25% of 18-24 year olds live vegan, vegetarian and sustainable. But cosmetics for young people are still artificial and full of synthetic additives: bad for the skin, the environment and the karma.
On the basis of vegan natural cosmetics, we have developed a skin care range that is 100% natural and yet smells surprisingly modern and young: tangerine and vanilla or sandalwood and eucalyptus.
But U are OK is more than the sum of its products. It's a message that hits a nerve with the younger generation: You are OK, just as natural as you are. You do not have to bend yourself to be OK.
In a world dominated by selfies and likes we want to motivate the young generation to be more relaxed and to have more trust in their own naturalness.