About Us

Why we became

revolutionaries

When we started selling our exceptional products in 2005, we wanted to be the antithesis of everything the industry stood for. We were tired of the diminishment of women. The lies and deception, rampant greenwashing and cheap chemicals sold as expensive false promises. The determined effort of an industry to keep the public in the dark about what it really is, the rubbish it peddles, the harm it does to people, the cruelty to animals and its reckless degradation of vulnerable ecosystems.

"We were inspired to become catalysts for change— the way of the future."

We didn’t just rule out the bad or suspect chemicals, we ruled out the ordinary. Everything had to be exceptional. The best in the world, yet accessible to all. To do this without compromise was and remains, truly revolutionary. Our very first website had the tagline of ‘skincare with nothing to hide’ and we meant it. From the start, we committed to being the brand that set the highest standards across the globe. That tagline was later appropriated by another brand, but still… it represents our standards and our ethical decisions perfectly.

This means Y natural offers a benefit you don’t get elsewhere. We know you don’t have time to stay across a hundred different issues to make sure your decision is ethical in every way. That’s why we do it for you, so that with your choice of Y natural, you can be 100% sure you’re doing something absolutely wonderful for your skin, your wellbeing, the community and the planet, all at once.