what about our packaging? We always try our best to use packaging made from recycled materials and we’re getting better each year – so, watch this space! 

Our History

Here’s where we started: kind to you, and your skin, since 1960. Born way back then in the hands of a British doctor – our attitude to beauty is still the same.

Kind to Skin

Ever notice how your skin can go from happy and healthy looking to delicate and unpredictable just like that? Well don’t worry, that’s totally normal. Every skin type has its sensitive moments – as a result of everyday elements such as changing weather and city pollution to stress and lack of sleep – causing it to act up and behave in all sorts of random ways.

We get it. Sensitive skin can be complicated.

But we think looking after your skin should be simple, clean and free from any harsh ingredients that could upset it. Which is why we only use the kindest ingredients that respect your skin’s natural ways. 

Our NOs list includes:

  • Because they can upset your skin. Any light odour smell is coming from an active ingredient.

  • Makes products look flashy, but can overload your skin. We don't believe in adding anything that doesn't benefit the skin.

  • Yep, we keep all our products free from alcohol* since it can dry out your skin, weakening your skin’s natural barrier.

  • Of course! We never use harsh chemicals that could upset your skin.

  • Soap is a drying agent that will get rid of the essential natural oil on the surface of your skin. Our products contain mild/gentle cleansing agents instead.

  • Ingredients not kind to skin: Salicylic Acid, SLS, Peroxide, Retinol, Glycolic Acid

    Simple also have NO: Parbens, Phthalates, MIT, Animal Derived Ingredients, Petrolatum, Formaldehyde Donors, cyclopentasiloxane (D5), Fragrance, Triclosan




Effective, skin-loving ingredients

Your skin is pretty awesome. Not only is it your body’s largest organ (yes, really!), it helps control body temperature and protects you from bacteria and pollution. That’s why it’s our Simple promise to keep it healthy with hard-working yet gentle ingredients that work in harmony with your skin, for selfie-ready skin every day. 

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Pro-Vitamin B5

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Thyme, Zinc & Witch Hazel

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Antioxidants, Vitamins C & E and Ginger

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Pro-Vitamin B5

Deeply hydrating, this nifty little ingredient not only helps quench thirsty skin by absorbing moisture from the air. You’ll find Pro-Vitamin B5 in our Kind to Skin range… oh, hey soft, smooth and healthy skin!

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Dry, dehydrated skin? Meet Pentavitin AKA your skin’s new BFF for long-lasting hydration. We use it in our Water Boost range to restore and protect sensitive skin from dehydration… and it even continues to hydrate way after application. Impressive!

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Thyme, Zinc & Witch Hazel

Squad goals! This trio of effective (but gentle) ingredients can be found in our Daily Skin Detox range and is the ultimate in fighting oily, blemish-prone skin. So, now you can finally break up with breakouts and say hi to shine-free and care-free skin.

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Antioxidants, Vitamins C & E and Ginger

When your skin needs protection, these ingredients are a triple threat against damaging environmental factors like pollution and electronic blue light. Formulated into our Protect ‘n’ Glow range, which leaves your skin radiant and ready to take on the world!

Kind to People

We believe there’s a lot of kindness in the world, but we don’t always see or talk about it. That’s why we’re on a mission to make kindness go viral!

You can’t always control the world around you and what others do or say, but you can control your behaviour, your beliefs, and how you impact others. And when it comes to spreading kindness, we believe small acts can be just as impactful as grand gestures… like helping an elderly neighbour with groceries, offering your seat to someone who needs it more than you, or even sending an uplifting note to a classmate.

Because every day, everyone deserves kindness. By making positive and more considerate choices (no matter how small), we can all do our bit to spread kindness. We’re here to remind you to #ChooseKindness – it’s simple.

Kind to Planet

When it comes to being green, we know how much you care about doing your thing for the planet. Which is why we’re committed to choosing kinder, smarter and more sustainable options – because being kind to the planet is an important part of what we do.

From using more recyclable packaging and alternatives to single-use plastic, to aiming for sustainably sourced and non-GMO ingredients (and of course always cruelty free);  our products help support your commitment to #choosekindness, for a better planet.

Our Actions

In addition to ensuring our products are kind to planet we also work with partners who have a similar mindset as us.  

Our partners:

Pentavitin is a Trademark of DSM