We believe that our planet, and all the wonderful creatures we share it with, should never have to bear the cost of beauty. Since 2014, we've paired cutting-edge science with medical-grade ingredients to create products that are as gentle on the planet as they are on our bodies.

All of our formulas are original, created and tested in the EU by world-class cosmetic chemists, on real people — never on animals and always with ethically sourced, sustainable ingredients. Here's to a gentler approach to beauty!


After a decade of living in NYC and working as a lash artist and instructor in London (where she became one of the first 3 artists in the UK to master volume lash extensions) — Ruthie Belle was back in her home country of Estonia — and completely frustrated by the lack of gentle yet effective lash products.

They say that necessity is the mother of invention. And they also say that if you want something done right, you have to do it yourself! So from 2014, Ruthie has created innovative products that are as gentle on the environment as they are on our bodies. And the rest, as they say, is history!