Our big vision is that mental wellbeing support is understandable, accessible and irresistible for all.

We are pursuing that mission by:

• Creating relevant and accessible content, including through partnerships with therapists and experts, alongside sharing experiences from our community
• Working with mental wellbeing organisations and charities to donate at least 1% of our distributable profits each year
• Creating irresistible products focused on self-care, healthy habits and mental wellbeing
• Playing an active role in conversations around mental health

We believe that businesses should operate responsibly, caring for the planet and everything that lives on it.

We uphold this belief by:

• Ensuring all our products and ingredients are responsibly sourced
• All of our products are vegan and cruelty-free
• Our delivery packaging is fully recyclable & delivery emissions offset
• We work with Ecologi to offset our impact
• We prioritise sustainability in our product development decisions and packaging design. More can be found on this on our sustainability page.
• Where there are industry challenges around sustainability we work to be part of the solution. More can be found on this on our sustainability page.

We recognise the value of community in all areas of life.

• From the mental wellbeing benefits for individuals
• The impact benefit of groups campaigning for change
• And the sustainability benefits of businesses working together for the planet

We're here for all of it and we choose community collaboration over individual gain.

Honesty is the best policy and we'll never strive to be dishonest or misleading. We value upfront, honest communication and this is what you will get from us.

You'll see this in:

• Our upfront approach to talking about our sustainability journey
• Our comms whenever we make a mistake (we're all human)
• Interactions with our team